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New from NAOBAY: Origin Anti-Ageing Collection

New from NAOBAY: Origin Anti-Ageing Collection

Introducing Origin, a new anti-ageing line from NAOBAY which promises to restore, revitalise and rejuvenate as well as cleanse and moisturise. The products are COSMOS certified with a high percentage of organic ingredients.

The main ingredients of the range are locally sourced from Valencia:

  • Organic Orange Floral Water: to moisturise and soothe.
  • Organic Orange Essential Oil: anti-inflammatory, antiseptic, toning.
  • Rice Protein: moisturising for sensitive skin.
  • Organic Rice Oil: antioxidant-rich to fight free radical damage and restore collagen production.
  • Organic Tigernut Oil: highly moisturising effect, antioxidant, firming and protects from free radicals.

The range also features organic oils and extracts all sourced from the Mediterranean area:

  • Apricot Oil: brightening, rich in vitamin C and a good moisturiser for sensitive and delicate skin.
  • Poppy Oil: effective for healing and improving the condition of damage, dry and fragile skin.
  • Olive Oil: helps restore the skin’s lipid barrier, and rich in vitamin E.
  • Pumpkin Oil: helps regulate moisture levels and improve the structure of the epidermis.
  • Violet Extract: calming and hydrating activity
  • Raspberry Extract: antioxidant properties from rich vitamin C and phenolic compounds
  • Grape Extract: to combat free radical damage
  • Lemon Extract: antioxidant properties from rich vitamin C and favonoids
  • Calendula Extract: anti-inflammatory and moisturising properties.
  • Apple Extract: helps regulate transepidermal water loss.

Finally, there are some powerful anti-ageing ingredients to help enhance the synergistic properties of the aforementioned ingredients, including hyaluronic acid, calcium, oat extract and malt barley.

Key products from the range include:

Prime Daily Cream – moisturising cream with hyaluronic acid and special oat extract to help reduce fine lines. Clinical studies showed a significant increase in skin moisture when measured with a corneometer, and significant reduction of redness and scaling. In a test of 15 subjects, moisture was increased on average by over 40% an hour after application, and almost 25% 8 hours later.

Recovery Mask for Sensitive Skin – a special combination of organic oils that offer cleansing and antioxidant properties whilst soothing. Studies showed a significant reduction in redness just 8 minutes after application.

Recovery Day & Night Facial Serum – the combination of active ingredients enhances of elastin and collagen whilst moisturising. Featuring very high purity calcium 2-ketogluconate powder (>95%), shown to increase hyaluronic acid to protein ratio and to increase elastin production.

Editor’s Notes

NAOBAY is about beauty products that care for people and the environment, with clear messaging, simple designs, clean packaging but most importantly effective products. Certified to the ECOCERT standard of organic products. All products are labelled clearly with the percentages of natural and organic ingredients in their products, and contain no petrochemicals, artificial preservatives or colours, parabens, silicones, mineral oils, SLS/SLES, formaldehyde, dioxins, ethoxylated material, paraffin/petrolatum, isothiazolinones (MI), PEGs or BHT. All of NAOBAY’s formulas are biodegradable, never tested on animals, all products are vegan, and no ingredients are genetically modified or grown with pesticides, synthetic fertilizers, sewage sludge or ionizing radiation. Even NAOBAY’s packaging is environmentally-friendly; produced from recycled wood, FSC certified and also recyclable.

How to Get More Bang for Your Marketing Buck Part 9: Social Media

How to Get More Bang for Your Marketing Buck Part 9: Social Media

In many respects, I have saved the best till last in this series. We’ve already spoken about digital ads, see this post so I am not going to go into those in this blog, but I will say that when used correctly, social media is one of the most powerful tools we have. Free to a degree, although I have recently noticed on Facebook that a little spend really helps bump your organic views up and not just on the posts you are promoting.

Here are our top tips for how to use social media correctly, to help get your best results yet:

  1. Don’t talk about your products and promotions all the time. Think of other things you can share, such as blogs and content from your site, interesting titbits you find on other websites and social media channels, humorous images, gifs and videos – everyone likes a laugh, particularly us Brits.
  2. Engage. Don’t just sit around and wait for people to speak to you: it’s social media. Get out there and socialise. Get involved in conversations, offer advice, and even be the conversation starter.
  3. Follow to get followers. You must expect to follow people when you are starting out on Twitter, Instagram and Pinterest. There’s no point in not doing so, creating all this content and nobody really seeing it.
  4. Do Google+. You do not have to understand it, just utilise it as it really makes Google look more favourably on your site. Share stuff to your own page, but also look to join relevant groups and share your posts in these for maximum exposure.
  5. Use pictures.  Not just on the visual platform such as Instagram and Pinterest, but also on Facebook, Twitter and Google+. They insight greater reactions and engagement.
  6. Go live. We think you will be surprised at the amount of engagement you get from going live. Read our top tips for this here.
  7. Collaborations. This is all about strength in numbers, together we are stronger! Partner or team up with another brand or persona online, cross promote your offerings to one another’s audience and pick up some new followers on the way. Some great examples of these that we have had the pleasure to be involved with in the natural products industry are Konjac Sponge Company’s #TeamUpTuesday and Food Doctor’s #PorridgeWednesday
  8. Competitions. Competitions are a great way to get a buzz going, as who doesn’t want to win a prize?! You can even collaborate on a competition for even greater reach, combining the last two points! You can utilise contests for a variety of reasons on social, so be sure to set your goals which could be related to any of the following:

 

  • Brand awareness
  • Email signups
  • More likes on social media channel
  • User generated content

Have you got any social media successes to share with us? We’d love to hear from you. If you are looking for any social media support, email us hi@rebeccagoodyear.com

How to Get More Bang for Your Marketing Buck Part 8: Content Marketing

How to Get More Bang for Your Marketing Buck Part 8: Content Marketing

In the e-marketing part of this blog series, we touched on how a blog is a great way to give people a reason to visit your site. We also encouraged you to share your blog with your email customer database.

Many companies start a blog on their website because they have heard it is good for SEO purposes. This is true, but in fact you can get so much more from your content. Here are our top tips for getting the most out of your content:

  1. Share, share and share alike. You’ve spent ages crafting this killer blog post, so give it the attention it deserves. Share on all your social media channels. This will attract more initial traffic to your post, achieving greater visibility and help build customer trust and loyalty.
  2. Make sure others can share the love. Ensure you have sharing buttons on your blog page, so that your readers can share your content at just the click of a button.
  3. Bookmarking sites. Utilise bookmarking sites such as Stumpleupon, Digg and Delicious to help people find your content more easily.
  4. Recycle and update. There is nothing wrong with using old content that has and is performing well to create a new post. Likewise, there is nothing wrong with updating your old content to bring it up to date, perhaps with new research or new products. It is also a good idea to continue to share links to your evergreen content on social media to help increase inbound links.
  5. 3rd Party Content Aggregators. Look to harness the power of bigger publishing platforms, such as Linkedin Pulse, Huffington Post and Medium, currently the biggest content site out there!

 

Need some help with your content strategy? Email us hi@rebeccagoodyear.com

 

 

How to Get More Bang for Your Marketing Buck Part 7: E-Marketing

How to Get More Bang for Your Marketing Buck Part 7: E-Marketing

When done correctly, e-marketing is one of the cheapest and most effective tools we have. After all, the people on your emailing list have hopefully signed up to receive your news. You, and/or your brand, have already piqued their interest.

But how do you keep this audience engaged without constantly bombarding them with promotional emails?! Well, here are our top tips:

  1. Don’t email too frequently. I would say that any more than once a week, unless you have current news that’s too exciting to wait to share, is intrusive. From our experience, emailing more than 1-2 times per week results in a considerable drop in your open rate, and an increase in your unsubscribe rate.
  2. Don’t just email about promotions. Find other subjects to communicate about, here are some ideas: 
  • A blog is a great way to give people a reason to visit your site. When you publish a new blog, you can also share it with your email list.
  • Company news – award wins, team achievements, how-to’s anecdotes, humorous experiences.
  • Back in stock – particularly if this customer has purchased the item previously.New product launches – let your customers know about any NPD you have, help them on their way to the buying decision.
  • Seasonal products – let your customer know about your product before your competitor does about theirs!
  • Promotions – of course, let your customer know about these, just don’t make them the be all and end all of your e-marketing strategy.

3. Split test & experiment! Once you reach a certain number of signups (I’d say 10,000 is a decent number) you can then start to segment your list and also split test. Through split testing you can experiment with a variety of elements to gauge a variety of factors including:

  • What type of message subjects get the highest open rate
  • What type of content converts to the most traffic for you
  • What kind of layout is the most engaging for your email list
  • What kind of promotions are most appealing to your customer
  • What day is best to send you email

These are just a few ideas to get you started. If you are looking for more advice on email strategy, email us hi@rebeccagoodyear.com

How to Get More Bang for Your Marketing Buck Part 6: Promotions: Special of the Week

How to Get More Bang for Your Marketing Buck Part 6: Promotions: Special of the Week

This was the “special of the week” section of Rebecca’s talk: the place where many brands go wrong. Brands forget about the marketing process being just that, a process, and instead opt to focus on weekly promotions. I’m not saying that promotions shouldn’t be a part of your strategy, they should, but they should align with your overarching campaigns and not be the basis of your strategy.

Here are our top tips for running promotions the right way:

    1. Deeper deals, less frequently. We work with many brands selling both on self-branded and multi-brand ecommerce stores, as well as bricks and mortar boutiques, department stores and supermarkets. Our findings show that reducing at a greater discount but less often generates more revenue long term than more regular promotions at a smaller percentage off. Less frequent promotions also don’t devalue your brand as constant promotions can.
    2. Look at your buying patterns and focus your promotions around this data. Take the time to do this and you can reap the benefits later. Think seasonality – when people buy into products; look for lulls in sales and use promotions to pick up these periods; look for underperformers that should be selling better and use these as GWPs; all of this tricks can help you grow your revenue.
    3. It’s all about profitability. Always measure your promotional uptake. Look at your profitability for the promotion and compare it to a period for normal forecasted sales for that period. If your profits are down comparably, you must question was it worth doing the promotion? This scenario doesn’t always mean this is so, you have to see the bigger picture. Was the product short-dated or overstocked? Did you see an increase in sales after the promotion? Did you encourage people to buy into your brand? New signups?

Looking for more advice on promotional strategy? Email us me@rebeccagoodyear.com

Natural Products News Round Table – Part 4 – Beauty Trends 2017

Natural Products News Round Table – Part 4 – Beauty Trends 2017

Back in October last year, I was invited to the Diversified headquarters in Brighton. Diversified are the publishers of Natural Products News and Natural Beauty News, amongst other titles, and organisers of several trade events including Natural & Organic Products Europe.  

The panel was chaired by Julia Zaltzman, editor of Natural Beauty News, and also sitting were Sonia White, founder of Love Lula, Donna Ashcroft, buyer at www.biggreensmile.com and Lorraine Dallmeier from Formula Botanica.

Four questions were posed, and I thought it would be interesting to share my musings on all of them with you. Here is the fourth question:

4. Trends of 2017 – What are the big trends set to make an impact in 2017?

The popularity of mineral makeup continues to grow, and there are several makeup trends that are incredibly easy to recreate with natural and organic products.

I think the global beauty trend will continue to grow, we saw so many Ayurvedic and African beauty brands launched last year, plus there are a lot of natural and organic beauty brands coming out of Eastern Europe.

Slow beauty continues to grow: products made with five or fewer ingredients, with the emphasis on less is more. The DIY beauty trend will also continue on the back of the slow beauty movement. Fresh beauty will also become more prominent: beauty products made with fresh food ingredients that are kept in the fridge.

The rise of beauty from within products also shouldn’t be ignored: supplements for beauty are on the up. Several collagen brands have launched already in 2017, and we have also seen beauty complexes from supplement brands become the focus of big marketing campaigns for brands.

When it comes to skincare trends, 2016 saw a rise in consumer interest in natural and organic products. Trends for 2017 in skincare include:

Superfoods in Beauty: think kale, algae, coconut and Indonesian tropical superfruit mangosteen.

Pre- and Pro- biotics in Skincare: beneficial ingredients to feed your skin’s probiotic cultures, plus the good bacteria beneficial for our skin’s health, such as lactobacillus and bifidobacterium. Prebiotics are ingredients, such as fermented radish root and black tea extract, that feed the probiotics living on your skin.

Daily Exfoliation: scrubs that are gentle enough to use every day that don’t strip the skin of its essential sebum and help improve dry, flaky skin, encourage cell turnover, brighten and tone the skin.

When it comes to makeup trends, here is our roundup:

Bare-Faced Beauty

No makeup-makeup is still a huge trend but for those who aren’t blessed with flawless skin, there is always the option to cheat! The best starting point on your journey to a clear complexion is ensuring you have a stellar beauty regime, ensuring you cleanse, tone and moisturise day and night. Remove your makeup religiously, and try to go at least two days a week without makeup.

For a little helping hand to achieve a radiant complexion that still looks natural, utilise a BB or CC Cream. Apply with a foundation brush to blend well and for ultimate dewiness finish skin with a spritz of toner. This will also help set your coverage.

Glossed Everything

After the big trend of matte lips it was great to see lipgloss making a comeback for 2017. Lip gloss helps lips appear fuller as it gives depth, the shine makes the lips appear healthy and more youthful. It’s not just lips however that are up for a glossing. Glossy eyelids are still a big look, and the gloss trend has also move to cheekbones and collarbones – think about how you would use a highlighter and try substituting your highlighter for either a clear or nude gloss.

Lipstick as Blusher

Makeup artists frequently use lipsticks on the cheeks, but the success of pulling off this look all depends on the quality of the lipstick. Ideally, you want a product that’s not too matte, not too glossy and fairly sheer. The colour needs to be considered carefully, the shade needs to be fairly neutral. Think pale pinks, beige-pinks and corals and be sure to use a primer on your skin first to create a long-lasting barely there but beautifully blushed look. Wear the same colour on both your lips and cheeks to tap into the monochromatic makeup trend of 2017, in a stylish and modern way.

Have we missed any key trends for 2017? What do you predict for the coming months? Email us hi@rebeccagoodyear.com

Top Tips for Going Live With Your Natural Business

Top Tips for Going Live With Your Natural Business

You would have to have been hiding under a rock not to notice the extent to which video and live streaming is coming into play in marketing. “Going live” on whichever platform; Snapchat, Instagram, Facebook or Periscope to name a few; can seem really daunting, but with thorough planning, this experience can be fun both for you and your audience.

To help you plan for your live streaming, here are our top tips for “going live”:

Promote prior to the event: You’ve made the decision to go live, so tell your audience prior to the event so they can tune in and set aside the time slot. Don’t leave it to chance that your crowd will be online at the time of broadcast.

Introductions: Always start the broadcast with who and where you are, and what you are doing. This gets you and your brand’s name out there even if the viewer doesn’t tune in for the whole broadcast.

Concise takeaways: After the introduction, be concise in what your audience is going to see in this video, and what their takeaway will be. In other words, what information you are going to bestow on the watcher.

Be professional, but with personality: Nobody likes the person who takes everything too seriously, including themselves. Deliver your messages professionally, but don’t be afraid to share your humour (people, particularly us Brits, like this) and let your personality shine through. Be opinionated where relevant, and don’t be afraid to get your point across. Your audience will respect you all the more for this.

Be natural: Never read from a script – there is nothing more dull to watch than someone looking down at a piece of paper and reading word for word in a monotonous tone. You can’t let your true personality show through if it’s on a piece of paper. If you’re worried you’ll run out of things to say, or forget your train of thought, utilise flash cards with 3-5 bullet points positioned underneath the camera. Practice these bullet points prior to going live, repeat them several times so that you have them instilled in your mind to fall back on. If you’re really nervous about how it will go and look on the screen, practice beforehand utilising Facebook’s privacy settings so that only you can see the end result!

Think about the length of your stream and your content: How long a live stream should be is a hotly debated topic. Facebook recommend you stream at least 10 minutes, in order to get viewers on board and watching. We, however, think 5 minutes is probably closer to what people will tune in to watch. Anything longer than this will have to be engaging to make people stay.

No interruptions: Make sure you forward calls on your mobile to ensure no interruptions whilst streaming. If there are any other people in your immediate vicinity ensure they are aware of your going live so that either 1) they don’t disturb you or 2) they are prepared when they join the livestream!

Engage with your audience: Your audience can leave comments whilst you are streaming. To help with that personal touch, always address your viewers by name when answering their comments. To find out more about how personalisation can help you win customer loyalty click here.

Be regular: It can be a good idea to get a regular slot at the same time each week to encourage your viewers and fans to return each week. This will then become part of your marketing strategy and you will remember to promote the activity on a weekly basis. This doesn’t mean that you can’t go live on other occasions that call for it, such as events and special occasions.

Use quality gear for sound and vision: Whilst you’ve probably thought about the device you are using in terms of video quality output, there are some other steps you can take to improve your final end production. Firstly, take any necessary steps to minimise background and ambient noise. Next, think about the position of your phone before you go live. You might wish to use a selfie stick, a tripod, hold it yourself or call upon a team member to be your camera crew. Finally, always ensure you are in a place with a strong broadband connection.

Don’t just use as a live video: Be sure to capture your live stream and host on a platform post-event, such as YouTube or Vimeo. Once uploaded to the web, be sure to promote through social to generate more views. If your live stream is longer than 5 minutes, we would highly recommend editing down the original version to ensure viewers see it through to the end.

Don’t be afraid to experiment: Once you have gone live, think of different scenarios you can use for future live streams. Here are some ideas for you to consider:

  • Interviews – with your team, clients, customers or thought leaders in your industry.
  • Launches – let your audience be the first to learn about new products from your brand.
  • Special promotions and competitions – a way to get people to stay till the very end of your video.
  • Live events – in stores, blogger events, consumer shows, conferences, team building activities. This is where you can really show all the personalities behind the scenes, and not just the face of the brand!

Are you ready to go live? For any advice please email me@rebeccagoodyear.com

How to Get More Bang for Your Marketing Buck Part 5: PR

How to Get More Bang for Your Marketing Buck Part 5: PR

“If I had one dollar left, I’d spend it on PR.” –Bill Gates

PR here, and in fact anywhere, doesn’t just include issuing press releases and securing coverage. PR is about management reputation, it’s an attitude, a process. It’s a way of behaving positively as much as it is about employing a PR resource. It’s a display of positive reinforcement.

But PR is not cheap, and it takes time. The UK media is also known to be one of the most difficult to secure coverage in. Placement also doesn’t guarantee overnight success. Whilst a small number of publications, such as The Daily Mail, Mail on Sunday and Metro, are considered to be the ones that will generate demand, traffic and spike interest, coverage on any of these sites is not a guarantee.

On the whole, PR placements are in the consumer’s eyes a more credible touchpoint, because they are not paid for opportunities. These can happen both in print or online. Whilst traditional print media is considered the holy grail for many of our clients, there’s no click-through button on a magazine or newspaper page, whereas online consumers are just one button away from your product.

Where you are employing an agency or DIY-ing your PR, here are our top tips:

  • Be targeted. So many companies use a scattergun approach and if not careful, can end up chasing their tails in a bid to secure coverage. Dependent upon your resources, come up with a top 5-10-20 list of target media. Sure, you can send your press release out to more contacts than this, but these are the publications you actively go after and diligently follow up on.
  • Don’t let being targeted ruin the buzz. I’ve seen so many companies fall prey to this. They only want to work with the big boys and so ignore the requests our agency sends over from smaller publications and blogs. Firstly, everyone has to start somewhere, on both sides – the publications/blogs and the brands. Secondly, as a brand if someone has shown interest in you products, no matter how big or small they are, if they are doing a decent job of publishing their work you should accept the gesture with gratitude and work with them.
  • Once you have your coverage, shout about it! PR is not just about securing the coverage, a lot comes down to what you do we it after it is published, such as sharing on social media, promoting to your mailing list, featuring on your website.
  • If using an agency, communication is key. We’ve had first hand experience of this, clients simply not having the time to provide us with the ammunition to carry out our work. Whilst we don’t need or expect to be spoon fed, there are occasions where we need quotes or experience told first hand to achieve full insight and the correct tonality. We’ve even struggled for high res images on occasion from clients!
  • If you are DIY-ing, use a directory service. There are a few of these on the market, including Diary, Fashion & Beauty Insight and Fashion & Beauty Monitor. This will save you heaps of time in researching the most up-to-date contacts, and will also send you journalist alerts to follow up on.

Have you any PR success stories to tell? Need some PR strategy advice? We’d love to hear from you on me@rebeccagoodyear.com

How to Get More Bang for Your Marketing Buck Part 4: Digital Advertising

How to Get More Bang for Your Marketing Buck Part 4: Digital Advertising

First came Google Adwords. Next, Facebook ads. Then Google made Product Listings Ads (Google Shopping) and Google Display Network. Now there are ads and promotions on Twitter, Pinterest,Instagram and Facebook Messenger. We can now even remarket to our customers if they were disturbed in their purchasing process.

So, the million dollar question, which one do you choose? Well, just like allocating your marketing budget, there is no one right way to spend. What’s most important is that you measure your return on investment.

To help you on your way to digital marketing success, here are our top tips:

    1. Use your time wisely. The advertising platform that is easiest to manage (which is important if it is just you running your business and wearing lots of hats) is the Product Listing Ads on Google, which show up in Google Shopping. To create these, you download a spreadsheet, complete all the required fields and upload, sharing via Google Drive. Google then pulls from this spreadsheet as often as you cite it should, so keep your stock levels and NPD up to date in this spreadsheet.
    2. Google Adwords. Easy to learn, difficult to master. There are loads of tricks to help you excel, and the best place to learn them is with the masters at Google themselves. They hold regular training sessions, and best of all they are free. (Rebecca has actually attended twice to brush up her Adwords skills!)
    3. Have a clear understanding of what the purpose of your ads is? Google Adwords and PLAs are great for helping you get more sales, when used correctly. However, there are other purposes to advertising, particularly on social:
      • Brand awareness – look for low cost high volume search terms for this option.
      • Getting consumers to enter your sales funnel – such as email signup CTAs
      • Increase likes on social media
      • Increase engagement on social media

      Social media advertising interfaces have greatly improved in recent years, and it’s very easy to see results of your campaigns and check against your own set targets and KPIs.

    4. Experiment. It takes time but if you don’t try you will never know. We highly recommend split testing on your ads. Try different formats on the same platform and campaign to see what really works for your brand and your customer. Also, do not be afraid to work outside your comfort zone: try the new options on your preferred platform as well as experimenting with different platforms.

Have you experimented with digital? Need some help with your strategy? Email us me@rebeccagoodyear.com – we’d love to hear from you.

Natural Products News Round Table – Part 3 – Future Proofing the Natural Products Industry

Natural Products News Round Table – Part 3 – Future Proofing the Natural Products Industry

Back in October last year, I was invited to the Diversified headquarters in Brighton. Diversified are the publishers of Natural Products News and Natural Beauty News, amongst other titles, and organisers of several trade events including Natural & Organic Products Europe.  

The panel was chaired by Julia Zaltzman, editor of Natural Beauty News, and also sitting were Jayn Sterland, managing director of Weleda, Kirstie & Luke Sherriff co-founders of Pinks Boutique and Stockport health store Amaranth’s owner, Joanne Hill.

Four questions were posed, and I thought it would be interesting to share my musings on all of them with you. Here is the third question:

  1. Future ProofingWe continue to see growth in the natural beauty industry – the Soil Association’s 2015 Organic Market Report showed sales of its certified organic beauty products jumped 20% in 2014, to reach just over £44m. The number of applicants it received grew 51% – but can we keep the integrity of organic intact whilst still being able to scale it up?

I believe that yes, the natural products industry can maintain its integrity and scale its growth, however in order to do this we need to unify on messaging to consumers. The Soil Association’s #campaignforclarity and #lookforthelabel messages are fabulous for both businesses and consumers alike.

I believe for continued growth, the natural products industry needs to go back to its roots and jump on board the slow movement. Storytelling remains an important element for natural products brands, and sustainability and traceability ethics are only going to become more important for consumers as they become more aware of and engaged with environmental issues.

At the Organic Beauty Week briefing for 2016, David from Herbfarmacy raised a very valid point: “less of the free from, more of the “from”.” In other words, brands need to focus more on the benefits of natural and organic, and not just bad mouth mainstream ingredients. Natural brands have an ongoing responsibility to continue the education of consumers when it comes to ingredients and benefits.

There is also education to be done with pushing the message that organic is not more expensive. Yes, it may be more expensive that the cheap mainstream products, but when compared to a product of similar quality and brand positioning, one will find time and time again that natural and/or organic are not necessarily the more expensive options. Particularly when you look at the cost of ingredients inside.

Greenwashing must be fought, but not in a radicalised extremist way. Again, this all comes down to how you convey the message, and always make sure your points are backed up with hard scientific facts. Give your statements credibility, don’t leave yourself open to criticism for having a weak argument.

For brands, when they think about scaling up, they must understand that different channels have different roles and functions within their growth:

  • Independents: the trusted companion. These stores have an incredibly loyal customer base and are going to be around forever. Compare them to London corner shops, which I am sure everyone thought would close down as supermarkets and “local” supermarkets came into existence. The corner shops are still going strong, and some of them are even stocking natural product basics now!
  • Multis: the threat for the independents. However, these stores are undoubtedly selling products at a higher price point than the indies. The multis are destinations for natural health and beauty newbies, tourists, or a day’s outing as a special treat for those passionate about organic.
  • Supermarkets: the convenience. Who doesn’t want to be able to pick up a body wash or soap because they’ve run out, whilst doing their weekly shop? The shop can be in store or online. The best thing for the industry about natural and organic being in supermarkets is the massive exposure to millions of consumers. It has certainly aided progress of natural and organic into the mainstream.
  • Department stores and concept stores: the shopping window. These listings are not always lucrative for brands, but they still serve a purpose. They give brands kudos, and like supermarkets, they act as a window to raise brand awareness due to the large footfall within such stores.

How do you feel about the progression of natural and organic into the mainstream? Do you think we can future-proof the industry? We’d love to hear from you! me@rebeccagoodyear.com