NaTrue Gears up for the Future With Online Community and Quick Response (QR) Codes

BRUSSELS, March 11, 2010 - NaTrue is gearing up for the future with a new design and a fresh
approach aimed at connecting with all true friends of Natural and Organic
Cosmetics. The non-profit organisation will revamp its website until May 2010
to celebrate all certified products on www.NaTrue.org - with
information not only on their natural ingredients but also about the
companies who produce them, their values, environmental standards and fair
trade practices. An exciting part of the relaunch is the introduction of
'quick response' (QR) codes, allowing you to access this information in the
shops. By taking a photo of the code, your phone will automatically lead you
to the product specific weblink. The mobile technology replaces NaTrue's
three star labelling system which only gave approximate information about the
product. In future, you can access any information about the product by
consulting your mobile phone before the purchase.

(Photo: www.newscom.com/cgi-bin/prnh/20100311/382043 )

"We are turning the point of sale into a 'point of experience'," says
Moritz Aebersold, Weleda Director and President of NaTrue, who is developing
NaTrue into a modern service brand together with other founding members such
as Dr.Hauschka, Lavera, Logona and Primavera. "This is an exciting
development for producers, retailers and consumers alike. People want
authentic products and the QR tags are a great way to find out about them.
In-depth information is just a click away."

The new website will also feature an online community where all true
friends of Natural and Organic Cosmetics can connect. NaTrue is already in
direct dialogue with friends and consumers of Natural Cosmetics on Facebook
(www.facebook.com/pages/Natrue/361153905960) and Twitter
(twitter.com/NaTrue).

NaTrue is the International Natural and Organic Cosmetics Association
based in Brussels and has promoted authentic Natural and Organic Cosmetics
worldwide since May 2008. The NaTrue label sets a high standard of quality
and integrity so people worldwide can enjoy Natural Cosmetics truly worthy of
that name. Almost 400 products have already been certified under the NaTrue
label, ranging from make-up to toothpaste. A complete list of certified
products is available online at www.natrue-label.com/products

Further information is available at www.natrue.org

Click here for our video
(www.natrue.org/newsroom/single-news.html) to see how QR tags work
and how they connect you with specific product info on your mobile
phone: snipr.com/urra0

    Contact:

    Dorothé Lechowski
    Tel: +32(0)2-791-75-67
    dlechowski@natrue.org

Contact: Dorothé Lechowski, Tel: +32(0)2-791-75-67, dlechowski at natrue.org