Can Cosmetic Products Overcome Market Challenges?

As natural cosmetics continue to receive global acceptance, the big concern remains whether it will overcome the usual challenge of breaking through the hurdles that many reputable brands face. The focus of many manufacturers is designing a strong brand product that will curve a niche position that will remain competitive in the mainstream product line.

Can cosmetics retain their focus on the green concept while remaining relevant to the ordinary customer? Reading this article gives an insight into these questions. According to recent surveys, small customer segments represent sustainable sales of a company. For example, natural cosmetic products enjoy growth in sales, but this accounts for about 3% of the total market sales. The sailing glass presented by a small percentage of the market is what natural cosmetics need to break for sustainable growth of manufacturers.

To address these impediments, manufacturers have turned their attention to comprehensive marketing strategies. Studies have shown that products that have curved a unique position gained increased sales and breaking the ceiling. Many companies have demonstrated the role of marketing in turning a brand into a mainstream product that commands the market. A good example is the case of Alpro, a German food company, which released the significance of its repositioned brand as a leading soya dairy marketer, expanded its consumer appeal.

The company markets its products to appeal to all groups customers that may find their product important. For example, it has appealed to customers who are health conscious, as well as ecological consumers. Designing a strategic marketing plan helped Alpro to stand out as a dominant market leader in the European functional food sector.

Another leading brand that has grown following this line is Bio+. This company has become a leading brand in the Netherlands. The company appealed to the market as a lifestyle brand. Capitalizing on the changing lifestyles in the country, Bio+ redesigned its products to appeal to the growing population that needed recognition and customers that wanted to go with the trend.  It became the fastest growing brand and was among the top 100 brands in Netherlands, ranking 39.

In the U.S, Aveda, a company in the beauty sector has shown this success because of a range of professional products for natural care. Established in 1978, the company came in and cashed on the limited choice for natural products on the market. The natural care products of Aveda were positioned as natural ingredients manufactured professionally. Just like Alpro, Aveda enjoys market loyalty as a sustainable brand, becoming the largest company measured on the use of recycled plastics.

The company boasts as global leaders in buying essential oils. According to the recent company surveys, Aveda was ranked second among beauty salons in the U.S. The DM drugstores in Germany successfully restructured its leading brand, Alverde, a natural cosmetic. The company has continued to move its appeal to nature and professionalism. The natural cosmetics products have not been left out of this trend. However, strong marketing strategies can help break the glass ceilings.

If you would like to learn more about the beauty industry, we at Evergreen Beauty College can help you. Contact us today for more information about the lucrative beauty industry.

Frank Trieu
Vice President of Business Development & Industry Relations

Frank Trieu is a cosmetology industry leader, and despite his accomplishments and accolades, he still prioritizes students on the Evergreen campus. Through building relationships within the community and local salons, retail stores, and spas, he helps facilitate job placements for aspiring beauty professionals using his expansive network.

Happy Evergreen Beauty College Students


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