BEAUTY CARE

Datamonitor notes knowledge gap, concern over natural personal care products

BY Antoinette Alexander

NEW YORK Many consumers worldwide believe that personal care products formulated with natural ingredients are better for them; however, they still are concerned about product efficacy, and most consider themselves unknowledgeable when it comes to the impact of chemicals on their health, according to recent research by research-firm Datamonitor.

More than half (52%) of consumers globally believed that natural ingredients were better for them, and they believed that synthetic ingredients could irritate the skin due to the chemicals used, such as phthalates, parabens and triclosan. They also increasingly are looking for natural alternatives, according to Datamonitor’s July/August 2010 consumer survey. It is this "healthy halo" that consumers feel when they use natural rather than synthetic ingredients that has driven the market for natural personal care products.

Globally, Datamonitor also found that 57% of consumers were either extremely concerned or somewhat concerned about knowing the ingredients used in cosmetics and toiletries. There was, however, a significant knowledge gap, as the Datamonitor survey found that only 16% of global consumers considered themselves highly informed about the impact of chemicals used in everyday products on their health.

Despite the growing concern over the ingredients used in personal care products, consumers also were found to be ambivalent about the efficacy of natural ingredients in personal care. Datamonitor found that 37% of global consumers agreed with the statement, "Health and beauty products formulated with natural ingredients are equally as effective as non-natural products." Meanwhile, 44% of consumers neither agreed nor disagreed. The data suggested that marketers still have some way to go to convince consumers that natural ingredients are just as effective as synthetic ingredients.

"Shoppers will not be prepared to sacrifice performance benefits when it comes to personal care, particularly as many are actively seeking to minimize the time spent on personal hygiene/grooming," stated Matthew Jones, consumer trends analyst at Datamonitor. "Price is also a factor, as consumers will find it difficult to justify any price premiums when there is doubt as to whether they will even see good results."

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Former P&G executive joins Orabrush as CEO

BY Antoinette Alexander

PROVO, Utah Orabrush, the tongue cleaner that is designed to help cure bad breath, has named former Procter & Gamble executive Jeff Davis as its new CEO.

The company also announced an infusion of capital by 2x Consumer Products Growth Partners, which has invested in such companies as gDiapers eco-friendly diapers, Tasty Bite Indian foods, Eagle snacks and Wellness & Old Mother Hubbard all-natural foods for pets.

Davis joins Orabrush after retiring from P&G with 23 years of service. Most recently, he led global operations of the worldwide Wella business as VP and general manager of P&G Salon Professional. During his tenure at P&G, Davis worked in six different product sectors — including consumer packaged goods, pharmaceutical and beauty — in five different countries.

Robert Wagstaff created Orabrush in 2000. The patented, FDA-approved tongue cleaner is designed to help cure bad breath using a combination of soft, pointed bristles that reach deep in the tongue and a unique scraper to remove bacteria.

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Former J&J executive joins Markwins

BY Antoinette Alexander

CITY OF INDUSTRY, Calif. Markwins International has hired former Johnson & Johnson executive Michael Cole to serve as its Walmart team leader.

In this role, Cole will be responsible for both divisions at Walmart; Markwins Beauty Product, featuring the Wet ‘n Wild and Black Radiance brands; and Markwins International, featuring The Color Workshop, ACT and Barbie.

Cole will report to Shawn Haynes, SVP sales and marketing for Markwins Beauty Products, and Eric Weeks, VP sales for Markwins International.

Markwins’ current sales managers, Emily Adams and Anthony Hicks, will report to Cole and the team will be assembled in their new offices in Bentonville, Ark.

Cole joins Markwins from J&J. As the director of strategic planning, Cole led the teams responsible for product innovation, new item development and consumer insights for food, drug and mass retail customers. Prior to J&J, Cole was a senior buyer at Walmart Stores for several categories, including over the counter, household cleaning and sporting goods. He also was instrumental in launching Walmart International and Walmart.com.

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