Excellence in Marketing Award 2012


21 March 2013


Absolute Essential recognised for marketing excellence

Absolute Essential has been awarded the James & Wells Excellence in Marketing Award at the Natural Products NZ industry Summit held in Auckland.

Muriwai Beach based, Absolute Essential, is one of the few companies in the world supplying Therapeutic Plant Oils of guaranteed medicinal grade.  Absolute Essential’s products include 100% natural, organically certified therapeutic essential oils, creams and gels for skincare and well being.


What started 25 years ago as a one woman business supplying local customers has evolved into an international niche-market success story.  Founder, Dr Bo Hendgen based her brand on strong environmental principals of sustainability, organic, natural and pure combined with a belief in ethical and fair trade.  The organic or wild grown ingredients are sourced from 56 different countries, mainly small eco-friendly businesses, some of which have been supplying Absolute Essential for 20 years.

Absolute Essential’s target market is not your common consumer but a conscientious consumer, predominantly female, who cares deeply about the environment and the wellbeing of herself and family.   Driving loyalty through the sharing of the same values has been the basis to a social media strategy which has allowed Absolute Essential to reach out globally on a small budget.

With a brand refresh, a new website, integration with Facebook and Twitter, the establishment of an e-newsletter and public relations programme Absolute Essential has broadened its reach and engaged customers around the world, achieving outstanding growth.

Natural Products New Zealand executive director, Alison Quesnel, said Absolute Essential had clearly articulated the brand identify through all forms of branding and had successfully engaged with its customers to increase awareness and sales.

“Absolute Essential’s commitment to its brand philosophy and ability to connect with like minded people around the globe through online and social media strategies has delivered big dividends on what was a small outlay,” said Ms Quesnel.

Ms Quesnel went on to say the natural products sector has not only survived the global recession but thrived through it and there have been outstanding achievements from many companies and individuals.

“Once perceived as a backyard industry, the natural products industry has well and truly come of age, with revenue in excess of $1 billion.  It is now an internationally focussed and recognised industry that is attracting serious attention on the global stage.  Strong research, innovation and developing new markets have been key to surviving the global turndown and driving significant growth and Absolute Essential has been very much a part of this,” says Ms Quesnel.

The Industry Awards capped off the twelfth annual NZ Natural Products Summit and was attended by natural health specialists, research organisations, government agencies, big and small manufacturers and marketers including brand leaders like Healtheries, Comvita, Blackmores, Good Health and Manuka Health.



Released by DonovanBoyd PR on behalf of Natural Products New Zealand.


For further information contact:


Liane Donovan, DonovanPR : Tel: (09) 522 7125 / 027 222 7348


To learn more about the New Zealand natural products industry visit http://www.naturalproductsnz.org/