quick trends eco_in_corporate_products_wwm

Chauncey Zalkin 2010 © whatwomenmake.com

The antiperspirant challenge -a natural approach


Mel Gibson in the 2000 film, What Women Want

If we start by asking the question what willappeal to women, we run the risk of relegatingourselves to the role of copycats chasingtrends - a ‘me too’ proposition.


Or worse, greenwashing to make a profit.


These are what the industry term the “Seven Sins ofGreenwashing”


To avoid these sins, give an oath of absolute transparency.

(Its also very appealing to women. All we ever really want is

honesty in our relationships.)


Cut a wide swath through various categories.To inspire a truly unique product and position, look at thefollowing:

sustainabilitycultural trends

science legacy


Starting from the ground up


The headlines read…

“the Brazilian Cosmetics Market which is one of the most explosive markets atthe moment”

“Artificial additives have become "contemporary villains" and synthetic flavorsare no longer acceptable to consumers, according to a new market report.”

“Based on LPK Beauty Group’s research with retailers and consumers, C2Cproducts and packaging do indeed gain the attention of both groups.”

“Attractive combinations of health benefits and exotic tastes constitute a trendexpected to thrive in the New Year.”

“Aseptic ingredients can help beverage manufacturers tap into the growingtrend for natural products”

“Rising levels of interest in very hot products are being reported, with majorbrands such as Pringles launching Extreme Flavors.”

“It is no longer enough to simply create a product with a regional positioning;the product should be based on ingredients from that region and ideally evenbe produced there.”


Health infused products

“Camu-camu fruit from the Amazon rainforest in Brazil and Peru has anextraordinary amount of natural vitamin C, about 2g per 100g of fruit.”-foodprocessing.com

The darlings du jour of the grocery department, superfruits arejumping the aisle to become the next personal care star.- Cosmeceuticals Take on Superfruits, Natural Food Merchandiser.


Retail Category Leaders in Natural Consumption

Brand Category Leaders


Leaders and Newcomers

*(Jason, Nature’s Gate, Peelu, Kiss My Face - all recommended on planetgreen.com and all but Peelu, who is not in theirdatabase, scored 7.0 and above in ratings

*praised in all of the hip fashion blogs

(Revolution Organics) “The true‘revolutionary’ thing about ourproducts is that they are all multi-tasking. They do more so you canuse less.”

*(Aveda’s) newfoundcompany-wide Cradle-to-Cradle (C2C) certification.C2C certification, awardedby design firmMcDonough BraungartDesign Chemistry, is anindependentmeasurement thatrecognizes companies'achievements in removingwaste entirely from aproduct's equation. Thatmeans using renewableenergy, compostable orrecyclable packaging,sustainable productionprocesses--anything thatreduces a product'simpact on the planet.-FastCompany 2010


Speak to consumers concerns, Educate, Be Human.

-> what trader joe’s calls its nutritional supplements

Look at global trends and innovativesolutions proliferating everywhere>


•organic farming and natural products

•ecologically sustainable practices in

product, packaging, distribution,

•tradition - ancient medicinal

properties of plants

•Local global - look at community

action

•Sustainable design

•Social concerns

This is what concerned consumers care about now


Consumers care about the provenance of product.

In spite of the US’s lack of official participation in the Kyoto Protocol, Americans spent morethan US$ 54 million on offsets last year alone, proving with their actions and pocketbooksthat climate issues are a very serious concern, even without government support. Socompanies must pay attention and realize their consumers are highly educated andpersonally invested in environmental reform. -BrandChannel.com article

Harvard Business Review reports on these two Transparency Ratings Systems:

Organic Foods are the fastest growing food segment in the Unitedstates, having grown from $11 billion in sales in the United States in2001 to more than $20 billion today. -goodguide.com

And who’s tracking? In addition to more pressure on government regulation..

⇓ ⇓


Now the big FMCG companies are doing everythingthey can to create sustainable, environmentally soundproducts so that they can be transparent companies

-->Launched by Drugstore.com this Spring

Built in house, very successful


• Colgate Palmolive acquires Tom ofMaine

• Clorox acquires Burt’s Bees


Good companies that grow

Preserve Products has been a leader in recycling plastics to use in their hygene like toothbrushes andrazors. After years spent making personal care products…expanded its offerings to include a line ofkitchen products. Their Everyday Tableware line, which was recently launched in Target as part of itsback-to-college promotion


And Eco grows on all platforms as demand for cradle

to grave grows

T-Mobile introduces Green Perks, a free downloadable application that delivers exclusivediscounts on green products and services directly to your phone. Just scroll through theoffers on your phone, flash your Green Perks coupon when you check out, and you’re done.Featured offers include a 20% discount off Method home care and personal care products,as well as Jamba Juice, Quiksilver and Volcom.

Carbon countersAir purifierT-Mobile,

Green Perk alerts you to green dealas