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By: Abby Penning
Posted: November 5, 2010, from the November 2010 issue of GCI Magazine.
page 3 of 4The presence of label-friendly natural ingredients that offer the antiaging benefits consumers are looking for is really a marketing boon for beauty brands. “What’s fascinating about this trend, in terms of the current antiaging market, is the inherent marketability of the actual ingredients,” Einhorn affirms. “We saw this trend first emerge with antioxidants, but now we have natural and botanical ingredients that are inherently consumer-friendly because of their names. As consumers are reading ingredient labels and actually researching products, they are exhibiting a greater willingness to accept botanical ingredients rather than more chemical-sounding alternatives.”
Of course, ingredients with consumer familiarity and easily recognizable names will likely do nothing for your products and brand if they don’t exhibit any results. “It’s tremendously important to ensure the innovation you’re offering actually matches the benefit you’re promoting,” Einhorn cautions. “While consumers are willing to attach themselves to trends such as botanicals, [brand owners] should be wary of incorporating ingredients with no proven benefit.”
“Consumer education is definitely a must if this market is to continue to expand and live up to its promise,” explains Delisle, and Einhorn heartily agrees, saying, “The marketing of an innovative product is tantamount in importance to the actual creation of the innovation. Antiaging innovations are spurred by new research and popular culture. It’s nice for chemists to assume the entire antiaging industry is driven from a laboratory. However, the reality is that unless an ingredient or innovation gains the acceptance of consumers, no matter how effective it is, then it can easily be forgotten and fall in the clearance bin at Walgreens.
“The best way to educate consumers is through a mix of sampling, packaging, product promotions and media,” Einhorn continues. “Word-of-mouth is extremely powerful in the antiaging market, as is the Internet—search engines, online news outlets, blogs and of course, social media. What are people saying about the respective innovation?” However, given the grand scale of the antiaging market, it’s imperative to be specific and precise with all development and marketing initiatives. As Sofer notes, “Antiaging innovation is a big word, and everything is under this big umbrella. It can be very difficult for a brand to develop proprietary technology and stand apart from the rest. It’s about education and experience of the product.”
On Antiaging’s Horizon
A continually evolving market, antiaging is something to constantly keep an eye on—as innovations are happening all the time, spurred on from all directions, from scientific breakthroughs to consumer demands.