Creating new ideas and concepts around promotional materials for beauty products can be daunting.
• Creating a story different from competitive products
• Aligning with trends
• Telling an appealing ingredient story
• Engaging the consumer
• Translating high-end technology to an understandable consumer level
One way to get away from the mundane of creating an intriguing ingredient story is to literally step outside and examine your environment.
It’s October. Apple picking season is in full swing. Colorful pumpkins are adorning manicured gardens. Fragrant smoky notes from backyard fire pits fill the cool, crisp nights with a familiar and cozy aroma that welcomes a chillier season. If you’re reading closely, there are at least 5 ingredient concept ideas in this last paragraph…did you notice them?
What better way to create a marketing ingredient story than around fall harvest-inspired ingredients that are familiar, comforting, and healthful? You can count on Fall coming back again next year - seasonal materials will always be on trend – no room for mistakes here!
To help tell the story of promotional materials to incorporate within beauty formulas, I reached out to a few industry raw material experts keen on trends and healthy ingredients.
Janice Hart of Bell Flavors and Fragrances, which sources botanicals from all over the world, states, “As we are now in the Fall Season the following botanicals come to mind - Cranberry, Pomegranate, Yam and Pear. Mostly these extracts are known for their high anti-oxidant or moisturizing properties. Each of these extracts have been launched in unique skin and body care products in the last year. So this season, you don’t have to source the globe for exotic materials in order to keep up with skincare trends. Instead, simply step outside and find fresh ideas in the familiar ingredients of your local harvest!”
While focusing on the ingredients of the fall season, also consider today’s lifestyle. Health and wellness are prominent lifestyles that have moved from trends to ways of living. Products that protect the skin from the aggressors of urban living, pollution, and the environment continue to be desirable performance attributes for the consumer.
Need ideas for healthy fall materials? Consider walnuts! Yes, Grenoble walnuts - green walnuts, sourced from the French Alps. The walnut tree, is able to live up to 400 years, and is an example of a real challenge to aging. Over the centuries, it has protected the secret of its long life. According to Lauren DelDotto, Marketing Manager at Gattefosse, “Gatuline® Age Defense 2 is an active extract of Grenoble walnuts.”
And, how can we forget pumpkin this time of year? The powerful orange fruit is, above all, rich in nutrients and is one of the fruits with the highest anti-oxidizing carotene content to which it owes its fine orange color.
Using fresh pumpkin cells, not extracts, can be a unique way to talk about this powerful active. “Fresh Cells™ are cellular suspensions of whole, fresh plant cells resulting from a mild and selective extraction process.” According to DelDotto, “when Fresh Cells™ come in contact with the skin, they will degrade due to enzymes in the epidermis and physical application, and will sparingly pour out their precious content – protected, until that point, in a sort of natural microcapsule.”
Creating new concepts can be fun and challenging at the same time. But a simple walk around the block can help open your creative eyes to what’s possible.
Need help creating product concepts using high-level technologies or familiar ingredients? Contact firstname.lastname@example.org We can schedule a conference call to discuss some starting point ideas for your next beauty product launch.