Organic category shows signs of maturation

By Simon Pitman

- Last updated on GMT

As the organic personal care category continues to evolve, two significant niche product launches point to signs of maturity.

The organic personal care market may be some way behind the food market, but there are an increasing number of signs that future growth is going to be derived by going niche.

Only this week, two significant launches - one a skin care range targeting teenagers, the other a skin care range targeting males – have been launched in the US and internationally.

Teens the way forward for organics?

Teens Turning Green, is said to be an ‘unprecedented’ collection of eco skin care and body care products, which has been launched through a collaboration of green organizations and companies wishing to promote eco-friendly cosmetics to this impressionable age group.

The line has been put together by teens for safety, sustainability and practicality, with the help of seven US-based personal care companies, who have each created nine different products to make up the range.

US companies involved in the project include Brendetta, Dept, EO Products and Pomega5 – all from San Fansisco – together with Alaffaia and Astara and Canadian-based company Terra Naturals.

The line is a range of products aimed at addressing the specific skin care issues related to teenage skin, which has been formulated from organic certified ingredients and using sustainable packaging.

A portion of sales proceeds will be donated to the organization Teens for Safe Cosmetics.

Targeting the male

The other niche organic range to be launched this week is Florame, which has unleashed an aromatherapy-based range of organic skin care products for men on international markets.

The France-based company has also launched nine products, including a deodorant, shaving foam, cleansing oil and anti-aging face cream that contain 95 percent organic ingredients and are fully eco-certified.

Both of these ranges demonstrate how the naturals and organics category has evolved from a limited number of very simple product lines, to a far more sophisticated offering serving niche consumers with targeted and highly functional products.

These characteristics have been demonstrated in other highly developed categories, including hair care, oral care and general skin care categories, where marketers have invariably realized that the only way to secure further growth is to go niche.

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