Many, many people want "all natural". They don't know what it means, they don't know what it is, they don't know why they want it, but want it they do. Mind you- they want to give up absolutely nothing to have it. This is typically not a consumer who's particularly well educated on bath and body.
My approach to this is to try to give them what I think most of them actually want. They want a label that they can 100% read that looks like it has wholesome ingredients. Preservatives have intimidating names that sound very 'chemicaly' to a lot of these consumers. That means I have to stick with anhydrous products. Easy enough. Most of my clientele want scent options above and beyond what I can offer with essential oils. The word "fragrance" on a label does not mentally translate to "chemicals" for this consumer. Fragrance is a down-to-earth normal, very un-scary sounding word. So I use fragrance oil in a lot of what I do. My clients would hate the smell of natural Shea, and they'd want organic products if they thought about it. They'd want organic, but the fact is, they don't mentally differentiate between the words organic and natural, and the people I sell to certainly aren't going to pay more money for organic. So- I use the filtered, deodorized Shea. And
I parse my words carefully on my label and when I talk. When I'm talking to a customer: "Except for a little fragrance I put in a few scents, my body butter is an all natural product...". On the label: "contains fragrance oil and all natural ingredients". I know, and you know 'all natural' means absolutely nothing (or anything depending on your point of view), but the general public does not know this. So- I both use that to my advantage, and at the same time try to stay true to what I think it more or less means for the bulk of my client base.