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How beauty consumers define ‘natural’

Among beauty consumers, says Denise J. Herich of The Benchmarking Company, there is a “big perceived value of natural and organic products.” According to her firm’s research, consumers believe that natural ingredients are worth more; and they are willing to pay accordingly for products formulated with naturals.

Where to begin

The Benchmarking Company recently completed a research project, gathering data on consumer perceptions of, expectations for, and curiosity about natural personal care and beauty products.

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