The NaTrue label consists of three grades to indicate whether products are certified as Natural, Natural with Organic Ingredients or Organic.
QR tags will allow consumers to access more information than the labelling system currently provides, before the point of purchase, according to NaTrue.
QR tag links user to NaTrue website
“A QR tag is a little bit like a barcode,” explained NaTrue general secretary Julie Tyrrell.
“You simply take your cell phone, you take a photo of the QR tag and you are immediately linked to a product-specific website,” she continued.
Users will be able to see details about the composition of the products as well as access information about the companies that produce them, their environmental considerations and interaction with the communities where the ingredients are sourced.
"We are turning the point of sale into a point of experience" Moritz Aebersold, Weleda Director and President of NaTrue said in a statement.
“This is an exciting development for producers, retailers and consumers alike. People want authentic products and the QR tags are a great way to find out. In depth information is just a click away," he added.
Online community to celebrate products
Consumers will still be able to access the information by visiting the website rather than via QR tags, but NaTrue believes the tags will enhance the experience of buying natural and organic products.
“I really like this idea of going to your favourite organic shop and being able to really make the product come alive, it really puts the soul back in natural and organic cosmetics,” said Tyrrell.
The new website is expected to go live in May, and will also be the home of an online community, where users can interact with one another.
According to Tyrrell, the website is designed "to defend the sector, to promote the products, to celebrate the products and to do it together as a community.”
The QR tag application is available to download from the NaTrue website, together with instructions.