Foot care provider aims for eco-friendly natural formulations

The CEO of personal care distribution company Xenna, Carol Buck, says she is clued into the fact the graying baby boomers are feeding demand for increasingly functional and effective foot care products that treat key problems such as dry and chapped skin. But merely marketing a foot care product that caters to these requirements is not enough. Buck believes that crucial to success in this growing niche market is to tap into one of the biggest trends in the personal care segment as a whole - demand for natural-based formulations. "Whenever we formulate a product we start with natural ingredients,"​ Buck said. "Our customers continuously tell us that they like simple, natural ingredients in personal care products." ​Sustainability goes hand-in-hand with natural​ But almost hand-in-hand with naturals comes the issue of sustainability, which in relation to both the packaging and formulation of personal care products is also increasingly important. A recent study conducted by Information Resources (IRI), indicates that roughly half of all Americans factor in at least one sustainability issue when buying a consumer product. "We see a connection between natural ingredients and a greener environment because natural ingredients reduce the earth's chemical recycling burden,"​ Buck said. The company offers a range of innovative treatments for both feet and toenails that specifically target conditions affecting people aged 50-plus, particularly diabetics who suffer from foot conditions.. One of these products is NonyX Nail Gel, which addresses the problem of toenails that have become unattractive due to discoloring as part of the aging process. Foot care goes ultra targeted​ The company says that this product helps to remove keratin build-up, which is responsible for a yellow or granular effect over time, giving the toenail an unhealthy and rough-looking appearance. Xenna also markets CalleX dry heel ointment, which specifically targets this hard-wearing part of the foot. Likewise, treatments are also offered to this age group under the Olay brand, which include a thermal pedicure treatment that particularly targets dry areas of the foot that crack and add to an overall aging look to the feet. These type of natural-based foot care products are rapidly contributing to a market that Packaged Facts believes will help develop the current natural and organic market into a $10.2bn industry by the year 2012.