Strategy consolidation and cosmetic ingredients assessment
Facing a growing demand for natural cosmetics, LVMH Recherche requested ORIGEM expertise to define its positioning and strategy in terms of naturalness for its ingredients and cosmetics formula.
Approach
- As there is no regulation regarding natural claims, key landmarks were 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
Benefits
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
