patterns, belief systems, and the relationship between the
company, its mission, and the customer. Marketing position
and customer loyalty for the next two generations is certainly up for grabs.
As for ingredient solutions, here are a few nutraceutical
companies with outstanding results:
Pycnogenol from Horphag Research continues to be one
of the most successful stories in branding history for a sin-
gle, natural ingredient. From skin to heart health, this clini-
cally proven nutraceutical from French Maritime pine bark
extract is an ideal solution for addressing vascular health
Indena, a global leader in the production of botanical derivatives, innovates with its plant-based cosmetic preparation, Vitachelox, a combination of grape seed extract, green
tea extract, and a unique bark extract to protect skin from
environmental pollution. This potent blend provides free
radical scavenging activity and chelating agents on various
mechanisms triggered by common air pollutants.
Berg Imports has introduced Aquasorb with Spanish bio-tech firm Bioiberica. The company’s revolutionary duo is a
clinically validated combination of oral soft gel and topical
cream for addressing common forms of dermatitis. The formulation contains chondroitin, HA, and essential fatty acids.
Sabinsa Corporation’s ForsLean CG brand is a patented
and clinically studied Coleus forskohlii extract. Standardized with highly active forskohlin, a compound well known
for its topical application in the field of skin conditioning
and body contouring serum, it can be applied to serums,
gels, and creams.
Seppic’s Ceramosides are breaking new ground. Developed to be the most efficient source of oral phytoceramides for skin hydration and anti-aging, this moisturizer for
smooth and youthful skin replenishes wrinkles to give skin
a healthy glow.
Evolva’s Veri-te resveratrol has been shown to penetrate
cells and help rejuvenate mitochondrial function to support
healthier aging. Evolva is a pioneer and global leader in
sustainable, fermentation-based approaches, according to
Tips for the Trade
With Amazon’s recent purchase of Whole Foods, there is a
total disruption in all aspects of consumer sales. For the
first time in history, the world of natural, organic, sustain-
able, green, and socially responsible will rise because there
are proven economic and profit models. Big box stores will
need to try harder, online experts will need to review the
art of marketing with real analytics, and consumers will
demand even greater connection and devotion for your
brand. Pay attention to what they say and they will be
your best advocates.
Here are some additional tips for product creators, formulators, and marketing companies:
• Work with higher quality ingredients that are
backed by science. If you compete on price you can’t
sustain long term. High value can mean high volume with targeted marketing.
• Use trade-marked ingredients on your label; lean on
• Neo-Strata does a great job of sending mini, free
samples with every order and always a discount-coupon introducing new and “hot items.” Value-added reward programs create return customers.
• Partner with “Sample Box Programs.”
• Build your mission, share your vision, include your
customers. Make your mark to make lives better.
For ingredient companies, consider these strategies:
• Brand, Brand, and Co-Brand!
• Own the science.
• Take your story and the science direct to the consumers (pharmaceutical model).
• Do not rely on retail partners to drive your brand.
• Create proprietary formulations.
• Develop innovative delivery methods; take advantage of emerging technologies and global trends.
• Offer exclusive and cutting-edge ingredients for specialized customers.
• Prove your source.
• Build all brands on quality, sustainability, trust,
science, long-term relationships, integrity, and authenticity.
As best-selling author of “Extreme Innovation,” Amazon
Vice President Sandy Carter stated, “It’s time for extreme
innovation. The motivation is both purpose and profit. Making the world a better place is the goal.” n
About the author: Danielle Lin, CN, is
founder/CEO of Danielle Lin Enterprises, a content creation and media
company. She hosts the nationally
syndicated radio program The Danielle Lin Show…The Art of Living and
Science of Life. She is an international
marketing consultant specializing in
the ingredient industry, and author of
the forthcoming book “Science of Your
Life.” For more information: 801-918-