Native, a personal care brand. Evolution and acquisition

 Native, a personal care brand, gained significant customer attention and eventually became a large business due to several key factors. Here's an analysis of its differentiation, marketing strategies, evolution, and the reasons behind Procter & Gamble's (P&G) acquisition:

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### **Why Native Got Customer Attention**

1. **Focus on Natural Ingredients**:

   - Native differentiated itself by offering personal care products (primarily deodorants) made with natural, simple, and recognizable ingredients. This appealed to health-conscious consumers who were increasingly wary of synthetic chemicals and artificial additives in traditional personal care products.

2. **Transparency**:

   - The brand emphasized transparency in its ingredient lists and manufacturing processes, building trust with consumers.

3. **Addressing a Gap in the Market**:

   - At the time of its launch, there were few natural deodorant options that were both effective and aesthetically appealing. Native filled this gap by combining functionality with a modern, clean brand image.

4. **Customer-Centric Approach**:

   - Native actively engaged with its customers, listening to feedback and iterating on its products to meet their needs.

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### **What Differentiated Native**

1. **Product Effectiveness**:

   - Unlike many natural deodorants that struggled with performance, Native’s products were marketed as being both natural and effective, which helped it stand out.

2. **Brand Aesthetic and Storytelling**:

   - Native’s branding was sleek, modern, and approachable. It positioned itself as a lifestyle brand rather than just a personal care company, appealing to a younger, trend-conscious demographic.

3. **Customization and Variety**:

   - The brand offered a wide range of scents, including seasonal and limited-edition options, which created excitement and encouraged repeat purchases.

4. **Direct-to-Consumer (DTC) Model**:

   - Native initially sold its products online through its website, bypassing traditional retail channels. This allowed for better margins, direct customer relationships, and data collection.

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### **Marketing Strategies That Helped**

1. **Digital-First Approach**:

   - Native leveraged social media platforms like Instagram and Facebook to build brand awareness and engage with its audience. Its visually appealing content and relatable messaging resonated well with millennials and Gen Z.

2. **Influencer and Word-of-Mouth Marketing**:

   - The brand collaborated with influencers and encouraged user-generated content, which helped it gain credibility and reach a wider audience.

3. **Subscription Model**:

   - Native offered a subscription service for its deodorants, ensuring recurring revenue and customer loyalty.

4. **Educational Content**:

   - Native educated consumers about the potential harms of traditional deodorants and the benefits of natural alternatives, positioning itself as a healthier choice.

5. **Community Building**:

   - The brand fostered a sense of community by engaging with customers on social media and creating a loyal fan base.

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### **Evolution into a Large Business**

1. **Scalability**:

   - Native’s DTC model allowed it to scale quickly without the overhead costs associated with traditional retail. As demand grew, the brand expanded its product line to include other personal care items like toothpaste and body wash.

2. **Retail Expansion**:

   - After establishing a strong online presence, Native entered retail partnerships with major chains like Target, significantly increasing its accessibility and visibility.

3. **Consistent Innovation**:

   - The brand continued to innovate by introducing new scents, limited-edition products, and expanding into new categories, keeping customers engaged.

4. **Strong Financial Backing**:

   - Native attracted investment from venture capitalists, which provided the resources needed for rapid growth and expansion.

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### **Why Procter & Gamble Acquired Native**

1. **Strategic Fit**:

   - P&G, a global leader in consumer goods, saw Native as a way to tap into the growing demand for natural and premium personal care products. Native’s brand equity and loyal customer base complemented P&G’s portfolio.

2. **Market Trends**:

   - The acquisition aligned with broader consumer trends toward health, wellness, and sustainability. By acquiring Native, P&G could cater to these trends without having to build a similar brand from scratch.

3. **DTC Expertise**:

   - Native’s success in the DTC space provided P&G with valuable insights and capabilities in e-commerce, an area where traditional CPG companies were looking to strengthen their presence.

4. **Revenue Growth**:

   - Native’s strong growth trajectory and profitability made it an attractive acquisition target for P&G, which was looking to boost its revenue in the personal care segment.

5. **Competitive Advantage**:

   - Acquiring Native allowed P&G to compete more effectively with other brands in the natural personal care space, such as Unilever’s Schmidt’s Naturals.

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### **Conclusion**

Native’s success can be attributed to its focus on natural ingredients, effective marketing strategies, and a customer-centric approach. Its evolution from a niche DTC brand to a major player in the personal care industry made it an attractive acquisition for P&G, which sought to capitalize on the growing demand for natural products and strengthen its position in the market.