A closer look at 2014 Expo East NEXTY Lifestyle Award winner #MPWR

The millennial shopper has been the object of many a brand’s and marketer’s attention, but just-launched skin care company #MPWR saw an opportunity to fill a gap and educate even younger consumers about making healthier choices.

The company targets the tween and young-teen market with a meticulously formulated four-product line that addresses these young consumers’ concerns (think an organic pimple spot treatment made with arnica and willow bark).

Why do we love it? For starters, its commitment to organic, which is truly impressive. Each of the products has earned the USDA Organic stamp of approval, meaning that it met the same stringent standard as a certified organic food product (not an easy feat for a personal care brand).

But what may be most admirable is that #MPWR embodies a larger lifestyle movement that we believe represents the future of personal care. Via catchy branding, a unique social media marketing plan, and a clear mission, the company empowers young shoppers (boys and girls) to make smarter decisions about the products they put on their bodies at a critical time in their lives—when brand loyalty is developed and when they first start using skin care.

The company is currently raising money through an Indiegogo campaign, but its financial model transcends raising capital. Its next efforts are focused on empowering its consumers to “pay it forward” by picking a charity to which $1 of sales will go. Just another way to show the choice is theirs.

Now that’s #MPWRMNT.

The NEXTY nomination and award process is part of New Hope and Sterling-Rice Group’s ongoing research into the trends and opportunities driving the natural, organic and healthy products market. This research is published annually in the NEXT Natural Products Industry Forecast. To learn more or purchase the NEXT Forecast 2015, go to www.nextforecast.com.