Introducing Nature Unplugged

Introducing Nature unplugged – a new and innovative retail concept bringing top quality skin and body care products to an audience that is becoming increasingly savvy about the chemicals and synthetic ingredients in their everyday use.

Consumers today certainly know, understand and care a lot more about the environment and things natural. In the food industry "Organic" is the new international buzzword as the world’s largest supermarkets increasingly reserve shelf-space for products grown and manufactured purely and naturally.

However, it seems that gone are the days of cottage industry "greenies" dominating this incredibly fast growing market segment. The public appear to no longer accepting of inferior looking products which are priced at a premium solely on the basis of their "organicness".

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And so Nature Unplugged was born – New Zealand’s newest and most innovative body and skincare retailer. The company's first store in Lambton Quay’s Old Bank Arcade in Wellington, New Zealand is a statement in quality, naturalness and affordability.

"We don’t accept that natural skincare products should be anything but top quality in look feel and performance", says Linda Robertson, the company’s chief buyer. Take Caudalie, a top selling natural range from France, the founders and experts in Vinotherapie – the science of beauty through grapes and the vine. We are the New Zealand’s first stockist of this premium French range which is an international celebrity favourite. Or, Living Nature, New Zealand’s premiere natural brand in the international market; Bod – cool funky and stylish from Australia and based on aromatherapy principals; or Dr Hauschka, Germany’s top selling certified natural body care range. To be stocked by Nature Unplugged, all products must not only pass a strict definition of naturalness but must also definitely rank alongside the world’s top selling mainstream brands in looks and quality.

Naturalness in skin care is not such a clear-cut concept as you might think. While the food industry around the world has developed strict guidelines, certification and quality controls to define what is "organic" – skin care sadly lacks behind. One country to address this issue is Germany, where in 1996 a German consortium, BDIH, established guidelines as to what should constitute a natural product. These guidelines have been utilised by Nature Unplugged in ascertaining the naturalness of the product ranges it stocks. "You have to question everything and get to know your suppliers’ philosophy and practice very well with regard to claims of naturalness" says Stephanie Malcolm, one of Nature Unplugged’s trained and qualified beauty therapists. "Ultimately our philosophy is that we must be knowledgeable about the products that we stock and pass that understanding on – honestly and clearly to our customers".

Price, while something that is not pushed as a marketing focus, is however at the heart of Nature Unplugged’s business concept. Fundamental to the success of the business is that skin and body care should not be priced at a premium just because it is natural. Thus the mix of naturalness, quality and common-sense pricing – making Nature Unplugged a truly exciting, creative and informative retail experience.

No concept such as this would work however without trained and knowledegable staff, and it is for this reason that Nature Unplugged insists on employing only qualified beauty therapists to manage our store.

Ultimately Nature Unplugged is for everybody who cares about the gunk and chemicals that increasingly pervade our environment but also seek quality and style at an affordable price. Overseas experience shows that this rapidly growing segment of the market is no one-off ""blip"". Naturalness in skin and body care is definitely here to stay.