The concept included an immersive ASMR video showcasing a number of prototypes demonstrating the company’s ingredient functionality with a collection of beauty concepts designed to evoke pleasurable emotions while enjoying good health.
The concept included a destress makeup remover composed of a blend of biopolymers and bioactive substances that promote skin firmness and health. The Energizing Matcha Mask, in the form of an emulsion bar, provides a cooling sensation that promotes an energy-boosting rush. Super Healthy Glow Cooling Mask consists of an emulsion that provides smooth application and a healthy glow.
In conjunction with these new platformed concepts, CosmeticsDesign-USA (CDU) interviewed Daniel Wheeler (DW), Americas Technical Director for IMCD Beauty & Personal, to discuss his team’s strategy for ingredient development and its We asked them in detail about the approach they need to take. Maker.
CDU: What role does IMCD play in the formulation, research, development and launch of new products in the cosmetics and personal care product sector?
DW: Identifying consumer motivations is critical in new product development, and these current and future trends are at the heart of the beauty industry. At IMCD Beauty & Personal Care, we are a leading distribution partner and formulator of specialty ingredients and innovative solutions for the personal care industry. We are committed to being a true business partner to our customers and key partners.
We aim to inspire industry disruptors and trend-setting brands with breakthrough formulations that represent our best-in-class supplier partners. This model has awakened in us the need for constant innovation. The creativity, product development and ingenuity that takes place in our application lab is our biggest differentiator.
We at IMCD leverage our technical expertise to ensure our formulations remain at the forefront of these trends, developing products with ingredients from our preferred partner suppliers. This is how we shape the beauty of tomorrow.
CDU: What pain points does IMCD help solve for manufacturers and suppliers in the cosmetics and personal care products industry?
DW: Our team of technical experts learns all aspects of new ingredient launches from our supplier partners, accelerating time to market for our R&D customers. Additionally, our labs act as an extension of your business. Our customers have our technology team on speed dial so you can access:
- Comprehensive solutions to technical and formulation challenges
- We focus on developing sustainable solutions together with our customers
- Support for selecting and replacing ingredients
- Application and performance testing
- training and guidance
CDU: What are the biggest challenges you face as a company and what solutions have been developed and implemented to address these issues?
DW: As part of the cosmetics and personal care industry, we recognized the need for a consultative approach to being closer to our customers in the product development process. Understanding the technical aspects of a product is necessary, and combining this with in-depth market knowledge, new trends and expert guidance determines the successful development of innovative products.
IMCD has created Beauty Studio, a service designed to help industry disruptors in a more comprehensive way. We are already accustomed to providing our customers with unparalleled technical expertise and guidance, and the Beauty Studio will give people access to our commercial and marketing knowledge. This is a very successful program for us because innovation is at the core of everything we do.
CDU: Can you share some insights into the work the IMCD team has been doing in the Latin American market for manufacturers and suppliers in the cosmetics and personal care products industry?
DW: We are rapidly expanding and growing our business in the Americas. As Technical Director for the Americas, I ensure that we have a common marketing vision across the region and that there is continuity in how we bring trends to market. One of the ways we stay connected is by launching tech regional concepts like Biotech Beauty and our latest release, Sensational Beauty, an IMCD ASMR experience.
Our approach to regional adjustment was to establish plans and concepts that could be adapted to the local environment and needs. IMCD Beauty & Personal Care has six laboratories in the region and our technical experts maintain close communication from country to country, collaborating and adapting concepts and formulations across the Americas. This will enable our technical and commercial experts to work together around a regional perspective, drawing on local expertise and creativity.
CDU: Do you have any interesting plans for future product development for manufacturers of cosmetics and personal care products that you would like to share?
DW: We are currently in the process of bringing our regional technology concept, Sensational Beauty, IMCD ASMR Experience, across the Americas. We launched the campaign at Suppliers Day in New York, followed by its debut in Mexico and then Cosmetics Latin America in Brazil. And most recently, we brought Sensational Beauty to the West Coast with a new formula set during California Supplier Day.
For us, the big technology concept announcement will take place during New York Supplier Day. Our customers are used to visiting our booth and asking “IMCD – What is the concept for this year?” Stay tuned for the latest release scheduled for May 2024.
CDU: What other plans is the company working on?
DW: In 2024, we will be launching our new flagship product IMCD US Beauty & Personal Care US Lab.
