16 HA NDBOO
How has the natural skin care
category evolved in recent years?
BarBara roll: The category has
evolved as consumer and retailer expectations have increased. The consumer is
expecting to see the latest trends in skin
care benefits. The retailer is not only
looking for the market basket benefits
of the affluent natural shopper, but also
expecting higher turns. Given all this,
retailers are responding by consolidating
brands and reducing complexity in the
category by eliminating the smaller niche
brands and focusing on the top natural
What are the current consumer
Consumers are becoming more and more
curious about product ingredients and
are becoming more loyal to brands that
are socially responsible. They want to
feel good about their purchase, whether
it be fully recyclable, GMO-free, soy-free,
made using clean energy, etc. They are
looking for products that contribute positively to their environment and that really
give results on the skin.
What are some of the biggest
obstacles facing the category?
Mainstream skincare is starting to look
more like the natural segment as more
brands are entering the marketed natural
segment. The challenge for the truly natural brands is twofold:
1) Help the retailers define the segment for the consumers to differentiate
between truly natural and marketed natural brands.
2) Brand awareness and turns need
to increase as more scrutiny comes to
the category as retailers evaluate space
demands and expect naturals to perform
similar to conventional skin care sales.
What is derma e’s secret to
longevity in the industry?
The secret to our longevity and growth is
our passion and commitment to quality
and integrity, while caring for the health
and well-being of our customers. We are
a brand that is 100 percent truthful and
greatly trusted. Everything we do takes
into consideration people, the planet and
our purpose—and we never compromise
on what we believe in. It is well known
that our doctor-formulated products harness nature’s most effective antioxidants,
botanicals and vitamins. This approach
ensures our products bring consumers
the best natural skin care possible. We
believe it is our skin care results combined with our commitment to health
and the environment that keep us apart
from the others.
How can derma e help retailers
capture more sales?
The integrated and segregated approach
is paying greatest dividends. The consci-
entious consumer is looking for skin care
products in the HBC aisle where skin care
purchase decisions are top of mind.
What are some of derma e’s
Our newest launch is our purifying platform which features activated charcoal
and seaweed to naturally draw out toxins,
replenish vital nutrients and restore skin’s
resistance to oxidative stress. The line
includes a 2-in-1 Charcoal Mask, Oil-Free
Moisturizer, Youth Serum, Gel Cleanser
and Daily Detox Scrub.
What does the future hold for
derma e and the category?
The future is bright for derma e. We are
launching new packaging and language
that will enable us to reach a much broader
audience. We also have a robust pipeline
of new innovative products that will bring
more beauty and higher order skin care
products to the category. Investing with
strategic partners will also be occurring
at high levels as we plan to be the growth
leader of the category. n
NATURAL SKIN CARE
Consumers are more loyal to skin care brands that are socially responsible,
says BarBara roll, vice president of marketing for derma e.