personal care sector continues to grow in size, and with the industry estimated to be worth more than $32 billion, natural
products account for 13% of the overall global beauty market. With so many
brands tapping into this rapidly expanding sector, defining how a new product
is ‘naturally different’ is crucial to its success.
Science is a
powerful factor behind the success of organic beauty, with research based
qualities often used as a persuasive marketing tool. Marketers want to create a
sense of desirability around products, with medical findings often used to make
the case of effectiveness to consumers.
beauty brands are doing well in the marketplace, with recent reports highlighting a large growth for
Neal’s Yard Remedies, positioning them as a leading ‘natural’ international
brand. With 37% of customers saying that they would only purchase products from
brands that they trust, it’s vital that marketing techniques create a strong,
reliable connection between products and the consumer.
In a growing market, which techniques
can be used to effectively market a natural beauty product?
Use of accreditations: prestigious accreditations awarded by
trade bodies and associations play an important role in building trust with the
consumer. In the UK, leading lobbyist the Soil Association has seen the number
of its symbol holders increase by 51%. Other initiatives including Organic
Beauty Week also help to raise awareness of natural beauty products, providing
a credibility boost for brands and retailers that take part.
Use of research/science: nothing beats the power of science,
and using research results in marketing material is an effective tool. Visually
persuasive before and after shots can robustly demonstrate the product at work,
but marketers must be aware of strict U.S. regulatory guidelines that ensure
products are advertised in a trustworthy and reliable manner.
Lifestyle overhaul: natural beauty products are a part of
a wider, health driven industry, and marketers should tap into this movement.
Capitalizing on wider trends such as healthy eating, superfoods and exercise
tips, developing a marketing strategy that positions natural beauty products at
the heart of the movement is a strong way to build up trust and position a
particular product as a lifestyle changer.
Celebrity endorsements: the power of a big name or celebrity
affiliation is a tried and tested marketing technique in the beauty industry.
With well-known figures such as Jessica Alba launching their own socially
conscious lines, and Gwyneth Paltrow in a Creative Director role at Juice
Beauty, celebrity sells.
Natural items: helping customers visualize the
ingredients and benefits they can bring is an effective marketing tool. Consider
using natural ingredients and elements across marketing campaigns, particularly
if they’re used in the products themselves. Also consider a natural color
scheme, tapping into shades of blue, green and gray.
Targeted language: shape the products in a natural light,
using language such as ‘healing’ and ‘soothing’ to describe the properties and
benefits that the line will bring. This direct approach will help to create
desirability, as well as telling customers exactly what to expect from the
Contributor: Lindsey Carnett, CEO of Marketing Maven
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