More and more brands demand fragrance and other ingredients that are ‘natural’. But consumers and CPL Aromas’ customers ask: ‘What is natural?’. The answer is far from simple, but CPL has found a solution, according to Angela Stavrevska, perfumer and the company’s global marketing & brand director.
CPL Aromas has consolidated years’ worth of natural perfumery experience, marketing knowledge and regulatory expertise into their new Naturals Platform – a system by which CPL can advise, educate and create 100% natural fragrances, ensuring their customers’ marketing requirements are at the forefront of every project.
Angela Stavrevska said that the Platform’s creation is designed to help customers navigate the dynamic natural fragrance market. She explains: “The naturals market is often driven and confused by vague claims and a glossary of terms that doesn’t have official industry recognition or firm definition. We decided to make things easy and clear for customers to pick the right route for their consumers. We have therefore consolidated our marketing, regulatory, raw material and creative expertise in order to help customers understand and tackle the 100% natural fragrance market via our succinct and understandable Naturals Platform. By engaging with our customers in an educational and transparent way, it gives them the ultimate choice as to what product claims they want to make, and how we can supply just the right materials that support those claims.”
CPL Aromas has categorised all natural materials into three classifications. Asked to explain what led to the development of these categories, Angela Stavrevska said: “Not all naturals are created equal. From where and how a natural material is extracted or created (in the case of materials created via white biotechnology processes) will have a bearing on whether the material has had petrochemical solvents or GMOs used in the supply chain or whether the product is vegan. Some petrochemical solvent usage is acceptable under industry-recognised natural guidelines set out by COSMOS, whose guidelines we have followed when developing our Naturals Platform. But we have also gone one step further than COSMOS and classified some of our naturals more stringently, whereby they do not have any petrochemical usage in the supply chain. As a principle we have never allowed GMO derived materials on our raw material palette.”
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