Identification of Organic Cosmetics Differentiation Factors by Russian Consumers

Over the last few years, an intensive growth of the Russian market of organic cosmetics has been observed. Since this segment is still far from saturation, in the near future the number of its players is expected to expand. In a highly competitive environment, the issues of positioning strategy, particularly the differentiation strategy, are becoming especially relevant. This study examines the factors that mostly affect the purchasing decision of consumers of organic cosmetics. The study compares this data with the factors highlighted by manufacturers of cosmetics in this segment via a positioning map. The main objective of this work is to develop an advantageous differentiation strategy for the brand of organic cosmetics Avalon Organics. In order to accomplish this goal, a survey of 238 consumers of organic cosmetics as well as a review of secondary information were conducted.