Mass-market beauty brands which, up to now (with the exception of Lascad with its Ushuia Bio, Mixa Bio and Narta Bio-efficacité), viewed the development of organic and/or natural products from a distance, are now launching natural collections:
- Nivea has just launched Pure & Natural - a collection of body care, baby care, anti aging and make-up references (only 11 in France), which claims to contain 95% of natural ingredients no parabens or silicones with PVC-free packaging. It is interesting to note that the anti-aging products are distributed exclusively at Boot's in the UK and that Nivea does not really push this line on its website - except in the UK where a page describes the philosophy behind the collection on the Internet...
- In the USA, Neutrogena launched a line called Neutrogena Naturals (naturals.neutrogena.com) - with a very interesting emphasis on its ingredients, the scientific approach and its experts, together with recyclable packaging and "post consumer recycled content". This range is available at Target, Rite Aid and CVS.
Unlike L'Oreal, which has chosen the organics and certification path, Nivea and Neutrogena have preferred to highlight the "free of" (parabens, phthalates, silicones, etc.): here we see an illustration of the two major strategies I spoke of at the recent Natural Beauty Summit. I am still convinced that the latter addresses a much wider world market than the former.