The U.S. personal care and cosmetics market represents enormous opportunity. According to industry marketing consulting firm, The Beauty Company (2012), the industry surpassed pre-recession sales levels to grow to over $38 billion in 2011. Some additional facts the firm notes about the market:
• The average U.S. consumer spent $616 on personal care in 2008
• Women aged 16-65 shop for beauty products 5 times per year on average, spending an average of $43 each time.
• Households earning $75K+ per year increased their spending on personal care products between 2008 and 2010
• 20% of U.S. households earn $100K+ per year, but this represents 70% of U.S. consumer wealth
• “Prestige” beauty products (vs. “mass” products) sales grew by 11% in 2011 …show more content…
According to another industry report, 93% of all women would be willing to try a beauty brand if it earned the USDA Organic seal, noting that they felt it would be better for their skin and they would rather use products that did not contain harsh chemicals (Falk, 2008).
The Uncommon Ground product line will be made of primarily organic ingredients, and will attract customers who would most likely fall into the “LOHAS” and “Naturalite” categories, as defined by Natural Marketing Institute (NMI) (Russo, 2010). These consumers are dedicated to making environmentally friendly purchases and focus on organic and natural products, so the recycled and organic content of our products will appeal to them. According to the NMI website , the LOHAS and Naturalite consumers are also willing to pay a premium for sustainably produced products.
Since Uncommon Ground products include coffee as a major ingredient, it is also likely that purchasers would have an interest in coffee drinks as well. Our primary target consumer fits the following profile:
• Female, aged 16-65
• Wears/buys natural or organic brands of makeup and skin care …show more content…
The successful sales of a product can be greatly determined by placement and availability control (Bangs, 2005). One primary avenue for selling Uncommon Ground products will be direct sales at local farmers markets, craft shows, fairs, natural product expos and local “marketplace” venues (also known as “swap meets”). These venues will be managed by an adult supervisor, but will be primarily staffed by the foster youth in the job opportunities program. As Russo (2010) notes, it is important for start-up companies trying to build credibility to pursue relationships with other companies that have higher visibility or recognition. By promoting relationships with foster youth organizations and our social mission, Uncommon Ground will gain both trust and
• The average U.S. consumer spent $616 on personal care in 2008
• Women aged 16-65 shop for beauty products 5 times per year on average, spending an average of $43 each time.
• Households earning $75K+ per year increased their spending on personal care products between 2008 and 2010
• 20% of U.S. households earn $100K+ per year, but this represents 70% of U.S. consumer wealth
• “Prestige” beauty products (vs. “mass” products) sales grew by 11% in 2011 …show more content…
According to another industry report, 93% of all women would be willing to try a beauty brand if it earned the USDA Organic seal, noting that they felt it would be better for their skin and they would rather use products that did not contain harsh chemicals (Falk, 2008).
The Uncommon Ground product line will be made of primarily organic ingredients, and will attract customers who would most likely fall into the “LOHAS” and “Naturalite” categories, as defined by Natural Marketing Institute (NMI) (Russo, 2010). These consumers are dedicated to making environmentally friendly purchases and focus on organic and natural products, so the recycled and organic content of our products will appeal to them. According to the NMI website , the LOHAS and Naturalite consumers are also willing to pay a premium for sustainably produced products.
Since Uncommon Ground products include coffee as a major ingredient, it is also likely that purchasers would have an interest in coffee drinks as well. Our primary target consumer fits the following profile:
• Female, aged 16-65
• Wears/buys natural or organic brands of makeup and skin care …show more content…
The successful sales of a product can be greatly determined by placement and availability control (Bangs, 2005). One primary avenue for selling Uncommon Ground products will be direct sales at local farmers markets, craft shows, fairs, natural product expos and local “marketplace” venues (also known as “swap meets”). These venues will be managed by an adult supervisor, but will be primarily staffed by the foster youth in the job opportunities program. As Russo (2010) notes, it is important for start-up companies trying to build credibility to pursue relationships with other companies that have higher visibility or recognition. By promoting relationships with foster youth organizations and our social mission, Uncommon Ground will gain both trust and