1.Organa introduction
Organa beauty wellbeing is an online retailer founded in 2017 that sells organic skin care products, cosmetics and household items. Founded by Niki , she created the brand as an opportunity to become more interested in natural and organic beauty products. The founders believe that these organic products will bring a healthier lifestyle to users.Organa’s team aims to provide consumers with the most extensive organic products, focusing on the selection of the best organic beauty products.Meanwhile Organa has long partnership with charities and will donate 2% of its income into it, hoping to pass on a better lifestyle and help more people.
2.Target Consumer
The target customer group of Organa is independent, and people who care about healthy lifestyles and mostly women, aged 18 to 44. They are middle-class or upper class, earning no less than £2,200 a month, living in a quieter area in central London. They are frequently updated on skin care products and cosmetics products. They usually follow some well-known beauty bloggers on social media platform, learning more about beauty trends and new brands. And because of the health concerns, products with organic labels are more likely to attract their attention. In life, they pay attention to diet and choose healthy and low-calorie organic food. They are well organised for their work and might choose a relaxing exercise during the leisure time.
3.Competitors
In the UK, the beauty market has grown year after year, with sales of organic products reaching £63 million. Organa also has many competitors in this huge market, mainly Space NK, Content Beauty, Goop, Credo Beauty.They all provide the similar product range with Organa through online platform.And they are not only the retailer that offers a wide range of beauty product ,but also sells many healthy lifestyle related products.
3.1 Space NK
Space NK has grown from a store in Covent Garden to a well-known retail brand in the beauty industry for over 20 years, with more than 60 stores across the UK and Ireland and 29 stores in the US, including independent shops and boutiques in Bloomingdale’s and Nordstrom.
In Space NK’s stores and websites, customers have a wide range of choices across different product categories, including more than 70 internationally renowned make-up brands such as Nars, Laura Mercier.
3.2 Content Beauty
Content Beauty was founded in 2008，it is a boutique organic skincare store focused on discovering niche organic skin care brands. Product categories include hair care, fragrances, and organic skin care products. In addition to this, skin diagnosis and professional beauty services are available. Content is not only a full-service online store, but also an offline beauty store that caters to all consumer pursuits of beauty.
3.3 GOOP
The GP was launched in Gwyneth Paltrow’s kitchen in 2008. As a local weekly newsletter, GP created GOOP to share her unbiased travel advice with friends, health-focused recipes and shopping discoveries. It then evolved into a versatile online store that provides consumers with everything from a healthy lifestyle perspective. It also includes many organic skin care products.
3.4 Credo Beauty 
Credo is an online retail store whose products are rigorously screened and do not contain any “dirty ingredient”. Credo’s mission is to provide consumers with the healthiest organic skin care products.
4.Benchmarking analysis
According to the two charts above, it can be seen that Space NK is the largest retailer with the largest number of products and the largest number of cooperative brands among several brands. Organa was founded at the latest, and there is a big gap between the number of products and the product categories compared to the other four brands. Among them, Credo was established in 2014 but still has more than 1,000 kinds of products and more than 100 cooperative brands. On social media, there are even 112k followers. Organa Beauty needs to increase the number of products and co-brands, and can learn how other brands operate social media to build brand trust and awareness
References
Goop. (2019). What’s goop?: The Story Behind the Brand | goop. [online] Available at: https://goop.com/whats-goop/ [Accessed 30 May 2019].
Organa Beauty & Wellbeing. (2019). Organa Beauty & Wellbeing. [online] Available at: https://www.organabeautywellbeing.com [Accessed 30 May 2019].
NK, S. (2019). Space NK | Luxury Beauty Products | Skincare | Makeup. [online] Spacenk.com. Available at: https://www.spacenk.com/uk/en_GB/home-uk?&cm_mmc=PPC%7cGoogle%7cUK-_-Brand%7cCore-_-SpaceNK-_-spacenk&gclid=Cj0KCQjw_r3nBRDxARIsAJljleEZSVCJ-HwCRpfIwOS8fBzUzX5E74Ua9_QcSAobuZNZTnhSeIIytxEaApybEALw_wcB&gclsrc=aw.ds [Accessed 30 May 2019].
Credo. (2019). Bestsellers. [online] Available at: https://credobeauty.com/collections/bestsellers [Accessed 30 May 2019].
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