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Kiss My Face case study: maintaining a privately-owned natural personal care brand

Published by: Datamonitor

Published: Apr. 9, 2009 - 11 Pages


Table of Contents


Datamonitor view
CATALYST
SUMMARY
Analysis
The long-term establishment of Kiss My Face provides it with a strong platform to capitalize on the increasing consumer demand for natural products
Kiss My Face was established in the early 1980s to produce natural and organic products
Kiss My Face has successfully retained its private ownership which instills it with a caring image
Natural ingredients have significantly increased in popularity but there remains some confusion as to their meaning
Kiss My Face's product offering has evolved considerably since the company's inception
The initial products offered by the company were based on a bar of soap
Substantial diversification has seen Kiss My Face enter new sectors of the market
The company has been able to provide an affordable range of natural and organic products
Kiss My Face emphasizes an ethical image in its promotional activities
Companies focusing on natural products often promote a strong ethical image
Kiss My Face products are formulated with the environment in mind
An official blog is maintained on the Kiss My Face website
Marketing activities are focused on ethical and environmental issues
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Tables
Table 1: Consumer survey: the proportion of respondents who agreed or disagreed that personal care products using 100% natural ingredients were better for them, in 15 countries across Europe, the US, Asia Pacific and the US
List of Figures
Figure 1: The Kiss My Face range of products now covers many different categories of personal care
Figure 2: Kiss My Face has employed recyclable displays to attract attention at point-of-sale

Abstract

Introduction

This report on Kiss My Face 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 natural personal care brand has grown from its initial niche status towards a mainstream brand available in 19 countries around the globe.

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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