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Marketing Matters: Are You a Trend Watcher?

By: Donna C. Barson, MBA
Posted: February 12, 2007

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That brings us to another trend for 2007, and that’s the continuing rise of mineral makeup. Women are increasingly buying makeup based on ingredients. The category is poised for enormous growth, and companies with a mineral-based cosmetics line, such as Jane Cosmetics, are ready to jump into the mix. Even nonpersonal care companies, such as organic chain Whole Foods Market, are getting into the act.

What does this mean for you? Plenty. First of all, organic and natural brands will be entering traditional cosmetic channels. This means that more and more traditional cosmetic retailers will be stocking these items, thus making competition for shelf space more challenging. Natural ingredients will become much more prominent in personal care products. Finally, as more major personal care companies move into the natural/ organics market, the competition and pricing pressures will become enormous.

If you don’t think this is going to happen, think again. Why do you think L’Oréal bought the Body Shop and Sanoflore earlier this year? Why did Regis Corporation recently form a new limited liability company with Intelligent Nutrients, Inc., a natural care products company owned by organics guru Horst Rechelbacher? Why are companies such as Aveeno releasing products prominently featuring natural ingredients like shiitake mushrooms?

It’s called a trend. You can either recognize it and deal with it, or get run over by it. In 2007, the broad trends in the men’s market as well as in the natural/organics market are going to run full-speed through the personal care industry. Are you ready?

Back to the February 2007 Issue