Indie brands are adopting comprehensive and strong marketing tactics to stand out and compete with established multinational names.
Defining, disrupting and differentiating
Creating new product segments, changing standard formats and crafting exclusivity and engagement are scoring well with consumers searching for niche offerings that appeal to their lifestyles and values.
As consumers perceive the natural segment as being synonymous with simple, stress-free and clean beauty, botanical ingredients are a popular choice for formulators and marketers.
From the launch of an indie brand, perhaps through crowdfunding, to utilising engaging platforms such as social media and communicating with their target audience/s, indie names — and bigger brands exploring acquisition opportunities — want to build on-trend product portfolios that incorporate ingredient favourites.
Botanicals in fragrance
Indie brands and fragrances are proving a fierce partnership in terms of launching novel products and developing strong value-adding propositions.
As the popularity of the natural trend grows, so too does Korean company Kimex’s product selection. The personalised scents and aromas producer combines cosmetics and skin care using plants, flowers and herbs in its fragrance selections.
Active ingredient access
Jurlique, an Australian botanical-based skin care name, unveiled its investment in a $30 mn (€24 mn) natural beauty plant in the country’s Adelaide Hills, close to the company’s botanical ingredients farm.The company also plans to leverage the influencer status of botanical names such as Australian botanical stylist Dr Lisa Cooper to emphasise the power of its botanicals.
Chinese skin care name, Dr. Plant, has teamed up with The Kunming Institute of Botany (KIB) to use dendrobium as an active ingredient in its latest product range. Before launching its dendrobium-based skin care product selection in July 2018, it released the world’s first award dedicated to botany to celebrate prestigious plant researcher, Wu Zhengyi, in 2016.
Well Within adopts an organic botanical blend of Horsetail, raspberry and rose hips to promote skin firming, smoothness and skin cell renewal. The brand launched its new range of supplements in August 2018 and marketed its collection of “inside out skin wellness” products.
What's in a brand?
Malaysian cosmetics company, Elianto, uses the flavours and fragrances of the Musang King variety of durian fruit, and places these into its extensive make up range.
In May 2018, Elianto, meaning sunflower in Italian, launched its lip care, lip colours, highlighters and eyeshadows range in yellow shades to reflect fruit flesh. A “fresh, playful and daring” brand, Elianto uses its bold “individuality and diversity” to enhance its message that make up has no boundaries.
At this year’s Cosmoprof US, botanical name, Ao Skincare, unveiled its rebrand. Dr. Mark Gray, the brand’s dermatologist and brand creator, harnesses it botanical-related, ethical and sustainable-focused skin care line through updating its formulations, visual design and marketing strategies.
London-based BRYT Skincare brainstormed its natural brand, emphasising its quintessential British recognition, mindfulness and wellness. Using botanical oils and plant extracts, the brand promotes a skin care regime that strives to cleanse, nourish and protect the skin.
Producing and researching botanicals and essential oils in Costa Rica, Familia Luna Farms currently develops 300 plant varieties. This extensive collection of plant varieties that are actively available to the cosmetics and personal care market today contributes toward the “enormous” scope for botanical extracts.
