Symrise enhances North American cosmetics reach with Beauty Activations brand accelerator

18 May 2022 --- Symrise Cosmetic Ingredients is introducing a Beauty Activations brand accelerator project to work with beauty brands in North America. The program will help companies put their product innovation into action through ingredient sourcing, developing market-ready solutions and trend analysis to support customer product launches.

“Symrise Cosmetic Ingredients possesses a global network of expertise,” says Michele Robertson, director of product innovation, Cosmetic Ingredients at Symrise.

The Beauty Activations platform will allow brands to access in-depth marketing analytics, specialized formulations and an “award-winning” range of ingredients. The Beauty Activations project will help companies go from concept to completion to ensure long-term success.

“By partnering with beauty brands, we aim to support and develop their product lines with clean, conscious, modern and sustainable solutions,” details Timothy Kenny, president of Cosmetic Ingredients North America at Symrise.

The project engages customers with its speed-to-market methodology and experience in custom concept development, including market analysis and technological competence. Symrise adds that this has been shown to improve product development methods by providing market-ready solutions.

A three-pillar system
Symrise has developed a strategy based on three primary pillars. The first pillar, Hero Ingredients, focuses on bringing award-winning ingredients to the forefront of brand innovation.

The North American initiative will strategically engage with beauty brands and strongly emphasize activating and boosting brands’ product innovation, Symrise details.Symrise develops the next generation of products with modern preservation solutions in collaboration with its customers. The second pillar, Speed to Market, focuses on speeding up the conceptualization and development of market-ready products. Product development cycle optimization decreases complexity, streamlining the process.

Finally, the third pillar is concerned with marketing and trend knowledge. It includes in-depth category and trend intelligence to support customer product launches. Symrise is in control of the market, brand and category analysis, as well as creating a custom concept that looks into current trends.

“This three tier-concept emphasizes our position in the personal care space,” says Robertson.

“This includes formulation labs worldwide, 360-degree marketing resources, consumer insights and technical expertise to drive innovation.”

Symrise’s previous moves
Symrise has had a prolific year regarding its skincare, hair care and fragrance innovations.

Symrise previously unveiled Neo Heliopan, a mineral UV filter series developed under its care segment and collaborated with its strategic partner Kobo, a mineral UV filter firm. The company also released Symhair Thermo, a natural mushroom-based ingredient that protects hair from heat damage during styling.

In other developments, the company also submitted a binding offer to purchase R Romani – Société Française d'Aromatiques (SFA Romani) and Neroli Invest DL (Groupe Neroli), both high-end fine fragrance specialists in Grasse, France.

Symrise also introduced Hydrolite 8 green, a “100% bio-based” caprylyl glycol for natural and green cosmetics formulation. This move was motivated by the personal care and beauty market continuing to focus on environmentally friendly solutions due to rising demand.

Edited by Nicole Kerr