Croda harnesses botanicals expertise for skin care

By Guy Montague-Jones

- Last updated on GMT

Related tags: Skin care, Marketing

Croda USA has merged the marketing management role for botanicals
with skin care and makeup in order to better apply its botanicals
expertise to the cosmetics market.

The specialty chemical firm has promoted the marketing manager for botanicals, Suellen Bennett, giving her additional responsibility for skin care and makeup, after observing the increased synergies between the areas. Botanical opportunities in skin care ​ The growth in the market for organic and natural cosmetics has increased the importance of botanicals in the personal care market driving up demand for plant-derived ingredients. Croda spokesperson Cara Eaton told that the promotion is part of a broader strategy to further exploit the opportunities presented by botanicals in the skin care market. Focus on fast growing sun care market ​ Looking generally at the market trends that Croda will be targeting, Eaton said sun protection is a key priority. According to the latest data from Euromonitor, sun care is the fastest growing market segment in the industry with global sales reaching $6.9bn in 2007. Croda's focus on sun care is driven by the high growth in the market and the expertise that the company has developed in the area after the acquisition of Uniqema in 2006. Acquisition feeds product innovation ​ Eaton said the company's complementary products and technologies have helped it improve its offerings in the sun protection market. She said the products Croda has recently developed for sun care formulations are both more effective and better feeling.

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