CONSUMER BEHAVIOUR: Third-party certification of natural products creates trust for customers

A survey by a leading organic beauty retailer has found that third-party organic certification of beauty products creates significant trust for customers. How do your customers feel?

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Survey by leading organic beauty retailer Saffron Rouge finds that third-party organic certification of beauty products creates significant trust for consumers. Last month Saffron Rouge had 1252 consumer responses to a survey on the importance of organic standards, labeling and certification in the beauty industry. Jeff Binder, CEO of Saffron Rouge presented the survey results at the Sustainable Cosmetic Summit in NYC March 25th.

(PRWEB) April 15, 2010 -- Survey by leading organic beauty retailer Saffron Rouge finds that third-party organic certification of beauty products creates significant trust for consumers. Last month Saffron Rouge had 1252 consumer responses to a survey on the importance of organic standards, labeling and certification in the beauty industry. Jeff Binder, CEO of Saffron Rouge presented the survey results at the Sustainable Cosmetic Summit in NYC March 25th.

"Today, there are excellent third-party product-level organic certifications on the market, with the differences between them being very small, and their standards very high. The challenge is that more consumers need to be made aware of the various certifications and what they mean; and more manufacturers need to get certified, instead of relying on their marketing. This applies especially to North American manufacturers who are in the minority when compared to their European counterparts.” said Jeff Binder, CEO of Saffron Rouge.

The results revealed:

The survey concluded that consumers want high certification standards with zero synthetic ingredients in “organic” beauty products, clear differentiation between “certified natural” and “certified organic”, and to see abusers penalized.

“It’s frustrating to see consumers confused about whether a beauty product is ‘organic’ or not. A certified organic product is the only way consumers can ensure that a beauty product is made from genuinely clean and natural ingredients. It is also vital that consumers become aware of what certifications they can look for on products to be able to trust again,” said Kirstin Binder, Founder & President of Saffron Rouge.

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Source : PRWeb, EarthTimes