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Competitive Analysis

Pachama’s competitors are small companies offering a comparable product line with the same commitment to natural, eco-friendly ingredients. Products are mostly available online and in specialized retail stores. The vast majority of these companies focus on promoting their cosmetics as being organic. Although Pachama will use naturally derives ingredients, our focus will be to offer a vitamin infused product. This enrichment paired with a lively color palette will create a unique product distinction for Pachama.

 

Pachama will occupy a unique market position as no other brand offers a vitamin infused makeup line that includes vibrant non-toxic nail polish, eye shadow, lipstick, and foundation. Most eco-friendly/non-toxic/organic makeup products lack vibrancy in pigmentation. Pachama will be positioned as a quality brand. The following companies are considered Pachama’s direct competition offering eye shadow, lipstick, concealer, blush and nail polish:

 

  • Lavera
  • Nvey Eco
  • Dr. Hauschka Organic Makeup
  • Suki Color
  • Ecco Bella

As consumers become more aware of the dangers associated with conventional cosmetic products, the demand for natural makeup continues to grow. Traditional name brand cosmetic companies are now creating their own brands of organic or naturally derived makeup to tap into this growing demand.

 

 

Competitor Product Summary

Lavera

http://www.lavera.com/lavera-products/organic-makeup.html

Products physically sold in United States and Canada and online. Founded 1987.

Price range: $15 - 44.60

Lavera offers a line of BDIH-certified organic makeup containing 100 percent natural and organic ingredients. They offer a full line of cosmetics including lipstick, concealer and mascara. Products are free of petrochemicals, artificial colors and parabens. Many of their products are also vegan.

Nvey Eco

http://www.nveymakeup.com/

Products sold globally online. Founded 2005.

Price range: $29.95 – 75.95

An Australian organic makeup brand is certified organic by the OFC (Organic Food Chain) and the Australian government. Their cosmetic products contain  no preservatives, talc, petrochemicals parabens, or synthetic fragrances. Their organic makeup product line includes blushes, powders, lip gloss, and eye shadows which are their bestselling items.

Dr. Hauschka Organic Makeup

http://www.drhauschka.com/

Products physically sold globally and online. Founded in 1967.

Price range: $17.95 – 44.95

This brand is known for its fabulous organic skin care products but the company also has a complete line of makeup products including foundation, powders, mascara, lipstick, eye shadows and more. Dr. Hauschka Organic Makeup is certified by BDIH and contains no synthetic chemicals. Their products are formulated using organic and biodynamic ingredients and pure minerals.

Suki Color

http://sukiskincare.com/

Products physically sold globally and online. Founded in 2002.

Price range:$20.95 – 50.95

Suki Color organic makeup is made using only natural plant extracts and pure minerals. The company’s products are safe even for the most sensitive skin. This organic makeup brand offers products that are packed with organic ingredients including omega oils and plant extracts that nourish and moisturize the skin.

Ecco Bella

http://www.eccobella.com/

Products physically sold globally and online. Founded in 1992.

Price range: $8.95 – 65.95

This organic makeup brand has a complete line of cosmetics as well as skin care products. The company’s products are free of preservatives, artificial colors, and gluten. Ecco Bella uses natural ingredients like organic jojoba oil, calendula, and chamomile. Their high quality products are reasonably priced.

Competitor Strengths and Opportunities

Brand

Strengths

Opportunities

Lavera

  • Affordably priced
  • Lavera does not offer nail polish
  • Website is somewhat busy; feels like drugstore.com
  • Makeup colors lack rich pigments
 

Nvey Eco

  • Visually appealing website
  • Products have rich pigments

 

  • Limited product line
  • Does not offer nail polish

 

Dr. Hauschka Organic Makeup

  • Company has a long history (1967), founded on wellness
  • Limited product line.
  • Does not offer nail polish
  • Website looks a bit clinical

 

Suki Color

  • Clean-looking, simple website
  • Does not offer eye shadow or nail polish
  • Limited product line

 

Ecco Bella

  • Ecco Bella products can be found in over 2000 stores.
  • Offers vegan products
  • Not all stores carry all items.
  • Does not offer nail polish
  • Website is pretty basic
  • Limited product line

 

 

Competitor Strategies and Objectives

Lavera

Lavera markets its products to men and women across all ages. With celebrity endorsements from Debra Messing, Jerry Hall and Tim Daly, the products seem popular and reliable. Lavera, means "the truth" and represents the company’s philosophy and commitment to the purest organic ingredients. Lavera is committed to health and beautiful skin.

Nvey Eco

Nvey Eco’s objective is to prove that “green is sexy” by developing and perfecting methods and techniques that have evolved into a “Pure Organic Makeup Artistry” concept that takes "green" cosmetics to the next level.

Dr. Hauschka

Dr. Rudolf Hauschka's goal was "to support the healing of humanity and the earth". Supported by its manufacturer, WALA Heilmittel, the company's business practices, production methods and the very nature of the company's products themselves is in the interest of fostering well-being in the world. The company boasts ecologically sound methods of growing and sourcing ingredients and one-of-a-kind manufacturing processes as well as international fair trade initiatives.

Suki Color

Suki Color states that it is “a life-affirming and self-affirming program whose formulas support vitality, strength and good health.” The owner, Suki, started the company in her kitchen where she set out to revolutionize the skincare industry by using the purest of ingredients with natural advanced cosmeceuticals and her original high-potency botanic concentrate. Celebrity endorsements include Eva Longoria, Bethanny Frankel and Katherine Heigl.

Ecco Bella

Sally Malanga started Ecco Bella out of protest to the use of animals for testing cosmetics. Her mission expanded to inventing natural beauty products from the universe of organics and nutraceuticals. Ecco Bella products can be found in health stores and wellness centers. They appear to have a solid customer base and the testimonials on their website add creditability to the products.

 

Market Outlook

After evaluating the competition, Pachama Cosmetics has an excellent opportunity to capture a large market share. Where these other companies have a strong commitment to the integrity of their organic ingredients, they seem to fall short on the aesthetics. Their product lines are minimal and pigments lack attractive color options. Pachama, while honoring the same commitment to ingredients, has the opportunity to compete with powerhouses like MAC Cosmetics by offering a robust product line with hues that span the color spectrum and rival MAC in pigment intensity. Again, offering a nontoxic, vitamin-enriched makeup will provide Pachama with a line of business its competitors do not offer.

DRAFT: This module has unpublished changes.