Praised for its innovation and purse-friendly price point, Canada-based Indeed Laboratories is a drugstore-sold brand specializing in anti-aging-themed products intended to make skin look camera-ready. Since launching only a few years ago, it has been steadily building momentum and growing a loyal following.
The company aims to address skin care concerns by targeting optimal, cutting edge ingredients, using only extremely high concentrations of the rarest and most effective actives from clinical laboratories in Switzerland, Spain, France and the US.
Beautyterm attended in-cosmetics 2013 in Paris again and has some pictures to show for it! Like this one of Innovation Zone, the place for exhibitors to showcase their latest ingredients to visitors.
When it closed its doors last week, in-cosmetics 2013 became the biggest and best attended show to date.
Who was there:
Our charming clients from Berkem: Myrti’lla, a 100% plant-derived active ingredient from Berkem, was shortlisted for the in-cosmetics Innovation Zone Best Ingredient Award 2013.
The beautiful Imerys exhibit corner manned by a French and British team. Imerys designs, manufactures and sells mineral-based specialties with applications in a wide range of industries, including personal care.
Naolys, a French company from the Bordeau area, specialized in plant cell culture. Naolys introduced an innovative plant cell complex, Power Extension [HSB+R], at in-cosmetics 2013.
Cosmetic Design Europe reports that major cosmetic manufacturers are shifting focus from traditional to new media outlets in an effort to cut multi-billion dollar ad costs and develop closer consumer relationships. The cosmetics industry is known for its huge spending on advertising. However, today it is shifting business into digital as the use of Facebook, Google and other social media platforms has become more cost effective.
Online presence and social media marketing strategies are difficult to implement but at the same time highly efficient when properly designed. The launch of Trésor Midnight Rose by L’Oréal was a good example of a successful multichannel campaign that relied heavily on the influence of mobile applications. Procter & Gamble’s online campaign for the once forgotten Old Spice brand, which turned the “Smell like a Man, Man” commercials with former football star Isaiah Mustafa into a YouTube sensation was another case in point.
Known for its sponsorship and production of daytime TV dramas, which helped coin the term “soap operas,” P&G has recently pulled the plug on the last of its projects. Instead the company is pursuing a big push on all fronts of social media. Many other beauty companies are following the same path. You can listen to P&G’s Global External Relations Manager, Anitra Marsh talk about Social Media for Beauty Brands” at http://vimeo.com/11056220.