12. Marketing Case Studies

  1. Amarjit Sahota

Published Online: 6 DEC 2013

DOI: 10.1002/9781118676516.ch12

Sustainability: How the Cosmetics Industry is Greening Up

Sustainability: How the Cosmetics Industry is Greening Up

How to Cite

Sahota, A. (ed) (2013) Marketing Case Studies, in Sustainability: How the Cosmetics Industry is Greening Up, John Wiley & Sons Ltd, Chichester, UK. doi: 10.1002/9781118676516.ch12

Publication History

  1. Published Online: 6 DEC 2013
  2. Published Print: 27 DEC 2013

ISBN Information

Print ISBN: 9781119945543

Online ISBN: 9781118676516



  • brand extensions;
  • distribution growth;
  • Korres;
  • product positioning;
  • Whole Foods Market;
  • Yes To


This chapter provides marketing case studies of green brands and a natural food retailer. The Israeli brand Yes To and Greek brand Korres share their experiences in building distribution and marketing communications. The Yes To line of natural products was born out of a genuine desire to break the status quo and create something different in the natural product space. The most successful marketing tactic to accelerate the brand, however, was the in-store programs promoting free trial of Yes To products. Yes To's positioning is one of the major success factors behind its meteoric rise. Korres is a Greek skincare brand, born out of Athens' first ever homeopathic pharmacy in 1996. All Korres formulations are based on natural ingredients. ‘Whole Foods Market’, the world's largest natural and organic food retail chain, gives details of its Body Care Quality Standards for cosmetic and personal care products.