Undefined “Natural”: NPA, Personal Care Firms Tackle Standards Issue

Burt's Bees, NPA update industry on working group's two-prong strategy to set standards for “natural” in personal care

Due to the increasing global trends in health and wellness, marketers of “genuine” natural personal care products are realizing signifi cant increases with the category growing at 15% as compared with 3% for other personal care products. However, there is much concern as there are brands that are being positioned as natural but really aren’t natural at all, Burt's Bees Chief Marketing & Strategic Officer Mike Indursky said.

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