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Don't Market Yourself Into A Corner With Natural Claims – UL Exec

 
• By Suzanne Blecher

Natural personal care is a compelling opportunity, but "don't expose yourself for marketing points," UL exec Matthew Cerundolo told HBA Global Expo attendees June 10 during a session on regulatory and safety compliance for natural products. With debate continuing around natural product standards and minimal regulatory involvement from agencies in the U.S. to date, legal risks abound, he noted.

The market for natural personal care continues to boom, but in the absence of regulatory standards, firms must take precautions to avoid landing in court over the authenticity of their positioning, says Matthew Cerundolo, senior account executive for consumer business at global independent safety science firm UL LLC.

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