Clean Beauty - Case Study





Holland & Barrett is one of the largest health and wellness retailers located in Europe. They provide their customers with vitamins, minerals, health supplements, specialist food, and now natural beauty. They have recently expanded to not only the UK but also China, India, and the Netherlands. Holland & Barrett offer their customers over 9,000 products to choose from to give them the most selection for health and wellness. With over 145 years of experience the company has received awards like "Natural Beauty Retail Award 2016" and "2016 Retail Week Specialty Retailer of the Year Award".



 Peter Aldis, CEO of Holland & Barrett, stated in an interview that: 
If you went and asked 100 people tomorrow where to buy natural beauty products you'd be lucky if 10 of them said Holland & Barrett.
In October of 2017 Holland & Barrett decided to launch a new campaign called #CleanBeauty. The new line claims to have no parabens, no silicons, no micro-plastics and no perfumes. The start up for the line began in 2009 when the company began to eliminate products containing those ingredients but decided to officially launch recently while "the world is focused on the importance of the ingredients in their beauty products". Holland & Barrett also believe this will reinstate their commitment to customers to trust the brand to provide high quality products alongside expert advice. The company hopes the campaign will make consumers think twice about what exactly is in their beauty products. 

 Marketing for this new campaign is taking a different approach than most beauty launches. Holland & Barrett said according to a survey 95% of customers believe that what they put in their beauty products should be just as important as the food they eat. Which is exactly why the company is advertising with models eating the products. To show that #CleanBeauty is seriously meant to be the best beauty out there. Holland & Barrett hope the advertisements will have customers thinking if their daily beauty regimen consists of any unnecessary chemical additives. 

 Questions:
1. Would you consider eating beauty products to test if they are natural?
2. Do you think that if they launched #CleanBeauty back in 2009 it would be as effective as today?
3. Would you switch from your daily beauty regimen to theirs?

 Useful Links:
https://www.youtube.com/watch?v=Azcysi1lhDI
https://www.hollandandbarrett.com/shop/natural-beauty/

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