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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.

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Clarity can even be a key component to a product’s story as well, Dres-Hajeski says. “As we all know, there is a very large trend in our industry and many others is to go green. Part of this is also a trend to simplify a formulation and focus on one main concept. If you throw everything but the kitchen sink into a product, it loses its credibility,” she explains. But perhaps most importantly, keep at it. “The consumer has become extremely educated over the years and it is important to continue to educate them on how ingredients work, the synergies, and how to use products to achieve the most effective outcome,” Dres-Hajeski says.

A Story With Meaning

In choosing the right ingredient for your product, Lacasse says, “Effectiveness is the key factor for the majority, and after that it is a mix of good marketing story behind the product and the right pricing for the market segment. At the end, if the efficacy and price are the same, people tend to choose the ingredient with the most unique story. It can even help sometimes to develop the marketing concept of the new product and/or line.”

And Rogers also emphasizes, “Clearly ingredients are the nuts and bolts of a product and the product performance promised by the consumer goods companies. I think it is vital and important that consumer goods organizations in the business-to-consumer environment have a link to help their customers more clearly understand that business-to-business organizations are genuinely engaged in [providing information on] how a product’s value, features and benefits can be more widely understood.”

Ultimately, Bewley says, “Promoting important and effective ingredients is part of smart marketing. However, an exotic-sounding ingredient will only get you the first purchase. The product’s performance is what creates consumer loyalty.”