Natural Products Association opens doors to certification

By Simon Pitman

- Last updated on GMT

Related tags: Natural products, Definition

The Natural Products Association says it is now receiving online
applications from industry players for its certification program
aimed at helping confused consumers to identify natural cosmetics.

The online application is available through the association's online portal, and backs up the program, which was launched in the US this May as the Natural Standard program. Program launched to tackle consumer confusion​ With the demand for natural and natural-based products soaring, so too is confusion over the definition of what actually constitutes a natural personal care product. There are many products on the market that contain just a very small percentage of natural extracts or natural-based products, but still the marketers of these products make claims that can lead consumers to think they are more natural than they actually are. Compounding this problem is the fact that in the US there is currently no one defining certification program or product seal. Too much certification!​ This has come about due to a rash of international and national certification programs all vying for the attention of the US consumers, which has often served to only make consumer confusion worse. The Natural Standards program claims to define what a natural product is and includes a seal that appears on certified personal care products to clearly identify them. The association says that since the launch of the program it has 'generated a large response' from companies that want to prove to consumers that their products really are natural. The online facility clearly defines how personal care companies can fulfil the criteria necessary to receive the certification seal on their products, and is designed to expedite the process in the clearest and most efficient manner possible. Defining natural"People want natural products because they are good for them and for our environment,"​ said Deborah Short, president of the association. "But anyone could claim their product was 'natural', even if it had 100 percent synthetic ingredients or it is petroleum-based. That wasn't fair to consumers or to companies who make truly natural products, and this seal will help end all that confusion." ​ The association is also hosting the Natural Products Association National Convention, next month in Las Vegas, where certification is expected to feature as one of the key topics. It will also feature a keynote presentation given by Libby Gill on branding for natural products, where issues specifically related to the branding or marketing of natural products will be addressed.

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