Magazine article Marketing
The Ripening of Green Toiletries
Deodorants and hair styling products are frequently marketed with environmental claims, for example that they are CFC-free, but other areas of the personal care market have not been as quick to catch on to the Green revolution.
Soap and bath, skincare and cosmetics brands marketed on a "natural", or environmentally-friendly platform, are nevertheless losing their niche image, as more and more companies, including the major players, work towards exploiting consumer interest in all things Green.
The Synergie skincare range from L'Oreal subsidiary Garnier, for example, stresses its "natural" content with the on-pack line "Aux Principes Actifs Naturels", and is described as the alliance between science and nature.
Consumer research recently undertaken by Mintel shows that more than half of European men and women profess to be "true" or "dark Green" when purchasing toiletries and fragrances.
Although there are national differences, such results do suggest that consumer attitudes are ripe for persuasion by on-pack or advertising claims.
Environmental concerns most commonly include the use of environmentally-friendly ingredients, recyclable and/or recycled packaging, the protection of the ozone layer and the issue of animal testing for new products. …