Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
ISP: Wayne, N.J.-based International Specialty Products, Inc. targets new Natriance skin-care range to mass-market manufacturers looking to inject excitement into their line and boost results "without hurting their pocketbooks." Natriance consists of three products "derived from natural sources." Natriance Hydrator employs a bioelement derived from peas to increase filaggrin expression and elevate glycosaminoglycan levels, so that it "preserves bound water in the skin" and, based on in vitro testing, "boosts markers associated with skin hydration while optimizing the skin barrier," ISP asserts. Natriance Destresser features Oryza sativa bran extract to combat oxidative stress and minimize damage from UV exposure, while Natriance Brighter targets melanocytes with yeast extract to address overproduction of pigments that cause dark spots. According to ISP, its brightening ingredient is cheaper than other options and has been demonstrated in testing to be "more efficacious than popular standard methods such as the application of kojic acid." Company's Anna Gripp, senior director of global marketing, personal care, states: "Once reserved mostly for the higher end of the market, these benefits are now available to everyone, and we're very excited to roll them out for the mass market." More Natriance innovations are coming down the pipeline, firm says
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Marketing In Brief
ModiFace launches forecasting tool: Toronto-based virtual makeover firm introduces ShadeCast, a makeup sampling and forecasting tool based on behavioral tracking. ShadeCast is used in conjunction with iPhone application MakeUp, which allows consumers to virtually try on makeup in hundreds of shades from brands including Revlon, Cover Girl, Lancome and Clinique. ShadeCast offers 1,000 cosmetic shades from 40 brands and assigns a ShadeScore "to approximately position the [app's] hottest and most sampled color." ModiFace exec Nikkie Gatto likens the app to radio music playlists, helping consumers "looking to capture the current look, but also provide vital market intelligence to our retail channel partners," she says in Nov. 3 release. "The value of data to demonstrate the aggregate behavior will help the industry predict the latest trends and help cosmetic manufacturers better understand the color and products which most resonate with online and iPhone virtual makeover users," the company says