Dr Botanicals On Brand Positioning & Product Messaging
Our latest feature is the amazing Pomegranate Superfood Regenerating Sleeping Mask by Dr Botanicals, a game-changing overnight mask. We reached out to their lovely PR person, Sophie, who was kind enough to shed some light on both the brand and their proprietary products.
How did Dr Botanicals come to be?
We are a clean & natural skincare brand created by Richard Walker in 2013. Richard comes from a British family of chemists who have been making skincare products for over 60 years. With this experience, Dr Botanicals’ team in London creates the finest skincare products available in the world today.
Was there a particular strategy to reach global recognition or did it take you by surprise?
Natural skincare is the fastest growing segment in the beauty industry.
“To make a dent in the market, we went one step further by creating products that are at least 96% natural, 100% vegan and PETA-certified cruelty-free.”
So yes, global recognition was definitely a conscious effort that we nurtured from the start. You’ve got to have a clear idea how you want to position your brand, otherwise you’ll lose your identity and message in the clutter.
Dr Botanicals has been nominated and shortlisted for various clean beauty awards including most recently, the Pure Beauty Award for Best Vegan Innovation and Best New Natural Product. Once the industry recognizes you, many doors will open and you have to learn to systematically navigate this.
Is clean beauty for everyone?
In short, yes. Dr. Botanicals’ customers are 18-60 year-old female and male nature lovers. They are conscious consumers with a penchant for veganism, eco-friendly products and natural beauty in an effort to reduce their own carbon footprint. We are committed to creating natural, vegan products that produce real, tangible results – showing the power of botanical and natural active ingredients.
“We want to be able to give customers the choice to switch to kinder formulations – not only for their skin, but for the environment and world around us.”
This is why it is so important for us to use ingredients that are sourced locally and responsibly. We use many effective ingredients that are harvested and crafted without damaging the long-term viability of the areas in which they are grown.
What has been the greatest struggle Dr Botanicals has had to face?
When you are really passionate about creating natural, vegan and cruelty-free products, it is very hard to compromise. Sure, you want to create a specific item that delivers on its promises, but costing is always going to be an issue. You want great quality results, but at the same time this product also has to reach customers at a reasonable retail price.
“We pay extra to ensure that our ingredients meet our brand’s ethos. However, our customers are always on our minds & so we work hard to be able to make these products accessible to everyone. Trust me, it’s a struggle I think many companies face.”
But you know, even though problems may occur on a daily basis, we love to focus on positive energies. We often donate portions of our sales to deserving charities, often changing from month to month to be able to help as many of these organizations as possible.
“Most recently, we shared our sales with the People for the Ethical Treatment of Animals (PETA) organization, to ensure that our brand message & ethos is able to go further than skincare."
Being a vegan and cruelty-free company, our customers are also passionate about the issues surrounding the use of animals for cosmetic studies or testing. Supporting PETA in their efforts to diminish these issues helps our customers to also assist in preventing animal cruelty in the beauty industry through our company, if they’re not able to so on their own.
Dr Botanicals’ Pomegranate Superfood Regenerating Sleeping Mask is currently available in our October 2019 box which you can purchase on its own or subscribe to. You can also use NOURISHBB on Dr Botanicals’ website to get a whopping 20% off at checkout!