Aromababy: Australia's first organic baby skincare range

McCarthy, Breda

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.

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SAGE Business Cases

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ISBN/ISSN

9781473937512

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SAGE

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London, UK

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DOI

10.4135/9781473937512