Alisa Beyer of The Benchmarking Company provided "hot" consumer insight and company knowledge at The Age of Naturals seminar July 15, 2008, presented by PBA. During this all day workshop, attendees were able to identify the growing demand for organic and natural beauty products along with the best way to position their company to meet this growing need. Beyer covered topics from the power of marketing and the problem with diversion to beauty product labeling and what consumers look for in organic beauty products.
One of Beyer's main predictions was that natural and organic beauty products are in their infancy. Many women consider them a natural extension of the holistic lifestyle they are already living or want to lead. According to Beyer, "Expect greater consumer education about them, more detailed labeling that explains how or why the product will help them live a more holistic lifestyle, and a stronger desire for proven, inside/out beauty brands. In addition, look for greater demand for third-party testing to prove product efficacy; products proven to be safe and natural offering advanced technical efficacy stand to gain."
In the afternoon, the Going Natural Panel guided attendees through the rigors of introducing a beauty brand to the natural and organic market place and gave advice on how to accomplish it. Attendees listened to the steps panelists have taken, where they're headed and what they should strive for-or avoid.
Marina Randolph introduced direct response television (DRTV) and how it's the ideal platform to deliver communication, education and clarity when marketing a new beauty care product. "To get started, research the culture, the channel, current trends and your target customer. Then, capitalize on your strengths, identify your weaknesses and never hesitate to ask for help. Partner with a DRTV industry expert who understands exactly how to turn your brand into a household name with just a click of a button."
Going Natural Panel
Ido Leffler - CEO & Chief Carrot Lover, Yes To Carrots
Kimberly Cooper - Chief Beauty Officer, Glowelle Beauty Group-Nestle Corp.
Jeff Avila - VP, Health and Beauty Division Solazyme
Marina Randolph - Founder, Breakthrough in Beauty
If you missed The Age of Naturals, you can still purchase the report at benchmarkingco.com.