1. The Age of Naturals looks at female
consumers’ emotions, needs and
desires regarding wellness, natural
products and beauty from the inside
out. This report is a comprehensive
all-natural look at the way the beauty
brands can play a major role in her
new holistic lifestyle.

2. 2
Facts
F t
• Consumer demand for natural and organic beauty brands is the single most
important issue to impact the beauty industry in its history.
• The Age of Naturals contains consumer data and raw, emotional insights that
turn 100 years of beauty marketing on its head!
The Age of Naturals is a unique offering in a sea of sales data-driven reports.
Through 7 varied chapters and 72 tables of data exploring women’s
• motivations • purchasing habits
• fears • marketing preferences
• lifestyle choices • believability of claims
• attitudes • profiles, and more
…we learn not only which brands are selling natural/organic and inside/out beauty
products the most to her – but most importantly WHY she continues to buy them.

3. 3
Key Findings and Highlights
K Fi di d Hi hli ht
According to industry reports, the global organic and natural beauty market is estimated to be around $5.5
billion for 2007, up 20 percent from 2006. Skin care products, including facial treatments, sun care and hand
and body lotion account for roughly 55 percent of the market, while hair represents 17 percent and bath &
shower gel take up 15 percent. Wellness trends are increasingly influencing natural personal care
consumption. This back to nature/back to self-nurturing is catching on—and brands that know how to reach
her with the right messages will win her heart.
Beauty brands offering natural and organic beauty products are helping women to reach a new beauty buying
nirvana: the opportunity to not only buy beauty products, but to help themselves live a more holistic, stress-
free and naturally beautiful lifestyle while giving back to the environment and avoiding products that are toxic
to th i ki The
t their skin. Th concept of nutricosmetics or cosmeceuticals contributing t their h li ti goals of i id / t
t f ti ti ti l t ib ti to th i holistic l f inside/out
beauty and the growing number of natural and organic beauty brands are deeply intertwined in their psyche.
Some of the 1,000+ statistics revealed in The Age of Naturals include:
• 61% of all women agree it is difficult to tell which beauty products are natural or organic and
which are not; right now, 70% of women who b natural b
hi h t i ht f h buy t l beauty products and 31% of th
t d t d f those
who buy traditional beauty products claim to read labels carefully before buying beauty
products.
• Forty-one percent of all women said they’d be willing to pay more for a product that was
100% certified organic with 34% saying they pay for if it wore the USDA Seal.
• Forty-five percent of all women said the main reason they buy natural/organic beauty
products i b
d t is because of th i f
f their fear of chemicals.
f h i l
• Three quarters of all women surveyed are ready to try a nutricosmetic beauty drink – they
also reveal which delivery systems they’re open to trying.
• Bare Escentuals leads the pack as a woman’s favorite natural brand – find out which others
are most recommended, which she feels is best on the market regardless of price; which is
best per category (hair, skin, makeup), and which brands she’d never recommend – and why.

4. 4
Why B Th Pink R
Wh Buy The Pi k Report?
t?
The 2007 Pink Report™: Age of Naturals is a quantitative look at female consumer trends, attitudes and behaviors
towards natural/organic beauty brands. The study is based on primary research from a 40-minute online survey of a
nationally representative sample 1,800+ women across the U.S. ages 18-50+. The margin of error for an online
survey with this sample size is +/- 4 percent, and it assumes a 95 percent level of confidence.
The Age of Naturals is a valuable asset for any company currently offering, or contemplating offering, natural or
organic products to the public, for start-up companies contemplating a leap into the market with a promising new
technology or ingredient, and for professional firms whose job it is to effectively market these products for brands.
This comprehensive report details women’s feelings, fears, hopes, and brand favorites and provides an
understanding of messages that are and are not working for her as well. Each response can be segmented
according to age range and is often segmented by buyer type: those who usually b natural/organic b
di t d i ft t db b t th h ll buy t l/ i beautyt
products and those who usually buy traditional beauty products, and a detailed demographic breakdown of the data
is also provided.
This report will help:
• Brand Managers and marketing managers define market opportunities and develop targeted promotional
plans for natural personal care products.
• Advertising and public relations agencies working with clients in the cosmetics industry to understand the
natural/organic product buyer to develop messages that resonate with the female buyer.
• Research and development professionals to shape her product expectations, based on her needs, desires
and motivations.
• Information and research center librarians provide market researchers, brand and product managers and
other colleagues with the vital information they need.

5. 5
Sample P
S l Pages

6. 6
Table f Contents
T bl of C t t
123 pages, cross tabulated by type of buyer (natural/organic beauty buyer and traditional beauty buyer)
Executive Summary Her Natural/Organic Knowledge Base
Definitions • Two-page Section Summary and Pink Predictions
Table of Contents • What she feels she knows about natural beauty labeling:
• Percentage o natural ingredients s e feels a e in beauty
e ce tage of atu a g ed e ts she ee s are
Methodology products that are “all-natural”
Brands Tracked • Percentage of natural ingredients she feels are in beauty
Top Five Vitals products featuring natural products but not claiming to
• USDA Organic Seal be all-natural
• Fear Factor • What a beauty product with “botanicals” means to her
• What a beauty product labeled “pure” means to her
• Science is Dead; Long Live Nature • Which type of natural beauty label is or is not labeled by
• The Increasingly Important Role of Doing Good the US government
g
• She’s Nutricosmetic & Cosmeceutical Ready • What a beauty product labeled “certified organic” means
to her
Her Self Care and Family Care Routine • Her willingness to buy products that have earned the
USDA Organic Seal distinction, by type of buyer
• Two-page Section Summary and Pink Predictions • Ingredients she wants, does not want, or does not know
• Natural or organic beauty product purchasing intent if she wants, in her beauty products, by type of buyer
• Her knowledge of the difference between a natural product
and an organic p
g product Attitudes and Beliefs about Natural/Organic Cosmetics
g
• Importance of knowing the difference between the natural and and their Claims
organic • Two-page Section Summary and Pink Predictions
• Percentage of natural/organic consumer products she • Why she buys natural/organic beauty products
purchases on a regular basis • The bigger reason she buys natural/organic beauty
products
• Why women who don’t buy natural/organic beauty products • Most appealing terms when thinking of natural/organic
avoid them beauty products, by type of buyer
• Motivators for trying natural/organic skin care or makeup • Level of importance p
p placed on company founder of
p y
products natural/organic beauty products relative to purchase
• Makeup concerns and aspirations, by type of buyer decision, by type of buyer
• Skin care concerns and aspirations, by type of buyer • Preference for buying types of beauty products
• Health concerns she has for her family and herself • Aspects of natural/organic beauty product packaging
that are most appealing
• Members of her family for which she buy natural/organic • Claims believability scale from actual claims of 7 top
• Her fitness regimen, by type of buyer beauty brands, by type of buyer
• Her dress size, by type of buyer
y yp y
• Attitudes and practices toward personal wellness, by type of
buyer
• Her level of agreement about her natural/organic lifestyle, by
type of buyer

7. 7
Table f Contents
T bl of C t t
123 pages, cross tabulated by type of buyer (natural/organic beauty buyer and traditional beauty buyer)
Natural/Organic Brands She Knows and Loves Her Spirit of Adventure: Inside/Out Beauty Attitudes
• Two-page Section Summary and Pink Predictions • Two-page Section Summary and Pink Predictions
• Natural/organic beauty brand awareness, by type of buyer • Percentage of women who currently take nutritional
supp e e ts
supplements
• Her propensity to use mineral makeup • How often women take nutritional supplements
• Her belief that mineral makeup is natural • Popularity of nutritional supplements currently used by
• Why she uses mineral makeup women who take them regularly
• Why she does not use mineral makeup • Type of nutriceutical foods and beverages she buys
• Natural/organic beauty brands she’s tried in the past and no and uses on a regular basis
longer use vs. those she uses now • Her knowledge of the definition of a nutricosmetic
product
• Natural/organic skin care brands she feels are best on the • Percentage of women who currently use nutricosmetic
g y
market, regardless of price, b t
k t dl f i by type of buyer
fb products
• Natural/organic makeup brands she feels are best on the • What types of nutricosmetic products women are willing
market, regardless of price, by type of buyer to try
• Natural/organic hair care brands she feels are best on the • Importance of different factors when considering
market, regardless of price, by type of buyer ingesting a nutricosmetic product, by type of buyer
• Natural/organic beauty brands she recommends most • Her knowledge of the definition of a cosmeceutical
• The one natural/organic beauty brand she would never product
recommend • Percentage of women who currently use cosmeceutical
g y
products
• Why she wouldn’t recommend her one chosen natural/organic • What type and delivery system of cosmeceutical
beauty brand product women are willing to try
• Does she have a favorite natural/organic beauty brand • Which cosmeceutical products she is using now
• Which natural/organic beauty brand is her favorite • Which area of the body she is targeting when using her
• The reason she chose her favorite natural/organic beauty cosmeceutical product
brand • Her anticipated results if she is using a cosmeceutical
• Whether her favorite is the one she buys most often p
product for skin, hair, or lips
, , p
• How long she expects to wait until she sees results
• Why her favorite isn’t always the one she buys most often from using nutricosmetics or cosmeceutical products
• Different services and offerings she wishes her natural/organic
beauty brand provided

8. 8
Table f Contents
T bl of C t t
123 pages, cross tabulated by type of buyer (natural/organic beauty buyer and traditional beauty buyer)
Brand Buying Influencers and Attitudes • Highest shopping decision factors per retail outlet
• Three-page Section Summary and Pink Predictions • Retail outlets where she feels she can trust that
• Which types of beauty products she feels are best for her products are natural/organic
skin and make her look her best by type of buyer
best, • Where she would feel most comfortable buying a new new,
• Why she started buying natural/organic beauty products for unknown natural/organic beauty brand
the very first time, by type of buyer • Where she would feel most comfortable buying a new,
• Why she continues to buy natural/organic beauty products unknown natural/organic beauty brand at that retail
• Importance of a beauty manufacturer’s social responsibility outlet
and ecology practices relative to her buying decision • Which type of manufacturer’s products she is more
• Percentage of women who’s read a beauty manufacturer’s likely to trust as natural or organic, by type of buyer
corporate social responsibility report
• Percentage of women who would be interested in reading a Consumer Profile
corporate social responsibility report • Her favorite magazines, by type of buyer
• Aspects of a beauty manufacturer’s behaviors that most • Her favorite web sites
directly affect her purchase decisions, by type of buyer • Her household income, by type of buyer
• Percentage of women who have switched from one • Her age, by type of buyer
natural/organic beauty brand to another in the past 12 • Her job status, by type of buyer
months
• Her level of on the job stress by type of buyer
on-the-job stress,
• Reasons why women switched from one natural/organic
beauty brand to another • Her education level, by type of buyer
• Reasons all women would switch from one natural/organic • Type of primary automobile she drives, by type of
beauty brand to another, by type of buyer buyer
• Her total monthly dollars spent for natural/organic beauty • Her most appealing type of vacation, by type of buyer
products, per product category • Her level of concern about certain world issues, by
• How she feels her favorite natural/organic beauty brand is type of buyer
priced
i d • Where she lives by type of buyer
lives,
• How much more she would pay for a natural/organic beauty • Ethnicity, by type of buyer
brand if she had to, by type of buyer • Number of children, by type of buyer
• Aspects of natural/organic beauty brands she would pay
more for
• Where she primarily purchases her natural/organic beauty
products
• Why she purchases her products at her primary purchasing
place

9. 9
List f Tables d Charts
Li t of T bl and Ch t
TABLE 1: Percentage of natural/organic consumer products she purchases on a regular basis
“The Pink Reports are TABLE 2: Why women who don’t buy natural/organic beauty products avoid them
THE must-have reports TABLE 3: Motivators for trying natural/organic skin care or makeup products
for anyone who is TABLE 4: Makeup concerns and aspirations, by type of buyer
TABLE 5: Skin care concerns and aspirations, b t
5 Ski d i ti by type of b
f buyer
starting, growing, or TABLE 6: Health concerns she has for her family and herself
looking to take their TABLE 7: Members of her family for which she buy natural/organic
beauty brand to the next TABLE 8: Her fitness regimen, by type of buyer
level. We not only rely on TABLE 9: Her dress size, by type of buyer
TABLE 10: Her attitudes and practices toward personal wellness, by type of buyer
them to stay on top of TABLE 11: Her level of agreement about her natural/organic lifestyle, by type of buyer
current t d but th
t trends, b t they TABLE 12: Percentage of natural ingredients she feels are in beauty products that are “all-natural”
help form our overall TABLE 13: Percentage of natural ingredients she feels are in beauty products featuring natural products but not claiming to be all-natural
strategy when it comes TABLE 14: What a beauty product with “botanicals” means to her
TABLE 15: What a beauty product labeled “pure” means to her
to what women are TABLE 16: Which type of natural beauty label is or is not labeled by the US government
buying, why and how TABLE 17: What a beauty product labeled “certified organic” means to her
they are buying it. It is TABLE 18: Ingredients she wants does not want or does not know if she wants in her beauty products by type of buyer
wants, want, wants, products,
like fine tuning your TABLE 19: Why she buys natural/organic beauty products
TABLE 20: Most appealing terms when thinking of natural/organic beauty products, by type of buyer
message and every TABLE 21: Level of importance placed on company founder of natural/organic beauty products relative to purchase decision, by type of buyer
millimeter counts.” TABLE 22: Aspects of natural/organic beauty product packaging that are most appealing
TABLE 23: Natural/organic beauty brand awareness, by type of buyer
―Marina Randolph, TABLE 24: Why she uses mineral makeup
TABLE 25: Wh she d
25 Why h does not use mineral makeup
t i l k
Vice President TABLE 26: Natural/organic beauty brands she’s tried in the past and no longer use vs. those she uses now
Breakthrough in Beauty, TABLE 27: Natural/organic skin care brands she feels are best on the market, regardless of price, by type of buyer
Product Partners LLC TABLE 28: Natural/organic makeup brands she feels are best on the market, regardless of price, by type of buyer
TABLE 29: Natural/organic hair care brands she feels are best on the market, regardless of price, by type of buyer
TABLE 30: Why she wouldn’t recommend her one chosen natural/organic beauty brand
TABLE 31: Which one natural/organic beauty brand is her favorite
TABLE 32: The reason she chose her favorite natural/organic beauty brand
TABLE 33: Why her favorite isn’t always the one she buys most often
TABLE 34: Different services and offerings she wishes her natural/organic beauty brand provided

10. 10
List f Tables d Charts
Li t of T bl and Ch t
TABLE 35: How often women take nutritional supplements
“PBA really values the TABLE 36: Popularity of nutritional supplements currently used by women who take them regularly
Pink Reports. They keep TABLE 37: Type of nutriceutical foods and beverages she buys and uses on a regular basis
our members apprised TABLE 38: What types of nutricosmetic products women are willing to try
TABLE 39: Importance of different factors when considering i
39 I t f diff tf t h id i ingesting a nutricosmetic product, b t
ti ti ti d t by type of buyer
fb
of consumers’ feelings TABLE 40: What type and delivery system of cosmeceutical product women are willing to try
about beauty products TABLE 41: Her anticipated results if she is using a cosmeceutical product for skin, hair, or lips
and what motivates TABLE 42: How long she expects to wait until she sees results from using nutricosmetics or cosmeceutical products
them to buy. The TABLE 43: Why she started buying natural/organic beauty products for the very first time, by type of buyer
TABLE 44: Why she continues to buy natural/organic beauty products
information provided in TABLE 45: Importance of a beauty manufacturer’s social responsibility and ecology practices relative to her buying decision
them is iti l to
th i critical t our TABLE 46: Aspects of a beauty manufacturer’s behaviors that most directly affect her purchase decisions, by type of buyer
industry in order to stay TABLE 47: Reasons why women switched from one natural/organic beauty brand to another
on top of beauty trends.” TABLE 48: Reasons all women would switch from one natural/organic beauty brand to another, by type of buyer
TABLE 49: Her total monthly dollars spent for natural/organic beauty products, per product category
TABLE 50: How much more she would pay for a natural/organic beauty brand if she had to, by type of buyer
―Bonnie Bonadeo, TABLE 51: Aspects of natural/organic beauty brands she would pay more for
Director of Education & TABLE 52: Where she primarily purchases her natural/organic beauty products
Program Development, TABLE 53: Why she purchases her products at her primary purchasing place
TABLE 54: Highest shopping decision factors per retail outlet
Professional Beauty TABLE 55: Retail outlets where she feels she can trust that products are natural/organic
Association TABLE 56: Where she would feel most comfortable buying a new, unknown natural/organic beauty brand
TABLE 57: Where she would feel most comfortable buying a new, unknown natural/organic beauty brand at that retail outlet
TABLE 58: Which type of manufacturer’s products she is more likely to trust as natural or organic, by type of buyer
TABLE 59 H f
59: Her favorite magazines, b t
it i by type of b
f buyer
TABLE 60: Her favorite web sites
TABLE 61: Her household income, by type of buyer
TABLE 62: Her age, by type of buyer
TABLE 63: Her job status, by type of buyer
TABLE 64: Her level of on-the-job stress, by type of buyer
TABLE 65: Her education level, by type of buyer
TABLE 66: Type of primary automobile she drives, by type of buyer
TABLE 67: Her most appealing type of vacation, by type of buyer
TABLE 68: Her level of concern about certain world issues, by type of buyer

11. 11
List f Tables d Charts
Li t of T bl and Ch t
TABLE 69: Where she lives, by type of buyer
TABLE 70: Ethnicity, by type of buyer
TABLE 71: Number of children, by type of buyer
TABLE 72: Marital status, by type of buyer
CHART 1: The bigger reason she buys natural/organic b
1 Th bi h b t l/ i beauty products
t d t
CHART 2: Which types of beauty products she feels are best for her skin and make her look her best, by type of buyer

12. 12
About The Benchmarking Company
Ab t Th B h ki C
The Benchmarking Company (TBC) is a consumer insights research and brand strategy firm that exclusively
serves the beauty industry. We provide marketing and strategy professionals with forward-thinking
information, advice and training through our proprietary research, consulting and boot camps.
In an average year we conduct over 100 focus groups, talk with more than 50,000 women, develop hundreds
of brand strategies and run the best beauty boot camps in the country. We monitor and track consumer,
luxury, professional and active product categories and channels. We have extensive expertise in skin care,
body and bath, fragrance, hair care, make-up and nail care. We are the publishers of the award winning Pink
Report™, the only research reports that uncover what female beauty buying consumers want, what they’ll buy
and WHY.
We Know Beauty. We Know Research. We Know Branding.
Alisa Beyer | The Benchmarking Company | 1101 30th Street, N.W., Suite # 500 | Washington, DC | 20007| o:
202-625-4315 | m: 202-577-8795 | fax: 202-318-0295 | alisa@benchmarkingco.com
Focus Groups | Ideation Sessions | Brand Strategy | Syndicated Research | Pink Report Series |
Beauty Boot Camps | Online Surveys | Product Trial Testing | Business Plans | Beauty Consumer Trends

13. 13
Our Cli t
O Clients
Our clients include a cross section of the most exciting new product innovators in the beauty business along
"In our on-going effort with some of the biggest names in cosmetics, including:
to understand consumer
needs and desires so we Alchimie Forever L Occitane
L’Occitane
may service them better, April Rain Skin Science L’Oreal
The Pink Reports provide Bare Escentuals Markwins International
a unique and valuable Bath & Body Works
Mary Kay
complement to other Murad
Beachbody Neckisses
market research options Bliss Nestle
because it i so f
b is focused d Blistex Nuskin
on the consumer Breakthrough in Beauty Origins
shopping profile and Brown Bag Botanicals
Proctor & Gamble
experience." Product Partners
Chanel Professional Beauty Association
Christian Dior Beauty PUIG Beauty
―Christian Dior Beauty
Christian Clinique
Cli i Rock & Republic
Covergirl SeaOra
SkinWest
Day Spa Association
Smart Brands, Inc.
Del Laboratories Smashbox
Dermatrends Solazyme
Estee Lauder St. Tropez
p
Fresh Timeless Secret
Unilever
Guthy-Renker
Victoria’s Secret Beauty
Idelle Labs
Kao Brands

14. 14
Pink R
Pi k Reports Available
t A il bl
Published July 2007, this dissection of 122 skin care brands
and the women who love them is the most comprehensive
and unique look at what women want in skin care products,
what they’ll buy and WHY. From the channels she’s buying
from to reasons why she might not buy anti-aging products
yet, Survival of the Prettiest: Facial Skin and Bath & Body
Care is the complete skin care buyer bible and an integral part
of any beauty marketers’ tool chest. 103 pages, cross
tabulated by age ranges. $1499
ranges $1499.
Published April 2007, Beauty and the Blog is the first
comprehensive report available on the state of the social
media landscape for beauty consumers. Using an automated
mining tool scouring more than 500,000 blogs and 50 million
web sites, this first of its kind report identifies the beauty
brands and beauty topics most talked about, and where the
conversations are taking place. A must-have f b
ti t ki l th for beauty
t
marketers in the 21st century. 84 pages. $1499.

15. Order Form
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