4. Audience
Chief Household Officers
• Women, with young children
• Gatekeeper to the home
• Taking on new responsibilities
• Family first
Why women?
•97% affect purchasing decisions
•85% are customers
•50% want greener choices
8. Organic vs.Natural
Organic Natural
No use of Low use of artificial
pesticides, or synthetic
ingredients
herbicides, etc.
Minimal processed
Not genetically ingredients
engineered Open labeling
requirements
Heavy labeling 78% of people think that
natural personal care
requirements products are regulated
97% of people think they
should be
National Standard for Personal Care Products
regulated by the FDA
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