Mar 12 ,2015
The 2015 Natural Products Expo West (NPEW) took place last Thursday, March 5th, through Sunday, March 8th at the Anaheim Convention Center and featured over 2,500 natural products exhibitors to over 71,000 retailers, suppliers, distributors, and press, a record high for NPEW.
The 2015 NPEW encouraged industry leaders, from Nature’s Path CEO Arran Stephens to NY Times best selling author and neurologist Dr. David Perlmutter, to create discussions about the natural products including emerging brands, trends, ethics, and education. With press passes in hand, a handful of empty eco-friendly bags, and even emptier stomachs, the Good Solutions Group team scoured the Expo floors for the hottest natural products trends.
Here’s our summary of the biggest trends of EXPO.
The Three C’s: Coconut, Chocolate, and Chia
It may not come to a surprise that dark chocolate, a delicious and antioxidant packed ingredient, appeared in many of the food products alongside coconut (in all its many forms). But Chia seems to be the newest addition, delivering consumers high fiber and protein content in a tiny (sometimes chocolate and coconut covered) package. Chia seeds, which were made a household name thanks to Mamma Chia‘s Chia beverage line, is now expanding its form from beverages to snacks, protein bars, and much much more.
The Three C’s Staff Favorite: Justin’s Mini Dark Chocolate Peanut Butter Cups
USDA Certified Organic and downright delicious, “Best of West” first place winner Justin’s introduced their newest product in the form of bite size dark chocolate peanut butter cups. Snag your bag here.
The Super Root: The Rise of Turmeric
While super fruits like Acai are still wildly popular within the natural products industry, a new emerging trend – the super root – is coming in full force. Established brands such as Numi and other emerging brands are embracing the rise of Turmeric by showcasing new lines of Turmeric teas and beverages. The Southeast Asian spice is known to contain antioxidants and have an anti-inflammatory effect among its many other healing properties.
The Rise of Tumeric Staff Favorite: Tu Me
As the only Turmeric infused sports drink, Tu Me offers a refreshing new twist on the traditional sports drink through its Berries, Citrus, and Mango flavors. Zesty and light, the Turmeric flavor compliments its tangy fruit counterparts. Grab your twelve pack here.
Natural Products for Natural Beauty
You don’t need harmful chemicals to have beautiful skin, hair, and nails. In the personal care department, the innovation lies not necessarily within the ingredients (remember, coconut is king), but with the system of delivery. From Biotin soft chews to Sea Buckthorn Berry capsules, these edible products strive to prove that beauty truly does come within.
Natural Products for Natural Beauty Staff Favorite: Neocell Biotin Bursts
Neocell’s Biotin Bursts get rid of the artificially sweetened, chalky flavor that most dietary supplements have. They are an enjoyable, simple, and quick way to get 10,000 MCG of Biotin, a complex B vitamin, into your daily routine for a naturally beautiful glow inside and out. Try it here.
Stay tuned for more news about Expo West.
Mar 10 ,2015
At Good Solutions Group, we care. As one of the leading agencies in cause-marketing in the U.S., we’ve made it our mission to support causes that positively impact our communities and world. Join us in celebrating successful companies that care about causes too and strive to truly make a difference.
Cause At The Core: Dove Edition
Campaign: Real Beauty
Campaign Launch Date: September 2004
Campaign Accomplishments and Highlights:
- 2007: The Dove global study, Beauty Comes of Age, revealed that 91% of women ages 50–64 believe it is time for society to change its views about women and aging. The campaign celebrated the essence of women 50+—wrinkles, age spots, grey hair and all. It was brought to life through a communications campaign created with internationally renowned photographer Annie Leibovitz. When the Campaign for Real Beauty focused on the idea that girls are bombarded with unrealistic, unattainable images and images of beauty that impact their self-esteem, the brand teamed up with the entertainment industry to show that what girls see in movies and magazines represents an unrealistic standard of beauty.
- 2011: Dove released the findings of its largest global study to date on women’s relationship with beauty—The Real Truth About Beauty: Revisited. The study revealed that only 4% of women around the world consider themselves beautiful, and that anxiety about looks begins at an early age. In a study of over 1,200 10-to-17-year-olds, a majority of girls, 72%, said they felt tremendous pressure to be beautiful. The study also found that only 11% of girls around the world feel comfortable using the word beautiful to describe their looks, showing that there is a universal increase in beauty pressure and a decrease in girls’ confidence as they grow older.
Community Outreach Organization: Dove supports the work of the Girl Scouts of the U.S.A., Girls Inc., and Boys & Girls Clubs of America ( Dove has created self-esteem- building, educational programs and activities that encourage, inspire and motivate girls around the world. )
Impact: Dove has reached over 7 million young women so far and set a global goal of reaching 15 million girls by 2015.
Mar 05 ,2015
Cause marketing is not just for do-good-ers. Cause marketing can drive strong business results and ROI, while simultaneously signaling to your consumers and employees that you are the kind of company they want to be associated with. Good Solutions Group (GSG) CEO Shari Boyer has six principles that make for successful (and award winning) cause marketing programs.
1. Find a cause that resonates with your corporate culture and values.
The Odwalla Plant a Tree program is a great example. In 2009, GSG connected Odwalla not only to its environmental roots, but also to lifestyles of health and sustainability, a demographic otherwise known as LOHAS, through an innovative program that allowed consumers to “plant” a tree in a state park by voting online.
2. Clearly state the result or goal of the cause campaign.
In the Odwalla Plant a Tree program example, Odwalla clearly stated the number of trees they would plant each year, if enough consumers visited the website. And they did! The program “sold out” of the trees within 2 weeks.
3. Local problems or issues resonate more than national.
The Plant a Tree program was successful because it allowed consumers to choose which state they wanted their tree planted in. It made a difference in their backyard, not across the oceans, and far away. Not that consumers don’t care about causes far away, but campaigns with local impact see strong results.
4. Educate the consumer about the cause.
In the Odwalla case, the website was full of fun and educational facts about the power of trees. Consumers could learn about the cause, while they were voting.
5. Engage all stakeholders
Cause programs shouldn’t sit in a silo, over in the Public Affairs Department. Cause programs work best when they are integrated with a Retail Partner (critical for driving sales results), Employees (through volunteer events), Press, and Consumers.
6. And lastly, be positive and focus on the outcome.
You don’t have to be all gloom and doom about the problem, instead focus on the positive outcomes that your campaign can accomplish.
Check back for more examples of great cause marketing campaigns on the blog.