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Fair trade cosmetics : Market brand overview

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Marketing Division Group Technico Flor May 2012
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Page 1: Fair trade cosmetics : Market brand overview

Marketing Division Group Technico Flor

May 2012

Page 2: Fair trade cosmetics : Market brand overview

Global Fair Trading market worth!= €4.36 billion and growing by 27%!(one third in UK)!

2010 – Figures from Fairtrade International!

The Fair Trading market in cosmetics is modest, compared to the FT market as a whole, where food and textiles predominate.!

Although the numbers are hard to come by, there is no doubt at all:!Numerous cosmetics and fragrance brands want to go down the Fair Trading road.!

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Page 3: Fair trade cosmetics : Market brand overview

Fair Trading Cosmetics MarketPanorama des Brand Overview

Our survey focused on the main brands in the target fast-growing Fair Trade cosmetics markets

• United States!The world’s biggest cosmetics market by value!

• Europe including focus on the United Kingdom!Most exciting and buoyant market

• France and the rest of Europe

France, world’s largest cosmetics market by spend per household. Huge potentialfor Fair Trade cosmetics.!

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Page 4: Fair trade cosmetics : Market brand overview

Method

Available sources of information:!− Products / packaging!− Websites!− Press (articles or press releases)!

Marker of Fair Trading products market: private labels!

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Page 5: Fair trade cosmetics : Market brand overview

UNITED STATES!

The United States is the world’s largest cosmetics market by value.!

Many brands already have Fair Trading products!in their product mix!

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Page 6: Fair trade cosmetics : Market brand overview

Toiletries – Savon / Soin corps!

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Committed market leader !

Page 7: Fair trade cosmetics : Market brand overview

Face care!

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Body care!

Only one Fair Trading product in range!

Page 8: Fair trade cosmetics : Market brand overview

EDT!

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Cleansing - Hair care!Face care – Body care !Make-up – Air Fresheners!

Brands with no communication focus on Fair Trading!

Page 9: Fair trade cosmetics : Market brand overview

Cleansing – Soap / Body care!

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Cleansing !Soap / Body care!

Brands openly making ethical claims!

Face !Soap!Body care!Hair !

Face Soap!Body care Hair!

Page 10: Fair trade cosmetics : Market brand overview

US market in very earliest stages of development!− Most big brands are not in FT market!or only there in restricted ranges!− Undeveloped communication!− One label only is well known — Fairtrade International! It works in food and cosmetics but isn’t “organic” !Brands are keen on Fair Trading for its potential!to differentiate their products.!

REMEMBER!

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Page 11: Fair trade cosmetics : Market brand overview

EUROPE Focus on United Kingdom!In our Europe review as elsewhere, we concentrate!on main brands!

Main brand profiles give the UK market its stature.!It’s more advanced than any other.!We’ve identified these main brands. They’re blazing a trail !which other new brands are rapidly picking up on.!

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Page 12: Fair trade cosmetics : Market brand overview

World’s best known Fair Trading brand!The Body shop communicates broadly and extensively on its commitment to Fair Trading.!

Uses FT alcohol for its toilet waters!NB: no certification of Fair Trading as such!Fair Trading sources shown in product compositions!

Community Trade Programme:!The Body Shop demonstrates concern over its suppliers’ status!

EUROPE UK

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Page 13: Fair trade cosmetics : Market brand overview

Cleansing for Supermarkets Soap / Body care Face care!Toilet Waters!Makeup!

EUROPE UK

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Page 14: Fair trade cosmetics : Market brand overview

Cleansing – Soap!Body care!

Cleansing - Soap!Body care! !

EUROPE UK

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Body care!

Brands openly making ethical claims!

Page 15: Fair trade cosmetics : Market brand overview

EUROPE UK

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Body care – Fragrance ! Face care - Body care!Supermarket Cleansing – Soap!

Cleansing - Soap Body care!Face care !

Cleansing - Soap!

Comprehensive ranges / Comprehensive and 100% FT ranges!

Page 16: Fair trade cosmetics : Market brand overview

Face care!Face care!

EUROPE UK

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Body care!

Fair Trading versions of standard product lines!

Page 17: Fair trade cosmetics : Market brand overview

EUROPE UK

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Fair Trading boom in retail outlets!

Body care!

Page 18: Fair trade cosmetics : Market brand overview

Fast-growing UK market!− Many brands, but above all the market leader, The Body Shop!− First signs of real interest from retail brands (M&S)!− Extensive web communication!

Fairtrade International Label has high profile, moving from food into cosmetics, but “organic” isn’t the priority yet!

=> Steadily growing market, in response to attractiveness of Fair Trading in eyes of UK consumers.!

REMEMBER!

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Page 19: Fair trade cosmetics : Market brand overview

France And rest of Europe!

Burgeoning market in Free Trading cosmetics has spurred the launch of many new products ranges or brands.They are more or less committed to Free Trading and more or less driven by the ethical profile of their communication strategy.!

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Page 20: Fair trade cosmetics : Market brand overview

FRANCE & EUROPE

terre d'Oc!The only French brand to offer such a range of diverse Free Trade products.!

Body care!Face care!Cleansing – Soap Toiletries – Hair Make-up!Air Fresheners!

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Page 21: Fair trade cosmetics : Market brand overview

FRANCE & EUROPE

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Body care!

Body care! Body care!Face care!

Very strong commitment shown by leading brands!

Page 22: Fair trade cosmetics : Market brand overview

FRANCE & EUROPE

Body care – face care! Body care – face care!

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Cleansing - Hair!Cleansing for Supermarkets !Body care!

Body care – Face care Cleansing - Hair!

Historic commitment by key brands!

Page 23: Fair trade cosmetics : Market brand overview

FRANCE & EUROPE

Body care – Face care !

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Body care – Face care !Body care – Face care !

Free Trade communication intimately linked to “organic” concerns!

Page 24: Fair trade cosmetics : Market brand overview

FRANCE & EUROPE

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Body care – Face care! Face care – Body care!Cleansing - Hair!Make-up!

Cleansing - Hair!

Established brands committed to Fair Trade trend!

Body care!

Page 25: Fair trade cosmetics : Market brand overview

FRANCE & EUROPE

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Plethora of well-known and up-and-coming brands !bring a new wealth of choice to cosmetics and fragrance products sourced from Fair Trading.!

Page 26: Fair trade cosmetics : Market brand overview

FRANCE & EUROPE

Eau de Toilette!

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Cleansing - Soap!

Savonnerie!Du Midi!

Body care!

Body care – Face care Cleansing - Hair !– Air Fresheners !

Cleansing – Hair Cleansing - Soap !

Body care – Face care Cleansing - Hair – Supermarket Cleansing and Care Products!

Body Care Supermarket cleansing products!

Body care – Face Care Cleansing - Soap!

Air Fresheners – Eeau de Toilette – Cleansing - Soap!

Body care – Face care!

Page 27: Fair trade cosmetics : Market brand overview

REMEMBER!

France & Europe, expanding marketplace!Featuring a plethora of brands – some blockbuster, some niche!

- One better-known label for Fair Trade focused cosmetics: ESR!- Organic the way into the market: ESR, Bio Equitable, Nature et progrès!- Structured and recurrent sourcing of volume sales of products such as karite or argan!- Niche sourcing of products such as essential and other oils!- French specialty: “bio-solidarity” – sourcing from organic local producers!

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Page 28: Fair trade cosmetics : Market brand overview

REMEMBER!

- Testing the market: “limited edition” launches of product ranges!- Packaging or website communication:! Frequently, exclusive value is placed on a single brand component! ex. L’Occitane (Karite)!- Corporate Social Responsibility for branding and brand communication:! terre d’Oc : developing numerous new product sources, Fair Trade purchasing!- “Narrative” contains more “soul”: focus on human values for living and enjoying!

FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

Page 29: Fair trade cosmetics : Market brand overview

Fair Trade Fragrances and Cosmetics!-  Expanding market driven by consumer interest in natural and organic products, including awareness of the value of local sourcing (“bio solidarity” France).

Brands committed to sustainable development and Corporate Social Responsibility:!Brands want to demonstrate that !Fair Trading = Responsible Purchasing!Innovative sourcing must be supported, because it offers higher quality raw ingredients

-  Brand differentiation => leverage for innovation and distinctive positioning in international markets

-  Ethical and meaningful approach => an incentive to loyalty and commitment from associates in the business venture and from customers and suppliers !

Page 30: Fair trade cosmetics : Market brand overview

CONTACT TECHNICO FLOR : PARIS/LEVALLOIS - Tel. +33 (0)4 13 94 00 00 [email protected]

This document explores the market trends. The trademarks and logos found for information purposes in this study are property of their respective owners May 11, 2012


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