What might stop people from using natural personal care products?

Question

We’ve talked to many people during our 37 years in business, and we’ve found that one of the biggest barriers to using a natural product is the perception that it won’t work as well as a traditional one.

That’s why we’ve focused so much on research and innovation here at Tom’s—to ensure that our products are not only natural, but effective too. Let me share two examples!

We first earned the American Dental Association’s Seal of Acceptance in 1983—the first natural brand to carry it. (We have the Seal on some of our toothpastes and mouthwashes and on our floss.) We even successfully proposed a new protocol to replace their animal testing requirement!

More recently, our research team, which includes dentists, researchers, and herbal experts, learned that hops has strong odor-fighting potential. So it was added to our Long-Lasting Deodorants, making them even more effective.

Answer 1

There are a number of factors that influence whether or not people will choose to use natural products, but I believe that any of them can be overcome either through educating the public on the benefits of the product or by tweaking the product to be as successful as the artificial counterpart.

First and foremost, I believe the reason pointed to in the question - the perception that the product won't be as effective as another product that consumers are already using - is a big issue to the consumer. This can be remedied by ensuring that natural products are of the highest quality possible - and a quality that either meets or surpasses the quality of the competitive products on the market. You've already pointed out how Tom's can achieve that goal.

The next challenge that a natural product faces, I believe, is cost. The average consumer will not want to pay more for a product than they already do for a similar product, although the "natural" label is definitely a great reason to do so these days. To meet this challenge, companies must be able to use ingredients that are not only natural but abundant. This not only helps to keep prices down by using ingredients that are more easy to get, and therefore less expensive, but it also is a great example of stewardship by the companies by looking for sustainable sources of their product.

Companies then still face the challenge of availability. Once the issue of price has been surpassed, this should be a much easier task to accomplish - by using readily available ingredients and keeping costs low, companies can increase their sales base, and an increased sales base means more stores will be interested in the product.

Answer 2

I hate to answer a question with a question, but why is your products better than any other products? What health benefits will I as a consumer have by using your products? What health problems will I have by using others? Is Crest a known carcinogin in the state of CA?

That being said, I did try your toothpaste a while back. I liked it, but it did have a very strong flavor. My husband didnt like it because it was too strong.

I really don't like trying new deodorants, because the old tried and true is great for me. Maybe you can try to push it off on pregnant women..since deodorants seem to stop working and women often have to try another brand anyways. Hormones do crazy things.

Availability is no issue for me, the Meijer a mile away carries it. I think if you could get the stores to put your items in with the regular ones, you'd do better. But I understand why Tom's would only be found in the natural section. I just don't visit that isle when I shop. --that is probably the biggest reason I don't buy it.

Cost, is a big factor. I have 3 kids, I'm a full time college student and only one income. You do the math.

Maybe if you offered free trials, that could get some people turned on...unless you know it will be a turn off.

So tell us why we should spend the extra money...why is it not so good to put crest or colgate into our mouths...into our childrens mouths...why is your floss better than oral b?....what are we benefiting, personally and globally by purchasing your products?

Answer 3

I think the only way really think about it isn't trying to find the barriers to people purchasing the product is more trying to update the packaging and make it look more modern and also getting the product out and in plain view next to the rest of the other products. Don't ferret it away in the part of the store next to the rest of the natural products most people don't go there! Put it right on the shelf next to the regular products with some sort of big red star on it or something. Not to mention that I'm not particularily crazy about the flavor of ginger, hops and clay in my toothepaste. What exactly does natural mean anyway? What is the industry standard definition of natual these days? Is it truly ALL natural or do you only need a certain percentage of ingredients to be natural to stamp that on your label? Kind of like how whole wheat bread only has to contain a small % of whole grains to be able to label it "whole wheat" and hike up the price. When I read Tom's ingredients I'm just as confused as when I read Crest or Colgates. Personally Poloxamer 335 and 407 doesn't have the ring of an "all natual" ingredient. In the end I would need a good reason NOT to use the other more traditional brands before I would consider switching.

Answer 4

I too was surprised that your question was left up. It is a question but the advertisement is more more prominent. You should have asked the question and included a link to your website.

However, I do think it's an interesting subject so I will give you my two cents about your actual question.

1. Cost
2. Availability (I'm not spending time and gas money to drive 45+ minutes to get to store to buy natural products that will cost me twice as much as what I can get at the grocery or drug store)
3. Allergies to untreated or unknown ingredients. Yes, I know, many natural ingredients are better for our skin and bodies. But since every product from every brand is a little different, it's tough for the average consumer to know what's in the box and what effect it will have.
4. Scent. While not a MAJOR concern for most items, I don't care for a lot of the smells of products like natural soaps and shampoos. Some smell nice, some straight up stink. And my hair will smell like that all day
5. Effectiveness. I don't think that average consumers (myself included) know what makes one natural item better than another - except for cost - and when you try something and it lets you down you are so ready to go back to the cheaper Target version. However, I think that cost and availability far outweigh the effectiveness issue. A lot of people would be willing to give something a try if they could afford it and it was readily available.

As a side note, I don't put a lot of weight on most seals or designations. There are too many organizations and companies that put out seals or labels that look official. I make sure that what I use is FDA approved (if appropriate) but other than that, I pay attention to the list of ingredients and my personal experience with the product and ignore the seal.

Answer 5

Well, usually cost is a major factor. It's one of the same reasons people don't buy organic food.

However, I would question your research methodolgy. First off, you claim that hops have a strong odor fighting "potential." So you added hops to your long-lasting deodorant. That is not wise or effective scientific research. You would need to conduct separate studies first and foremost. The first study would be on the odor fighting ability of hops. Once you have a valid empirical study conducted which supports that they have odor fighting ability (if they even do), your next study would be to incorporate them in with your deodorant and perform a SECOND study on the new deodorant. I would recommend a double-blind study in which you have randomly assigned subjects in a control group using the old deodorant and randomly assigned subjects in a test group using the new deodorant. It would also be a good idea to have two more groups, one using no deodorant and one using a standard store deodorant, preferably a leading seller as that is your competition. The reason I suggest double-blind is because, based on your writing and belief, you have an inherent bias and could skew the results if you knew who had what product. You would then put the subjects through various activities through the course of the day testing the resulting odors at various intervals. This would establish the effectiveness of the new deodorant vs the old and against none or standard. Or, if you have limited subjects, take out the no deodorant and standard deodorant groups for later studies to continue to support your hypothesis.
For obvious reasons, the more people you have in each group, the more power your study would have.

Why does your research team on deodorant have dentists? That part doesn't even make sense unless you were working on a natural mouthwash that utilizes hops, but even so, that would be a completely different study.

Answer 6

It has not been possible to use certain things since I got diagnosed with perfume allergy. People misunderstand this and goes: oh well this is natural lavender or something else. I cannot cope with any scent. I get burning red marks. So And I of course don't take anything containing fluoride.I recently threw a lot of toiletries out. Also toms toothpaste because of fluoride and Toms deodorant because it contains linalool that is one of the 17 perfume substances that you always have to write on because many people are becoming sensitive to it. So many are talking about natural products, and the only thing I can say is: look at the list and see how natural they are.
In Europe where I live there are 26 products and you have to write them in full on the packaging because people then can make a choice because these substances are known aggressors:
Amyl cinnamal
Benzyl alcohol
Cinnamyl alcohol
Citral
Eugenol
Hydroxycitronellal
Isoeugenol
Amylcinnamyl alcohol
Benzyl salicylat
Cinnamal
Coumarin
Geraniol
Hydroxyisohexyl 3-cyclohexene carboxaldehyde
Anise alcohol
Benzyl cinnamate
Farnesol
Butylphenyl methylpropional
Linalool
Benzyl benzoate
Citronellol
Hexyl cinnamal
d-Limonene
Methyl 2-octynoate
Alpha isomethylionone
Evernia prunastri

Evernia Furfuraceae

Answer 7

Besides the ones you listed there's the cost prohibition. Where I live Tom's is consistently 2-3 times as expensive as the name brands. With so many natural ones that don't work people don't want to risk paying double or more the price for ones that MIGHT. If not on discount I doubt I would have tried it. I love it now that I've tried it but get frustrated trying to find the one I need. Maybe a trial tube would go a long way towards introducing others to it as I don't mind too much paying the extra since I know it works by experience.

Then there is availability. Where I live I never knew Tom's even existed until Wal-Marts has a huge discount clearance on them. The only other place I've seen them is Big Lots which for the most part buys from those going out of business or has lots of items that don't sell. Neither of the latter two inspires confidence.

Plus there's the flouride issue. Having hypothyroidism I have to be real careful to avoid flouride. The only item of Tom's I can find w/o flouride is the toothpaste. No mouthwash, plaque fighter rinse, whitening rinse, etc.

Also a little variety would be nice. There are more natural flavors than just mint. I adore cinnamon. Some like vanilla. My son's dentist even has a chocolate or vanilla flavored one

As for the deodorant I never even knew Toms had one.

Lastly packaging design. It speaks so much of 70s type hippie au naturel. The white & green blends in with everything else around it. Nothing to make it stand out visually. Big Lots had it for months on a shelf before I even realized they had it and even then all but 2 packages had flouride.

I'd bet you dollars to donuts many answering this question have never even heard of Tom's. I'm over 50 and this was the first year I ever had.

Answer 8

There are many options that Tom's can use, but a price reduction and availabiltiy is a big issue. I bought mine at a Rite Aid, but if you could make your product available at the Dollar General Stores, would be nice. Their 'massive purchasing power' or bulk purchasing could pull the price down just a bit for the consumer. With so many people out of work right now, it's difficult to keep spending that much money and justify it. My hours, for example just got cut from 22, to 10 per week, so it will make buying Tom's much more difficult now. As for a better demographic, you may want to try offering samples some time. I know this is the biggest factor in if I will buy something. With a sample even more people will try a product, it will tell you where people are that want your products. Once people try and see the positives as customers have commented on review sites ( who became hooked), they will become customers. I would think filling out a little survey and sending it in would be best for this, you would also then see consumers know NOTHING about Dental products,.. past " FLUORIDE... we can't survive without FLUORIDE!" which is MisInformation the Average American believes.

Answer 9

The second factor, which probably is a barrier for most people, is the positioning of many natural products. Sure, many people who buy natural products do so because they are just that - natural. But I'm left wondering if more people couldn't be convinced to use all natural products if they were positioned a little differently - like any other brand, perhaps, with the fact that they are all natural being an added benefit as opposed to their defining characteristic. Perhaps being sold under a second label? It may sound dumb, but for a lot of men it's probably an ego thing. Getting your products on the same shelves as everything else, not in a special section of the store, and making them look a little more appealing to that demographic, could convince a lot of people into using them.

Answer 10

find the barriers to people purchasing the product is more trying to update the packaging and make it look more modern and also getting the product out and in plain view next to the rest of the other products. Don't ferret it away in the part of the store next to the rest of the natural products most people don't go there! Put it right on the shelf next to the regular products with some sort of big red star on it or something. Not to mention that I'm not particularily crazy about the flavor of ginger, hops and clay in my toothepaste. What exactly does natural mean anyway? What is the industry standard definition of natual these days? Is it truly ALL natural or do you only need a certain percentage of ingredients to be natural to stamp that on your label? Kind of like how whole wheat bread only has to contain a small % of whole grains to be able to label it "whole wheat" and hike up the price. When I read Tom's ingredients I'm just as confused as when I read Crest or Colgates. Personally Poloxamer 335 and 407 doesn't have the ring of an "all natual" ingredient. In the end I would need a good reason NOT to use the other more traditional brands before I would consider switching.

Answer 11

A suggestion for that would be the 'natural strawberry acid' mixed with baking soda, which is said to 'whiten' teeth may be a good addative. However, it also says that this can be used only twice a week. Another option is Chlorophyll in the toothpaste, or as a mouthwash. They stopped using that commercially many years ago, and it's so natural, even from grass. This is THE best for eliminating odors internally and externally.

As a matter of fact, I went to see a speaker this past week, who was drinking a green liquid. People asked what it was and he said "Spring water and Chlorophyll" which he uses as a total body cleanse. This is one very natural ingredient that has been missing from many products because it ACTUALLY WORKS.

There are many options that Tom's can use, but a price reduction and availabiltiy is a big issue. I bought mine at a Rite Aid, but if you could make your product available at the Dollar General Stores, would be nice. Their 'massive purchasing power' or bulk purchasing could pull the price down just a bit for the consumer. With so many people out of work right now, it's difficult to keep spending that much money and justify it. My hours, for example just got cut from 22, to 10 per week, so it will make buying Tom's much more difficult now.