By Elizabeth King
Natural skincare not only works with the skin, it also has clinical data to back up claims, says Leia Berryman, Senior Brand Manager, Burt’s Bees. “Following on from the global success of BB creams, many natural brands are taking their cue from Asia, notably Korea and Japan, because of their advanced technology and trend-setting innovations. Our new Brightening range with daisy extract has been clinically shown to visibly even skin tone to produce a more radiant complexion and reduce pigmentation. The four products - Brightening Facial Cleanser, Even-tone Moisturising Cream, Refining Tonic and Dark Spot Corrector - produce visibly brighter skin within four weeks”.
Because of Burt’s Bees’ origins - a beekeeper’s backyard in Maine in the US - royal jelly has long been a key ingredient for the brand because it’s one of nature’s most nutrient-rich substances. “Burt’s Bees has a very robust innovation pipeline, but we definitely didn’t want to lose the incredible benefits of royal jelly”, says Berryman. “Our new Skin Nourishment range is the perfect combination of the brand’s strengths - intense hydration and the anti-ageing benefits of royal jelly - which helps to create healthy skin and reduces the appearance of fine lines”.
Nourished skin is radiant skin. The four products provide optimal anti-ageing results without any need to compromise, which is what women today are looking for. “The entire range is 99 per cent natural and formulated for normal/combination skin”, says Berryman. “All of the products - Skin Nourishment Foam Cleanser, Day Lotion SPF15, Night Cream and Eye Cream - have luxurious formulas packed with all three macronutrients - antioxidants, Vitamins B1, B2 and B6 and essential amino acids”.
Individual oils such as rosehip and argan, brimming with vitamins and minerals, kickstarted the current oil obsession in beauty which shows no sign of slowing down. What’s changed in the past few years is the introduction of skin products containing several oils because a blend offers more benefits. The new Burt’s Bees Complete Nourishment Facial Oil was a natural - in every sense of the word - move because of the nourishing benefits of oils, says Berryman. “For those who have a lingering fear of oils, new technologies add sheen, not shine, without greasy residues. The unique mix of rosehip, jojoba and evening primrose oils in a concentrated formula is all about maintaining a youthful appearance naturally. Use alone or add a drop or two to moisturiser for a moisture boost”
So you have this brand/product that you love like your own child and you feel you have been working 24/7 to get attention. You have invested lots of money and time in packaging, typing up posts, sharing the products with friends, meeting with retailers and distributors and you feel you are still not getting any traction. What do you do next?
The growth of social media has given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020*. A larger percentage of the advertising dollar being invested into this component of the marketing mix naturally means greater pressure on marketers to deliver meaningful results from this medium. There is now an emphasis on conducting due diligence when planning your influencer campaigns, especially around your influencer selection, and in particular their followers.