Fragrance Insights

Confirming that the Beauty from Within category which I first alluded to on my April 8th post is in growth mode, earlier this month two new products were reported to be entering the US marketplace.

Cosmetic Design magazine reported (in its 4/9/09 issue) that a Japanese lychee extract under the  Oliginol trade name will be marketed by New York-based Maypro Industries for use in beverages, confectionery and dietary supplements.    The product will be marketed on its ability to improve skin health due to the higher-than average beneficial polyphenol concentration that is present as a result of the extraction process used for Oliginol, compared to other lychee extracts available in the market.  Oliginol’s polyphenol concentration is said to be “up to three times higher than other lychee forms”.

Meanwhile, Nutraceuticals World highlighted Utah-based Sibu Beauty’s product line in its April 2009 issue.   The line features the seabuckthorn berry – a highly nutrient and energizing ingredient –  in its four-part beauty regimen that claims to improve the health of skin, hair and nails.  The line consists of  Revitalize & Renew liquid dietary supplement, Repair & Protect facial cream, Cleanse & Detox facial soap and Cellular Support soft gel supplements that are rich in antioxidants and omega 7 complex.

So, what implications does the emergence of this new category pose for those responsible for creative fragrance development and product marketing?    For starters, increasingly innovative ingredients with measurable health & beauty benefits will need to be sourced, as consumers will come to expect a greater variety beyond the more recognizable super-fruit ingredients which they have become increasingly familiar with. 

Furthermore, perfumers will be challenged to interpret those ingredients into scents that accurately support the “health & beauty” positioning of the finished products, while also being esthetically pleasing and representative of current fragrance trends.   Meanwhile, marketers are tasked with creating a compelling ingredient story that  not only supports the product positioning, but that will furthermore entice consumers to give the product a try!