Aok

1
Aok

• Repositioning for a European Launch

Julia Albrecht
2
Agenda

1. Analysis of Aok
2. Competition Analysis
3. Market Trends
4. Recommendations for Aok
5. Packaging Brief

3
Aok

• Skin care brand
• Slogan Naturally effective
• Claims to provide Naturally clear skin at every
  age
• Its roots lie at the Baltic Sea
• Comprehends nature as a source of beauty
• Belongs to
• Mass-market brand, distributed through
  supermarkets, department stores and drugstore
  chains
• Available in Germany and Austria

4
Brand History

• 1885 Invention of Seasand Almond-bran by the
  pharmacist
• Wilhelm Anhalt in Kolberg (health resort at
  Baltic Sea,
• today Poland)
• 1903 Aok becomes registered trademark
• Aok Anhalt Ostseebad (health resort Baltic Sea)
  Kolberg
• Early mission To preserve and accentuate
  natural beauty
• ? Beauty is a gift
• First products Almond-bran powder, Almond-bran
  Soap and Seasand Almond-bran (used as
  Peeling or Mask)

5
Brand History

• 1974 Introduction of skin care series for
  different types of skin
• (cleansers creams)
• 1982 Introduction of First Beauty to target
  teenagers with impure skin
• 1983 Henkel acquires Aok cosmetics
• 1988 Introduction of the slogan Naturally
  effective
• 2004 Introduction of Pur Balance to target
  above-20-year-olds with
• impure skin
• 2006 Introduction of Clear Action for men to
  target male teenagers
• 2007 Relaunch and Launch of Pur Lift to target
  above 30-year-olds
• with first wrinkles and impurities

6
Packaging and Portfolio Evolvement
Pur Balance reduces impurities for
gt20-year-olds
Kräuter Aktiv for greasy and mixed skin with
herbs
Vitamin E reduction of first wrinkles
canceled in 2006
First Beauty Cooling extra strong against
pimples
Extra moisturizing for dry and sensitive skin
with almond
First Clear (Anti-Acne)
1903
1980s
First Beauty 1982
Clear Action for men canceled in 2008
1990s
Since 2000
7
Aok Today
Cancelation in 2008
8
Product Portfolio
Pur Lift
Pur Balance
First Beauty
Packshots
Cleansing (4 SKUs) Care (2 SKUs) Cover (4 SKUs)
Cleansing (5 SKUs) Care (7 SKUs)
Cleansing (4 SKUs) Care (5 SKUs)
Portfolio
Young women lt 20
Young women gt20
Women gt30
Target
Pure skin Lifting effect
Pure skin mild care
Pure skin moisturizing
Benefit
Mint Yoghurt extracts
Tea Ginseng extracts
Soy-protein Ginseng extracts
Ingredients
Ø Price
4,99
5,99
6,99
9
Internal BCG Matrix
Growth
Pur Lift
Pur Balance
Accounts for around 40 of Brand Revenues
First Beauty
Clear Action
Market share
10
Communication History

• 1903
• Informative
• Explaining the
• Aok philosophy

• 1926
• Informative and
• emotional
• society ladies

• 1970s
• Informative
• The correct way
• to clean and care

11
Communication History
1997
2004
1980s

• Sales Promotion Get to
• know your skin
• Accompanied by personal
• consultation

• Pur Balance TV Spot
• Setting Baltic Sea

• The Aokanerin as brand
• symbol active, self-
• confident, natural women

12
Communication Today

• Baltic Sea always chosen as setting
• Starring naturally beautiful women
• Emotional appeal by using humor
• Example current spot for Pur Lift (Summer 2007)
• http//de.youtube.com/watch?vTMrzeGXcrfM

13
Brand Equity Pyramid
Product Core
Communication Core
Brand Resonance
Less loyalty because no more products for the
old customers?
High credibility due to history High quality
ingredients
Reliability Tradition
Consumer Judgements
Consumer Feelings
Effective and reliable reduction of
impurities Gentle nourishing
Pure skin for women at every age For natural
beauty
Brand Performance
Brand Imagery
Skin care With natural ingredients For impure skin
Brand Salience (Awareness)
14
Brand DNA
Natural beauty
Natural ingredients
Pure skin
The sea
Cleansing and care
For women at every age
15
Main Competitors

• 1. First Beauty
• Bebe Young Care (? only in Germany)
• Clearasil
• Garnier (Pure)
• Neutrogena (Visibly Clear)
• Loréal Paris (Pure Zone)
• Nivea Visage Young
• 2. Pur Balance
• Garnier Pure
• Neutrogena (Visibly Clear)
• Nivea Visage Young
• 3. Pur Lift
• Nivea Visage
• Olay
• Loréal Paris
• Garnier (Nutritionist)
• Neutrogena (Pure Glow)

competition from Store Brands
16
Main Competitors Clearasil

• The first effective acne medication ever
  introduced for teenagers created in 1950 by Ivan
  Combe in the US
• Today the brand belongs to Reckitt-Benckiser
• Product lines Deep Cleanse, Spot Control, Ultra,
  Blackhead Control
• Mainly cleansing and special treatment products
• Brand DNA

Fights acne
Provides clear skin
Aggressive
Causes confidence
Dries out skin
For teenagers
17
Main Competitors Neutrogena

• First product under Neutrogena brand was a soap,
  that restored the skin pH, rinsed quickly leaving
  no soap residue (invented1954 in the US)
• Johnson Johnson acquired the brand in 1994
• Products today Facecare, Bodycare, Haircare,
  Suncare, decorative cosmetics in Europe only
  Facecare and Haircare
• Facecare Portfolio

Pure Glow cleansers and moisturizers that
brighten skin and leave it glowing,
like a spa treatment
Deep Clean cleansers that penetrate deep into
the pores dissolving dirt,
make-up and oil
Visibly Clear Anti-bacterial cleansers and
special treatments that fight and
prevent spots and blackheads
Norwegian Formular moisturizers and cleansers
that make dry skin soft and healthy
18
Main Competitors Neutrogena

• Brand DNA

Norwegian Formula
Hand-cream
Dry skin
Dermatological
Celebrity spokespersons
Acne-wash
19
Main Competitors Garnier

• Garnier originally was a Haircolor and care
  brand
• The brand was acquired by Loréal in 1964
• Products today Haircare, Haircolor, Hairstyling,
  Facecare, Bodycare, Suncare
• Facecare portfolio (main subbrands)

Pure - cleanses and purifies oily and impure skin
Total Comfort - provides 24-hour moisturization
to soothe and protect dry skin
Nutritionist combats signs of dullness, fatigue
and dryness
Ultra Lift - reduces deep wrinkles, makes the
skin firmer and smoother
(Re-) Density - reduces wrinkles and plumps-up
the look of mature skin
20
Main Competitors Garnier

• Brand DNA

Take care
Dynamic
Natural ingredients
Laboratoires
Natural beauty
Colorful
21
Main Competitors Nivea

• Nivea Cream was invented in 1911 by Beiersdorf in
  Hamburg, Germany
• Nivea was the first stable oil in water cream in
  the world
• Soap, Powder and the first haircare products
  (Hair-milk) followed
• Products today Facecare, Bodycare, Handcare,
  Bathcare, Haircare, Deodorants, Suncare, Lipcare,
  Decorative cosmetics, Mens Care, Babycare
• Facecare portfolio (main subbrands)

Nivea Visage Young for mixed and oily skin
Nivea Visage Sensitive for sensitive and dry
skin
Nivea Visage Oxygen Power - Oxygen boost all
day hydration for all skin types
Nivea Visage Q10Plus Anti-wrinkle, with coenzym
Q10
Nivea Visage DNAge Anti-Age, increases surface
skin cell renewal
22
Main Competitors Nivea

• Brand DNA

Caring
Trusted brand
Natural beauty
Nivea the snow-white
Pure and simple
Family
Blue and white
23
Main Competitors Loréal Paris

• Loréal originally was a Haircolor brand
• In 1907, Eugène Schueller, a young French
  chemist, developed the first Loréal innovative
  hair-color formula
• Products today Haircolor, Haircare, Hairstyling,
  Facecare, Bodycare, Suncare, Mens care,
  Decorative Cosmetics
• Facecare portfolio (mainly care, few cleansing
  products)

Pure Zone Continuous purity for Teenage skin
Hydrafresh Active Hydration for young skin
Nutrissime Intense hydration for sensitive and
dry to very dry skin
Wrinkle Decrease (Collagène) Active care
fighting first wrinkles
Derma Genesis Helps to renew the skin cells for
a younger looking skin
Revitalift Intensive Anti-wrinkle and firming
from age 40
Age Perfect Care for mature skin from age 50
Age Re-Perfect Care for very mature skin from
age 60
24
Main Competitors Loréal Paris

• Brand DNA

Innovative
Because we are worth it
Advanced technologies
Promises not always believable
Paris
High-end
25
Main Competitors Olay

• Oil of Olay Beauty Fluid was born in the early
  1950s
• The Beauty fluid was developed to give women what
  they really wanted younger-looking, beautiful
  skin
• In 1985 the brand was acquired by Procter
  Gamble
• Facecare portfolio today

Classic Range of moisturizing beauty fluids and
cleansers
Complete - deep, rich moisturization with added
vitamins and SP15
Total Effects fights 7 signs of ageing
Regenerist regenerates the skin and makes it
look younger
Definity - helps reduce the appearance of
discolourations, age spots, uneven skin tone and
fine lines
26
Main Competitors Olay

• Brand DNA

Anti-Age
Oil
Advanced technologies
For older women
Beauty treatment
High-end
27
Competitive BCG Matrix
Growth
Market share
28
Competitive Positioning
Young Target
Older target should not be neglected ? Growth!
Men
Women
Old Target
29
Competitive Positioning
Hedonistic
Natural Ingredients
High- tech Formulas
Natural positioning should be strengthened
Functional
30
Competitive Positioning
Traditional
Traditional positioning should be strengthened,
more skin problems targeted ? Growth!
Adresses few skin-problems
Adresses many skin-problems
Innovative
31
Competitive Brands by Skin Type
Anti-Age Mature skin Normal skin Sensitive/ dry skin Greasy/ Mixed skin Impure skin
X X x X x
X X X X x x
X x x x
X x X x X
x X X
X
x X
Opportunity for stretching
32
POP/ POD Aok vs. Competitors

• POPs
• Synthetic ingredients
• Botanic extracts
• Natural Beauty
• Promise of clear skin

• PODs
• Baltic Sea ingredients
• For pure skin at all ages
• Addresses combination of impure skin/ wrinkles
• Long tradition

33
Aok Weaknesses and Challenges

• Low Market share and growth in Germany
• Not targeting older segment
• Only focusing on impure skin
• Claiming to be natural while it is far from being
  organic ? threat from real organic products
• Loss of roots (Pharmaceutical, Baltic Sea)
• Brand name without meaning to non-German consumers

Not strong and differentiated enough to survive
in European mass-market
34
Aok Today and Future Direction
Natural
Native
Functional
Adressing one need
Adressing many needs
Cosmopolitan
Emotional
High-tech
35
The European Face Care Market

• The face care market has been growing in the past
  and is forecasted to grow in the future at a
  moderate rate

• Supermarkets and hypermarkets are the most
  important distribution channels (42.7)
• Specialist retailers and pharmacies together
  distribute a further 44.7 of the market's revenue

36
Market Trends

• Anti Age
• Biggest segment in face care market
• In the past two years (2005-2007) this segment
  has grown more than 50 in absolute value

(Source Datamonitor)
(Source Datamonitor)

• Older population makes up most
• of face care revenues
• Growth is very likely to continue
• due to ageing of population

(Source Consumer Panel Copras)
(Source Eurostat)
37
Market Trends

• Wellness
• Combines health with beauty, sport, tourism,
  urban daily life, and environmental awareness
• Wellness focuses on positive, preventative
  action getting the body into shape and keeping
  it that way in spite of stress, germs, age, and
  anything else that ails us
• Business Week (April 11, 2005) estimates the U.S.
  market at 400 billion
• Skin care brands opening spas (new ways of
  distribution)

38
Example Biotherm

• Facecare, Make up, Bodycare, Suncare, Mens care
  with thermal plankton
• Over 50 years ago Biotherm biologists discovered
  thermal plankton's affinity with the skin and its
  effectiveness
• 20 years of research were necessary to obtain a
  more active and concentrated form Pure Thermal
  Plankton
• Luxury brand distributed through specialist
  stores and pharmacies

39
Example Nuxe

• Founded in 1957 by a Paris pharmacist with a
  fascination for phytotherapy and aromatherapy
• Cosmetological concept combining nature, health
  and beauty
• NUXE Nature Luxe (Luxury)
• Principles no mineral oils, non-comedogenic
  products, no synthetic coloring agents, no animal
  ingredients
• Main products Facecare, Bodycare
• The brand owns several Spas across Europe

40
Market Trends

• Natural and Organic Cosmetics
• Growth of more than 2 billion, to 6.1 billion
  between 2002 and 2006 and projected sales of
  nearly 10.2 Billion until 2012 in the US
  (Source "Natural and Organic Personal Care
  Products in the U.S." report)
• More than 1 billion in sales and a growth of
  20 in Europe in 2006 (Source The European
  Market for Natural Cosmetics, report by
  Organicmonitor)
• Organics personal care market in the UK valued at
  12.0 million in 2001, rising to US16.3
  million in 2006 forecast for 2011 is 21.9
  million (Source Datamonitor)
• Germany with largest growth projected market
  share of organic cosmetics of 10 in 2012
  (Source The European Market for Natural
  Cosmetics report by Organicmonitor)

41
Market Trends

• Natural and Organic Cosmetics
• Organic cosmetics are usually certified to ensure
  credibility
• There is no common European certification
• The Ecocert (France) and the Soil Association
  (UK) label are internationally used however,
  each body uses slightly different standards for
  organic cosmetics

42
Example Yves Rocher

• The world leader in botanical Beauty Care
• Natural, accessible beauty beauty for every
  woman
• The Yves Rocher product line contains over 150
  active plant ingredients
• Founded over 40 years ago by Yves Rocher
• First product a simple cream, based on the
  Lesser Celandine plant and produced in the family
  attic
• Distribution through own stores

43
Example Weleda

• Anthroposophic and Homeopathic Medicines and
  Natural Bodycare
• Founded in Switzerland in 1921 by the Dutch
  medical doctor Ita Wegman and the renowned
  philosopher Rudolf Steiner
• Committed to producing naturally, ethically,
  safely, without animal experimentation and
  without damaging the environment
• Organic certification BDIH (German)
• Product portfolio Facecare, Bodycare, Bath
  Shower, Suncare, Babycare, Haircare, Mens Care,
  Dental Care, Deodorants
• Distribution via specialist stores, pharmacies
  and drugstores

44
Example Sanoflore

• Founded 20 years ago in south-eastern France
• Manufactures organic cosmetics and aromatherapy
  products
• Handles all the stages in the aromatic and
  medicinal plant chain, from cultivation with
  partner farmers to the finished product
• Acquired by Loréal in 2007
• All products are certified by French organic
  label Ecocert
• Distribution through pharmacies and specialist
  shops

45
Wrap-up Market Trends

• The face care market in Europe is projected to
  grow and therefore bears some future potential
• As the population is growing older, Anti-Age is a
  continuing trend
  
• The Wellness Trend has mainly been embraced by
  luxury brands
• The natural organic segment is experiencing
  tremendous growth
• A difference is to be made between natural (e.g.
  Yves Rocher, Nuxe) and organic (e.g. Weleda,
  Sanoflore) cosmetics
  ? organic products are usually
  certified!
• Natural organic products are mostly distributed
  through own stores or specialist stores and
  pharmacies

46
Recommendations1. Strengthen Natural Positioning

• Aok is already associated with natural cosmetics
  by German consumers (in a study conducted by IRI
  in 2006, 20 of respondents considered Aok to be
  natural)
• In order to be successful throughout Europe, the
  brand needs to build and communicate its natural
  image further
• Stress natural ingredients
• Claim not tested on animals
  ?
  Leaping Bunny Logo
• Ultimately the brands products should become
  organic ? certified by
  Ecocert

Henkel already avoids animal testing wherever
possible
47
Recommendations1. Strengthen Natural Positioning

• Put emphasis on educating consumers as there is
  still ambiguity about what organic means
  ? through
  website, PR campaigns, advice at POP,
  Promo-material
• Distribution through Drugstores, selected Super-
  and Hypermarkets ? make organic cosmetics
  available to the masses!
• Upgrade the brand by also distributing through
  specialist stores and pharmacies (new
  competition!)
• Maintain affordable prices, as high prices are
  the main barrier for not buying organic cosmetics
  (Source IRI Shopper Study in Germany, 2006)

The first mainstream organic cosmetic brand
traditional, with modern insights
high quality, but affordable
48
Recommendations2. Stress Heritage

• Exploit Baltic Sea heritage to support the
  natural/ organic positioning and stress wellness
  aspect
  ? more emotional appeal!
• Educate consumers about Kolberg Baltic Sea
  Resort ? set-up organic spa at
  Baltic Sea
• Develop more products with organic ingredients
  from the (Baltic) sea, e.g. with algae extracts,
  sea minerals, mud, orchid extracts
• Use promotions related to the Baltic Sea e.g.
  sweepstake with wellness weekend at Baltic Sea as
  prize
• Stress that the brand was founded by a pharmacist
  to build credibility and upgrade the brand

Aoks heritage is unique giving it a POD even
when facing new competition in new distribution
channels
49
Recommendations2. Stress Heritage

• Leverage secondary brand equity

Beach Sea
Wellness
Wind
Baltic Sea
Vacation
Rich nature
Relaxation
50
Recommendations3. Adress More Than One Need

• Aok used to address consumers gt40 but with its
  repositioning as providing clear skin at every
  age it started to neglected them
• Mostly teenagers and people lt40 suffer from acne
  and impurities Older skin has different needs
  
  ? Focus too narrow no room to extend the
  brand!
• Get rid of the claim Clear skin at every age
• Come back to a broader positioning Natural
  beauty for any skin
• Introduce product lines for other skin types
  (normal skin, sensitive dry skin) and
  especially Anti-Age care!

Broader Positioning Natural Beauty for any skin
focuses on Aoks core competencies and gives room
for brand stretching (even into Body- and Bath
Shower Care possible!)
51
Recommendations4. Modify Name, Logo Packaging

• Give a more internationally understandable
  association to name
  Aok Apothecary Anhalts
  Organics from Kolberg
• Keep claim Naturally effective
• Modernize the logo link it to Baltic Sea
  ?
  Example dune/ waves instead of leaf
• Adapt packaging to look/ be more natural
• Recyclable materials (no plastic!)
• Colors more natural (not as bright)
• Abstract plant and sea motives
• Sophisticated/ high quality look
• Give the products a more sophisticated appearance

52
Wrap-up The New Aok
Aok Naturally effective
Naturally beautiful skin
Baltic Sea Organics
First Beauty With Mint Chamomile Clarifying
and Caring For impure teenage skin
Pur Balance With Algae-Extracts
Sea-Minerals Moisturizing, fighting
impurities For Mixed Skin
Sensitive Care With Sea Buckthorn Aloe
Vera Moisturizing and Nourishing For sensitive
and dry skin
Pur Lift With Soy-Protein Rose-Extracts Moisturi
zing and Firming Fights first lines
Pur Age With Orchid-Extracts
Brown-alga Intensive care Anti-Age
Apothecary Anhalts Organics from Kolberg
53
New Competitors (Organic)

• Weleda
• Dr. Hauschka
• Founded by chemist Dr. Rudolf Hauschka in 1967,
  inspired by philosopher and scholar Dr. Rudolf
  Steiner
• Holistic view of health and well-being
  Formulations are based on an understanding of the
  way skin works and its relationship with overall
  health
• Sanoflore
• Lavera
• Founded in 1987 by German Thomas Haase
• Based on idea to provide cosmetics for sensitive
  and allergy-prone skin live a healthier
  lifestyle

54
Competitive Positioning
Link to specific natural area
Simple accessible
Anthroposophist approach
Link to nature as a whole
55
Competitive Positioning
Medical
Specialist Distribution
Mass Distribution
General
56
POP/ POD Aok vs. Competitors

• POPs
• Natural ingredients
• Organic certification
• Natural Beauty
• For all skin types

• PODs
• Baltic Sea origin
• Accessible and simple
• Based on tradition but contemporary
• For everybody

57
European Launch

• Germany lead country
• Biggest market for organic cosmetics with highest
  growth rate
• First launch in Northern European countries
• Proximity to Baltic Sea
• Prone to organic products (e.g. organic food
  sales in Denmark grew 65 during the past three
  years (Source Copenhagen Post, Feb 2008))
• Next launches Italy and France
• France next to Germany with highest growth rate
  of organic segment
• Italy next to Germany biggest organic market

Source Organicmonitor
58
Packaging Brief (1)

• GENERAL PRODUCT INFORMATION
• Product Aok Skincare Range with 5 different
  Sub-lines
• Key Communication Objectives for packaging
• Communicate revised brand image natural,
  organic, rooted at Baltic Sea, accessible, for
  naturally beautiful skin
• Clarify that products are organic
• Reflect high quality and simplicity

59
Packaging Brief (2)

• BRAND INFORMATION
• Product Brand 5 subbrands
• First Beauty
• Pur Balance
• Sensitive Care
• Pur Lift
• Pur Age
• Range Brand Aok
• Corporate Brand Schwarzkopf Henkel ? only on
  back of the package!
• Symbol of Guarantee Ecocert organic label

60
Packaging Brief (3)

• PRODUCT INFORMATION
• Product Category Name Organic Skincare
• USP 100 natural, kind to the skin, for
  naturally beautiful skin
• First Beauty fights acne, provides clear skin
• Pur Balance fights impurities and moisturizes,
  provides clear skin
• Sensitive Care moisturizing and nourishing, for
  sensitive and dry skin
• Pur Lift clairifying and firming, fights first
  lines
• Pur Age nourishing and lifting, Anti-Age care
• Competitive Packages
• Garnier
• Weleda
• Lavera

61
Packaging Brief (4)

• PRODUCT INFORMATION
• Relative quality level same quality as Lavera
  and Weleda a bit lower quality than
  Garnier
• Relative price level (slightly) lower than
  competitors
• Degree of sophistication (design) sophisticated
  to reflect quality, but still accessible
  to a broad mass
• Illustrations/ Photographs Ingredients ?
  abstract plant motives
• Product Ingredients plant and sea extracts
• First Beauty mint, chamomile
• Pur Balance algae-extracts, sea-minerals
• Sensitive Care sea buckthorn, aloe vera
• Pur Lift soy-protein, rose-extracts
• Pur Age orchid-extracts, brown-algae

62
Packaging Brief (5)

• TARGET MARKET INFORMATION
• Target consumers sex female
• Target consumers age 12 - 65
• First Beauty 12-20
• Pur Balance 20-35
• Sensitive Care 20-40
• Pur Lift 25-45
• Pur Age 35-65
• Target consumers socio-economic status
  tendency to be well educated, tendency to high
  income however Aok wants to make organic
  cosmetics accessible to the broad mass!

63
Packaging Brief (6)

• PACKAGING SPECIFICS
• Global image of pack High quality, timeless, but
  not old- fashioned, natural, simple but
  with a certain degree of sophistication
• Type of pack glass jars in cartons (recyclable
  paper!), aluminum tubes, glass bottles in
  cartons
• Design Example Korres (http//www.korres.com/)

64
References

• http//www.aok-kosmetik.de/
• http//www.henkel.com/cps/rde/xchg/SID-0AC83309-F2
  B730AE/henkel_com/hs.xsl/12114_COE_HTML.htm
• http//www.brandzeichen-pr.de/downloads/aokbuch.pd
  f
• http//www.clearasil.co.uk/
• http//www.clearasil.de/
• http//www.biactol.fr/
• http//www.referenceforbusiness.com/history2/93/Ne
  utrogena-Corporation.html
• http//www.neutrogena.de/nde/
• http//www.neutrogena.com/
• http//www.garnier.co.uk/_en/_gb/home.aspx
• http//www.garnier.de/_de/_de/home.aspx
• http//www.loreal.fr/_fr/_fr/index.aspx
• http//www.lorealparis.com/
• http//www.lorealparis.co.uk/
• http//www.lorealparis.fr/
• http//www.fundinguniverse.com/company-histories/L
  Oreacuteal-Company-History.html
• http//www.olay.com/
• http//www.olay.fr/
• http//www.nivea.co.uk/home

65
References

• Facial Care Industry Profile Europe. Facial Care
  Industry Profile Europe, Dec2007
• Facial Care Industry Profile Europe. Facial Care
  Industry Profile Europe, Dec2006
• Three trends you must know. Drug Store News,
  2/11/2008, Vol. 30 Issue 2, p90-92
• Get Wellness Soon. By Schwartz, Meredith. Gifts
  Decorative Accessories, Feb2008, Vol. 109 Issue
  2, p32-38
• European naturals market approaches 1bn. Soap,
  Perfumery Cosmetics, Oct2006, Vol. 79 Issue 10,
  p45-45
• http//www.organicmonitor.com/100160.htm
• http//www.sanoflore.net/accueil.cfm
• http//epp.eurostat.ec.europa.eu/cache/ITY_OFFPUB/
  KS-EH-06-001/EN/KS-EH-06-001-EN.PDF
• http//www.guardian.co.uk/business/2007/apr/09/fas
  hion.healthandwellbeing
• http//www.biotherm.fr/_fr/_fr/women/index.aspx
• http//www.nuxe.com/home/index.php?languageen
• http//www.yves-rocher.com/fr/
• http//www.weleda.de/
• http//www.sanoflore.net/accueil.cfm
• http//www.ostseegebiet.de/
• http//www.ruegen.de/3221.html
• http//www.denmark.dk/en/servicemenu/News/Business
  News/OrganicFoodsBigGreenFriend.htm
• http//www.drhauschka.com/about/
• http//www.lavera.co.uk/