Increasing confidence

Today, nearly one French women out of three (28%) uses at least one organic cosmetic product. Yet, according to a survey from Cegma Topo, conducted on a cross section of 563 women aged from 18 to 64, few of them have a clear vision of what that concept covers. " Behind this very fashionable term, perceptions are still vague, " notes the company specialized in analyzing consumer perceptions.

After collecting information from French female consumers on their beliefs and practices regarding organic cosmetics, Cegma Topo notices that confidence in these products is stronger every day, resulting particularly in an increase in the number of facials in terms of consumption.

Organic cosmetics and ecological cosmetics according to Cosmébio

A number of confusions

According to Cegma Topo, for consumers, the "chemical free" argument is considered to be the first appeal for these products. But the reality behind these products is unknown. "3/4th of French women have in mind that an organic beauty product is composed by 95% of ingredients derived from organic farming". Even though the Cosmébio-Ecocert label, which is currently the most commonly used in France, simply ensures that 95% of ingredients are of natural origin and that at least 10% of the total amount of ingredients (and 95% of botanical ingredients) come from organic farming.

"There is quite a confusion between natural products (essential oils, Argan oil, ...) and organic products! "adds Cegma Topo.

The survey reveals that the only element guaranteeing the organic nature of a product, in this case, the labelling, is recognized as such by 52.9% of users. But for non-users of organic cosmetics it is mostly the general appearance of the packaging that is used as a reference.

Cegma Topo also notes some confusion between the label and the brand marketed.

Questions on price and efficiency

Two issues seem to represent the biggest restraint for purchase: price and product efficiency. "One French women out of three may give up in the purchase of organic cosmetics because of the price. French women are not ready to invest more than a few extra Euros to buy an organic product versus its non-organic equivalent. However, they don’t expect to pay less either. Otherwise, the product’s credibility would be compromised", explain the authors of the study.

"Some vagueness still remains regarding products, their efficiency, labels ... One French women out of four would not buy some organic cosmetics if she was suspicious of the product’s efficiency. A doubt to be dispelled by the players of the organic industry". concludes Claire Certenais, Customers Director at Cegma Topo.