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Organically Sourced Insights
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WARC examines the Glossier strategy of creating an inclusive community, rather than using traditional category mechanics of creating anxiety around appearance to drive purchase as ‘solutions’.
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Skin care brand Kiehl's is using AI and text messages to communicate with shoppers at just the right moment. The brand reaches out to returning customers when their supplies are likely running low and enables them to reorder favourites by text, ensuring they never turn to Amazon.
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As health tracking wearables become commonplace, appetite for tech that can be seamlessly incorporated into people’s everyday lives has grown. Seizing upon this is L’Oréal’s UV Sense ultraviolet ray tracking device, which shows how even the most discrete wearables have the ability to influence people's behaviour.
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Kiehl’s collaborate with brands in the name of charity on an annual basis - this season they’re teaming up with Disney, with 100% of net profits to go to Feeding America.
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Nuxe test the waters of standalone retail, with their first ever pop-up shop in Paris. Opening November 15, 2017
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‘Nespresso for your shower’ may seem like a bizarre concept, but French company Skinjay has created pick ‘n’ mix spa treatments that can be added to any shower fitting. With people opting for showers to save time, the device helps turn a daily routine into a moment of indulgence.
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Concern over chemical ingredients is growing, and the impetus is being driven by an increasingly wary public.
According to the Organic Trade Board, the age of organic consumers has shifted from 40+ to 20-30 year olds, who have a greater interest in clean, healthy living.
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98% of beauty brands have Instagram accounts and 74% of them used the Story function.
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Beauty brand LOLI does radical transparency, emphasis on ingredients, and organic education all in one by helping users to create bespoke organic skincare products from all-natural ingredients.
This also taps into trends around trust (show don’t tell) and customisation (tailored products).
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If price is a barrier to adopting organic skincare, can we reframe the costs as benefits?
Small harvests, hand processed ingredients vs mass produced.
Quality active ingredients vs cheap chemical combos.
Natural non-chemical ingredients vs. vampire shelf life
Batch produced vs. cheapest low cost packaging and production
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Amazon Prime released top selling products in celebration of its 10th birthday - cult multi-purpose product BIO-OIL was #1 selling skincare product, and #3 overall product.
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Beauty themes in US, France & Japan.
Highlights:
- Cleansing trending skincare concern in Japan
- Masks increasing popularity in search across markets
- People are searching for ingredients; in France people want oils, in Japan people look for ingredients to address skin imperfections (scars, acne etc)
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