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 will
appeal to women, we run the risk of relegating
ourselves to the role of copycats chasing
trends - a ‘me too’ proposition.

Or worse, greenwashing to make a proﬁt.

These are what the industry term the “Seven Sins of
Greenwashing”

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 the
following:
sustainabilitycultural trends
science legacy

Starting from the ground up

The headlines read…
“the Brazilian Cosmetics Market which is one of the most explosive markets at
the moment”
“Artificial additives have become "contemporary villains" and synthetic flavors
are no longer acceptable to consumers, according to a new market report.”
“Based on LPK Beauty Group’s research with retailers and consumers, C2C
products and packaging do indeed gain the attention of both groups.”
“Attractive combinations of health benefits and exotic tastes constitute a trend
expected to thrive in the New Year.”
“Aseptic ingredients can help beverage manufacturers tap into the growing
trend for natural products”
“Rising levels of interest in very hot products are being reported, with major
brands 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 even
be produced there.”

Health infused products
“Camu-camu fruit from the Amazon rainforest in Brazil and Peru has an
extraordinary amount of natural vitamin C, about 2g per 100g of fruit.”-
foodprocessing.com
The darlings du jour of the grocery department, superfruits are
jumping 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 their
database, scored 7.0 and above in ratings
*praised in all of the hip fashion blogs
(Revolution Organics) “The true
‘revolutionary’ thing about our
products is that they are all multi-
tasking. They do more so you can
use less.”
*(Aveda’s) newfound
company-wide Cradle-to-
Cradle (C2C) certification.
C2C certification, awarded
by design firm
McDonough Braungart
Design Chemistry, is an
independent
measurement that
recognizes companies'
achievements in removing
waste entirely from a
product's equation. That
means using renewable
energy, compostable or
recyclable packaging,
sustainable production
processes--anything that
reduces a product's
impact 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 innovative
solutions 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 more
than US$ 54 million on offsets last year alone, proving with their actions and pocketbooks
that climate issues are a very serious concern, even without government support. So
companies must pay attention and realize their consumers are highly educated and
personally 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 United
states, having grown from $11 billion in sales in the United States in
2001 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 everything
they can to create sustainable, environmentally sound
products so that they can be transparent companies
-->Launched by Drugstore.com this Spring
Built in house, very successful

• Colgate Palmolive acquires Tom of
Maine
• 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 and
razors. After years spent making personal care products…expanded its offerings to include a line of
kitchen products. Their Everyday Tableware line, which was recently launched in Target as part of its
back-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 exclusive
discounts on green products and services directly to your phone. Just scroll through the
offers 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 counters
Air purifierT-Mobile,
Green Perk alerts you to green dealas

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