Investment dollars are finding their way back into the natural personal care category, according to this recent story via CGI Magazine; recent acquisition deals show how companies and brand are recovering the interest of investors after an 18-month lull brought on by the financial crisis.
Names such as Aveda managed to maintain growth and solid results throughout the downturn, in part because of their independence and because consumers identified them as ‘ethical’ brands which offered the authenticity that’s important to more and more shoppers as time goes on.
This news also points up how investment follows innovation, as pathfinders in this category are now reaping the rewards of offering consumers alternatives that, in many cases, instigated new lifestyle behaviors and buying patterns, helping to create mass momentum behind a fresh new extension to the personal care category.
