Over the past seven years, the demand for organic and natural skin care products has boosted the rate of green companies to enter the skin care, cosmetics and fragrance market.Â Consumers have responded in kind by purchasing in record numbers and the the choices among organic, sustainable, all-natural and green products is at an all time high.Â The problem that remains for the consumer is deciphering the 100% green products from those that are only somewhat green and at worst barely green.Â Many of the products that fit into any of these catagories claim similar quality and benefits but in actuality aren't.Â
According to Mark Wuttke, Principal of the Wuttke Group in a PR report states that products that touch the skin or are ingested haveÂ both aÂ short and long-term effect on a persons well-being. Ethical skin care companies that tout the benefits of being green need to step up to the plate an do the right thing by offering the consumer proof of authenticity.Â To start off with the certification of skin care products is a necessity.Â Sure it is true that one certified product opposed to another may perform better due to many reasons, examples include personal preference and skin condition.Â But certification does act as a constant.Â Certification even though it does not solve all questions and problems does provide a standard of product requirements.Â It is true that all certifications are not held in the same esteem but having a dialog with the customer on what requirements the product has met is essential.
Another area that should be adressed is the effectiveness of the product.Â What is in this product that makes it work? This question is addressed when consulting the active product ingredients that result substantiate the claims stated on the bottle. Providing the consumer with clinical trial results are essential to gaining conumer suport by providing proof of product efficacy.Â
Customers like spending money and supporting companies who earn their profits honestly.Â Just because a company is a participant in the green movement dosen't mean they shouldn't command a profit.Â After all it is a business.Â These companies should enlighten the public with the companies that are associated with making this particular product and that the practices between the two compines are fair.Â This includes all businesses along the distribution chain. For example the farmers who grow the ingrediants used, to the packaging choice.Â All of these decisions has an impact on whether the consumer wants to buy this product or not, and in some cases even more than the product claims.
Source:Â Mark Wuttke, Principal of the Wuttke Group (a business development firm that focuses on sustainable and organic luxury products) 404-441-4962 www.wuttkegroup.com