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The material selection platform
Cosmetics Ingredients
The material selection platform
Cosmetics Ingredients
Article

Sophisticated Cosmetic Ingredients

SpecialChem / Vispi Kanga – Feb 8, 2006

Most companies understand the concept of selling benefits. Through the years, products in the marketplace focused primarily on characteristics that identified them on the basis of features and functions. Consumers are now demanding product satisfaction via the delivery of intended performance attributes and desired benefits that add value to their life. Crafty product claims backed by sloppy claim support may still attract initial purchase for the sake of trial for a new product. But longevity in the marketplace still depends on consumer-perceived overall satisfaction with that new product. Nowadays, it is hard for established companies to compete only on the basis of a successful recognized brand. The brands need a constant boost with innovative products that deliver benefits. There is more pressure on suppliers to develop active ingredients and raw materials that help marketers create skin care products that mimic the effects of aggressive skin treatments such as botox and dermabrasion.

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