This year’s Natural & Organic Products Europe will see the launch of the NATRUE Pavilion in the Natural Beauty & Spa area of the show.
The NATRUE Pavilion is designed to demonstrate the international nature of the NATRUE certification standard for natural and organic products, with over 4,700 products currently certified from more than 200 brands worldwide.
The Pavilion will include Weleda (UK), Lavera (Germany), Gala (Italy), Le Fate della Terra (Italy), BRANDPUR (Germany), Aromeda (Poland) and Vivienne Swiss Formula (Switzerland).
“The new Pavilion will bring together both established pioneering beauty brands such as Lavera and Weleda, who were founding members of NATRUE in 2007, and new brands to the UK from around the globe – Italy, Germany, Switzerland, Poland and beyond,” explained NATRUE’s label & communication manager Francesca Morgante. ”Joining forces under the umbrella of the NATRUE Pavilion, we hope to communicate the importance of certification for manufacturers when differentiating themselves from all the ‘greenwash’ beauty brands on the market, and we will be raising awareness of NATRUE’s high certification standards and the benefits for consumers and indeed retailers.”
Klara Ahlers, president of NATRUE and managing director of Laverana GmbH commented: “We are delighted to be present at Natural & Organic Products Europe as a brand and manufacturer for the very first time. We deliberately decided to join the NATRUE Pavilion rather than having a stand of our own. The shared Pavilion will be a good opportunity for our brand Lavera to exhibit alongside other certified brands, and to highlight the quality and strength of true certified natural and organic cosmetics.”
“We are really looking forward to joining forces with NATRUE and other NATRUE-certified beauty brands in support for genuine and strict certification standards for natural and organic cosmetics,” said Weleda’s new MD Jayn Sterland. “The Pavilion will be a real information hub at the show where retailers can find out more about NATRUE and what the logo stands for, how it differentiates brands such as Weleda, and offers customers a real guarantee of authenticity. We are excited to be revealing our latest launches, including a range of NATRUE-certified natural fragrances”.
Visit the NATRUE Pavilion on Stand B3.
Hear Francesca’s Morgante’s talk Natural & organic cosmetic consumers – what drives their purchasing decision? On Sunday 17 April at 3pm in the Natural Beauty & Spa Theatre.
