McCarthy, Breda (2016) Aromababy: Australia's first organic baby skincare range. SAGE Business Cases.

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Abstract

Aromababy was the first organic baby skincare range launched in Australia. While the overall skincare market is a mature one, organic and natural products represent a rapidly growing niche. According to Euromonitor (2012), certified organic is witnessing rising interest across many sectors, but the largest consumer following, after food and drink, is in cosmetics and personal care. Consumer consciousness of the environmental and health effects of personal care products has grown steadily over several decades. The Body Shop helped create the market for natural products and today it is a mainstream sector, with leading retailers and department stores taking advantage of the demand for natural and organic products. Green marketing represents a huge commercial opportunity but those that succeed need to gain the trust of consumers and avoid greenwashing claims. Aromababy is one organisation that has captured the trust of consumer and it has successfully penetrated a global niche.

Item ID:	39546
Item Type:	Article (Case Study)
ISBN:	9781473937512
Copyright Information:	© Breda McCarthy 2015. In accordance with the publisher's policies, the Author Accepted Manuscript of this article is available Open Access from ResearchOnline@JCU.
Additional Information:	Case study included in online database SAGE Business Cases. "SAGE Business Cases is a collection of easy-to-use, accessible case studies, specially Business cases commissioned and curated to help students understand theoretical concepts in practice. The collection offers accessible and quality real-life cases on today's most vital topics to support student understanding of real-world problems that professional face." -- https://au.sagepub.com/en-gb/oce/sage-business-cases
Date Deposited:	23 Jul 2015 04:06
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes:	97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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