MediaPost reports on research from Burt’s Bees on what American women think about “natural” products. Burt’s Bees has established its own standard to define natural personal-care products, vowing to follow its own rules as it works to get other players in the industry to endorse its standard too
The company’s research has found that 83 percent of American women think there should be one meaning for a personal care product labeled “natural,” while 86 percent agree that there should be a symbol to certify a natural personal care product. Two-thirds of American women think a personal care product labeled “natural” should contain at least 95 percent natural ingredients. Seventy-eight percent of American women think natural personal care is currently regulated or don’t know if it is, while 97 percent think it should be.
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