Marketing VTT Task 1
Western Governors University
Marketing C212 VTT Task 1
Within in the last decade the global consumer market has seen a dramatic increase in the demand and popularity for natural and organic products. Multiple industries including the food, clothing, household items and cosmetic industries have begun to shun harmful chemicals and replace them with more eco friendly and safe alternatives. Its is an international movement that has sparked controversy as major retailers have been ousted for ingredients that have been known to cause harmful effects to the body. In 1986, California voted to approve the Safe Drinking Water and Toxic Enforcement Act of 1986 which is better known as Proposition 65 (McNulty E., p13). Proposition 65 currently has 800 chemicals on the list that are known to cause cancer, birth defects and other forms of harm to unborn children. The law states that business and manufacturers need to disclose to residents of California that their products do not pass the safe limits of toxicity that are set by the state (PROPOSITION 65 IN PLAIN LANGUAGE!, 2013). While this does not stop a business from creating harmful products, a consumer can make an informed and conscious decision about the merchandise that they are purchasing in order to protect themselves and their loved ones.
Entering the global market in these areas should not be an issue as there is already an existing need and other countries and parts of the United States have already taken initiative to eliminate toxins in cosmetics. Many competitors such as Lush and The Body Shop advertise and use products that are considered “Fair Trade Certified” meaning the ingredients in the product, which are typically exported from developing countries, are sourced using better trading conditions by promoting safe and healthy work environments and by buying the goods at fair prices instead of though...