Beauty Engineered Forever – Hip, Effective, and Greenby Nick Aster on Wednesday, Sep 28th, 2005 ShareClick to share on Twitter (Opens in new window)Click to share on Facebook (Opens in new window)Click to share on LinkedIn (Opens in new window)Click to share on Google+ (Opens in new window)Click to email this to a friend (Opens in new window)Click to print (Opens in new window)One of the problems with “green marketing” is that, ironically, appearing “too green” can scare away a sizable segment of the market. See the story about Philips “earth bulb” light bulbs on Joel Makower’s recent blog post for an example. Household cleaning products are a commodity that has seen a number of “green” entrants, such as Seventh Generation, Simple Green, and Dr. Bronner’s just to name a few. These products vary quite a bit in terms of their actual chemical nature. Some vaguely calling themselves “bio-degradable” and others going into great detail about only containing certain essential, natural oils. But with few exceptions “green” is central to their marketing and branding, with “works great too” somewhat secondary. Beauty Engineered Forever is a brand of ecologically sound cleaning products currently available only in New Zealand. Their approach to branding has been refreshingly different, well recieved, and has positioned them well against traditional cleaning products in a highly saturated market. Global brand agency Enterprise IG was instrumental in the product branding. Their stated objective with the project: to “forever redefine the way green products are perceived”. The result is an unprecidented, fun labeling, that “literally starts a conversation” with the shopper. Only in the fine print is “greener” mentioned. A hip style and the simple expectation that the product will do exactly what it says win out. Despite the subtlety of the green label, B_E_E products are the only cleaning products to have been awarded the New Zealand Government “Environmental Choice” Award, apparantly the toughest global standard. The company has been enjoying solid local success (and praise) with four introductory products and is currently in the final rounds of attracting a NZ$300K-500K investment for a major expansion push overseas. With nothing like it available in the US, it’s almost a sure thing. Nick Aster is a new media architect and the founder of TriplePundit.com TriplePundit.com has grown to become one of the web's leading sources of news and ideas on how business can be used to make the world a better place. Prior to TriplePundit Nick worked for Mother Jones magazine, successfully re-launching the magazine's online presence. He worked for TreeHugger.com, managing the technical side of the publication for 3 years and has also been an active consultant for individuals and companies entering the world of micro-publishing. He earned his stripes working for Gawker Media and Moreover Technologies in the early days of blogging.Nick holds an MBA in sustainable management from the Presidio School of Management and graduated with a BA in History from Washington University in St. Louis. Follow Nick Aster @nickaster 5 responses I hope they arrive here soon. I use Seventh Generation & Method (from Target) products to do all my cleaning, but a newcomer is always great! Perhaps it’s a sign that sustainability has arrived at the mainstream … “method” is a brand of household cleaners that are environmentally sensitive. You can find “method” at your neighborhood Target (and other stores). Or, buy online at http://www.methodhome.com/ You won’t find any mention of the founders/brand environmental concerns on their packaging (if I remember right). The products, though, are biodegradable and made from natural ingredients. Their message is quite simple too: Looks great, does the job, and so what if it’s good for the environment. PS. I wasn’t pd to do the plug. Beauty: Housing Plans For Beauty Spot Force Public InquiryA PUBLIC inquiry will be held into plans for a housing development at a city beauty spot. The fields at Liberton Drive in south-east Edinburgh were last year earmarked to be removed from the green belt by the Scottish Executive. But the demand was re… You can order Latisse direct from the pharmacy http://bit.ly/4wmJfw for $12.50 instead of paying the Dr's markups. I've been using it for the last 3 months and it works. Same stuff same bottle as the $120 stuff You can order Latisse direct from the pharmacy http://bit.ly/4wmJfw for $12.50 instead of paying the Dr's markups. I've been using it for the last 3 months and it works. Same stuff same bottle as the $120 stuff Comments are closed.