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Natural & Organic
The Different Faces of Natural Skin Care
By: Nicole Tyrimou, Euromonitor International
Posted: June 24, 2014, from the July 2014 issue of GCI Magazine.
page 2 of 2Beyond that, these brands have more accessible prices in comparison with other premium skin care brands, with Vichy retailing at around $31 for a facial moisturizer compared to $95 for a similar Lancôme product. This has helped these pharma skin care brands sustain their share even in southern Europe, where most premium skin care has been suffering.
Furthermore, the diversified landscape and different perceptions and positionings in emerging and mature markets showcase both the industry’s—as well as consumers’—confusion around natural skin care. While this not only makes it hard to grasp the market, it also shows how competitive the skin care market has become. Natural claims alone are not enough to attract consumers, with brand image and product efficacy remaining more important in the long run.
Nicole Tyrimou is a Euromonitor International beauty and personal care analyst.