Strategy #3: Promote A Natural Feeling

Van Mensvoort
July 26th 2009

A third category of biomimicmarketing is the group of products that sell themselves by emphasizing they provide the consumer with a ‘natural feeling’.

Bra’s so light and soft that if feels as if you are naked. Hair dye products that transform brunettes into natural blondes. The natural condoms mentioned earlier also fall into this category.

What this natural feeling exactly entails is usually not defined with much detail, however, surely it will always be something positive – after all, we are trying to sell you a product here! Interestingly enough this positive application of the natural reference, not only markets the product. As a side effect it also enforces our notion of nature as something wonderful, harmonic, calm, and soothing.

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What is your view on the coronavirus?


Siri Beerends: I really embrace the idea that viruses can teach us a lesson in modesty. It is necessary that our position as the dominant species on the planet is being challenged. I also agree that it is a mistake to think that we are becoming Gods. But unfortunately, this is actually what is happening now. Corona doesn’t teach us to be modest, it teaches us how we can -as quickly as possible- go back to business as usual: saving our capitalistic economy.

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