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Ingredients With Global Flair
By: Sara Mason
Posted: February 4, 2013, from the March 2013 issue of GCI Magazine.
page 3 of 3With more than 140 global patents in green tea and skin-related technology, AmorePacific fuses cutting-edge formulations with age-old traditions of Asian botanicals to create the best results. Using green tea with other ingredients to form patented complexes, AmorePacific’s products nourish the skin on a deeper level, utilizing a blend of nature and science. “Blending the rarest and most potent botanicals with technology is part of our global beauty philosophy that emphasizes a nurturing approach to skin health,” says Horowitz.
AmorePacific also works to have a consistent presence among its consumers, and the brand continues to educate, increase awareness and promote product launches through its messaging. The most beneficial connections are made in-store with highly trained sales people who will provide sampling and hold in-store events that engage customers. “Our business is very healthy and the customer is responding. Now we just have to tell our product story more often to more people,” concludes Horowitz.
Unique Ideas and Innovation
Great brands represent great ideas. These brands express a unique position, effectively and consistently ensuring its products embody its most obvious brand identity.
As a supplier versus a brand, Ganeden Biotech has come to represent innovation in probiotics across multiple industries, having the opportunity to embed its story tangibly and emotionally. Branding ingredients has a future in beauty, giving products the legitimacy and proof consumers want and need in today’s marketplace.
Ganeden probiotic-based technology can be found in products in areas as diverse as functional foods and beverages, feminine health applications and animal products. The probiotics company is now making its foray into beauty as well. “We have been watching the cosmeceutical space for several years, and think the time is right to introduce a scientifically backed, patented and branded ingredient into this important market,” says Michael Bush, vice president of business development.
Although it’s not a probiotic, Bonicel is produced naturally during the fermentation process of GanedenBC30, the company’s patented probiotic strain. Ganeden utilizes proprietary processes to maximize the metabolic activity of the fermenting organism, producing maximum amounts of naturally derived L-lactic acid, bacteriocins, hydrogen peroxide, enzymes and other metabolites.
“Ganeden brings products to market only when they demonstrated to be safe and efficacious, providing consumers with actual benefits—not just marketing hype,” says Bush. The ingredient is included in a dozen projects in the works around the globe, with brands looking at Bonicel as a driving technology in anti-aging products. The first launch is scheduled for March. “Producing a product the first time around that inspires consumer loyalty and a high repurchase rate is vital to growing brand value,” says Bush. “Bonicel has both clinical data to support claims and anecdotal results that consumers see and feel.”
And although other probiotic skin products have entered the market, few, if any, have research data to back their claims, according to Bush. Ganeden maintains an extensive intellectual property portfolio with patent and trademark protection for an array of technologies—about half of them related to topical applications—worldwide. This means products developed in partnership with Ganeden enjoy a unique, protected position in the global marketplace. “We can make use of our [intellectual property] and years of experience in this space to help cosmetic manufacturers produce quality, effective products,” Bush explains.
There is a place for a probiotic-derived product. The probiotics market is expected to be worth $32.6 billion by 2014, according to a study published by MarketsandMarkets. “Manufacturers want to say that Bonicel is a probiotic. But it’s not,” Bush explains. However, brands can leverage the “probiotic-ness” of Bonicel in their marketing story without saying it is one, according to Bush.
Keeping the Connection
Whether brands strive to be a global or regional brand—or simply globally minded—what is clear is the need to follow core principles. Consumers enjoy a combination of global and regional stories: brands that make them feel part of a wider international community and brands that root them in their home culture or allow them to experience an unfamiliar one. As every company and brand is different, focusing on the philosophy that fits your brand is the key to success. A resolute commitment to and innovative execution of a unique brand story that connects emotionally with the consumers—no matter where they live—is what will set your brand apart.
Sara Mason is a freelance writer based in the Chicagoland area. She was previously managing editor of GCI magazine.
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