At the end of June I had the privilege to host a panel for the HBA Global Expo, a prestigious trade show and educational forum for the cosmetics industry. Along with Erin Schrode, the founder of Teens Turning Green, we dove into the topic “How Consumers Navigate and Shape the Green Beauty Landscape.”
Basically, we were talking about you; why companies should be paying attention to what you are asking for and how you are asking for it.
You already know your dollars have influence, but were you aware of how much all of you collectively are swaying the natural and organic product categories?
Kline Research shows the “natural” category for cosmetics in the U.S. has experienced double-digit growth since 2005.
They project a continued upward trend from $3.89 billion in 2010 to $6 billion in 2015.
Companies want a piece of the profit action, and the intention I had for creating this panel was to help brands gain understanding that they can’t just put a green leaf on a product, take out parabens and collect their cash.
You, the green consumer, are so much smarter and savvier than that! Or are you?…
We turned to the companies who are currently successfully engaged in reputable, ethical, green cosmetics for their insight. Our panelists of cosmetic industry experts shown from left to right, included Deobrah Burnes, Britta Aragon and Tyler Heiden-Jones. (See their incredible bios below.)
The overwhelming message each of our green beauty industry experts had to share (with passionate conviction):
Authenticity, commitment, and transparency are the key factors for brand success in the natural market.
Customers (you) are looking to third parties, like Green Beauty Team, for education and information. You are looking to your retailers and the brands themselves for reassurance that you can trust the quality and integrity of their product, and if you find out that a company is greenwashing, the backlash can be crippling.
Industry stats: producers are shifting to sustainability
In a 2012 study by Genomatica and ICIS (producers of cosmetic chemicals) 71 percent of more than 700 participants indicated that they have a sustainability strategy in place or under development. Seventy-two percent of producers said their customers have expressed interest in sustainable chemicals.
What that means is, our efforts are making a significant impact in how the industry is moving forward, and that is great news!
About the panelists
Author, cancer survivor, toxin-free skin care creator. Visit her site, Cinco Vidas to learn more about her book When Cancer Hits. Britta is changing lives with her passionate commitment to honoring healthy lives and through her all-natural, toxin-free skin care line CV Skinlabs.
Author, scientist, esthetician, and natural product formulator. Deborah’s book Look Great. Live Green was one of the first I bought on this subject. Her depth of knowledge through her various facets of expertise is truly unparalleled. She is also the founder of Sumbody Cosmetics, a fantastic line of uber-pure skincare and makeup.
President of Intelligent Nutrients, Tyler is a successful veteran of the traditional cosmetics industry, known for taking fledgling brands and turning them into international giants. Decades of experience, now combined with an ethos for pure and organic, he has teamed up with IN’s founder Horst Rechelbacher (the founding father of Aveda), and gives us hope that if anyone can bring luxury natural and effective products to the market in a big way, they can!