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Issue link: http://beautystorebusiness.epubxp.com/i/536106
20 August 2015 | beautystorebusiness.com NATURAL APPEAL We share 10 more of our favorite brands from Natural Products Expo West 2015. Part 1 was in our July issue. by Ann H. Carlson WITH PRODUCT DESCRIPTORS SUCH AS "GENTLE" and "hypoallergenic," natural-beauty brands have long attracted customers with sensitive skin, as well as new parents and expectant mothers looking for baby-safe products. In recent years, however, many of these brands are making a more universal appeal with marketing suggesting that natural ingredients are a healthy choice for people of all ages—and all skin types. That broad appeal was on full display at the 35 th annual Natural Products Expo West, hosted by New Hope Natural Media on March 4-8 in Anaheim, California, where 2,700 exhibitors showcased their wares at the convention center and the adjacent Hilton Hotel Anaheim. A record-breaking 71,000 attendees—some with their tots in tow—walked the aisles to sample natural products in almost every imaginable form and flavor. Most of the beauty brands that caught our eye at NPEW 2015 did more than simply highlight which natural goodies made it to a product's ingredients list. While most brands are still quick to point out which ingredients are off the label (parabens, for example), we noticed an increased emphasis on benefits and results—a trend that may help woo the coveted Mil- lennial market. According to a recent Nielsen study, Millennial women particularly respond to demonstrations of a beauty product's functionality. The brands that intrigued us at NPEW not only have compelling origin stories, (see "A Natural Connection," July 2015 issue of this magazine, pages 12-16), but they also offer a broader appeal to consumers looking for natural, effective solutions to common personal concerns—from frizzy hair to body odor. Of course, not all of our picks are problem-solvers—some are just good, clean fun—but they each focus on high-quality natural ingredients. This issue we highlight natural products with broad appeal that are certain to capture your customers' interest. Don't forget: Natural Products Expo East will take place Sept. 16-19 at the Baltimore Convention Center in Baltimore. Exhibit hall passes are free for qualified retailers, distributors (brokers and importers/exporters) and healthcare practitioners through Aug. 7. For more information about NPEE, call 866.458.4935 (United States only), 303.390.1776, or email tradeshows@ newhope.com or visit expoeast.com. Rooted Beauty In addition to offering an all-natural, gluten-free skincare line, Rooted Beauty has a philanthropic goal to tangibly benefit the lives of women around the world. The Rooted Beauty Woman2Woman project links the purchase of each skincare product to the aid of a specific woman who is struggling to overcome trafficking, abuse or extreme poverty. A percentage of the profits for that product is then donated to help the individual. Consumers can read the story of the person their purchase benefitted through an interactive website. Made with antioxidant-rich ingredients such as green coffee and thanaka, Rooted Beauty skincare products are designed to rejuvenate, hydrate and energize the skin. The line includes the Mango Passion Facial Moisturizer, Raspberry Citrus Facial Wipes and RazzLime Lip Butter. Suggested retail prices: $4.99 to $12.99 rootedbeauty.com, 724.674.4284 Luna Star Naturals Whether the kids are into space aliens or princesses, face painting is a popular attraction at birthday parties, sleepovers and any other special occasion for the younger set. For fun self-expression any time, Luna Star Naturals offers Pretendi Naturali mineral face paints. The lipstick-like cartridge makes application easy, even for kids as young as age three. The face paint is made from natural ingredients and does not include paraffin, petrolatum, petrochemicals, artificial dyes or paraben-based preservatives. Made in the United States, the gentle, nontoxic face paint is available in 12 colors, and can be purchased individually or in two- or four-piece sets. SRPs: $7.99 each; $13.99, two-pack; $24.99, four-pack lunastarnaturals.com, 940.566.4635 Pure Plant Home Providing natural aromatherapy for the home, the Pure Plant Home Coconut Wax Candles are handpoured with a blend of coconut wax, steam-distilled essential oils and cold-pressed citrus fruits. From founder Tina Rocca, formerly of Aroma Naturals candles, the Coconut Wax collection features a variety of essential oil aromas, including Mandarin Orange & Lemongrass; Lavender & Orange Blossom; Clove, Cardamom &Vanilla; Wildcrafted French Lavender; and Italian Bergamot & Lime. Made without petrochemicals and featuring cotton wicks, the collection includes tins, apothecary jars, and large glass and individual votives, as well as pillar tube candles. SRPs: $12 to $26 pureplanthome.com, 949.379.6765