Aok
Repositioning for a European
Launch
Julia Albrecht
Agenda
1. Analysis of Aok
2. Competition Analysis
3. Market Trends
4. Recommendations for Aok
5. Packaging Brief
Aok
• Skin care brand
• Slogan: “Naturally effective”
• Claims to provide “Naturally clear skin at every age”
• Its roots lie at the Baltic Sea
• Comprehends nature as a source of beauty
• Belongs to
• Mass-market brand, distributed through supermarkets, department
stores and drugstore chains
• Available in Germany and Austria
Brand History
• 1885: Invention of „Seasand Almond-bran“ by the pharmacist
Wilhelm Anhalt in Kolberg (health resort at Baltic Sea,
today Poland)
• 1903: Aok becomes registered trademark
• Aok = Anhalt Ostseebad (health resort Baltic Sea) Kolberg
• Early mission: „To preserve and accentuate natural beauty“
 „Beauty is a gift“
• First products: Almond-bran powder, Almond-bran Soap and
Seasand Almond-bran (used as Peeling or Mask)
Brand History
• 1974: Introduction of skin care series for different types of skin
(cleansers & creams)
• 1982: Introduction of “First Beauty” to target teenagers with impure skin
• 1983: Henkel acquires Aok cosmetics
• 1988: Introduction of the slogan “Naturally effective”
• 2004: Introduction of “Pur Balance” to target above-20-year-olds with
impure skin
• 2006: Introduction of “Clear Action for men” to target male teenagers
• 2007: Relaunch and Launch of “Pur Lift” to target above 30-year-olds
with first wrinkles and impurities
Packaging and Portfolio
Evolvement
“Vitamin E“:
reduction of first
wrinkles;
canceled in 2006
“Kräuter Aktiv“ for
greasy and mixed
skin; with herbs
“Pur Balance”
reduces impurities;
for >20-year-olds
“First Beauty
Cooling“: extra
strong against
pimples
Extra moisturizing
for dry and
sensitive skin
with almond
“First Beauty” 1982
1903
“First Clear“
(Anti-Acne)
1980s
1990s
Since
2000
“Clear Action“
for men;
canceled in
2008
Aok Today
Cancelation in 2008
Product Portfolio
First Beauty
Pur Balance
Pur Lift
Portfolio
Cleansing (4 SKUs)
Care (2 SKUs)
Cover (4 SKUs)
Cleansing (5 SKUs)
Care (7 SKUs)
Cleansing (4 SKUs)
Care (5 SKUs)
Target
Young women < 20
Young women >20
Women >30
Benefit
Pure skin +
mild care
Pure skin +
moisturizing
Pure skin +
Lifting effect
Ingredients
Mint +
Yoghurt extracts
Tea +
Ginseng extracts
Soy-protein +
Ginseng extracts
Ø Price
€ 4,99
€ 5,99
€ 6,99
Packshots
Internal BCG Matrix
Growth
Pur Lift
Pur Balance Accounts for around
40% of Brand Revenues
First Beauty
Clear Action
Market share
Communication History
1903
• Informative
• Explaining the
Aok philosophy
1926
• Informative and
emotional
• society ladies
1970s
• Informative
• The correct way
to clean and care
Communication History
1980s
• The “Aokanerin” as brand
symbol: active, selfconfident, natural women
1997
• Sales Promotion “Get to
know your skin”
• Accompanied by personal
consultation
2004
• Pur Balance TV Spot
• Setting: Baltic Sea
Communication Today
• Baltic Sea always chosen as setting
• Starring naturally beautiful women
• Emotional appeal by using humor
• Example: current spot for Pur Lift (Summer 2007)
http://de.youtube.com/watch?v=TMrzeGXcrfM
Brand Equity Pyramid
Communication
Core
Product Core
Less loyalty because no
more products for the
“old” customers?
High credibility due to history
High quality ingredients
Effective and reliable reduction
of impurities
Gentle & nourishing
Brand
Resonance
Consumer
Judgements
Brand
Performance
Consumer
Feelings
Brand
Imagery
Skin care
With natural ingredients
For impure skin
Brand Salience (Awareness)
Reliability
Tradition
Pure skin for women
at every age
For natural beauty
Brand DNA
Natural beauty
Natural ingredients
Pure skin
The sea
Cleansing and care
For women at every age
Main Competitors
1. First Beauty
–
–
–
–
–
–
Bebe Young Care ( only in Germany)
Clearasil
Garnier (Pure)
Neutrogena (Visibly Clear)
L‘oréal Paris (Pure Zone)
Nivea Visage Young
2. Pur Balance
– Garnier Pure
– Neutrogena (Visibly Clear)
– Nivea Visage Young
3. Pur Lift
–
–
–
–
–
Nivea Visage
Olay
L‘oréal Paris
Garnier (Nutritionist)
Neutrogena (Pure Glow)
+ competition from Store
Brands
Main Competitors – Clearasil
•
The first effective acne medication ever introduced for teenagers;
created in 1950 by Ivan Combe in the US
•
Today the brand belongs to Reckitt-Benckiser
•
Product lines: Deep Cleanse, Spot Control, Ultra, Blackhead Control
•
Mainly cleansing and special treatment products
•
Brand DNA:
Fights acne
Provides
clear skin
Aggressive
Causes
confidence
Dries out skin
For teenagers
Main Competitors – Neutrogena
•
First product under Neutrogena brand was a soap, that restored the skin
pH, rinsed quickly leaving no soap residue (invented1954 in the US)
•
Johnson & Johnson acquired the brand in 1994
•
Products today: Facecare, Bodycare, Haircare, Suncare, decorative
cosmetics; in Europe only Facecare and Haircare
•
Facecare Portfolio:
Pure Glow – cleansers and moisturizers that brighten skin
and leave it glowing, like a spa treatment
Deep Clean – cleansers that penetrate deep into the pores
dissolving dirt, make-up and oil
Visibly Clear – Anti-bacterial cleansers and special treatments
that fight and prevent spots and blackheads
Norwegian Formular – moisturizers and cleansers that make
dry skin soft and healthy
Main Competitors – Neutrogena
•
Brand DNA
Norwegian Formula
Hand-cream
Dry skin
Dermatological
Celebrity
spokespersons
Acne-wash
Main Competitors – Garnier
•
Garnier originally was a Haircolor and –care brand
•
The brand was acquired by L‘oréal in 1964
•
Products today: Haircare, Haircolor, Hairstyling, Facecare, Bodycare,
Suncare
•
Facecare portfolio (main subbrands):
Pure - cleanses and purifies oily and impure skin
Total Comfort - provides 24-hour moisturization to soothe and protect dry skin
Nutritionist – combats signs of dullness, fatigue and dryness
Ultra Lift - reduces deep wrinkles, makes the skin firmer and smoother
(Re-) Density - reduces wrinkles and plumps-up the look of mature skin
Main Competitors – Garnier
•
Brand DNA
Take care
Dynamic
Natural ingredients
Laboratoires
Natural beauty
Colorful
Main Competitors – Nivea
•
Nivea Cream was invented in 1911 by Beiersdorf in Hamburg, Germany
•
Nivea was the first stable oil in water cream in the world
•
Soap, Powder and the first haircare products (“Hair-milk”) followed
•
Products today: Facecare, Bodycare, Handcare, Bathcare, Haircare,
Deodorants, Suncare, Lipcare, Decorative cosmetics, Men’s Care, Babycare
•
Facecare portfolio (main subbrands):
Nivea Visage Young – for mixed and oily skin
Nivea Visage Sensitive – for sensitive and dry skin
Nivea Visage Oxygen Power - Oxygen boost & all day hydration for all skin types
Nivea Visage Q10Plus – Anti-wrinkle, with coenzym Q10
Nivea Visage DNAge – Anti-Age, increases surface skin cell renewal
Main Competitors – Nivea
•
Brand DNA
Caring
Trusted brand
Natural beauty
Nivea = the “snow-white“
Family
Blue and white
Pure and simple
Main Competitors – L‘oréal Paris
•
L‘oréal originally was a Haircolor brand
•
In 1907, Eugène Schueller, a young French chemist, developed the first
L’oréal innovative hair-color formula
•
Products today: Haircolor, Haircare, Hairstyling, Facecare, Bodycare,
Suncare, Men‘s care, Decorative Cosmetics
•
Facecare portfolio (mainly care, few cleansing products)
Pure Zone – Continuous purity for Teenage skin
Hydrafresh – Active Hydration for young skin
Nutrissime – Intense hydration for sensitive and dry to very dry skin
Wrinkle Decrease (Collagène) – Active care fighting first wrinkles
Derma Genesis– Helps to renew the skin cells for a younger looking skin
Revitalift – Intensive Anti-wrinkle and firming from age 40
Age Perfect – Care for mature skin from age 50
Age Re-Perfect – Care for very mature skin from age 60
Main Competitors – L‘oréal Paris
•
Brand DNA
Innovative
“Because we
are worth it”
Advanced technologies
Promises not
always believable
Paris
High-end
Main Competitors – Olay
•
Oil of Olay Beauty Fluid was born in the early 1950s
•
The Beauty fluid was developed to give women what they really
wanted: younger-looking, beautiful skin
•
In 1985 the brand was acquired by Procter & Gamble
•
Facecare portfolio today:
Classic – Range of moisturizing beauty fluids and cleansers
Complete - deep, rich moisturization with added vitamins and SP15
Total Effects – fights 7 signs of ageing
Regenerist – regenerates the skin and makes it look younger
Definity - helps reduce the appearance of discolourations, age spots,
uneven skin tone and fine lines
Main Competitors – Olay
•
Brand DNA
Anti-Age
Oil
Advanced technologies
For older women
Beauty treatment
High-end
Competitive BCG Matrix
Growth
Market share
Competitive Positioning
Young Target
Older target should
not be neglected
 Growth!
Men
Women
Old Target
Competitive Positioning
Hedonistic
Natural Ingredients
High- tech Formulas
Natural positioning
should be
strengthened
Functional
Competitive Positioning
Traditional
Traditional positioning
should be
strengthened, more
skin problems targeted
 Growth!
Adresses few
skin-problems
Adresses many
skin-problems
Innovative
Competitive Brands by Skin Type
Anti-Age
Mature skin
Normal
skin
Sensitive/
dry skin
X
X
x
X
X
X
X
X
X
x
x
x
X
x
X
x
X
Greasy/
Mixed skin
Impure
skin
x
x
x
x
X
X
X
x
Opportunity for stretching
X
POP/ POD Aok vs. Competitors
POPs
PODs
• Synthetic ingredients
• Baltic Sea ingredients
• Botanic extracts
• For pure skin at all ages
• Natural Beauty
• Addresses combination
of impure skin/ wrinkles
• Promise of clear skin
• Long tradition
Aok Weaknesses and Challenges
• Low Market share and growth in Germany
• Not targeting older segment
• Only focusing on impure skin
• Claiming to be natural while it is far from being organic
 threat from real organic products
• Loss of roots (Pharmaceutical, Baltic Sea)
• Brand name without meaning to non-German consumers
Not strong and differentiated enough to
survive in European mass-market
Aok Today and Future Direction
Natural
Native
Functional
Adressing
many needs
Adressing
one need
Cosmopolitan
Emotional
High-tech
The European Face Care Market
• The face care market has been
growing in the past and is
forecasted to grow in the future at
a moderate rate
• Supermarkets and hypermarkets
are the most important distribution
channels (42.7%)
• Specialist retailers and pharmacies
together distribute a further 44.7%
of the market's revenue
Market Trends
1.
Anti Age
–
Biggest segment in face care market
–
In the past two years (2005-2007) this
segment has grown more than 50% in
absolute value (Source: Datamonitor)
(Source: Datamonitor)
Skin Care Revenues by age (Dec. 2006)
18 - 24 Jahre
25 - 29 Jahre
30 - 34 Jahre
35 - 39 Jahre
40 - 44 Jahre
45 - 49 Jahre
– Older population makes up most
of face care revenues
6,7
7,7
7,7
– Growth is very likely to continue
due to ageing of population
10,2
11,2
9,8
50 - 59 Jahre
17,2
60 - 69 Jahre
17,6
70 Jahre und älter
11,9
(Source: Consumer Panel Copras)
(Source: Eurostat)
Market Trends
2.
Wellness
–
–
Combines health with beauty, sport, tourism, urban daily life,
and environmental awareness
“Wellness focuses on positive, preventative action — getting
the body into shape and keeping it that way in spite of stress,
germs, age, and anything else that ails us”
–
Business Week (April 11, 2005) estimates the U.S. market at
$400 billion
–
Skin care brands opening spas (new ways of distribution)
Example: Biotherm
• Facecare, Make up, Bodycare, Suncare, Men‘s care with
thermal plankton
• Over 50 years ago Biotherm biologists discovered thermal
plankton's affinity with the skin and its effectiveness
• 20 years of research were necessary to obtain a more active
and concentrated form: Pure Thermal Plankton
• Luxury brand distributed through specialist stores and
pharmacies
Example: Nuxe
• Founded in 1957 by a Paris pharmacist with a fascination for
phytotherapy and aromatherapy
• Cosmetological concept combining nature, health and beauty
• NUXE = Nature + Luxe (Luxury)
• Principles: no mineral oils, non-comedogenic products, no synthetic
coloring agents, no animal ingredients
• Main products: Facecare, Bodycare
• The brand owns several Spas across Europe
Market Trends
3.
Natural and Organic Cosmetics
–
Growth of more than $2 billion, to $6.1 billion between 2002 and
2006 and projected sales of nearly $10.2 Billion until 2012 in the
US (Source: "Natural and Organic Personal Care Products in the U.S." report)
–
More than € 1 billion in sales and a growth of 20% in Europe in
2006 (Source: The European Market for Natural Cosmetics, report by Organicmonitor)
–
Organics personal care market in the UK valued at $12.0 million
in 2001, rising to US$16.3 million in 2006; forecast for 2011 is
$21.9 million (Source: Datamonitor)
–
Germany with largest growth: projected market share of organic
cosmetics of 10% in 2012 (Source: The European Market for Natural Cosmetics„ report by Organicmonitor)
Market Trends
3.
Natural and Organic Cosmetics
–
Organic cosmetics are usually certified to ensure credibility
–
There is no common European certification
–
The Ecocert (France) and the Soil Association (UK) label
are internationally used; however, each body uses slightly
different standards for organic cosmetics
Example: Yves Rocher
• “The world leader in botanical Beauty Care”
• Natural, accessible beauty – beauty for every woman
• The Yves Rocher product line contains over 150 active plant
ingredients
• Founded over 40 years ago by Yves Rocher
• First product: a simple cream, based on the Lesser Celandine
plant and produced in the family attic
• Distribution through own stores
Example: Weleda
• Anthroposophic and Homeopathic Medicines and Natural Bodycare
• Founded in Switzerland in 1921 by the Dutch medical doctor Ita
Wegman and the renowned philosopher Rudolf Steiner
• Committed to producing naturally, ethically, safely, without animal
experimentation and without damaging the environment
• Organic certification: BDIH (German)
• Product portfolio: Facecare, Bodycare, Bath & Shower, Suncare,
Babycare, Haircare, Men‘s Care, Dental Care, Deodorants
• Distribution via specialist stores, pharmacies and drugstores
Example: Sanoflore
• Founded 20 years ago in south-eastern France
• Manufactures organic cosmetics and aromatherapy products
• Handles all the stages in the aromatic and medicinal plant chain,
from cultivation with partner farmers to the finished product
• Acquired by L‘oréal in 2007
• All products are certified by French organic label Ecocert
• Distribution through pharmacies and specialist shops
Wrap-up: Market Trends
• The face care market in Europe is projected to grow and therefore
bears some future potential
• As the population is growing older, Anti-Age is a continuing trend
• The Wellness Trend has mainly been embraced by luxury brands
• The natural & organic segment is experiencing tremendous growth
• A difference is to be made between natural (e.g. Yves Rocher,
Nuxe) and organic (e.g. Weleda, Sanoflore) cosmetics
 organic products are usually certified!
• Natural & organic products are mostly distributed through own
stores or specialist stores and pharmacies
Recommendations:
1. Strengthen Natural Positioning
• Aok is already associated with natural cosmetics by
German consumers (in a study conducted by IRI in 2006,
20% of respondents considered Aok to be natural)
• In order to be successful throughout Europe, the brand
needs to build and communicate its natural image further
– Stress natural ingredients
– Claim “not tested on animals”
 “Leaping Bunny” Logo
Henkel already avoids animal
testing wherever possible
– Ultimately the brand’s products should become organic
 certified by “Ecocert”
Recommendations:
1. Strengthen Natural Positioning
• Put emphasis on educating consumers as there is still ambiguity about
what “organic” means
 through website, PR campaigns, advice at POP, Promo-material
• Distribution through Drugstores, selected Super- and Hypermarkets
 make organic cosmetics available to the masses!
• Upgrade the brand by also distributing through specialist stores and
pharmacies (new competition!)
• Maintain affordable prices, as high prices are the main barrier for not
buying organic cosmetics (Source: IRI Shopper Study in Germany, 2006)
The first mainstream organic cosmetic brand:
traditional, with modern insights; high quality, but affordable
Recommendations:
2. Stress Heritage
•
Exploit Baltic Sea heritage to support the natural/ organic positioning
and stress wellness aspect
 more emotional appeal!
•
Educate consumers about “Kolberg”: Baltic Sea Resort
 set-up organic spa at Baltic Sea
•
Develop more products with organic ingredients from the (Baltic) sea,
e.g. with algae extracts, sea minerals, mud, orchid extracts
•
Use promotions related to the Baltic Sea e.g. sweepstake with
wellness weekend at Baltic Sea as prize
•
Stress that the brand was founded by a pharmacist to build credibility
and upgrade the brand
Aok‘s heritage is unique giving it a POD; even when
facing new competition in new distribution channels
Recommendations:
2. Stress Heritage
• Leverage secondary brand equity:
Beach & Sea
Wellness
Wind
Baltic Sea
Vacation
Rich nature
Relaxation
Recommendations:
3. Adress More Than One Need
• Aok used to address consumers >40 but with its repositioning as
“providing clear skin at every age” it started to neglected them
• Mostly teenagers and people <40 suffer from acne and impurities;
“Older” skin has different needs
 Focus too narrow; no room to extend the brand!
• Get rid of the claim „Clear skin at every age“
• Come back to a broader positioning “ Natural beauty for any skin”
• Introduce product lines for other skin types (normal skin, sensitive &
dry skin) and especially Anti-Age care!
Broader Positioning “Natural Beauty for any skin” focuses on
Aok’s core competencies and gives room for brand stretching
(even into Body- and Bath & Shower Care possible!)
Recommendations:
4. Modify Name, Logo & Packaging
• Give a more internationally understandable association to name:
Aok = Apothecary Anhalt‘s Organics from Kolberg
• Keep claim “Naturally effective”
• Modernize the logo; link it to Baltic Sea
 Example: dune/ waves instead of leaf
• Adapt packaging to look/ be more natural
– Recyclable materials (no plastic!)
– Colors more natural (not as bright)
– Abstract plant and sea motives
– Sophisticated/ high quality look
• Give the products a more sophisticated appearance
Wrap-up: The New Aok
Aok – Naturally effective
Naturally beautiful skin
Baltic Sea Organics
First Beauty
Pur Balance
Sensitive Care
With Mint & Chamomile
Clarifying and Caring
For impure teenage skin
With Algae-Extracts & Sea-Minerals
Moisturizing, fighting impurities
For Mixed Skin
With Sea Buckthorn & Aloe Vera
Moisturizing and Nourishing
For sensitive and dry skin
Pur Lift
Pur Age
With Soy-Protein & Rose-Extracts
Moisturizing and Firming
Fights first lines
With Orchid-Extracts & Brown-alga
Intensive care
Anti-Age
Apothecary Anhalt‘s Organics from Kolberg
New Competitors (Organic)
• Weleda
• Dr. Hauschka
– Founded by chemist Dr. Rudolf Hauschka in 1967, inspired
by philosopher and scholar Dr. Rudolf Steiner
– Holistic view of health and well-being: Formulations are
based on an understanding of the way skin works and its
relationship with overall health
• Sanoflore
• Lavera
– Founded in 1987 by German Thomas Haase
– Based on idea to provide cosmetics for sensitive and allergyprone skin; live a healthier lifestyle
Competitive Positioning
Link to specific
natural area
Simple
accessible
Anthroposophist
approach
Link to nature
as a whole
Competitive Positioning
Medical
Specialist
Distribution
Mass
Distribution
General
POP/ POD Aok vs. Competitors
POPs
PODs
• Natural ingredients
• Baltic Sea origin
• Organic certification
• Accessible and
simple
• Natural Beauty
• For all skin types
• Based on tradition
but contemporary
• For everybody
European Launch
• Germany = lead country
– Biggest market for organic cosmetics with highest growth rate
• First launch in Northern European countries
– Proximity to Baltic Sea
– Prone to organic products (e.g. organic food sales in Denmark
grew 65% during the past three years (Source: Copenhagen Post, Feb 2008))
• Next launches Italy and France
– France next to Germany with highest growth rate of organic
segment
– Italy next to Germany biggest organic market
Source: Organicmonitor
Packaging Brief (1)
GENERAL PRODUCT INFORMATION
• Product: Aok Skincare Range with 5 different Sub-lines
• Key Communication Objectives for packaging:
– Communicate revised brand image: natural, organic, rooted at Baltic
Sea, accessible, for naturally beautiful skin
– Clarify that products are organic
– Reflect high quality and simplicity
Packaging Brief (2)
BRAND INFORMATION
• Product Brand: 5 subbrands
1. First Beauty
2. Pur Balance
3. Sensitive Care
4. Pur Lift
5. Pur Age
• Range Brand: Aok
• Corporate Brand: Schwarzkopf & Henkel  only on back of
the package!
• Symbol of Guarantee: “Ecocert” organic label
Packaging Brief (3)
PRODUCT INFORMATION
• Product Category Name: Organic Skincare
• USP: 100% natural, kind to the skin, for naturally beautiful skin
– First Beauty: fights acne, provides clear skin
– Pur Balance: fights impurities and moisturizes, provides clear skin
– Sensitive Care: moisturizing and nourishing, for sensitive and dry skin
– Pur Lift: clairifying and firming, fights first lines
– Pur Age: nourishing and lifting, Anti-Age care
• Competitive Packages:
– Garnier
– Weleda
– Lavera
Packaging Brief (4)
PRODUCT INFORMATION
• Relative quality level: same quality as Lavera and Weleda; a bit
lower quality than Garnier
• Relative price level: (slightly) lower than competitors
• Degree of sophistication (design): sophisticated to reflect quality,
but still accessible to a broad
mass
• Illustrations/ Photographs: Ingredients  abstract plant motives
• Product Ingredients: plant and sea extracts
–
–
–
–
First Beauty: mint, chamomile
Pur Balance: algae-extracts, sea-minerals
Sensitive Care: sea buckthorn, aloe vera
Pur Lift: soy-protein, rose-extracts
Packaging Brief (5)
TARGET MARKET INFORMATION
• Target consumers‘ sex: female
• Target consumers‘ age: 12 - 65
– First Beauty: 12-20
– Pur Balance: 20-35
– Sensitive Care: 20-40
– Pur Lift: 25-45
– Pur Age: 35-65
• Target consumers‘ socio-economic status:
tendency to be well educated, tendency to high income;
however Aok wants to make organic cosmetics accessible to the
broad mass!
Packaging Brief (6)
PACKAGING SPECIFICS
• Global image of pack: High quality, timeless, but not oldfashioned, natural, simple but with a
certain degree of sophistication
• Type of pack: glass jars in cartons (recyclable paper!),
aluminum tubes, glass bottles in cartons
• Design Example: Korres (http://www.korres.com/)
References
•
http://www.aok-kosmetik.de/
•
http://www.henkel.com/cps/rde/xchg/SID-0AC83309-F2B730AE/henkel_com/hs.xsl/12114_COE_HTML.htm
•
http://www.brandzeichen-pr.de/downloads/aokbuch.pdf
•
http://www.clearasil.co.uk/
•
http://www.clearasil.de/
•
http://www.biactol.fr/
•
http://www.referenceforbusiness.com/history2/93/Neutrogena-Corporation.html
•
http://www.neutrogena.de/nde/
•
http://www.neutrogena.com/
•
http://www.garnier.co.uk/_en/_gb/home.aspx
•
http://www.garnier.de/_de/_de/home.aspx
•
http://www.loreal.fr/_fr/_fr/index.aspx
•
http://www.lorealparis.com/
•
http://www.lorealparis.co.uk/
•
http://www.lorealparis.fr/
•
http://www.fundinguniverse.com/company-histories/LOreacute;al-Company-History.html
•
http://www.olay.com/
•
http://www.olay.fr/
•
http://www.nivea.co.uk/home
•
http://www.nivea.fr/home
•
http://www.nivea.de/home
•
IRI Trade Panel (Henkel internal information)
•
Copras Consumer Panel (Henkel internal information)
•
Brand stats: July/August. Brand Strategy, Jul/Aug2006 Issue 204, p50-51
References
•
Facial Care Industry Profile: Europe. Facial Care Industry Profile: Europe, Dec2007
•
Facial Care Industry Profile: Europe. Facial Care Industry Profile: Europe, Dec2006
•
“Three trends you must know“. Drug Store News, 2/11/2008, Vol. 30 Issue 2, p90-92
•
Get Wellness Soon. By: Schwartz, Meredith. Gifts & Decorative Accessories, Feb2008, Vol. 109 Issue 2, p32-38
•
European naturals market approaches € 1bn. Soap, Perfumery & Cosmetics, Oct2006, Vol. 79 Issue 10, p45-45
•
http://www.organicmonitor.com/100160.htm
•
http://www.sanoflore.net/accueil.cfm
•
http://epp.eurostat.ec.europa.eu/cache/ITY_OFFPUB/KS-EH-06-001/EN/KS-EH-06-001-EN.PDF
•
http://www.guardian.co.uk/business/2007/apr/09/fashion.healthandwellbeing
•
http://www.biotherm.fr/_fr/_fr/women/index.aspx
•
http://www.nuxe.com/home/index.php?language=en
•
http://www.yves-rocher.com/fr/
•
http://www.weleda.de/
•
http://www.sanoflore.net/accueil.cfm
•
http://www.ostseegebiet.de/
•
http://www.ruegen.de/3221.html
•
http://www.denmark.dk/en/servicemenu/News/BusinessNews/OrganicFoodsBigGreenFriend.htm
•
http://www.drhauschka.com/about/
•
http://www.lavera.co.uk/
•
http://www.lavera.de/
•
http://www.ecocert.com/?lang=en
•
http://www.kontrollierte-naturkosmetik.de/
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http://www.soilassociation.org/
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http://www.korres.com/
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http://www.dupuisgroup.com/content/pdf/PackagingBrief.pdf