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Everything Old is News Again
By: Nancy McDonald and Salvador Pliego
Posted: June 5, 2009, from the June 2009 issue of GCI Magazine.
page 3 of 6
Nancy: Not always, but there is the change—at some level. But, my point is that consumers see technology as a credibility check; they may not understand how nanotechnology works, but they sure know it works better than what they were using. They like intriguing, breakthrough technologies and ingredients. Intrigue is sexy.
Salvador: I understand that innovation is a key component of the whole package, but you can use traditional ingredients, the industry’s classics, and spin them with new technology. Done right, the whole really is better than the sum of the parts.
Nancy: Okay. When a classic is married to a breakthrough, the gestalt has a lot more impact. So it could be said that it’s parallel to the workhorse fashion classics in one’s closet paired with incredible drop-dead shoes to make a remarkable, personal statement.
Perhaps, then, marketing—all of us, in fact—should seriously reconsider the real merit of a given ingredient or technology and engage the customer by integrating a comfort zone ingredient with a scientific technological breakthrough. It would certainly help blunt the complexity of today’s skin care-speak for consumers.
Salvador: Exactly. Let’s take a traditional favorite—and an icon in dermatological circles—retinol. We all know that retinol is an excellent ingredient that offers key benefits such as diminishing visibility of fine lines and wrinkles, smoothing the overall appearance of facial contours and delivering a more even skin tone. Until now, our issues with pure retinol have been that it is not very stable and has a risk for skin irritation. Today’s answer: Encapsulate retinol in a nanoparticle. By doing so, you’ll get all of the retinol’s benefits in a controlled released manner while lowering its irritation potential.