Cowshed Case Study: maintaining a professional and natural skincare brand

Published by: Datamonitor

Published: Nov. 3, 2009

Table of Contents

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

Abstract

• 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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