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By: Nancy McDonald and Salvador Pliego
Posted: October 5, 2009, from the October 2009 issue of GCI Magazine.
page 4 of 6
Nancy: Your brilliance often blinds me, Salvador. Why didn’t the marketing community think of this? Seriously, this has the ring of the real deal. I’m spinning my marketing concept already: natural probiotics act as the catalyst in the war between the “good” and the “evil” bacteria. Even has a touch of Star Wars, no?
But, importantly, a technology with the power of probiotics could help clarify the message to our consumers that we can create formulas that are naturally good for them and provide state-of-the-art scientific performance. So far, sadly, the beauty industry’s message to consumers on this very subject has often been ambiguous and confusing. The industry has not brought home the point that science and nature can work in harmony—the whole being greater than the sum of its parts.
The use of probiotics would be a perfect example of a perfect combo: science and nature; nature and science. Shouldn’t this be a key objective in the future of the industry? Salvador: A beauty Star Wars campaign might be a bit much, but you certainly are right on the money insofar as maximizing the combination of nature and science for the future. And I have another exciting example of an emerging scientific platform that illustrates how the science/nature combination works together for a happy marriage.
Mankind has been reliant on plant actives for thousands of years. Now we are beginning to gain a better understanding of how the plant kingdom survives and thrives even under the most adverse of conditions.
Each plant has adapted a survival mechanism that allows it to live and flourish regardless of any harmful environmental circumstance. I’ll reference one of my favorite examples—apple stem cells. These cells rely on the epigenetic factors from the apple, based upon their property of surviving harsh winters while maintaining the fruit characteristics. These properties have now been translated into an ingredient that has been shown to improve skin’s healthy maintenance while stimulating the stem cell activity of human epidermal cells. The bottom line: It increases the epidermal cells’ life expectancy. Leveraging the power of these plants provides a wealth of opportunity for the beauty industry.