According to this article, the Taylors’ Pacifica makes the perfect example of an innovative movement that hits the mark with their products, goals and target segments. The whole idea of innovation is to introduce something new to the market and get the ‘upper hand’; this is exactly what the Taylors did by launching their all-natural cosmetics.

By simply adding to what they do best, instead of turning away from their original business goals gave them the integrity and innovative spirit to launch the cosmetics, targeting a new yet similar customer segment. Adding that they only partner up and work with others who share the same vision and goals as they do, such as the widely popular Wholes Food to become one of Pacifica’s retailers, gave them more advantage in terms of reputation and marketing.

Aside from focusing on minimalizing waste and using more organic materials, they believe in building a better community by working with and donating to local charities and women’s shelters. CSR is in general, highly doubted by many due to the nature of businesses typically looking for ‘reputation’ by doing ‘good deeds’, but Pacifica differentiated itself by making environment the center of their business, which in this case, proves to be a success for them.