Nude and Care skincare case study: creating high-end organic skincare for mainstream markets
Datamonitor
October 8, 2008 24 Pages - SKU: DFMN1925195
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Introduction
This report on the Nude skincare line and Stella McCartney's Care brand forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the two ranges, which were recently launched in the UK, are marketed to appeal to consumers.
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
- Organic personal care has grown at a slower pace than its food and drink counterparts
- However, organic personal care is growing increasingly popular
- Ultra premium ranges have entered the market, claiming superior benefits, with good-looking packaging and ethical ingredients
- Nude skincare was founded on the principle that ethical products need not be unstylish
- Nude aims to make organic skincare as appealing as organic food
- The range boosts natural qualities
- Nude has been called the first natural skincare range with visible anti-aging effects
- Nude's minimalist packaging won a Benchmarks award for style
- The range boosts celebrity endorsements that help enhance its consumer appeal
- Nude has a limited distribution in high end shops, which helps provide it with exclusivity
- Stella McCartney became the first luxury fashion label to introduce organic skincare
- Care aims to be both ethical and stylish
- The brand continues McCartney's ethical crusade highlighted in her clothing lines
- Care's celebrity owner could enhance the brand's appeal
- There has been controversy in the true ethical nature of the line
- A lawsuit claims Care and a number of other brands are not truly organic
- The range has been criticized for using too much packaging
- Will organic skincare appeal to mainstream consumers?
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: The percentage of new product launches in the US and Europe tagged as 'organic', by product 2002-07
- Table 2: Organic personal care market value ($ millions) by country, 2002, 2007, 2012
- Table 3: Nude skincare encompasses a range of skincare products
- Table 4: Stella McCartney's Care skincare line is composed of seven products
- List of Figures
- Figure 1: Nude products are presented in minimalist style packaging which is eco-friendly
- Figure 2: Stella McCartney's Care range includes well designed ethical products
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