To: RETAILING EDITORS

Contact: Sandra Jackson,+1-202-223-0101, ext. 104, sjackson@NaturalProductsAssoc.org, or Tracy Taylor, +1-202-641-3752, ttaylor@NaturalProductsAssoc.org, both of Natural Products Association

Shoppers Will See New Seal on Store Shelves by Thanksgiving

WASHINGTON, Oct. 15 /PRNewswire-USNewswire/ -- The first health and beauty care products to be certified as truly natural by the Natural Products Association were announced today and are set to hit store shelves in the very near future (go to www.naturalproductsassoc.org/certifiedproducts for a full list). Products from Aubrey Organics, Burts Bees and J.R. Watkins Apothecary have met the programs strict criteria and are entitled to display the natural seal (Click here for seal).

This seal is a great service to shoppers who want truly natural products because they care about what they put on their skin, said the associations Daniel Fabricant, Ph.D., vice president of scientific and regulatory affairs. With this seal, shoppers can be confident that the product is natural, safe, responsible and sustainable. From now on, when you see this seal, youll know its real.

With public interest in natural personal care products growing stronger each day, consumers are very confused about what constitutes a natural product. A recent survey by Yankelovich showed that:

-- More than three of every four (78%) American women think natural personal care is currently regulated or dont know if it is, while nearly all (97%) think it should be -- Two of every three American women think a personal care product labeled natural should contain at least 95% natural ingredients

Under the new program, products must follow strict guidelines set out by the Natural Products Association to merit bearing the seal. The criteria include, but are not limited to:

-- The product must be made up of at least 95% truly natural ingredients; of ingredients that are derived from natural sources -- No ingredients with any potential suspected human health risks -- No processes that significantly or adversely alter the purity/effect of the natural ingredients -- Ingredients that come from a purposeful, renewable/plentiful source found in nature (flora, fauna, mineral) -- Processes that are minimal and dont use synthetic/harsh chemicals or otherwise dilute purity -- Unnatural ingredients only when viable natural alternative ingredient are unavailable and only when there are absolutely no suspected potential human health risks

The full set of criteria can be found on the Natural Products Association Web site at www.naturalproductsassoc.org/certifiednatural.

About the Natural Products Association

The Natural Products Association, founded in 1936 and headquartered in Washington, D.C., is the largest and oldest non-profit U.S. trade organization dedicated to the natural products industry. Currently, the association represents more than 10,000 retailers, manufacturers, wholesalers and distributors of dietary supplements, food and health and beauty aids.

SOURCE Natural Products Association

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