Lucy Solomon is the Resident Beauty Marketing Expert at Doner London. She has spent 15 years in marketing working for an array of major global agencies, including BBH, Grey and McCann. Lucy has run global campaigns for the likes of L’Oréal, Remington, GSK and P&G alongside other brands such as Morgan Stanley and Johnnie Walker.
Here she talks about her top tips for how to enter the lucractive organic and natural market.
It’s no secret the beauty industry has shown a marked shift towards natural and organic products.
Last year, the Soil Association reported sales grew by 20%, with the organic beauty market now worth £61.2m in the UK.
Consumers are increasingly wary of chemical-heavy, synthetic skin care and are seeking products with better credentials.
Customers have realised what they put on their bodies is as important as what they put in – a major shift in mentality.
Add the awareness and concerns around the negative impact of mass-produced chemical products and non-recyclables on the environment and, all factors combined, it makes fertile ground for the natural skin care category.
The jury’s still out on who’s leading the way when it comes to more responsible, less harmful farm-to-face cosmetics. Wider ranges of naturally derived products are flooding the market.
Plus, digital provides a more equal playing field for younger brands to compete with more established ones. Yet, despite the ‘chemical’ awareness, it is still a confusing category.
The surge of premium claims in mass market products has added to the challenge of creating messaging that differentiates from the norm. The very definitions of ‘natural’ and ‘organic’ remain loose.
The market is under-regulated and expanding. This means the consumer either takes the claims at face value or must do their homework to find out who’s actually providing nature’s finest.
This is a negative for the consumer but a positive opportunity for any brand that wishes to become the market leader. The brand that takes on this challenge will have to accept that not only will they need to promote their brand and the benefits of their product, but they will also need to focus on educating consumers about the wider category.
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