Personal Care

Natural & Organic Personal Care Branding

Natural products are here to stay, and Personal Care products have jumped firmly on that bandwagon. Many national brands feature organic or natural ingredients on the label, and they often boast of fair trade policies and/or local sourcing. The Honest Company, 100% Pure, Burt’s Bees, Lavera and Avalon Organics are just a few examples of many successful Cosmetics and Personal Care companies that have made names for themselves in this sector.

This past year’s Natural Products Expo West registered record numbers of both attendees and exhibitors. In fact, the March 2014 event showcased more than 2,400 companies catering to the latest trends and demands in natural and organic foods, beverages and consumer products. One estimate says that 2 out of every 10 shoppers seek out natural and/or organic specialty products. Exhibitors at the Expo noted a distinct interest from mainstream supermarkets, with Kroger, Costco and Walmart among those looking to stock these items—all in efforts to capitalize on the health-and-wellness positioning that has long been at the center of Whole Foods Market’s positioning, including for its private label lines. Those mainstream venues have established natural store-within-a-store concepts that are ripe channels for these manufacturers.

Whole Foods Market has several different private label offerings in the “natural” category of Personal Care products. Whole Foods Market Lavender Hand Soap and Lotion are “made with a natural blend of essential oils.” The duo comes housed in a bath- and kitchen-friendly metal caddy. Another, limited-time, seasonal offering was Triple French Milled Soap Trio of Cucumber Lime, Lavender and Lemon Verbena—gift-wrapped “in a snazzy snowflakes holiday box.” Made in France, the soaps were individually wrapped in recycled paper—each scent with its own distinctive pattern. Both the soap trio and the milled soap meet Whole Foods’ Premium Body Care “strictest standards for sourcing, environmental impacts, results and safety,” the company states. 

The company’s Premium Body Care standard carries a stamp that is on all Whole Foods’ natural products. The stamp certifies that the product meets results, source, environmental impact and safety, but the company has also identified 400 “unacceptable” ingredients for their Premium Body Care products. These include parabens, polypropylene and polyethylene glycols, sodium lauryl, and laureth sulfates.

Costco’s Kirkland private brand offers many Personal Care shampoos and washes. One is a Kirkland Signature body wash that contains 100 percent pure plant extracts and has no parabens or sulfates. It is biodegradable and is never tested on animals. Ingredients include plant extracts, such as olive, basil, chamomile, seaweed, gingko biloba, pomegranate, mangosteen peel, goji berry and açaí. It also contains peel oils, like mandarin orange, orange, grapefruit, tangerine, peppermint, etc.

Surely inspired by successful name brands, other store brands are sure to follow the overwhelming consumer demand for all things natural and organic.

For more insight into current Personal Care trends and private label activity, see “Category Insight: Private Label Personal Care.”

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