| Summary: | The study is conducted as the part of WAX- project, studying the arctic berry wax. WAX- natural wax of arctic berries as our treasure project is a joint project of Nordic universities from Finland, Norway and Sweden. The project examines the extraction methods and marketing opportunities for the wax made from wild arctic berries. The Bachelor’s thesis studies the potential for Arctic berry wax as a brand in natural cosmetics through analyzing the beauty trends in natural cosmetic industries, consumer’s attitude towards the natural cosmetics and branding strategies. The wax produced from the berries are not yet launched in the market, though the potential for it to serve as a brand in natural and organic cosmetics was analyzed through the growing trend of natural, organic and veganism. This study focuses to find out if the arctic berry wax can stand out in over flooded market of similar products. It also studies different strategies to build a brand if it enters the market. This study uses desk research and empirical data. Information has also been gathered from the workshop conducted by the WAX project team in Oulu University of Applied Sciences and meetings with the experts from the research group of plant biology and biotechnology of Oulu University in Linnanmaa. Qualitative data was gathered by conducting themed interviews by e-mail and face to face with the expertise in the natural cosmetic industry. Based on the results and findings, there seems to be the potential for Arctic berry wax to build a brand in natural cosmetics industries. Due to its unique properties, health benefits and arctic purity of berry wax there are positive chance for the wax project to collaborate with established natural cosmetic brands in future and innovate new products. The study also suggests that the wax project to consider ingredient branding strategy in future instead of developing whole new product range and add value to the existing products so it can save time and money to market the product. For the future research, it is ...
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