LAS VEGAS—Yes to Inc., makers of Yes to Carrot personal care products, has grown from six stores in Israel in 2005 to thousands of stores in 29 countries in 2009. In a presentation as SupplySide West, Yes to Inc. global chief executive officer Ido Leffler offered insights into natural and organic labeling for personal care products.
He said shoppers currently aren’t savvy to which ingredients are natural, but they soon will be. To stay viable, ingredient manufactures and finished products companies should ensure their products meet the up-and-coming consumer demands of “organic” and “natural,” he said.
To stand out among other natural and organic companies, Leffler said companies need to be able to offer ingredient stories, a green story about the company, personality and humanitarianism. And these stories and claims should be offered in marketing and on labels. Companies also need to know their consumers including their age, sex, the stores where they shop, family status, bathroom cabinet contents and their drivers to buy. He suggested companies give their shoppers a say via social media outlets and then implement those changes.
In the video below, Leffler noted suppliers can help ensure store brands sell by becoming accredited by certain organizations like the Natural Products association or Ecocert, build a green platform of production, understand the retail landscape and use organic and natural ingredients.