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. Further on I will discuss this in more detail.