IMCD platforms new concepts and lifts the lid on its R&D process
The concept included an immersive ASMR video that showcased a number of prototypes demonstrating the company’s ingredient capabilities with a collection of beauty concepts designed to evoke joyful emotions while tapping into wellness.
The concepts included a Destress Makeup Remover made up of biopolymers and a blend of bioactives to promote skin firmness and well-being; an Energizing Matcha Masque in the form of an emulsion bar that provides a chilling sensation prompting an energizing rush; and a Super Healthy Glow Cooling Masque that consists of an emulsion to provide a slick application and a healthy glow.
Tying in with these newly platformed concepts, CosmeticsDesign-USA (CDU) caught up with Danielle Wheeler (DW), Americas Technical Director, IMCD Beauty & Personal to find out more about the team’s strategy for ingredient development and the approach it takes to working with manufacturers.
CDU: What role does IMCD play in the formulation, research, development, and launch of new products in the cosmetics and personal care product space?
DW: Identifying what motivates consumers is very important in the development of a new product, these current and future trends are the heartbeat of the beauty industry. At IMCD Beauty & Personal Care, we are a leading distribution partner, formulator of specialty ingredients and innovative solutions for the personal care industry. We are committed to being a true business partner for our customers and principal partners.
We look to inspire industry disruptors and trend-setting brands with groundbreaking formulations that represent our best-in-class supplier partners. This model has awakened in us a need for constant innovation. The creativity, product development and ingenuity that take place in our application labs are our biggest differentiator.
We at IMCD ensure our formulations stay at the forefront of these trends using our technical expertise to develop products using our preferred partner suppliers’ ingredients. This is how we’re shaping tomorrow’s Beauty.
CDU: What pain points does IMCD help solve for manufacturers and suppliers to the cosmetics and personal care products industries?
DW: Our team of technical experts learn all facets of the new ingredient launches from our supplier partners, cutting down the speed to market for our R&D customers. Additionally, our lab works as an extension of our customers’ business. Our customers have our technical team on speed dial so they can have access to:
- Comprehensive solutions to technical and formulation challenges
- Big focus on developing sustainable solutions with our customers
- Support in the selection or replacement of ingredients
- Application and performance testing
- Training and guidance
CDU: What are some of the greatest challenges you face as a company, and what solutions have been developed and implemented to address these issues?
DW: As part of the cosmetic and personal care industry, we have identified the need for a consultative approach to accompany customers in the product development process. Understanding the technical aspect of a product is necessary and coupling it with deep knowledge of the market, new trends and expert guidance is what will determine the success in developing an innovative product.
IMCD has created Beauty Studio, a service designed to assist industry disruptors in a more comprehensive fashion. We are already used to accompanying customers with our unparalleled technical expertise and guidance and, at the Beauty Studio, people will be able to access our commercial and marketing knowledge. This is a program we’ve been very successful at because innovation is at the core of everything that we do.
CDU: Can you share some insights into the work the IMCD team has undertaken in the Latin American market for manufacturers and suppliers to the cosmetics and personal care product industries?
DW: We’re rapidly expanding and growing our business in the Americas. As the Americas Technical Director, I ensure there is continuity in how we go to market with our trends with a shared marketing vision across the region. One of the ways in which we maintain alignment is by launching a technical regional concept like Biotech Beauty and our latest release: Sensational Beauty, an IMCD ASMR Experience.
Our approach to aligning the region has been to establish plans and concepts that can be adapted to the local environment and needs. IMCD Beauty & Personal Care has six labs in the region, and our technical experts keep close communication from country to country to collaborate and adapt concepts/formulations in all the Americas. This enables our technical and commercial experts to be aligned with a regional perspective and to execute with local expertise - and creativity.
CDU: Do you have any exciting plans for further product development for cosmetics and personal care product manufacturers that you would like to share?
DW: We are currently in the process of implementing our regional technical concept across the Americas: Sensational Beauty, an IMCD ASMR Experience. We launched our campaign at New York Suppliers’ Day followed by the debut in Mexico and at in-cosmetics Latin America in Brazil. And most recently we brought Sensational Beauty to the West Coast during California Suppliers’ Day with a new set of formulations.
For us, our big technical concept reveal happens during New York Suppliers’ Day. Our customers are used to visiting our booth and asking “IMCD - what’s your concept this year?”. Stay tuned for our latest launch coming May 2024.
CDU: What other plans is the company working towards?
DW: We have a new flagship IMCD US Beauty & Personal Care US lab launch coming in 2024.
