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Founder of Lamas Beauty talks about marketing platforms and products built and dependant on a “beauty from the inside” platform, as well as the impact of an evolving perception of wellness and beauty.
GCI: There’s been a great deal of press coverage and marketing platforms built and dependant on a “beauty from the inside” concept. It seems to me that wellbeing, health and “beauty” have never been mutually exclusive concepts. Where along our industry’s path did beauty and wellness diverge? Or, did they never really diverge but advances in products/formulas/delivery—which now provide benefits that are more than simply cosmetic—make the connections much clearer, and, therefore, easier to market?
Lamas: In the past three to five years, consumers have really caught onto this concept [of what you eat or put into your body affects your overall health] in the beauty industry as well. These consumers have become more sensitive to what is in their products, and that’s when they’ve made the link between beauty heath, and vice versa.
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GCI: Is there a danger of the word “wellness,” as used to promote products, simply becoming a buzzword that consumers will simply discount?
Lamas: As a consumer, not everyone can trust that every company will live up to its full potential when using the words “natural,” “organic” or “wellness.” There are no defined guidelines to regulate these words and this lack of standards makes the word wellness easier to dilute. Certain companies that consumers have come to identify with, have built a reputation based on a higher standard. Consumers rely more on these companies when they use the words “natural,” “organic” or “wellness;” but it’s getting to this level that is challenging for many companies.
GCI: Your Web site notes that the company’s aim is “to create high-performance products to deliver stunning results that last—and that support a healthy life and lifestyle.” What is the product creation processes in order to meet this aim? Does it require longer development time? How do consumers respond?
Lamas: We’ve done our research in the natural category, finding newer, exotic plant ingredients that are backed by studies. Standard ingredients such as chamomile, aloe and lavender have been around for years, but today, to be more competitive, we are using much more exciting, unique plant extracts. The combination of these unique ingredients with a healthy dose of science is what makes Lamas Beauty a very special company within in the natural beauty category. Because these ingredients are new, it takes more time to do conduct research and testing. We’ve taken additional time to study ingredients to determine how they complement each other and provide extraordinary benefits as the end result.
GCI: If products fit into a lifestyle and meet lifestyle goals, do consumers form a deeper attachment to these products? Are consumers, in general, looking for products that suit a lifestyle—as opposed to a specific need? Have the “needs” just become larger concept needs?
Lamas: The attachment to personal care products has been based on specific needs rather than a particular lifestyle. Specifically with antiaging skin care, consumers rely on these products to diminish lines and wrinkles rather than to complement their lifestyle.
But as of recent and with the increased awareness of the "green movement," consumers are looking to incorporate a natural wellness lifestyle into their personal care routines. Consumers have become more sophisticated and more conscious of what is good and what is not good in regards to what they put on their bodies.
Peter Lamas products are available at Macy’s Beautiful Planet shops, Whole Foods, Pharmica and other select fine health and natural food stores across the U.S. or by visiting www.lamasbeauty.com.