Cowshed Case Study: maintaining a professional and natural skincare brand
Datamonitor
November 3, 2009 SKU: DFMN2500515
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Introduction
This case study on Cowshed forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the company has successfully capitalized on consumer desire for natural ingredients with a range of exclusively sold personal care products.
Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
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- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- Analysis
- Cowshed has evolved from a spa-only brand, but has maintained a professional reputation
- Cowshed products were first used in a UK spa in 1998
- Cowshed's products are segmented in a fashion that encourages 'mood personal care'
- Cowshed distributes its products through selected channels
- Cowshed has capitalized on the growing demand for natural personal care products over the past decade
- Cowshed excludes certain types of ingredients from its products
- Brand extensions and awards have assisted further expansion for Cowshed
- Cowshed offers a male grooming range
- Makeovers and awards for some Cowshed products have helped the company grow
- Conclusion: Natural ingredients can be successfully used by brands looking to promote a professional image
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Figures
- Figure 1: Cowshed's segmentation of its products by mood creates a more interactive experience for consumers
- Figure 2: In 2009, a substantial portion of consumers around the world still find natural ingredients to be important in skincare
- Figure 3: Natural ingredients rank as a mid-ranging factor overall in skincare, but this translates to a market that has transcended niche status
- Figure 4: The inclusion of parabens and petrochemicals is of significant concern to many consumers
- Figure 5: Cowshed's male grooming range features collections of products that could be purchased as gifts for men
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