Credibility
is everything in the "natural" personal care space, as consumers
become more cynical about the widespread use of such claims, especially when
they are attached to products that are clearly industrially manufactured on a
large scale across multiple locations.
Global:
which of the following marketing claims would most encourage consumers to buy a
beauty/grooming product?
"Natural"
beauty products are in the spotlight
The interest
of consumers in "natural" beauty ingredients is changing the face of
the beauty industry. According to a global Publisher survey in 2015, 52% of
respondents say that "contains natural ingredients" is the
"natural" claim that would most encourage them to buy a beauty or
grooming product. Urban Fresh's approach takes all of the doubt out of this, in
terms of the importance of having transparent and undeniably natural ingredient
sourcing, supply chains, and production. This is not just marketing talk – its
business space is built around ethical process like sustainable sourcing,
responsible resource usage, in-house production, and so on, making it very
difficult for a major international brand to replicate, but that does not mean
that larger companies cannot learn anything from the example.
Success
Case Study: Urban Fresh Cosmetics is part of Publisher's Successes and
Failures research and explores a success of a cosmetics business with a strong
focus on "natural" products based on in-house, urban-farmed
ingredients.
Key
Highlights
- The
success of Urban Fresh Cosmetics highlights the story of a cosmetics business
created by a couple who were running a spa business. Leveraging their
experience in aesthetics, they came up with the idea of creating a line of
handmade, eco-friendly bath products.
- They
adopted a new approach in the production of skincare products of growing raw
plants and transforming them into beauty product ingredients.
- The pair
used a creative marketing to develop communication of their sustainable and
ethical image and target the right consumer segments.