Firms Not Backing Off ‘Natural’ Despite Regulatory Ambiguity, Litigation
This article was originally published in The Rose Sheet
Undeterred by false-advertising class actions and the lack of a formal FDA definition for the term “natural,” a growing number of firms are introducing cosmetics and personal-care products featuring natural claims, or upping their ante in the naturals game with ‘truly natural’ reformulations, to meet avid consumer demand.
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Birchbox says 42% of women and 56% of men will purchase more than half of their holiday shopping items online this year; Market researcher Kline says the natural personal-care market grew more than 10% to reach nearly $30 billion in 2013. More news in brief.
Johnson & Johnson’s Aveeno brand is the focus of two pending class-action suits filed in Connecticut and New York that call into question claims for the brand’s Natural Protection sunscreens and Active Naturals personal-care line, respectively. Both complaints allege the brand liberally uses the term “natural” for its products when they contain a number of synthetic ingredients.