Syntheses: nature and high-tech in cosmetics

Syntheses: nature and high-tech in cosmetics

Picture 2In the latest issue of the well-recognized German perfumery magazine INSIDE beauty I placed an article about a developing trend in cosmetics: new brands are including ingredients that are communicated through their natural as well as high-tech background. Thus, instead of focusing on either natural/organic or high-tech ingredients and a, therewith, restricted marketing palette, those new brands communicate their USP’s through a wisely-chosen interaction and integration of both worlds. This ideologically challenging trend is apparent also in several other countries – and I recognized new brands of this kind on the shelves of retailers also on my recent trip to New York. Actually, the US are a key consumer market for those brands that attract other kinds of consumer groups. Yet, how this trends turns out to perform is upon approval in the retail environment.


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