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Cost And Cruelty-Free Manufacturing Practices Matter Most To Beauty Shoppers, Vitacost Survey Finds

BOCA RATON, Fla., Oct. 8, 2012 (GLOBE NEWSWIRE) -- Whether her lipstick is labeled "fire-engine red" or "passion flower pink," one label that matters deeply to today's beauty consumer is "cruelty-free," according to a new, nationwide survey of close to 1,300 American women conducted by, Inc. (Nasdaq:VITC), a leading online retailer of health and wellness products, including organic beauty and personal care items. More than three-quarters of respondents said it was either "extremely important" or "somewhat important" that the cosmetics products they buy are labeled "cruelty-free." These results closely mirror an internal survey Vitacost conducted simultaneously of 903 of its female customers.

The other label that's particularly important to today's beauty shopper is the price tag, the survey found, with affordability listed as the most important factor influencing the decision to purchase a beauty product.

Other key survey findings

Nationwide survey of 1,266 women, aged 18-60+:
  • 31.5% purchase cosmetics every 1-2 months
  • Overwhelming majority, 74.6%, would purchase a product labeled "cruelty-free" over one without that label if other factors, such as price and quality, were equal
  • 45.0% said animal rights are "extremely important" to them; 41.0% said "somewhat important"
  • Over 75.0% of respondents owned at least one pet
  • 36.7% of respondents said most or all of the beauty products they currently own are cruelty-free

Making cruelty-free beauty more affordable

Vitacost, which sells nearly 40,000 health and wellness products at up to 50% off retail, recently launched a new cruelty-free specialty store, , which showcases beauty and personal care products that are not tested on animals and are independently certified by the Leaping Bunny Program, which is operated by the Coalition for Consumer Information on Cosmetics. Brands listed in Vitacost's cruelty-free storefront include: Beauty Without Cruelty, Avalon Organics, Jason, Desert Essence, Devita, Tom's of Maine, Reviva Labs, Kiss My Face and Alba Botanica.

"We are thrilled to team up with Vitacost to provide customers a simple, affordable way to find products from companies that have made a commitment to eliminate animal testing from their product lines," said Leaping Bunny Administrator Vicki Katrinak. "We hope our relationship makes it even easier for compassionate consumers to shop cruelty-free."

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