The US cosmetics brand Origins Organics has just launched in the UK and its good to see more environmentally friendly brands entering the market. The core identity of the brand is rather cliché, with the organic name, tree logo and green colour scheme, but overall the presentation is extremely high quality and on a par with other high end skin care brands.
What’s a shame though, is that their marketing materials focussed almost entirely on the fact that the products are organic, and therefore good for the environment. Surely, if they want to seriously give conventional brands a run for their money and convince consumers to pay their high prices, they will need to focus on the benefit of their products in terms of skin care, health and beauty. How do they make you feel? How do they make you look? If they want to emphasise their organic ingredients then the health and beauty benefits would certainly be of more value to most consumers than the reduced environmental impact.
This blog is supported by the ethical brand experts, Scamper Brand Strategy
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