This case study on Cowshed forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the company has successfully capitalized on consumer desire for natural ingredients with a range of exclusively sold personal care products.
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Report Table of Contents:
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CATALYST
SUMMARY
Analysis
Cowshed has evolved from a spa-only brand, but has maintained a professional reputation
Cowshed products were first used in a UK spa in 1998
Cowshed's products are segmented in a fashion that encourages 'mood personal care'
Cowshed distributes its products through selected channels
Cowshed has capitalized on the growing demand for natural personal care products over the past decade
Cowshed excludes certain types of ingredients from its products
Brand extensions and awards have assisted further expansion for Cowshed
Cowshed offers a male grooming range
Makeovers and awards for some Cowshed products have helped the company grow
Conclusion: Natural ingredients can be successfully used by brands looking to promote a professional image
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Figures
Figure 1: Cowshed's segmentation of its products by mood creates a more interactive experience for consumers
Figure 2: In 2009, a substantial portion of consumers around the world still find natural ingredients to be important in skincare
Figure 3: Natural ingredients rank as a mid-ranging factor overall in skincare, but this translates to a market that has transcended niche status
Figure 4: The inclusion of parabens and petrochemicals is of significant concern to many consumers
Figure 5: Cowshed's male grooming range features collections of products that could be purchased as gifts for men
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