The NPA Natural Seal Program NPA Marketplace June 14, 2012

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Transcript of The NPA Natural Seal Program NPA Marketplace June 14, 2012

  • The NPA Natural Seal ProgramNPA MarketplaceJune 14, 2012

  • The Natural Seal

  • Natural Standard - Our MissionTo help consumers maximize their health and well-being by working with the natural product industry at large to define standards, certify products, and ultimately promote and make it easy to identify truly natural personal care products.

  • Why Now?The Natural Products industry has finally reached critical mass:Consumers: Increasingly building interest and buying natural as part of a global well-being phenomenonRetailers: Developing Natural SectionsIndustry: Is outpacing conventional 5 to 1Suppliers: Commercializing natural and environmental efforts The time is right to make a difference to help our consumers maximize their health and well-being That difference is the development of The NPA Natural Seal

  • Yankelovich Study 2007Beliefs regarding natural personal care products

    78% think Natural Personal Care is currently regulated while 97% think it should be

    83% think there should be one meaning for natural and 86% agree that there should be a symbol to certify a natural personal care product

    65% think a product labeled natural must be at least 95% natural

    71% wish there were more NPC products available in stores and 73% think stores do not do a good job educating consumers on NPCData from a survey of 502 women, ages 18-55, throughout the United States in April, 2007 margin of error is 4.4% paid for by Burts Bees

  • The Natural SealStandard ConceptsNatural:A product labeled natural should be made up of natural ingredients and be manufactured with appropriate processes to maintain ingredient puritySafety: A product labeled natural should avoid any ingredient that research shows may have a suspected human health risk

  • The Natural SealStandard ConceptsResponsibility:A product labeled natural should use no animal testing in its developmentSustainability:A product labeled natural should use (bio)degradable, recyclable, and/or recycled ingredients and packaging

  • The Natural SealCriteria for certification95% natural ingredientsExcluding water from calculationsSome synthetic ingredients allowed only when viable natural alternatives are unavailableAllowed synthetic ingredients are limited and periodically reviewed to be removed

  • The Natural SealCriteria for certificationAllowed syntheticsPreservatives Quaternary ammonium compoundsListed in the standardCumulative amount of allowed synthetics cannot exceed 5.0% of the final formulation excluding water

  • The Natural SealCriteria for certification60% of the natural product line must comply before any products are certified

    Full disclosure of ingredients on the labelUse of INCI nomenclature

  • The Natural SealCertification of ingredients100% naturalListed on websiteSort by company and functionDiscounted certification cost for products using NPA-certified ingredients

  • 3rd Party Audited CertificationNPA collects ingredient documentationCurrent COAComposition of each ingredientMSDS, data/tech sheet, composition statementAll inputs reagents, processing aids, additives, preservativesNPA submits the packet to 3rd party auditorFormulation & ingredient documentationAuditor recommends for certificationNPA certifies product

  • Steering the Natural StandardNPA Natural Personal Care work groupChartered to advise NPA staff on updating and revising the Natural Standard while promoting the Natural SealChair: Rebecca Hamilton (Badger Balm)Jack Corley (Trilogy Fragrances)Celeste Lutrario (Burts Bees)Denise Petersen (BASF)J.R. Rigley (J.R. Watkins Naturals)Curt Valva (Aubrey Organics)Bruce Worley (BTR Sales and Brand Management, LLC.)

  • Steering the Natural StandardSubgroupsChartered to advise the work group and NPATechnicalReviewing novel ingredients and processes for consideration as part of the NPA Natural Personal Care Standard that dont fit the current published criteriaMarketing & OutreachCommunicating the purpose, merits and benefits of the NPA Natural Personal Care standard at industry venues as well as through print media and social media

  • Living DocumentDevelopment of the StandardNow Prohibited as of Sept 2010Synthetic fragrances (absolutes, concretes, use of petrochemical solvents) Reviewed Standard ListsIllustrative List of Positive IngredientsIllustrative List of Prohibited IngredientsAllowed ProcessesAllowed Synthetic List

  • Accomplishments of The Natural SealOver 1000 certifications to dateProducts and ingredientsAlmost 800 currently certifiedAlmost 70 companiesCertified products in over 85,000 storesNPA has defined natural for the US consumer

  • NPA Natural Seal Program

  • Cara Welch, Ph.D.Vice President, Scientific & Regulatory AffairsNatural Products [email protected] YOU

    *After the research and requests from our retail members as well as manufacturer members, the NPA came up with the Natural Standard for Personal Care products. Here is our program mission to help consumers by working with the natural product industry to define standards, certify products, and ultimately promote and make it easy to identify truly natural personal care products.

    *Why start certifying personal care products now? The natural personal care industry has reached and by now, exceeded critical mass. This is an industry is making waves and our retail members were asking the NPA for assistance as they develop their personal care sections. Which products should we stock? All these products claim to be truly natural but how can I tell which actually are?

    We decided the time was right to help our consumers maximize their health and well-being, so we developed the NPA Natural Seal program.*And we have some research results of our own here are the results of a Yankelovich study from April, 2007, asking approximately 500 women about their beliefs regarding natural personal care products. What we can see from these results are consistently high numbers the women surveyed were looking for something to indicate whether or not products are truly natural. In fact, almost all the women thought natural personal care should be regulated and 83% were looking for a single meaning of the word natural while 86% were looking for a symbol to certify a natural personal care product.

    ***As the Natural Standard was written, it was based on 4 basic concepts: natural, safety, responsibility, and sustainability.

    First and foremost. A product labeled natural should contain natural ingredients. The NPA standard requires 95% natural ingredients; that is, ingredients that are sourced naturally and processed within the list of allowed processes.

    Second, a product labeled natural should be safe. This does not imply, however, that conventional products are not safe but we need to make sure that natural ingredients are subject to the same level of scrutiny for safety. There are certainly some natural ingredients that I dont want to see cropping up in my body care regimen.

    **The next two standard concepts include responsibility and sustainability. The concept of responsibility says a product labeled natural should avoid animal testing for ingredients or products, so we dont allow it, unless its required by law.

    Finally sustainability. A product labeled natural should be using the most degradable, biodegradable, recyclable, or recycled ingredients and packaging. This is such an important matter for many of our certified companies but at this point we just encourage this concept, we dont audit this for now.

    Some additional criteria for the Natural Seal program. The first would be the calculation of natural for certified products. We do require a certified product to be natural at a calculation of 95%, excluding water from the calculations.

    We do allow for some synthetic ingredients but these ingredients are limited in both concentration and specific ingredient.*As was stated before, we allow for a small percentage of synthetic ingredients. For the most part, we are talking about some preservatives and some quaternary ammonium compounds. These allowed synthetics are listed in our Standard online and are limited to 5.0% of the final formulation, excluding water.

    *Additionally, the Natural Seal program requires 60% of a companys natural product line must comply with the standard before any products are certified. This is really getting at the aspect of greenwashing. We really want to highlight those companies that are truly committed to producing a natural product line not just enveloping a single natural product within a mass of conventional products that have some essential oils added.

    Finally, we require certified products to list the complete ingredient listing on their label using INCI nomenclature. This is, of course, required by law but setting this rule in place is another level of transparency with consumers.

    *We also have a certification program for natural ingredients these are ingredients to be used in personal care products. The criteria is slightly different for ingredients. Here we require 100% natural; that is, 100% of the raw materials must be sourced naturally and processed naturally. No allowed synthetic ingredients.

    The certified natural ingredients are listed on our website sortable by both company and ingredient function. The idea is for manufacturers, or formulators specifically, to use the list of certified ingredients to find an appropriate replacement ingredient for something that doesnt fit the Standard.

    Finally, there are discounted certification costs for manufacturers that use NPA-certified ingredients so hopefully this will drive the entire industry to move toward a more natural