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Natural and Organic Personal Care Products - US - March 2010

This report explores the NOPC market and includes insights on how this market is evolving. The market has the potential to be far larger than it currently is, stifled by a lack of clear industry standards surrounding the very definition of “natural” and “organic” personal care. The resulting consumer confusion, along with purposely misleading labeling by manufacturers that are looking to capitalize, remains the biggest threats to the market’s growth.

Topics explored within this report include:

  • How the recession has affected this market in 2009, and what Mintel forecasts for 2010 and beyond
  • The manner in which companies big and small are turning to social networking to engender loyalty among consumers
  • A look at current certification standards, and whether they’re actually doing consumers a disservice
  • How wider distribution is affecting sales through natural supermarkets, already feeling the pinch due to the poor economy
  • An in-depth study of the competitive factors that may be infringing on sales of NOPC products
  • In-depth analysis of consumer usage of, and behavior/attitudes toward NOPC products

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising clips
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • The nearly $500 million NOPC market experienced slight declines in 2009
                        • Opportunities exist for companies willing to seek them out
                          • Competition and conflict from all directions
                            • Facial skincare remains the dominant segment
                              • Natural supermarkets no longer corner the market on NOPC
                                • A number of factors are affecting the market
                                  • Burt’s Bees holds onto the top spot
                                    • Manufacturers lack restraint in using the “organic” label
                                      • Social networking the big marketing draw for all manufacturers
                                        • High usage of NOPC products suggests consumer confusion over which products are truly organic
                                        • Insights and Opportunities

                                          • Being bold about embracing organic standards
                                            • Emphasis on better ethnic products
                                              • A focus on the men
                                                • Figure 1: Personal care usage, experimentation, and trial, by gender, October 2009
                                            • Inspire Insights

                                              • Totophobia fuels fauxganics
                                                • What’s it about?
                                                  • What we’ve seen
                                                    • Specifics
                                                      • Implications
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Recession stops NOPC market growth for the short term
                                                            • Sales and forecast of NOPC
                                                              • Figure 2: FDMx and natural supermarket sales of NOPC, at current prices, 2007-11
                                                              • Figure 3: FDMx and natural supermarket sales of NOPC, at inflation-adjusted prices, 2007-11
                                                          • Competitive Context

                                                            • Key points
                                                              • Continuing controversy over standards
                                                                • Consumer confusion continues
                                                                  • There are a legion of “good enough” “natural” personal care products on store shelves enticing consumers
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Few shifts in market share
                                                                        • Sales of NOPC, by segment
                                                                          • Figure 4: FDMx and natural supermarket sales of NOPC, by type, 2007-09
                                                                      • Segment Performance—Facial Skincare

                                                                        • Key points
                                                                          • Economy impacting facial skincare sales
                                                                            • Sales and forecast of facial skincare
                                                                              • Figure 5: FDMx and natural supermarket sales of natural and organic facial skincare, 2007-11
                                                                          • Segment Performance—Hair Care

                                                                            • Key points
                                                                              • Gains to be made on consumers’ changing habits
                                                                                • Sales and forecast of hair care
                                                                                  • Figure 6: FDMx and natural supermarket sales and forecast of natural and organic oral care, at current prices, 2007-11
                                                                              • Segment Performance—Soap and Bath Products

                                                                                • Key points
                                                                                  • Ample room for growth
                                                                                    • Sales and forecast of soap and bath products
                                                                                      • Figure 7: FDMx and natural supermarket sales and forecast of natural and organic soap and bath products, at current prices, 2007-11
                                                                                  • Segment Performance—Body Skincare

                                                                                    • Key point
                                                                                      • Body skincare benefits from a focus on anti-aging and emerging brands
                                                                                        • Sales and forecast of body skincare
                                                                                          • Figure 8: FDMx and natural supermarket sales and forecast of natural and organic body skincare, at current prices, 2007-11
                                                                                      • Segment Performance—Oral Care

                                                                                        • Key points
                                                                                          • Tom’s of Maine owns the relatively small segment
                                                                                            • Sales and forecast of oral care
                                                                                              • Figure 9: FDMx and natural supermarket sales and forecast of natural and organic oral care, at current prices, 2007-11
                                                                                          • Segment Performance—Deodorants

                                                                                            • Key points
                                                                                              • Little competition in this sector
                                                                                                • Sales and forecast of deodorants
                                                                                                  • Figure 10: FDMx and natural supermarket sales and forecast of natural and organic deodorants, at current prices, 2007-11
                                                                                              • Segment Performance—Baby Personal Care

                                                                                                • Key points
                                                                                                  • Rapid growth seen in baby personal care
                                                                                                    • Sales and forecast of baby personal care
                                                                                                      • Figure 11: FDMx and natural supermarket sales and forecast of natural and organic baby personal care, at current prices, 2007-11
                                                                                                  • Retail Channels

                                                                                                    • Key points
                                                                                                      • Natural supermarkets no longer corner the market on organics
                                                                                                        • Sales of NOPC, by channel
                                                                                                          • Figure 12: FDMx and natural supermarket sales of NOPC, by channel, 2007-09
                                                                                                      • Retail Channels—FDMx

                                                                                                        • Key points
                                                                                                          • Retailers missing out on opportunities
                                                                                                            • Sales of NOPC in FDMx outlets
                                                                                                              • Figure 13: FDMx and natural supermarket sales of NOPC, by channel, 2007-09
                                                                                                          • Retail Channels—Natural Supermarkets

                                                                                                            • Key points
                                                                                                              • Personal care suffering from the fallout of frugal consumers
                                                                                                                • Natural supermarket sales of NOPC
                                                                                                                  • Figure 14: Natural supermarket retail sales of NOPC, at current prices, 2007-09
                                                                                                                  • Figure 15: Natural supermarket sales of NOPC, at inflation-adjusted prices, 2007-09
                                                                                                              • Market Drivers

                                                                                                                  • Greater concern over chemicals in personal care products
                                                                                                                    • Even organic certification may not be all it claims to be...
                                                                                                                      • … though crackdown is occurring
                                                                                                                        • Some improvements in efficacy of NOPC products
                                                                                                                          • Consumers becoming more socially conscious
                                                                                                                          • Leading Companies

                                                                                                                              • Key points
                                                                                                                                • Sales concentrated, but room for smaller companies exists
                                                                                                                                  • FDMx sales of NOPC by manufacturer
                                                                                                                                    • Figure 16: Manufacturer FDMx sales of NOPC, 2008-09
                                                                                                                                  • Natural supermarket sales of NOPC by manufacturer
                                                                                                                                    • Figure 17: Manufacturer natural supermarket sales of NOPC, 2007 and 2009
                                                                                                                                • Brand Share—Facial Skincare

                                                                                                                                    • Key points
                                                                                                                                      • Burt’s Bees and Hain Celestial continue to carry the market
                                                                                                                                        • Manufacturer and brand sales of facial skincare, FDMx
                                                                                                                                          • Figure 18: Selected FDMx brand sales of natural and organic facial skincare, 2008-09
                                                                                                                                        • Slight shifts within natural supermarkets
                                                                                                                                          • Manufacturer and brand sales of facial skincare, natural supermarkets
                                                                                                                                            • Figure 19: Selected natural supermarket brand sales of facial skincare, 2007 and 2009
                                                                                                                                        • Brand Share—Hair Care

                                                                                                                                            • Key points
                                                                                                                                              • No great changes in market share since 2008
                                                                                                                                                • Manufacturer and brand sales of hair care, FDMx
                                                                                                                                                  • Figure 20: Selected FDMx brand sales of natural and organic hair care, 2008-09
                                                                                                                                                • Different offerings meant to attract consumers
                                                                                                                                                  • Manufacturer and brand sales of hair care, natural supermarkets
                                                                                                                                                    • Figure 21: Selected natural supermarket brand sales of hair care, 2007 and 2009
                                                                                                                                                • Brand Share—Body Skincare

                                                                                                                                                    • Key points
                                                                                                                                                      • Leaders’ share of the market is slipping
                                                                                                                                                        • Manufacturer and brand sales of body skincare, FDMx
                                                                                                                                                          • Figure 22: Selected FDMx brand sales of natural and organic body skincare, 2008-09
                                                                                                                                                        • “Other” companies dominate at the natural supermarket level as well
                                                                                                                                                          • Manufacturer and brand sales of body skincare, natural supermarkets
                                                                                                                                                            • Figure 23: Selected natural supermarket brand sales of body skincare, 2007 and 2009
                                                                                                                                                        • Brand Share—Soap and Bath Products

                                                                                                                                                            • Key points
                                                                                                                                                              • High degree of fragmentation within the soap and bath products segment
                                                                                                                                                                • Manufacturer and brand sales of soap and bath products, FDMx
                                                                                                                                                                  • Figure 24: Selected FDMx brand sales of natural and organic soap and bath products, 2008-09
                                                                                                                                                                • Dr. Bronner’s maintains its hold at natural supermarkets
                                                                                                                                                                  • Manufacturer and brand sales of soap and bath products, natural supermarkets
                                                                                                                                                                    • Figure 25: Selected natural supermarket brand sales of soap and bath products, 2007 and 2009
                                                                                                                                                                • Brand Share—Oral Care

                                                                                                                                                                    • Key point
                                                                                                                                                                      • Natural/organic oral care has a hard time gaining a foothold
                                                                                                                                                                        • Manufacturer and brand sales of oral care, FDMx
                                                                                                                                                                          • Figure 26: Selected FDMx brand sales of natural and organic oral care, 2008-09
                                                                                                                                                                        • Tom’s of Maine dominant in natural supermarkets in oral care
                                                                                                                                                                          • Manufacturer and brand sales of oral care, natural supermarkets
                                                                                                                                                                            • Figure 27: Selected natural supermarket brand sales of oral care, 2007 and 2009
                                                                                                                                                                        • Brand Share—Deodorants

                                                                                                                                                                            • Key points
                                                                                                                                                                              • A mature market in general, but room for growth in natural/organic
                                                                                                                                                                                • Manufacturer and brand sales of deodorants, FDMx
                                                                                                                                                                                  • Figure 28: Selected FDMx brand sales of natural and organic deodorants, 2008-09
                                                                                                                                                                                • A mature market in general, but room for growth in natural/organic
                                                                                                                                                                                  • Manufacturer and brand sales of deodorants, natural supermarkets
                                                                                                                                                                                    • Figure 29: Selected natural supermarket brand sales of deodorants, 2007 and 2009
                                                                                                                                                                                • Brand Share—Baby Personal Care

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • A good deal of movement in the natural/organic baby care segment
                                                                                                                                                                                        • Manufacturer and brand sales of baby personal care, FDMx
                                                                                                                                                                                          • Figure 30: Selected FDMx brand sales of natural and organic baby personal care, 2008-09
                                                                                                                                                                                        • Honky Tots in first place in natural supermarkets
                                                                                                                                                                                          • Manufacturer and brand sales of baby personal care, natural supermarkets
                                                                                                                                                                                            • Figure 31: Selected natural supermarket brand sales of baby personal care, 2007 and 2009
                                                                                                                                                                                        • Brand Qualities

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • The Body Shop
                                                                                                                                                                                              • Nutriganics (The Body Shop)
                                                                                                                                                                                                • Alaffia
                                                                                                                                                                                                  • Peaceful Offerings
                                                                                                                                                                                                  • Innovations and Innovators

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Manufacturers offer heady claims for natural/organic products
                                                                                                                                                                                                        • Figure 32: Top claims for natural and/or organic personal care new product launches, 2000-09
                                                                                                                                                                                                      • The Fair Trade concept carries over to the personal care sector
                                                                                                                                                                                                        • Natural/organic products emphasizing anti-aging benefits
                                                                                                                                                                                                          • A focus on altruism
                                                                                                                                                                                                          • Advertising and Promotion

                                                                                                                                                                                                            • Overview
                                                                                                                                                                                                              • Some companies taking word-of-mouth to new levels
                                                                                                                                                                                                                • Ads focus on convincing consumers of their “natural” bent
                                                                                                                                                                                                                  • Figure 33: Pantene Pro-V Nature Fusion television ad, 2009
                                                                                                                                                                                                                  • Figure 34: L’Oréal Everpure, 2009
                                                                                                                                                                                                                  • Figure 35: L’Oréal Everstrong, 2010
                                                                                                                                                                                                              • General Attitudes Towards Personal Care and Appearance

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Women do more of the purchasing of personal care products
                                                                                                                                                                                                                    • Figure 36: Personal care purchasing, by gender, October 2009
                                                                                                                                                                                                                    • Figure 37: Personal care purchasing, by age, October 2009
                                                                                                                                                                                                                  • Satisfaction with personal appearance diminishes with age
                                                                                                                                                                                                                    • Figure 38: Attitudes towards personal appearance, by gender, October 2009
                                                                                                                                                                                                                    • Figure 39: Attitudes towards personal appearance, by age, October 2009
                                                                                                                                                                                                                  • High number of respondents indicate usage of NOPC products
                                                                                                                                                                                                                    • Figure 40: Personal care usage, experimentation, and trial, by gender, October 2009
                                                                                                                                                                                                                    • Figure 41: Personal care usage, experimentation, and trial, by age, October 2009
                                                                                                                                                                                                                    • Figure 42: Personal care usage, experimentation, and trial, by household income, October 2009
                                                                                                                                                                                                                    • Figure 43: Personal care usage among adults/in the household, May 2004-June 2009
                                                                                                                                                                                                                    • Figure 44: How teens spend allowance money, 2005-07
                                                                                                                                                                                                                    • Figure 45: Personal care usage among teens, May 2004-June 2009
                                                                                                                                                                                                                • The Natural and Organic Personal Care Consumer

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Most view natural/organic products favorably
                                                                                                                                                                                                                        • Figure 46: Attitudes towards NOPC products, by gender, October 2009
                                                                                                                                                                                                                        • Figure 47: Attitudes towards NOPC products, by age, October 2009
                                                                                                                                                                                                                        • Figure 48: Attitudes towards NOPC products, by age, October 2009
                                                                                                                                                                                                                    • Natural and Organic Personal Care Usage

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Women and those with higher income more likely to use NOPC products
                                                                                                                                                                                                                          • Figure 49: Frequency of usage of traditional and NOPC products, by gender, October 2009
                                                                                                                                                                                                                          • Figure 50: Frequency of usage of traditional and NOPC products, by age, October 2009
                                                                                                                                                                                                                          • Figure 51: Frequency of usage of traditional and NOPC products, by household income, October 2009
                                                                                                                                                                                                                        • Usage of traditional and NOPC products, by segment
                                                                                                                                                                                                                          • Figure 52: Usage of traditional and NOPC products, by segment, October 2009
                                                                                                                                                                                                                        • Facial skincare
                                                                                                                                                                                                                          • Figure 53: Usage of traditional and natural/organic facial skincare products, by gender, October 2009
                                                                                                                                                                                                                        • Less risk in using natural/organic products in the body skincare segment
                                                                                                                                                                                                                          • Figure 54: Usage of traditional and natural/organic body skincare products, by gender, October 2009
                                                                                                                                                                                                                        • Men and women use a combination of traditional and natural/organic goods
                                                                                                                                                                                                                          • Figure 55: Usage of traditional and natural/organic soap and bath products, by gender, October 2009
                                                                                                                                                                                                                        • Respondents tend to use a combination of hair care products
                                                                                                                                                                                                                          • Figure 56: Usage of traditional and natural/organic hair care products, by gender, October 2009
                                                                                                                                                                                                                        • Oral care not lending itself to natural/organic products
                                                                                                                                                                                                                          • Figure 57: Usage of traditional and natural/organic oral care products, by gender, October 2009
                                                                                                                                                                                                                        • Deodorants viewed as being much less effective, with good reason
                                                                                                                                                                                                                          • Figure 58: Usage of traditional and natural/organic deodorant/anti-perspirantproducts, by gender, October 2009
                                                                                                                                                                                                                      • The Recession’s Impact on Usage

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Changes in usage of NOPC in the last year
                                                                                                                                                                                                                            • Figure 59: The recession’s impact on NOPC usage, by gender, October 2009
                                                                                                                                                                                                                            • Figure 60: The recession’s impact on NOPC usage, by household income, October 2009
                                                                                                                                                                                                                            • Figure 61: The recession’s impact on NOPC usage, by U.S. region, October 2009
                                                                                                                                                                                                                            • Figure 62: The recession’s impact on NOPC usage, by U.S. region type, October 2009
                                                                                                                                                                                                                        • Outlets Where Consumers Buy Personal Care Products

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Consumers have more choice in where to buy natural/organic products
                                                                                                                                                                                                                              • Mass, drug and club, and supermarket outlets
                                                                                                                                                                                                                                • Figure 63: Mass, drug and club, and supermarket outlets where traditional and NOPC products are bought, October 2009
                                                                                                                                                                                                                              • Respondents view direct/TV/other outlets as viable alternatives for natural/organic wares
                                                                                                                                                                                                                                • Figure 64: Direct, TV, and other outlets where traditional and NOPC products are bought, October 2009
                                                                                                                                                                                                                              • Internet sales cater to consumers’ need for convenience
                                                                                                                                                                                                                                  • Figure 65: Internet websites where traditional and NOPC products are bought, October 2009
                                                                                                                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Asians and Hispanics most likely to try NOPC items
                                                                                                                                                                                                                                    • Figure 66: Personal care purchasing, by race/Hispanic origin, October 2009
                                                                                                                                                                                                                                    • Figure 67: Attitudes towards personal appearance, by race/Hispanic origin, October 2009
                                                                                                                                                                                                                                    • Figure 68: Personal care usage, experimentation, and trial, by race/Hispanic origin, October 2009
                                                                                                                                                                                                                                    • Figure 69: Frequency of usage of traditional and NOPC products, by household income, October 2009
                                                                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                                                                    • Cluster 1: Confident heavies
                                                                                                                                                                                                                                      • Who they are
                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                          • Cluster 2: Natural minimalists
                                                                                                                                                                                                                                            • Who they are
                                                                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                                                                • Cluster 3: Diffident traditionalists
                                                                                                                                                                                                                                                  • Who they are
                                                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                                                      • Characteristic tables
                                                                                                                                                                                                                                                        • Figure 70: Natural and organic personal care clusters, December 2009
                                                                                                                                                                                                                                                        • Figure 71: Attitudes towards personal appearance, by NOPC clusters, December 2009
                                                                                                                                                                                                                                                        • Figure 72: Personal care usage, experimentation, and trial, by NOPC clusters, December 2009
                                                                                                                                                                                                                                                        • Figure 73: Attitudes towards NOPC products, by NOPC clusters, December 2009
                                                                                                                                                                                                                                                        • Figure 74: Usage of personal care products, by NOPC clusters, December 2009
                                                                                                                                                                                                                                                        • Figure 75: Usage by sector of personal care products, by NOPC clusters, December 2009
                                                                                                                                                                                                                                                        • Figure 76: Purchasing habits of NOPC products, by NOPC clusters, December 2009
                                                                                                                                                                                                                                                      • Demographic tables
                                                                                                                                                                                                                                                        • Figure 77: Natural and organic personal care clusters, by gender, December 2009
                                                                                                                                                                                                                                                        • Figure 78: Natural and organic personal care clusters, by age group, December 2009
                                                                                                                                                                                                                                                        • Figure 79: Natural and organic personal care clusters, by household income group, December 2009
                                                                                                                                                                                                                                                        • Figure 80: Natural and organic personal care clusters, by race/Hispanic origin, December 2009
                                                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                                                                                                        • Older men and women less likely to experiment
                                                                                                                                                                                                                                                            • Figure 81: Personal care usage, experimentation, and trial, by gender and age, October 2009
                                                                                                                                                                                                                                                            • Figure 82: Attitudes towards NOPC products, by gender and age, October 2009
                                                                                                                                                                                                                                                            • Figure 83: Frequency of usage of traditional and NOPC products, by gender and age, October 2009
                                                                                                                                                                                                                                                            • Figure 84: The recession’s impact on NOPC usage, by marital status and presence of children, October 2009
                                                                                                                                                                                                                                                          • Outlets where consumers buy NOPC products
                                                                                                                                                                                                                                                            • Figure 85: Mass, drug and club, and supermarket outlets where NOPC products are bought, October 2009
                                                                                                                                                                                                                                                            • Figure 86: Other and online outlets where NOPC products are bought, October 2009
                                                                                                                                                                                                                                                        • Appendix: Current State of Natural/Organic Standards

                                                                                                                                                                                                                                                          • Natural and organic standards take further shape
                                                                                                                                                                                                                                                            • Figure 87: Organic and natural seals defining personal care products
                                                                                                                                                                                                                                                          • Defining organic personal care
                                                                                                                                                                                                                                                            • Defining “natural” personal care
                                                                                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                                              • Avon USA
                                                                                                                                                                                                                                                              • Burt's Bees Inc.
                                                                                                                                                                                                                                                              • Colgate-Palmolive Company
                                                                                                                                                                                                                                                              • Dolce & Gabbana
                                                                                                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                                                                                                              • Federal Trade Commission
                                                                                                                                                                                                                                                              • Food and Drug Administration
                                                                                                                                                                                                                                                              • Greenfield Online
                                                                                                                                                                                                                                                              • L'Oréal USA
                                                                                                                                                                                                                                                              • National Cancer Institute (NCI)
                                                                                                                                                                                                                                                              • Natural Products Association
                                                                                                                                                                                                                                                              • Nestlé USA
                                                                                                                                                                                                                                                              • Organic Consumers Association
                                                                                                                                                                                                                                                              • Organic Trade Association
                                                                                                                                                                                                                                                              • Procter & Gamble USA
                                                                                                                                                                                                                                                              • Royal Society for the Prevention of Cruelty to Animals (RSPCA)
                                                                                                                                                                                                                                                              • Soil Association
                                                                                                                                                                                                                                                              • Target Corporation
                                                                                                                                                                                                                                                              • The Body Shop - Retail Sales
                                                                                                                                                                                                                                                              • The Fairtrade Foundation
                                                                                                                                                                                                                                                              • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                                              • Tom's of Maine
                                                                                                                                                                                                                                                              • Twitter, Inc.
                                                                                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                              • U.S. Consumer Product Safety Commission
                                                                                                                                                                                                                                                              • U.S. Department of Agriculture
                                                                                                                                                                                                                                                              • Walgreen Co
                                                                                                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                                                                                                              • Weleda
                                                                                                                                                                                                                                                              • Whole Foods Market Inc
                                                                                                                                                                                                                                                              • Wyeth
                                                                                                                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                                                                                                                              Natural and Organic Personal Care Products - US - March 2010

                                                                                                                                                                                                                                                              US $3,995.00 (Excl.Tax)