Truth in Advertising: mis-leading use of the term "Natural" in branding is being widely abused

Unfortunately, marketing perception does not usually match ingredient reality for skincare products. Sprinkling a few natural ingredients into a "chemical stew" does not make the stew "natural." In response to join the "green revolution" many of the large companies now put the word "Natural" and other attractive buzzwords on the front of their labels, referring in truth to single ingredients, however, not to the entire product formula as they want you to perceive. It is good to have independent, 3rd party reviews of product formulations & we applaud the efforts of organizations such as the Environmental Working Group to uncover the hypocrisies and inclusion of potentially toxic ingredients in formulas by manufacturers in my previous post.

Our customers purchase from us based upon quality, integrity, proven benefits and the fact that our products' value rises as you read our ingredients, opposite to industry norm. Of course, the real "proof" comes from using such superior formulations and experiencing firsthand the benefits they provide. Since 1992, our company has grown by word-of-mouth from such experiences as we do not advertise.

Most consumers buy based on familiarity(exposure to marketing machines), price and front label claims. As an example, I've shared the ingredient list below for an SPF product from a so called "naturals" line by one of the largest consumer product manufacturers in the world. They spend millions of dollars on television and magazine ads attempting to create a natural, wholesome image for this brand's line of products....you be the judge.

Active Ingredients: Avobenzone (3%), Homosalate (10%), Octisalate (5%), Octocrylene (2.4%), Oxybenzone (5%)
Inactive Ingredients: BHT, C12 15 Alkyl Benzoate, Cetyl Alcohol, Cetyl Dimethicone, Chlorhexidine Digluconate, Cholecalciferol, Diethylhexyl 2,6 Naphthalate, Dimethicone, Disodium EDTA, Fragrance, Glycerin, Glyceryl Stearate, Glycine Soja Seed Extract (soybean), Hydroxyethyl Acrylate/Sodium Acryloyldimethyl Taurate Copolymer, Iodopropynyl Butylcarbamate, Methylparaben, PEG 100 Stearate, Phenoxyethanol, Polysorbate 60, Potassium Cetyl Phosphate, Propylparaben, Retinyl Palmitate, Silica, Sodium Ascorbyl Phosphate, Squalane, Synthetic Beeswax, Tocopherol, Tocopheryl Acetate, Trimethylsiloxyamodimethicone, VP/Eicosene Copolymer, Water, Xanthan Gum

This is just one example, but typical of most mass marketed lines. It is dishonest & shameful, in my opinion, to aggressively imply through marketing & front package labeling that a product with ingredients listed above be actively promoted as "natural." We're grateful for the educated "label readers" who comprise our customer base and promise to continue to deliver the finest formulations of natural ingredients we can for the benefit of your skin & health!

60% of Sunscreens Don't Protect Adequately & Contain Toxic Ingredients

Should you be scared? Not if you're using our products at Absolutely Natural!

These statistics come from the Environmental Working Group's (EWG) 2009 Study.

I'll attach a link at the end of this post to a report posted on WebMD, regarding their thoughts on the Environmental Working Group's (EWG) study.

I have my own opinions of the criteria used by the EWG to rate sunscreens and will be sharing many thoughts in coming posts. In general, I believe each of the following quotes found within the WebMD article hold merit:

Jane Houlihan, EWG, Senior VP for Research:

"I'd give the industry a C minus. They have moved from a D to a C-minus in my book."

Sandra Read, MD, a Washington, D.C., Dermatologist and member of the board of directors of the American Academy of Dermatology:

"Using sunscreen correctly, using the right sunscreen for your exposure and skin type, and reapplying every two hours is crucial."

Henry Lim, MD, Chairman of the department of dermatology at Henry Ford Health Systems in Detroit. Member of the photobiology committee of the Skin Cancer Foundation and chairman of the Council on Science and Research of the American Academy of Dermatology.

"Some points are definitely correct. But, he adds, this report has somewhat of an alarmist tone.''

MY THOUGHTS
From the perspective of Absolutely Natural and our suncare products in comparison to the chemically laden products typically found on merchant's shelves:

• We applaud the efforts of the EWG to serve as a consumer watchdog group regarding the safety of suncare and other consumer products. They definitely have helped raise awareness of potential toxic dangers from various chemical ingredients commonly used in sunscreens.
• We created the first 100% natural suncare line in 1992 for the sole purpose of removing chemical sunscreens, parabens, petro-chemicals and other ingredients we viewed as non-desirable for our customers.
  

Proud to be 100% Natural since 1992!

RESOURCES
Article Link from WebMD summarizing the Environmental Working Group's 2009 Suncare Report and from where I sourced quotes from the various individuals noted in my post.

Introduction: Todd Anderson

I am the National Sales Director for Absolutely Natural and couldn’t be more proud to represent our product line and be part of our Team! Unlike typical skincare companies, creating multi-million dollar ad campaigns, exaggerating benefits or compromising on our ingredients are things we will never do and part of why I am so committed to our company. It is very rewarding and comforting to offer products that deliver so much benefit to people and compare so positively to those typically found in the marketplace.

Prior to joining Absolutely Natural, I served as Vice President of SportsCare USA, a national marketing firm. I joined SportsCare due to my passion for “prevention first” with regard to health and the pursuit of achieving optimal vitality through lifestyle choices. I helped SportsCare pioneer the mainstream acceptance of the “Wellness” philosophy by hospitals & their communities, leading market development in Florida, Hawaii, Texas and many other locations during a 12 year career. I helped coordinate the 2nd official Ironman event in the mainland United States along with dozens of other sporting events across the country.

I’ve known Charley for almost 20 years and have always had great respect for him as an entrepreneur and person of great character. It is his leadership, plus personal life-changing results with our products that help me generate effortless and genuine passion for our company & products. After spending nearly a decade suffering atopic dermatitis symptoms under the direction/treatment of physicians and being prescribed a continuous cycle of topical steroid treatments, antibiotics and other medications, I have been nearly symptom free for several years and attribute the primary factor being daily use of Absolutely Natural’s products that keep my skin’s health in optimal condition.

I am married to my beautiful wife Candace and the father of two wonderful children, Jessica & Jake. My career has taken me across Florida, Hawaii and Texas with much travel in between. We are most grateful to be settled back in my high school hometown of Melbourne, FL and closer to much of our family. On Saturdays in the fall you will find me cheering on my alma mater, the University of Florida Football Team…Go Gators!!!