Going organic is as popular as ever among consumers, that being the concept behind retailer Whole Foods’ business model. The store chain offers a large variety of groceries and other products that boast a natural process before reaching the checkout line. Many people swear by it in exchange for alternatives that contain unpronounceable synthetic ingredients.
The craze has been adapted to beauty in recent years as well. Whole Foods already has a section devoted to natural beauty products, but it isn’t alone in that market. Competing names like Shen Beauty and CAP Beauty have evolved into the same type of natural-based distributor, making the necessity for Whole Foods to stay current with their own selection even more vital.
“Traditionally, natural brands were always in the natural product industry and sold in co-ops and natural food stores and presented in that format, but you are seeing the emergence of these boutiques that are bringing more sophistication to ingredient stories and merchandising. As our presentation evolves, it will be elevated, and it will lose any crunchiness associated with it,” stated executive global coordinator of Whole Foods’ Whole Body department, Maren Giuliano.
The new strategy used to modernize the Whole Body department is known as Beauty 2.0. The concept, centered around the department’s selection, will change the way in which beauty is presented in addition to the products being shown in every Whole Foods location.
Rather than offering products regionally, the department will offer products universally. There are currently eleven brands set to for sale globally, including Juice Beauty, MyChelle, Weleda, Avalon Organics, Derma E, Acure, Andalou, Trilogy, Mineral Fusion, Dr. Hauschka and Evan Healy.
In theory, having a consistent selection will allow for Whole Foods to advertise using a more universal message, consequently making distinguishments between them and their competitors more apparent.
“The end goal is really to be able to elevate our message and the experience, and to see it reflected in sales and the customer experience,” said Jeanne Tamayo, global lifestyle buyer at Whole Foods.
The department will also be installing tester boards that promote smaller freestanding or wedge units, changing the way in which their products are displayed to consumers as well.
The overhaul should recover the brand’s momentum lost over time as they adapt to the newly-evolved market that’s competing around them.