Being “natural” is no longer enough to stand out
Recently launched natural brands can only achieve long-term success if they differentiate themselves from the competition, according to one of the keynote speakers at the upcoming Natural Cosmetics Conference in Nuremberg, Germany.
Recently launched natural brands can only achieve long-term success if they differentiate themselves from the competition, according to one of the keynote speakers at the upcoming Natural Cosmetics Conference in Nuremberg, Germany.
“Brands can only be successful in the long term if they recognisably and verifiably stand out from the competition,” comments Peter Bachmann, founder and md of consultancy firm Signum Forte. “For the many young manufacturers of natural cosmetics, it is therefore a matter of looking for potential ways of standing out. The designation natural cosmetics alone is not sufficient for developing a sustainable brand.”
Bachmann will discuss how natural C&T brands can best market themselves during the conference, which takes place 22-23 September at the Exhibition Centre Nuremberg’s CongressCenter Ost, where he will be joined by other well-known speakers from science, market research, trade and industry.
Organiser Nürnberg Messe promises that the conference will cover key issues, ranging from innovative distribution concepts and international challenges to brand development.