Beauty focus sees new DSM brand identity

09-Sep-2013 - Last updated on 11-Sep-2013 at 07:48 GMT

Ingredients supplier DSM has refocused its beauty business to better position itself in the cosmetics and personal care market and claims a new brand identity will help it to better connect with customers and consumers.

The DSM Personal Care Business Unit has recently launched its new identity Revealing the Power of Beauty, and on a recent visit to its Swiss facility, DSM’s senior director of global marketing, Joerg Richter, told CosmeticsDesign-Europe.com the new identity will lead to a better form of engagement with customers and consumers.

“This is the perfect opportunity for us take a fresh look at our position in the personal care market and find new ways to communicate with the correct language, to reach our customers and also the end consumers,” he said.

It all started several years ago, when DSM partnered with a trend agency to predict beauty and lifestyle trends in order to link its products and concepts to them.

As such, Richter believes that the company offers people customized personal care concepts and tailored ingredients.

“For our customers and ourselves, meeting the diverse needs of individuals from all walks of life, each with his or her own aspirations to beauty, requires a broad palette of differentiated products,” he added.

Research

Market research carried out by McCann Enterprises shows that more than 90 per cent of women globally feel more confident overall when they know they look beautiful; with three out of four of them believing that using the right beauty care products can keep them looking younger and hence more beautiful for longer.

This offers vast opportunities to ingredient suppliers such as DSM, as it confirms the demand from the industry for particular products and ingredients.

From its market research and trend studies, DSM launched its ELHIBIN skin active focused on anti-ageing. DSM’s sun care range comprises the high performing PARSOL portfolio of UV-A and UV-B filters that protect skin and hair against the aging effects of exposure.

Each of the company’s new launches, along with the epidermal benefit oriented CORNEOCARE approach, were born out of the new identity and focus that DSM have put on their beauty business, and Richter explains that this will continue in the development of new actives.