Organic cosmetics market in Europe

Résumé du document

The European market for natural cosmetics is a dynamic market. The organic cosmetics segment is no more a niche market in Europe and has gained marketshare in the classical cosmetics segments. It has grown at double digit speed (30-40% for France, the fastest growing market). As a consequence, the European natural and organic cosmetics market is becoming increasingly segmented. For each market segment will try to understand the typical consumer profile, the main segments, the distribution channels, the leading brands and a brand analysis.

Extraits

[...] Products Hair care Body care Face care Sun care Dental care Men care Make-up line Price – promotion - place Price: For face care: 7-25€ For dayly hygiene: 2-7€ Promotion: Press Web On-line Distribution : On-line Opportunities/Threats Opportunities growing markets Developped specific « organics » distribution channels ( pioneer in Europe) Most of products are imported Reconsideration of traditionnal cosmetics. Threats Big confusion between natural and organics cosmetics brands. Abundance of new brands positioned in organics trend. No more a niche market. [...]

[...] Hauschka and Jason Natural (Organic Monitor) Weleda leading producer of natural cosmetics in Europe; strong market position in almost every European country (but market share eroded by new entrants) Ranges: skin care, baby products, bath and shower products and hair care Less common are colour cosmetics, hair styling products, oral hygiene products, depilatories and fragrances. < number > Organics cosmetics in Germany ass.jpgcosmetique-bio_s.jpg83332764.jpg < number > The market General Datas Organics vs Naturals cosmetics Attention In Germany, organics cosmetics are part of natural cosmetics. [...]

[...] To be different compared to the other brands in proposing a DKH ( Ex: Logona: the only brand proposing organics dying hair products) Distribution recommendations To respect the link distribution channel – brands reputation i.e: If new or unknown brand : Specialized distribution channel, like organics shop. If well-known brand: Mass market - oriented distribution channel, like drugstores. Do not neglect online sales. Price recommendations Price positioning : medium (between 10-20 euros) Avoid the positioning in selective distribution because it's against the german organics philosophy. [...]

[...] ) Moto : « JASON Natural. Caring for You Head to Toe » http://www.peta25.com/s/2-jason.gifhttp://www.zaudhaus.com/images/projects/jason/jason_horiz.jpg Products line features over 200 products Skin & body Care Beauty & Bath Hair Care Men's Care Oral Care Sun Care Children's Care Lip & hand Care Fragrance 1st quality products : no changed raw materials http://www.jason-natural.com/images/content/aha_image1.jpgCitrus Bath and Shower , Body WashSatin Liquid Hand Soap for Face and Hands5,000 IU Vitamin E Pure Beauty Oil Price – Place - Promotion Medium price : Around 20€ Around 30€ for anti-aging products Distribution channels : Specialized shops(bio) Pharmacy Specialized sites (Natural distribution) Internet Promotion : In woman press No animal testing Sunbrella Sun Screenhttp://cn1.kaboodle.com/hi/img/2/0/0/3d/5/AAAAAkRi6p4AAAAAAD1fVw.jpg Essential Care Since 2003, based in Suffolk (England) Familiale company Innovative products Adapted for all the family, all type of skin Distributed in 15 countries all other the world Certified : SOIL association http://www.feminimix.com/local/cache-vignettes/L198xH99/arton254-06832.jpghttp://www.mumstuff.co.uk/acatalog/ec_nipplebalm.jpg Products More than 60 different products Face care Body care Shawer & bath Hair Baby care (and mother care) http://www.soorganic.com/image.php?productid=1129http://www.lexpress.fr/imgs/9/135.jpg Price - Place - Promotion Price : Low cost, around 15€ Distribution channels : Specialized shops Internet Promotion : Ethnic conception Adapted to vegetarians et vegans Internet sites (specialized sites) No animal testing http://freedominhealth.ie/images/rosemoist.jpghttp://www.huileargan.fr/bio-nature/images/huileargan-cosmetique-bio-nature.jpg Opportunities/ Threats Opportunities Growth of the organic & natural market High level of interesting in synthesis products Growth of the anxiety from consumers Distribution channels will change (more and more specialized shops) Leader on the organic make-up market New European Legislation http://www.carevox.fr/IMG/jpg/cosmetique-bio-1.jpg Threats Growth of the cost of live Market more and more competitive Confusion concerning the differents labels Key success factors Product recommandations Go with the future European Label Be positioned only on one market (organic or natural) Have an ethics according to the products (Body Shop) Develop new organic products (day, make-up, sun products ) http://www.fleur-de-vanille.com/images/zen.jpg Distribution recommandations Have a different distribution channel (private post for Lush) Specialized shops Don't forget internet Sociaty sites Organic specialized sites Price recommandations Price positioning : between 20 and 25€ Some products could be assimilated with luxury products (specialized distribution channels and products) http://www.fleur-de-vanille.com/images/cosmebio_beaute.jpg Promotion recommandations Develop sustainable values (sustainable development, ethic conception ) Belong to associations (show the brand commitment  high corporate image Choice of a campain oriented « authentic » Woman and specialized women Internet sites, forums Organic cosmetics: the Italian market ass.jpgcosmetique-bio_s.jpg83332764.jpg Market NATURAL MARKET Said to be the 3rd market in the world, after the US and Germany (Organic Monitor's European Market for Natural & Organic Cosmetics) German and Italian markets = largest in Europe (almost 70% of revenues) High market growth rates are because of strengthening consumer demand and broadening sales channels Distribution: most sales from specialist retailers like herbalist shops, demand is increasing from other channels. [...]

[...] The BDIH wrote a guideline aiming at controling naturals cosmetics regarding theirs ingredients. Only the products respecting the strict criteria are allowed to have the BDIH's logo reserved to the « controlled natural cosmetics ». BDIH-1.jpg The german market of natural cosmetics In 2007, Germany is the first consumer country of natural cosmetics products of the total cosmetics market in Germany millions of German are using at least one natural cosmetics each year of the users are buying at least a natural cosmetics each month. [...]