Natural cosmetics Only eco is no longer sufficient

Healthy and conscious life: Natural cosmetics: Eco alone is not enough

06/10/2013

Natural ingredients and gentle on humans and the environment; These criteria are no longer enough for consumers of natural cosmetics. The products are now also required, what can cause conventional cosmetics, for example, fight pimples.

Customers want more than naturalness
In the past, it was important to consumers of natural cosmetics, that the products are well tolerated and based on natural raw materials, such as vegetable oils, fats and flavors, ideally from a controlled organic cultivation. Many have laid and value that the products are made without animal testing or animal ingredients. All this alone is no longer enough. „Customers want more“, says industry expert Elfriede Dambacher. „Natural cosmetics no longer have a special bonus just because it's natural.“ In Germany, the cosmetics market is no longer niche, but has arrived at all levels, from the price entry to the premium segment, explains Dambacher. At the same time, expectations for the products have increased. „Natural cosmetics must completely fulfill the expectation of functionality that consumers have and, of course, convey the additional benefits of nature“, analyzes the independent industry specialist, who also publishes the yearbook Naturkosmetik. For example, with face cream. The must not only be well-tolerated, but it must also be suitable for specific skin types and requirements, such as anti-pimples or anti-aging.

Newcomers focus on new trends
The Federal Association of Industry and Trade Companies for Pharmaceuticals, Reform Goods, Dietary Supplements and Cosmetics (BDIH) in Mannheim, believes that it is above all the newcomers among the manufacturers who are relying on such new trends. Tobias Peschl from the BDIH says: „Unlike the established players, they are more likely to provide added value.“ But even the established companies would have to find ways to keep up with the development, so they do not lose their regular customers.

So far, manufacturers such as Weleda, Wala, Laverana or Logocos, which are among the largest market players in Germany. Weleda, based in Arlesheim, Switzerland, can only confirm the trend towards more sophisticated products. „There is more and more of an approximation of natural cosmetics and conventional cosmetics - and this is also successful in many areas“, Weleda board member Andreas Sommer said. For companies, however, it's more about looking at long-term consumer interests. In the past year, the sales volume of the industry was around 860 million euros. According to the yearbook cosmetics an increase of 5.5 percent. Dambacher believes that trend products and the further development of product groups are helpful. This would create new interest in natural cosmetics.

On „controlled natural cosmetics“ respect, think highly of
When buying natural cosmetics but in principle also caution against the widespread sales tricks applies. So had the consumer magazine „Eco test“ advised not to be fooled by advertising promises of the manufacturers. Because even if „nature“, „Nature“ or „Natural“ It does not mean that chemical substances, which are in part harmful to health, are left out. On the contrary, the natural substances are often contained only in minimal proportions, although the product name suggests otherwise. If you want to purchase real natural cosmetics, you should go for the seal „controlled natural cosmetics“ respect, think highly of. Natural cosmetics are sold not only in health food stores, but now also in drugstore chains. (Sb)