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From Inspiration to Innovation

By: Lisa Doyle
Posted: July 13, 2011, from the July 2011 issue of GCI Magazine.

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According to Art Rich, PhD, founder and chief consultant of A. Rich Development in Chestnut Ridge, New York, one key selling point of peptides is that they seem both high-tech and natural simultaneously. “The use of the peptide molecules to provide benefits at targeted sites is a bio-techno idea that gives the consumer a feeling that these ingredients are part of the life cycle, and are also thought to be of natural origin.”

A Natural Connection

Consumers want their highly advanced skin care, but they often want it from ethical, sustainable sources, and to be as “natural” as possible. One example of this is the increase in the use of plant extracts in personal care. Rich says, “The use of extracts from berries—cranberry, blueberry—as a natural source of powerful antioxidants to improve skin appearance and function,” is a trend to watch. Moreover, the crossover between the personal care and nutraceutical segments is becoming more evident as nature’s edibles are maximized for their anti-aging powers. “The nutritional supplement business will look to incorporate personal care innovations into their product mix,” adds Rich.

As consumers are becoming more environmentally aware, the importance of an ingredient’s origin is increasing more and more. Perrier explains, “Today, we need not only insist on the fact that proposed ingredients must be approved everywhere from a regulation perspective, but that they must be aligned with our customers’ expectations about sustainable development, respect of the environment and of the biodiversity and ethical use. We will focus our efforts more and more on ingredients that are in support of our values in the future to reinforce our implications with the values of our customers.”

CoValence achieves this aim with its plant stem cell offerings. “With consumers increasingly concerned about sustainability, plant stem cells connect with consumers on many levels in the fight to stay young,” notes Orozco. “The technology allows us to tap into rare natural resources, far surpassing standard extracts in purity and potency, without harming the environment. The technology intrigues consumers, as it seems almost futuristic while being nature-made. It’s the best of both worlds.”

When it comes down to it, the ingredients that make the biggest impressions on consumers—and inspire their loyalty to a brand—are the ones that the consumers can correlate with a reflection of their ideals of themselves. “What really makes the connection with customers is all about emotions: emotion of a texture, emotion of a poly-sensoriality, emotion of an immediate effect or a long-term visible effect,” asserts Perrier. “Innovations are discoveries that meet customers’ needs. A new ingredient is very rarely about emotion alone, but a combination—encapsulated in a precious formulation; surrounded by perfect and meaningful packaging—could be.”