In the second part of this interview, we spoke to Joan Gonzalez, Technical Sales and Marketing, Infinitec, to find out how important marketing campaigns are to successfully building awareness and appeal around targeted delivery systems.
Integrating technology and marketing within the cosmetics industry “is the key to the success of a product”, said Joan Gonzalez, Technical Sales & Marketing, Infinitec. “One of the major limitations of any technically complex product is how it reaches consumers.”
“Technology is unquestionably adding value, but how this technology is explained and claimed is a big challenge,” added Gonzalez.
Marketing active ingredients that are contained within a complex delivery system can be problematic and so a clear and understandable message is required to direct active ingredients and natural products to the mass audience.
In developing a marketing campaign for the cosmetics drones, Infinitec “thought about drones and how to create such an analogy: it targets and delivers its payload to a place autonomously through a preset guided system. It is indeed our technology at cell level”, Gonzalez went on to say.
Marketing obstacles
As active ingredients are targeted to specific cells through a sophisticated particle architecture, along with ligand conjugation chemistry, the types of ligand available and skin penetration, developed marketing campaigns are integral to the process of successfully delivering a naturals product to market.
The greatest challenge facing the active ingredients product innovator was informing consumers how it works to support skin care: “Being the first and having to educate the market about what a delivery system means and how it can be actively targeted."
As the cosmetic drones are a combination of different technologies including encapsulation and peptides, the main challenge was to “tell and convince the cosmetic market that there are many cosmetic delivery systems and the right selection has a huge impact on how effective the product will be”.
“For a cosmetic market where the concept of a delivery system or capsule is mostly associated with liposomes, the key challenge has been to explain and demonstrate that we can take the active safely into cells the same way as it is used in medicine for anticancer therapies. And, of course, global compliance,” said Gonzalez.
The regulatory landscape in APAC, particularly China, is seeing significant changes, and so it is up to brands to navigate their way through this during the complete production process from R&D to marketing.
The Cosmetic Drone project and Infinitec Activos will be showcased in the Innovation Zone at this year’s in-cosmetics Asia, taking place on 8th-10th November 2016 in Bangkok, Thailand.