What is Natural?

According to an article in today’s Mediapost Marketing Daily column, (http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=61655) Burt’s Bees, a personal care products company with an emphasis on a natural, environmental approach has come up with some interesting research findings.

The study, commissioned by Burt’s Bees and conducted by TSC, a division of Yankelovich Partners Inc., shows consumer confusion about what is actually in personal care products versus what the label says.

The study found the following data:

--- 83 percent of American women think there should be one meaning for a personal care product labeled *natural*, while 86 percent agree that there should be a symbol to certify a natural personal care product.

--- 68 percent of American women think it is important for the ingredients in personal care products to be *natural*.

--- Two-thirds of American women think a personal care product labeled *natural* should contain at least 95 percent natural ingredients.

--- 78 percent of American women think natural personal care is currently regulated or don’t know if it is, while 95 percent think it should be.

According to Burt’s Bees, the personal care industry is not regulated, and most products labeled as *natural* contain far less than 95 percent natural ingredients, some with as little as 5 percent. Burt’s explains that many natural products contain synthetic ingredients to help reduce the manufacturing costs.

Burt’s Bees is advocating setting a national standard for what defines *natural* and is working within the industry to develop a seal to certify natural personal care products.

To learn more about Burt’s Bees efforts, go to: http://www.burtsbees.com/webapp/wcs/stores/servlet/Burts2/thegreatergood/press.html