Natural Trend

‘Although the economic recession has affected the beauty market’s growth rates, consumer demand for 'chemically-clean' and ecological cosmetics remains buoyant. (Organic monitor: online 2011)

Mainstream retailers in the UK are responding to high consumer demand, a growing interest and changed values by introducing natural & organic cosmetics Health warnings, environmental concerns, ethical concerns, therapy awareness and organic attitudes have all contributed to the growth in popularity of a natural-based personal care products trend. Natural/organic skincare and cosmetics sales are predicted to continue to grow strongly in the retail sector.

Consumers are drawn to cosmetics containing natural ingredients due to several reasons;

-One of the main drivers of growth in natural cosmetics has been the consumer trend towards healthier lifestyles and many natural products have perceived health benefits.

- Consumers believe they have higher standards of quality. This has enabled cosmetics manufacturers to charge higher prices for natural products, thereby injecting value into the market. Major manufacturers have also used this perception of quality to drive packaging developments, which convey fresher, more upscale appearances for natural products. Origins and Aveda, for example, have achieved success by emphasising the quality of their products, which in turn have prompted smaller producers to introduce competing products and rejuvenate their packaging.

-Another is reason is because consumers are becoming more and more aware of the possible dangers of parabens, phthalates and other synthetic ingredients in cosmetics & toiletries. (Organic Monitor online: 2011)

Primary Research

Lumene has a facebook account where lots of primary research and consumer insight can be found, it has also lad me to find consumers i can talk to directly and fill in questionnaires based around the brand.
http://www.facebook.com/LumeneUSA

Facebook Account

Lumene Products/Visual Identity

Marketing to Women

‘The Key to creating marketing programs that will win women’s business is to understand what women value.’ (Barletta 2006:44)

Due to the fact that Lumene skincare and cosmetics market to women, it is key, when developing a marketing strategy, to understand the way women think and how they consequently purchase.

The Brand

he Lumene philosophy is best described by its mission statement;

‘To enhance your beauty and vitality in every day life with the power of plants and minerals from the Arctic Nature.’
(Lumene: online 2011)

The Lumene ethos encourages natural well-being and provides a caring service which promotes the brands unique selling point.

The Lumene Company are driven by a strong sense of purpose and have ambitious visions stated in this quote;
‘Lumene will be a holistic beauty & wellbeing operator. We will be the market leader in Finland and a bold challenger in the Key Markets offering Arctic nature based skin care’ (Lumene: online 2011)

Lumene currently distributes its extensive product range in 13 countries and represents a moderate price level in comparison to some of their more prestige counterparts in their current market. The brand stands for a strong commitment to green and ethical consumerism with a strong fixation on the use of natural ingredients. The brand prides itself on its use of at least 80% natural ingredients sourced from the Arctic Circle, featured in Figure 1, combined with the latest technological innovations.

Mintel Natural Market Trend

‘Mintel estimates the value of the UK natural and organic toiletries sector to be in the region of £34 million in 2009, representing a 25% growth on 2008.’ (Mintel online: 2011)