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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 7 of 8GCI: Is it enough to simply make an antiaging claim, or do the messages about the performance/target treatment area have to become more narrowly focused and communicated to consumers? There are many antiaging products for specific areas of the face, for example. Does a product’s retail success depend on its performing a very specific function?
Ralph J. Manrique: As consumers become more and more knowledgeable and not inclined to accept claims at face value, it is becoming imperative that antiaging claims be substantiated. This further emphasizes the need for solid clinical data, as further exemplified by the rise in challenges to product efficacy claims—including those based on facial-area-specific test results.
GCI: How do antiaging ingredient benefits need to be communicated to today’s consumers, who are becoming both savvier about ingredients/claims and have the choice of so many new and evolving products and ingredients?
Ralph J. Manrique: Consumer decisions will be driven more by compelling performance than by mere label claims and marketing. The bottom line is that any claim must be substantiated, ideally through clinical substantiation and not just with subjective opinion. This holds true for both ingredients and consumer products.
GCI: How is AkzoNobel rising to meet demand for ever newer, better antiaging ingredients?