Hair care’s organics revolution

Natural and organic launches have become the number one claim category with leading brands like Pantene and TRESemme jumping on the band wagon by launching new line extensions which emphasise the natural and environmental focus of their products. The majority of natural and organic ranges promote the idea that natural ingredients are more gentle and effective than chemically derived products. Consumers are also starting to become concerned about organic and fair trade products when it comes to making purchase decisions, with middle and high income consumers starting to adopt a more ethical approach to shopping. One range that has effectively combined organic, sustainable and ethical claims into their range has been Vogue International’s Organix. The chemical free range uses unique combinations of organic ingredients like pomegranate, green tea and mandarin infused olive oil with the advantage of being safe for all hair types, including coloured and treated hair. The packaging is also eco-friendly, which includes post consumer resin with all labels printed with environmental inks and a compostable label film that is made from renewable resource corn. Organix’s products reflect a growing demand by consumers for products that are as good to use as they are for the planet. Organic ranges have experienced nominal growth over the past three years, largely due to their premium price; however, has changed during 2011, as the global economy begins to recover. This projected growth can be attributed to consumers trading down from expensive hair salons, while still wanting to feel they are pampering their hair. It can also be linked to consumer desire for natural/ organic products that have a luxury feel to them. Conversely, consumers who have traditionally bought less expensive hair products are starting to view natural and organic lines as a small luxury that they can afford to reward themselves with. (Mintel Oxygen – Natural & Organic Personal Care Products, March 2010)

Fauxganics

Companies such as Aveda, The Body Shop and Aveeno promote their products on a natural platform using naturally derived additives as active ingredients in their product ranges, yet are not considered organic. These companies are likely to meet the needs of many consumers as they offer greater functional performance than many 100% organic variants that do not work as well. The fact that many consumers are using semi-natural products that combine ingredients with chemical preservatives might be viewed as stealing market share, and potentially customers, from organic ranges. This could also be seen as a gateway for organic brands. As consumers become sensitised and better educated about the benefits organic products have to offer, the introduction of the idea of organics via mass market brands will encourage the transition of consumers to full organic variants once they experience the benefits for themselves. One company that has effectively bridged the gap in blended organic ranges has been Kroger, the largest supermarket retailer in the US. Kroger has recently launched the Mirra personal care range which uses natural ingredients such as sunflower extract, soy protein and chicory root. The private label range is promoted on the platform of being “inspired by nature” yet makes no illusion to being a pure organic product. It promotes the brand as being “part nature, part science”, a fusion of the best both categories have to offer at an affordable price.