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 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.
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.
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
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!
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.
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:
Future Proofing – We 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
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.
Four questions were posed, and I thought it would be interesting to share my musings on all of them with you. Here is the second question:
The K-Beauty Trend – Asian,in particular Korean, beauty trends are driving innovation in the beauty field, from BB creams to serums, brightening creams, dark spot correctors, face masks and anti-aging products – but can/will they deliver innovations in natural beauty? And what developments are coming out Asia that we think will really impact our sector?
To this question, I posed the question that there are so many crossovers between natural beauty and K-beauty that it is difficult to know who is copying who. K-beauty formulas, although not completely natural, utilise natural ingredients within their formulas.
I suspect there is probably a bit of poaching ideas from both sides, Asian beauty brands looking out for the latest innovative natural ingredients and natural formulators looking east for formulation inspiration. In 2016, quinoa was reported as a big ingredient trend in K-Beauty, however Green People launched their quinoa hair care in 2015.
Think about the waterless beauty trend we discussed in the first part of this series, this movement came out of Asia undoubtedly, however, think of all the gorgeous beauty balms and body whips we have in the natural products industry. These products have been around for years, before we even heard the term K-beauty. One might argue that waterless beauty has been around for years, but it is the Asia beauty movement that has created a trend around this kind of product.
Next comes the BB-CC cream trend, which has undoubtedly grown over the past few years in the UK. I was shocked to learn that Korean women have been using BB cream for over thirty years! One brand in the natural products industry that showed innovation and a certain marketing quirk in this field was Green People. They created a DD cream – that’s a Daily Defence cream with a tint for even coverage, beauty beneficials and an SPF (hence the daily defence name).
Hydrating essences, pH-balancing toners, and serums are other products utilised in the K-beauty 7 step regime, but again these are nothing new in the natural products industry. It is just that the K-beauty craze has brought these products into the limelight and perhaps made natural marketers think about what messages are used to promote their products.
Cleansing is undoubtedly one of the most important phases of any beauty regimen, but in K-beauty they are serious about their double cleansing, sometimes utilising two products, an oil cleanser followed by a foaming cleanser; and sometimes utilising a one product two-phase cleanser.
I don’t think of oil cleansers as anything particularly new in the natural beauty world, but I do think the K-beauty trend has helped spur the growth of oil cleanser aficionados. Two phase cleansers are the recent big thing in K-beauty cleansing, however, I remember Evolve Beauty’s Gentle Cleansing Melt, which must have been around for at least 7 years if not longer, which has two phases. It goes on a balm and upon contact with water turns into a creamy milk to rinse away leaving no residue behind.
I think western marketers may well look towards Asian beauty trends for inspiration. Think about the current trend of anti-pollution skincare; off the top of my head I can think of FOM London, Alba Botanica Volcanic Clay and Avalon Organics Intense Defense. This is a huge trend in the UK at the moment but has been around on the K-beauty scene for several years.
Last but not least, harder working makeup was another trend reported in 2016, i.e. makeup with skincare benefits. If you are choosing to use natural makeup however you are already opting for makeup that not only offers coverage and/or colour but is also full of ingredients your skin loves.
What are your thoughts on Asian beauty trends? Do you look to the east for inspiration for your brand? We’d love to hear from you hi@rebeccagoodyear.com
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.
antioxidant properties whilst soothing. Studies showed a significant reduction in redness just 8 minutes after application.
