Natural cosmetics positioning and strategy for a Cosmetic group

  • As a major cosmetic player, the group must answer to growing demand for natural cosmetics products.
  • The firm asked Origem to help defining its positioning and strategy for natural cosmetics.

  • As there is no regulation regarding natural allegations, key landmarks where established first:
    • Comparison of existing standard (ISO) and certifications (COSMOS, Natrue, NPA etc.) in Europe and worldwide
    • Benchmark of a selection of competitors’ brands positioned as ‘Natural’ on the market
    • Discussion with key stakeholders including suppliers
  • Structure the positioning in terms of natural cosmetics: preparation of an internal framework defining requirements and guidelines both for raw materials (origin, processes) and formula (synthetic ingredients content, prohibited ingredients)
  • Assess raw material portfolio through a questionnaire for suppliers

  • The Group now benefits from a precise positioning in terms of natural cosmetics allowing to:
    • Assess raw material against its requirements
    • Formulate products respecting its rigorous internal specifications
    • Foster the dialogue with suppliers for the development of natural raw materials