Recession hits natural and organic beauty hardest

The economic downturn has had a more damaging effect on the natural and organic beauty market than any other beauty sector with brands getting less and less attention from beauty commentators, according to research carried out by mymarketmonitor.com. In a white paper delivered at The Natural Beauty Summit in Paris on 23 November, mymarketmonitor.com reported that while editorial recommendations remain a major sales driver for all beauty products, press attention to the mass market increased 20% between 2008 and 2009 despite a 12% drop in advertising pages. Conversely, within the naturals sector editorial has dropped dramatically.

“Naturorganics cannot rely solely on green credentials. It’s about the product’s performance and value and brands need to make their message match the mood of the consumer,” comments Mike Ramseyer, ceo of mymarketmonitor.com. The company’s white paper, Naturorganics – how to win editorial and beat the recession, advises smaller brands to major on an engaging story to capture editors’ attentions and larger ones to look at commercial opportunities like celebrity endorsement. It also advises brands on the best publications to target; Top Santé, for instance, is the journal most likely to run natural and organic editorial, while The Sunday Express Magazine is a rather more surprising third.

Naturorganics – how to win editorial and beat the recession is available from mymarketmonitor.com.