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By Linda Casey

Organic Monitor research finds high consumer demand for “chemically clean” cosmetics is leading many Asian companies to jump on the natural and organic bandwagon. The group also found that the market is blighted by false marketing claims and mislabeling of products, which is creating consumer confusion.

Many new products are making claims such as 100% natural, no synthetic chemicals, and organic ingredients. The problem is, say the researchers, that there are no private standards for natural and organic cosmetics in Asia. Companies looking at certification have to adopt Western standards, which can incur hefty inspection costs.

The absence of private standards encourages many cosmetic brands to market their products on their ingredients. Organic Monitor researchers found that many are making natural claims based on their natural ingredients. Some products are promoted as organic, even though they contain just trace organic ingredients. Others are placing symbols and logos of their certified ingredients on product packaging, giving an illusion that the finished product is certified. Some Asian companies are going further by illegitimately placing symbols and logos of natural and organic cosmetic standards on product packaging.

Organic Monitor does find some positive developments. A growing number of Asian retailers are safeguarding consumer interests by becoming gate-keepers for pure natural and organic brands. Many specialist retailers are demanding natural and organic brands substantiate their marketing claims by certification. Just Life, the leading organic food retailer in Malaysia, has taken a decision to only consider new brands that have certified products. Other retailers are scrutinizing the ingredient list of cosmetic products to verify their "chemical-free" status.

Some brands, realizing the implications of false marketing and misinformation to consumers, are focusing on green formulations. Amore Pacific and Himalaya Herbals are two large cosmetic firms developing certified lines of natural and organic cosmetics. They see consumer trust and loyalty as key success factors in the natural cosmetics market.

Certification is getting legitimate natural and organic cosmetics into retailers, however overcoming consumer confusion remains a major challenge, researchers say, with few Asian consumers able to distinguish between pure natural cosmetics and falsely labeled ones.

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