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In many ways, Herbal Essences won the lottery by virtue of having a name with “herbal” in it. Herbal implies all-natural and this fulfills consumer desires for products that provide health benefits. While the drive for all things organic began with food, it’s expanded to other areas. Consumers are now concerned about what they put on their bodies as well as in them. CPG companies need to take this into account when designing products for the growing herbal shampoo sector. They must highlight the ingredients that are organic and all-natural and state what their benefits are. For example, I’ve used Herbal Essences products for dry hair and the packaging points out that it contains coconut, which is good for damaged strands.