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Consumer-driven Change

By: Alexandra Voigt
Posted: June 22, 2010, from the July 2010 issue of GCI Magazine.

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International Specialty Products Inc. (ISP) is also utilizing consumer input as it creates ingredients designed for hair with specific needs and concerns. The company recently introduced the BioHAIRapy line of biofunctional extracts, created to target the hair follicle. “We believe these hair follicle-focused ingredients will help consumers achieve not only really beautiful hair but also strong, healthy strands that are fortified deep inside,” says Jim Mish, senior vice president/general manger, personal care, ISP.

Utilizing consumer feedback as a means of developing or refining a brand message, product or ingredient is certainly not new, but, in this social media age, is now critical in cultivating consumer attention, interaction and brand loyalty. Consumer influence on the creation of new ingredients and product lines in the multicultural marketplace will likely continue to unfold based on the success rate of organizations bold enough to adopt the idea. Ethnic hair care consumers face a multitude of products and choices, and it is a company’s ability to recognize, respond and react to that fact which will ultimately set them apart.

For more insight from AkzoNobel, Croda and ISP, please click here.

Alexandra Voigt is a freelance writer for GCI magazine.