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Science with the Glamour: Ingredients' Brand Impact
By: Abby Penning
Posted: April 4, 2012, from the April 2012 issue of GCI Magazine.
- While the functional value of ingredients is a must for beauty products, those ingredient functions can also be a great way to relate a product’s story to consumers.
- Talking to consumers about ingredients doesn’t have to be complicated. Being honest, clear, concise and informative will help them get a clear picture of the benefits a product provides.
- As consumers continue to get savvier about ingredients and their effects, ingredient-based marketing continues to be a smart strategy.
As the building blocks of any beauty product, ingredients are obviously a must-have for any successful beauty brand. But beyond effectively lessening wrinkles, offering quality color, cleansing and protecting hair and skin, and providing numerous other beauty benefits, ingredients can also help beauty brands tell their story and the story of their products.
“Certain ingredients have a story, which can create or add to the finished product’s story,” says Denise Gabriele, vice president, sales and marketing, Sederma, Inc., citing examples such as Amazonian ingredients that support sustainability claims and clinically tested ingredients that can create specific benefit claims. And with the array of available ingredients, there is little limit to the stories ingredients can tell.
“The beauty industry is highly competitive, and brand owners are always looking to differentiate their products,” says Denise Petersen, skin care marketing manager, BASF. In order to do this, Petersen says, “They look for ingredients that can deliver a positive sensory experience that supports product positioning. We still see an increasing demand for products that are sustainable and suitable for sensitive skin.”
And it doesn’t end with the sensory experience. “New technologies are always interesting to formulators and marketers of beauty care products,” comments Gabriele. “In order to differentiate yourself from your competition, companies look for new ways to achieve results—and if these new ways can be faster and more effective, even better.”
What the Product Needs