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by Manyesha Batist 48 August 2013 | beautystorebusiness.com TODAY'S CONSUMER PRIDES HERSELF IN BEING AWARE OF THE VARIOUS INGREDIENTS she slathers on herself. Not only does she review packaging labels, she understands the sesquipedalian terms that are in them. This consumer includes the growing collection of people who are choosing "healthier" products because their health depends on them. Their product choices are additionally found among the uncommitted, though health-aware, consumers. These consumers are still mulling over the impact of "green," "organic," "natural" and similar offerings, but when the choice is made easy, they increasingly choose seemingly "healthier" options. Particularly, when focused effort is applied to helping customers identify health-conscious and healthspecific offerings—such as through product packaging, brand marketing and store merchandising—the purchasing decision becomes easier for all buyers as well as more profitable for brands and retailers. A growing number of consumers looking for health-specific beauty and personal-care products are seeking out gluten-free products in particular. These consumers are generally found perusing the beauty and personal-care aisles of natural-foods stores. As gluten-free personal-care and beauty products become more mainstream, however, they are coming to expect to find such offerings in the aisles of their favorite beauty retailers. They also are expecting their beauty retailers to know what they mean when they say "gluten free." iStockphoto.com Are your customers looking for it? And should you create a special place for it in your store?