Successful eCommerce case: The story of Cocunat
Laia Ordoñez
30/07/2019
-
Natural cosmetics, environmental awareness and quality products. These are the pillars of the history of Cocunat. Do you want to know more about its success?
-
-
Success stories are used to illustrate that, when things are done right, they are usually successful. We have seen that on our blog many times and, today we share one which is remarkable: the story of Cocunat.
-
Foundation and motivation
-
In many companies, when talking about mission and vision can be more or less marked, even almost a filling. This is not the case of the cosmetics brand Cocunat.This company is, above all things, commited. The conviction of doing things in a determined, natural, toxic-free and environmental-conscious way does not come from seeking favorable positioning in a niche market. However, it comes from the personal experience of Sara Werner (Cocunat´s alma mater).Pay attention to its storytelling because it is really interesting. Sara grew up with her mother who was diagnosed with a rare syndrome called multiple chemical sensitivity. For her mother this was a serious problem, basically because of the reaction she suffers from a huge amount of products, from cleaning to hygiene through even the fibers of clothing.This situation made Sara grow with the knowledge of what chemistry means for our organism, but later, things became worse when Sara's mother was diagnosed with cancer (if it is difficult for anyone receiving the aggressive chemical treatments, imagine for a person in this situation.
-
-
Sara's will to make her mother feel and look better lit the fuse and made Cocunat be born in 2.013.
-
INSIGHT: When starting a business, one of the most important motivations that may exist is the conviction of having a mission. When the only goal is to get sales it is easier to be discouraged when difficulties arise. In the case of Sara Werner it is necessary to add a very deep knowledge of her niche.
-
Training and research
-
It is important to emphasize that Cocunat is, to a large extent, a personal project, although the dimension that has been acquiring and the needs of such a complex project requires many professionals from different fields.To begin with, Sara Werner did not have this idea overnight, not even with the motivation of knowing her mother´s suffering. Before starting her business, this professional came from this industry where she had been Marketing and Communication Director in Alqvimia, a true reference in terms of natural cosmetics.As I said before, this is not a job for a single person and even more, when having a deep knowledge in the field of chemistry is essential. That is why behind Cocunat there is a team of R & D formed by professionals who investigate carefully to decide if a certain product meets the requirements of the brand to be sold (they are very strict indeed).
-
INSIGHT: If you want your project to be successful the product research is essential. This necessarily implies that you train and research yourself. In the case of Cocunat, the advice of professionals is a key.
-
The product
-
In the case of Cocunat, they have their own studies and very demanding standards. Of the 12,000 chemicals used in cosmetics, they have listed those whose effects are clear and, of them, those that are non-toxic (about 1,200). These are the only ones they use. All this has led them to be the only 100% healthy and Toxic Free brand in Europe and to be recognized with multiple awards.
-
-
INSIGHT: Transparency is one of the values that audience appreciate most. In the case of natural cosmetics, customers want to be sure of what they buy and may even be determined to pay an surcharge if they consider the product to meet their requirements.
-
Applying awareness to brand
-
The problem we face too many times is that a lot of brands do not comply with what they promise. In the case of Cocunat, they fully do.We have already talked about the commitment to toxic-free composition of the products, but they go much further. Another requirement is that they have not been tested on animals, so vegans can consume them with no worries as there has been no animal suffering.The issue of the importance of packaging is also not ignored. The alternative is always sought with a low erenvironmental footprint, this includes from containers to boxes distributed or plastics (always in PET that are those of a higher index of recyclability).
-
INSIGHT: You always have to keep the brand aligned with the product attributes. In cases like the one of Cocunat the example is very clear.
-
Communication and dissemination
-
Everything in its eCommerce or on every update of its social networks has a halo of dissemination.In the product sheets, they highlight in a very important way what products do not contain (sulphates, Paraben,Silicones...). In addition to this, a list with the ingredients is added and also which are the benefits of using them.
-
-
Its social profiles are full of interesting information. I would highlight the use they make of Instagram and YouTube channel where Sara herself speaks about multiple topics, denies myths and explains the virtues of natural components on natural cosmetics. The customer service is very personalized as they offer an open channel of advice and attention on the phone.
-
INSIGHT: It' is not enough that you know what you're doing, it is also important that you prove it. Everything Cocunat does adds value to user, even if it does not become a client immediately, such a positive perception provided by the brand is likely to leave user incite to convert later.
-
I hope the story of Cocunat has helped you to see things from another perspective and has inspired you. What did you find most interesting? Does it fit into your strategy?
-
Images | Unplash and Cocunat.