Thursday, September 30, 2010Sector

NaTrue without its stars

©L'Observatoire des Cosmétiques

We were just getting used to seeing them on the labels, we have to forget them! The stars that differentiated the three levels of NaTrue label requirements for natural cosmetics are disappearing in favour of a single logo. Explanations.

Reading time
~ 4 minutes

Since its creation in 2008 after a split with the COSMOS working group “COSMOS, it’s for tomorrow! (All right, rather the day after tomorrow…)”, the NaTrue label defines three different levels of certification, ranging from “only” natural to “real” organic cosmetics.
Until then, these three statuses were differentiated by stars next to the logo, from one star for the least demanding level to three for the most accomplished. A code that has just been abandoned, in the name of simplifying the message sent to the consumer.

A start error

“We conducted a consumer survey at the end of last year,” explains Vincent Letertre, Technical Director at NaTrue. “This study showed that consumers were not receptive to the star system. They didn’t understand it…”.
In fact, it appeared that this code could be confusing and was interpreted in a rather variable way in the different European countries. Some consumers confused it with the stars of hotels or restaurants, others saw them as asterisks to which they were looking in vain for what they could relate…

“It can be said that it was a kind of start-up error,” continues Vincent Letertre. “So we decided to change our communication strategy before too …

This content is only available to subscribersPREMIUM, PRO, STARTUPandTPE

Already subscribed?Log in

Discover our subscriptions

SectorOther articles