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Nude and Care skincare case study: creating high-end organic skincare for mainstream markets

Published by: Datamonitor

Published: Oct. 8, 2008 - 24 Pages


Table of Contents


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

Abstract

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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