Burt’s Bees is fed up with other beauty companies calling their lines “natural” when they’re not. “Since the FDA doesn’t regulate what’s deemed natural and what isn’t, any brand can slap the word ‘natural’ on their shampoo or soap,” says Mike Indursky, chief marketing and strategic officer at Burt’s Bees, half of whose products are 100 percent natural. The company has teamed up with the Natural Products Association to create the Natural Standard, a set of guidelines outlining which ingredients and processes qualify and which ones don’t. Products that meet the standard will be marked with a seal, which will begin to appear this year.
Article from
February 2008, W MAGAZINE (http://www.wmagazine.com/beauty/2008/02/buzz_i2)
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