Lubrizol makes move to promote Active Organics under the Lipotec brand umbrella
Lubrizol acquired the Active Organics business to give it a footing in the botanical extracts category, giving it an important edge in the ever-growing natural cosmetics markets.
The Active Organics brands, will now be marketed as part of the Lipotec portfolio, which also includes the biotech and peptide ingredients of the Lipotec business, the Spanish company that Lubrizol bought in 2012.
Complete spectrum of formulation offerings
Lubrizol executives say that the inclusion of the two brands in the same brand umbrella targets the business with a complete spectrum of technology offerings, from ingredients and formulations to applied knowledge.
According to Lubrizol, the new branding platform will now include all Active Organics ingredients, including Actiphyte botanical extracts; Aromaphyte fragrance ingredients; Actiscrub physical exfoliants; Activera aloe ingredients; and Advanced Botanical Ingredients will be promoted under the Lipotec umbrella.
Additionally, the Lipotec logo will now include a line that identifies it as a Lubrizol Company.
Polymers, biochemical actives and botanicals
“The combined expertise in polymer technologies, biochemical actives and botanical extracts from all three company brands makes it possible to deliver unique, innovative and more natural solutions to the continuously changing and demanding skin care market,” a company statement read.
When the acquisition was announced in December 2011, Active Organics became a fully owned subsidiary of Lubrizol but kept the name and has continued to run in the same manner. Likewise, all employees at the natural ingredients company were kept on.
At the time of the announcement Lubrizol did not disclose the financial terms of the agreement but concluded the acquisition at the start of 2012, in the form of a stock purchase.
