Fair trade cosmetics : Market brand overview

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Fair trade cosmetics : Market brand overview

  1. 1. Marketing DivisionGroup Technico FlorMay 2012
  2. 2. 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!
  3. 3. 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 potential
 for Fair Trade cosmetics.!FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  4. 4. 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!
  5. 5. 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!
  6. 6. Committed market leader ! Toiletries – Savon / Soin corps!FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  7. 7. Only one Fair Trading product in range! Face care! Body care!FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  8. 8. Brands with no communication focus on Fair Trading! EDT! Cleansing - Hair care! Face care – Body care ! Make-up – Air Fresheners!FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  9. 9. Brands openly making ethical claims!Cleansing – Soap / Body care! Face ! Face Soap! Cleansing ! Soap! Body care Hair! Soap / Body care! Body care! Hair !FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  10. 10. REMEMBER! 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.!FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  11. 11. 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!
  12. 12. EUROPE UK
 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!FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  13. 13. EUROPE UK
 Cleansing for Supermarkets Soap / Body care Face care! Toilet Waters! Makeup!FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  14. 14. EUROPE UK
 Brands openly making ethical claims! Cleansing – Soap! Body care! Cleansing - Soap! Body care! Body care! !FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  15. 15. EUROPE UK
 Comprehensive ranges / Comprehensive and 100% FT ranges! Cleansing - Soap Body care! Face care - Body care! Cleansing - Soap! Body care – Fragrance ! Face care ! Supermarket Cleansing – Soap!FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  16. 16. EUROPE UK
 Fair Trading versions of standard product lines! Body care! Face care! Face care!FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  17. 17. EUROPE UK
 Fair Trading boom in retail outlets! Body care!FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  18. 18. REMEMBER! 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.!FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  19. 19. 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!
  20. 20. FRANCE & EUROPE
Body care!Face care!Cleansing – SoapToiletries – Hair Make-up!Air Fresheners! terre dOc! The only French brand to offer such a range of diverse Free Trade products.!FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  21. 21. FRANCE & EUROPE
 Very strong commitment shown by leading brands! Body care! Body care! Face care! Body care!FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  22. 22. FRANCE & EUROPE
 Historic commitment by key brands! Body care – Face care Cleansing - Hair! Cleansing - Hair! Cleansing for Body care – face care! Body care – face care! Supermarkets ! Body care!FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  23. 23. FRANCE & EUROPE
 Free Trade communication intimately linked to “organic” concerns! Body care – Face care ! Body care – Face care ! Body care – Face care !FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  24. 24. FRANCE & EUROPE
 Established brands committed to Fair Trade trend! Body care – Face care! Cleansing - Hair! Face care – Body care! Body care! Cleansing - Hair! Make-up!FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  25. 25. FRANCE & EUROPE
 Plethora of well-known and
 up-and-coming brands ! bring a new wealth of choice to cosmetics and fragrance products sourced from Fair Trading.!FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  26. 26. FRANCE & EUROPE
 Savonnerie! Du Midi! Body Care Cleansing – Hair Cleansing - Soap! Supermarket Cleansing - Soap ! Air Fresheners – Eeau de Toilette Eau de Toilette! cleansing products! – Cleansing - Soap! Body care! Body care – Face care Cleansing - Hair – Body care – Face care Supermarket Cleansing Body care – Face Care Cleansing - Hair ! Body care – Face care! and Care Products! Cleansing - Soap! – Air Fresheners !FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!
  27. 27. 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!
  28. 28. 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!
  29. 29. Fair Trade Fragrances and Cosmetics!- Expanding market driven by consumer interest in natural and organicproducts, including awareness of the value of local sourcing (“bio solidarity”France).
Brands committed to sustainable development and Corporate SocialResponsibility:!Brands want to demonstrate that !Fair Trading = Responsible Purchasing!Innovative sourcing must be supported, because it offers higher quality rawingredients
- Brand differentiation => leverage for innovation and distinctive positioningin international markets
- Ethical and meaningful approach => an incentive to loyalty and commitmentfrom associates in the business venture and from customers and suppliers !
  30. 30. CONTACT TECHNICO FLOR :PARIS/LEVALLOIS - Tel. +33 (0)4 13 94 00 00technico-levallois@technicoflor.frThis document explores the market trends.The trademarks and logos found for information purposes in this study are property of their respective ownersMay 11, 2012

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