Natural cosmetic sales are increasing at a fast rate in Asia, however in the absence of private standards for natural and organic cosmetics the market is blighted by false marketing claims, mislabelling of products and consumer confusion, according to market research firm Organic Monitor.
High consumer demand for ‘chemically clean’ cosmetics is leading many Asian companies to jump on the natural and organic bandwagon and to make claims such as “100% natural”, “no synthetic chemicals” and “includes organic ingredients”. Many of these claims are based on the ingredients contained in the products.
“Some products are promoted as organic, even though they contain just trace organic ingredients,” says the market research firm. As some Asian companies are placing symbols and logos of their certified ingredients on product packaging, giving an illusion that the finished product is certified, Organic Monitor also notes that other companies are going further by illegitimately placing symbols and logos of natural and organic cosmetic standards on product packaging.
As a result, Asian consumers are particularly confused when it comes to natural and organic cosmetics, reveals the new Organic Monitor research [1].
However, in this area too, things are changing quickly in Asia. On the one hand, a growing number of retailers are positioning themselves as ‘gate-keepers’ for pure natural and organic brands and require natural and organic brands to substantiate their marketing claims by certification. For instance, Just Life, the leading organic food retailer in Malaysia, has taken a decision to only consider new brands that have certified products. On the other hand, large cosmetic firms such as Amore Pacific and Himalaya Herbals are developing certified lines of natural and organic cosmetics.
Organic Monitor believes consumer education is key and could be developed by marketing investments of large cosmetic brands thus unlocking the potential of the highly prospective Asian market. The market research firm will conducting workshops on these issues during the next editions of the Sustainable Cosmetics Summits : November 7-8th in Hong Kong and November 28-30th in Paris.
