Digital. Natural. Beautiful.

26-Oct-2017 - Last updated on 28-Sep-2021 at 12:07 GMT

Today, personal care and cosmetic ingredient makers know that all things green, bio-based, and alternative are of great interest to the beauty manufacturers they serve. And yet, this is the digital age. How are beauty ingredient companies to engage in these two worlds at once? One clever company has a few ideas.

Alban Muller got its start in 1978. The company not only innovates and supplies natural cosmetics and personal care ingredients but also offers ingredient and product development services as well as ready-to-use product solutions, as their site explains.

Thanks to a proprietary extraction process, Alban Muller produces an assortment of water-soluble CosmePhytamis and oil-soluble Lipidamis. And while that process it high tech, comprising some seven steps, including filtration, concentration, etc., Alban Muller is also innovating in the marketing and client education space.

Seconds of fame

Multinational beauty corporations today are shifting their marketing initiatives so they make sense, resonate, and convert today’s connected consumer. The seven-second video ad is the pièce de résistance of beauty marketing today. The Estee Lauder Companies is, for instance, doing short form video (as Cosmetics Design recently reported) including quick versions of their Clinique brand’s print ads.

Savvy ingredient makers are following suit. Givaudan has used virtual reality to showcase the company’s knowhow; and Chemyunion is posting short video on social media sites like LinkedIn in an effort to reach chemists, formulators, and R&D pros.

Good as gold

Alban Muller has an engaging strategy that merges the digital and the natural together in short form video and conveys texture, color, spreadability on screen. It’s dollop photography come to life. It’s compelling even if viewers have no time to spare. And it’s just the sort of quick digital content that enhances technical data, marketing material, press releases, and more.

The above video here shows the Alban Muller’s Reviving Golden Mask. The color, of course, lends itself to a visual medium like Instagram selfies or videos. And, the detox mask formula includes Gingkgo biloba, horse chestnut, and red vine, according to company press materials that Amal Amgaad, Alban Muller’s marketing and PR manager shared with Cosmetics Design at this week’s California SCC Suppliers’ Day event in Long Beach, California.