Description du projet
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
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