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74 HEALTH NATURALLY RETAIL Beyond the ‘natural’ label By Emily Devon. The natural beauty and skin care trend skyrocketed a couple of years ago and is still flying high. Consumers are more onscious than ever before – and becoming more and more aware – of what’s beneficial for their bodies, with thanks cW my parents gave me a good tip for deciding what to eat: ‘If you don’t understand what half the words on the ingredients label mean, then you shouldn’t put the product in your mouth, and the same goes for what you put on your skin’. Unfortunately, back then I was absolutely stumped by this. I thought: ‘Great, I can’t eat, and I can’t use makeup’. The times are different now. We’re living in a society full of label readers. to the internet. This article looks further than the word ‘natural’ on a label to explore what the term really means. hen I was younger influences what’s being bought in a retail pharmacy. Clear growth in the industry “Australian beauty consumers are becoming increasingly focused on improving personal health and following the growing global demand for clean, green and organic skin care products,” G&M Cosmetics Australia Global Marketing and Sales Manager Peter Bosevski said. The Good Face Project founder and CEO Iva Teixeira agrees. “The natural, organic and clean trends which started in the food industry more than 10 years ago have now permeated all aspects of our lives, and they’re here to stay,” she said. “Skin is our largest organ, and inquiring what’s in the skin care products we buy for ourselves and our loved ones is only natural, no pun intended. “This trend is more than just a trend. It’s a new way of living and therefore is unlikely to go away.” According to IBISWorld’s ‘Organic Cosmetics and Toiletries Distributors in Australia’ report, increasing consumer awareness about the health benefits of using organic products and growing concerns about the danger of synthetic chemical compounds in traditional cosmetics have driven industry growth.1 Expansion of the cosmetics and toiletries industry’s range of organic products has amplified revenue growth over the past five years.1 Manufacturers of traditional cosmetics and toiletries have also responded A label reader is today’s consumer: heavily influenced by what’s seen on their screen. Whether the information is correct or not, a marketing scheme or genuine health-promoting guidance, these days it’s all on the internet and RETAIL PHARMACY • JUL 2020