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Organics Buzz Grows Brand

By: Emily Keats
Posted: October 9, 2008, from the October 2008 issue of GCI Magazine.

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Because today’s consumer lives in a fast-paced environment, health and beauty companies will have to collaborate in creating simple, yet high-quality products, but packaging should not be a problem, she explains. “There are a lot of great packaging options out there, and more and more of them are from recycled or sustainable sources,” she says. Belknap also believes organic brands such as Origins will continue to pursue paths of sustainability. “Organic beauty has evolved in two primary ways: the aesthetics of the products, which have greatly improved, and the brands that are launching them,” she expxlains. “Consumers no longer have to sacrifice luxury for organic personal care.”

To further the brand’s forward-thinking perspective, Origins recently promoted Jane Lauder to senior vice president and general manager, a move Belknap says will give the brand a fresh set of eyes, because according to Belknap, achieving success in the beauty business not only comes from “passion, drive and creativity,” but also from “a deep understanding of the importance of brand equity.” It’s fair to say Belknap has mastered these skills. She earned her MBA from Harvard Business School, later assisted in strategy creation for the Estée Lauder brand’s Re-Nutriv products and helped launch the Origins Organics line.

“My professional goals are focused on driving Origins growth and success over the next years,” Belknap says. “I think Origins is the beauty industry’s best-kept secret, and I want to have the opportunity to share our amazing products with millions of new customers.”