"We're seeing a sea change in what consumers desire in product safety information," says Marc Pritchard, president of global strategy at Procter & Gamble and chairman of the council. He adds that
there is a craving for the kind of specific information that is provided on the council's Web site.
The site offers detailed information, test findings and regulatory opinions on 1,500 ingredients, lumped into 13 personal care product categories, which the council says represents a majority of all products used in cosmetics and personal care products. The site also offers videos and links to organizations like the Food and Drug Administration and the National Institutes of Health.