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The New Age of Antiaging

By: Jeff Falk
Posted: August 11, 2009, from the August 2009 issue of GCI Magazine.

page 4 of 8

Allyson Owens: We meet regularly with raw material manufacturers, attend trade shows and meetings, as well as read trade publications and trade newsletters. The decision to use a particular raw material definitely is a mix of both function and how it elevates a brand/story image. We wouldn’t use an ingredient that didn’t elevate our brand image, but we also wouldn’t choose to use a raw material that doesn’t work or benefit the product formula.

Frank Massino: Senetek [has the benefit] of working with world-class scientists—having the likes of Brian Clark as chief scientific officer, the scientist who discovered the initiation of the protein codon, did the first crystallization of tRNA, heads up the European/Chinese biotechnology transfer task force, ad infinitum. We have at our disposal thought leaders such as Sir John Walker, 1997 Nobel prize winner in chemistry and an expert on nutrition and aging. Perhaps most significant, we are a selected member of the European Proteomage, a collection of 19 independent laboratories that study the science of aging and have various significant collaborations throughout the world—such as the Institute of Experimental Botany in the Czech Republic, the Polish Academy of Biorganic Sciences, etc. We definitively evaluate the function and benefits of the ingredient first and foremost, following our mission in that we will only introduce proprietary compounds possessing differential advantages.

Ada Polla: We are extremely committed to staying current and informed of new technologies and state-of-the-art ingredients. As such, we invest in conferences and courses, sending our R&D team to these educational opportunities. When new ingredients surface, we will, first and foremost, evaluate their fit with our philosophy. We ask, for example, is the new ingredient a plant-based antioxidant, which is the core of our line? If the answer is yes, we then learn more from the supplier, and test the ingredient to see if it might fit into some of the new products in our development pipeline.

A Packaging Perspective

GCI: How have changes in consumer habits impacted what marketers are looking for in terms of packaging? Are they less willing to try an innovative pump, for example, or are they more apt to consider any competitive advantage at this time?

Virginie Lemeunier: Innovation continues to drive our industry, now more than ever, and remains a big part of the ongoing brand-building process. Innovation directly correlates with perceived value—which is more important today, given the number of new product introductions, the cluttered retail environment and the economic pressures consumers face. Personal care products that delight consumers, operate flawlessly and thus eliminate waste, and offer a superior price-value proposition will succeed. Brand owners, therefore, are alert to the need for enhanced end-user experiences, delivered through innovative packaging.