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«As the u.s. market for natural and organic cosmetics is becoming increasingly competitive, brands are adopting a segmented approach and / or invest in labels that are destined to differentiate their products in a crowded market , «explains Ecovia Intelligence.

A solution for every need

According to the market research firm, » segmentation is the act of brands of natural and organic targeted segments of the consumer-specific. «Of the dedicated product ranges to care for babies, pregnant women and men are already on the market, but new brands are targeted to segments that are yet more specific, such as teenage girls or people who care about their health. An emblematic example of this phenomenon is the brand Good For You Girls.

Alors que la part de marché des produits naturels et biologiques approche des 10%, deux grandes tendances caractérisent le marché américain : une segmentation accrue et une augmentation des labels éthiques. Photo : © Valua Vitaly /

While the market share of organic and natural products is approaching 10%, two major trends characterize the u.s. market : a segmentation increased, and an increase of ethical labels. Photo : © Valua Vitaly /

The brands are also developing ranges of natural and organic intended for specific applications. A number of products of this type are already available, in particular in the segment of skin care. Brands such as Tata Harper and REN have launched care anti-pollution to protect and soothe the skin faces pollutants in the air. As another example, the canadian society Novia Scotia Fisherman, which has developed from natural health products to extreme weather conditions.

Ethical Labels

The ethical labels are also in full progress on the personal care market. The logo butterfly Non-GMO Project Verified, which is already well established in the food industry, is gaining ground in the sector of natural cosmetics. Nearly 500 products are now certified and thus ensure consumers that they do not contain genetically modified ingredient. Andalou Naturals, Dr. Bronner’s Magic Soaps and EO Products are part of the princiapux users of this label.

The labels fair trade, vegan or gluten-free, as well as the certification labels on natural and organic usual, are more and more present on the cosmetic products. «It is becoming more and more common to see three labels or even on the packaging of the products, » explains Ecovia Intelligence.

«The question is how these trends will continue as the market evolves , «concludes Ecovia Intelligence, which will enter more detail on this topic at the next north american edition of the Sustainable Cosmetics Summit, which was held at the hotel Park Central New York from 3 to 5 may 2017.


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