Be careful. When you are on to a hot idea, it’s only a matter of time before the big guns roll into town. As we all know by now, natural and green are the hot new marketing buzz-words. However, Burt’s Bees, Nature’s Gate and Kiss My Face have controlled the natural beauty market for years and have enjoyed relatively little competition in the small but growing subsegment of natural hair care. As expected, the shampoo titans, such as Procter & Gamble, L’Oréal USA, Kao and Unilever want a piece of the action and are launching their own versions of natural. Yet, some of the smaller players said they are ready to compete head-on, despite what could be multimillion-dollar ad budgets from multinational companies.
Here’s the spin:
YES! I LOOK FORWARD TO #GROWINGYOUNGER
PLEASE SUBSCRIBE ME TO YOUR MAILING LIST.
“I applaud the efforts of any company starting to remove harmful or potentially harmful ingredients from their products,” said Mike Indursky, chief marketing and strategic officer of Burt’s Bees, the leading natural hair care maker. “But [the green effort] is all-encompassing. It’s sustainability, no animal testing, minimizing carbon footprint. We have a loyal consumer base. They believe in us because of the way the company operates.”
He acknowledged that going up against a multinational with deep pockets would certainly increase competition and put pressure on his company, which has been making naturally positioned personal care products for 25 years.
But in the end, Indursky said it would all come out positive.
Do you really expect the big guns to be all natural? I don’t.