Only You launches mass market organic cosmetics line

By Simon Pitman

- Last updated on GMT

Related tags: Market, Organic food

Homing in on the growing market for natural-based cosmetic
products, Only You has launched a line of organic and non-toxic
cosmetic products specifically targeting teen and middle-class
consumers.

The company says that the new product line, which includes organic-based nail polish removers, lipsticks, body lotions and fragrances, specifically targets new consumers to the organics market who have traditionally found such products probibitively expensive.

"We are partnering with several quality companies, like ISM International, to establish high-efficiency product, service and distribution networks to speed time-to-market for the My Girl line and position the company as a leader in this dynamic growth industry,"​ stated Mario Quenneville, president and CEO of Only You.

"Through these critical partnerships, many of which are technology oriented, Only You can facilitate operating efficiencies to drive down the cost of our product lines to our target market,"​ Quenneville added.

Scheculed to be launched at major chains and specialty stores in the course of second quarter of this year, the product is aiming for a larger share of the mass market, as opposed to the more niche competitor products currently on the market.

The company cites a recent study by The Hartman Group, which points out that at least 66 percent of US consumers reported using organic products at least occasionally.

The Organic Trade Association takes this further, indicating, "14 per cent of the average US household's budget will be devoted to purchasing organic products by 2025"​.

Although growth in the market for organic cosmetic products has been relatively slow, expansion in the naturals market has been incredible.

Billed as part of consumer aims towards improving their health and well-being by avoiding products that contain potentially harmful toxins, growth in the market for natural cosmetics is expected to have a knock-on effect for organic cosmetics.

Current market data indicates that the US naturals cosmetics market - which also takes into account the much smaller organics market - is now exceeding the $5 billion mark, representing a 50 per cent growth rate since 2000, according to Packaged Facts.

And the projected growth shows no sign of abating, with the report's researchers estimating that by 2009 the natural personal care market will climb to $7.9 billion - an increase of 58 per cent.

Related topics: Market Trends, Color Cosmetics

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