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NATRUE announces research findings at European parliament

December 1, 2014

The research highlights what consumers expect from natural and organic cosmetics, what drives their purchasing decisions, and what they understand about the products.

The insight is extremely helpful given that the terms ‘natural’ and ‘organic’ for cosmetics remain without a regulatory definition to date and the conventional cosmetics industry recently tabled a draft standard with the International Standardisation Organisation, which is expected to be weaker than the NATRUE standards.

The research concluded that while risk avoidance (a negative driver) is often the reason for starting to use NOCs, continued use of NOCs is based on positive experiences and associations.

Please see the NATRUE website for more details.