Heather Granato, Group Editor, Virgo Publishing

Maximizing Your Reach

In business, it’s imperative that you look for the next hot thing. Often, it’s not clear what that may be. Could anyone have anticipated the “need” for whole stores of aromatherapy candles, cellular phones with full internet technology, or online portals devoted to connecting friends around the globe? In her keynote address at the HBA Expo in September, NPD’s Karen Grant noted the forces influencing any current market have their roots firmly in the past, if you know where to look.

What does this mean specifically in the cosmeceutical and anti-aging portion of the broader beauty industry? Grant noted in prestige makeup brands, there are five times more brands in the clinical and cosmeceutical channel than just a decade ago. In the prestige skin care area, there are 13 times more brands. Obviously, this is a hot area for manufacturers and an appealing draw to a broad base of consumers.

The breadth of the market is important to consider, because it's not just boomers looking for anti-aging crèmes. Consider the growth in facial moisturizers. Grant's research showed more than eight out of 10 women currently aged 18 to 24 began using facial moisturizers before the age of 18, compared to just 27 percent of women now aged 35 to 44. Greater awareness of prevention rather than just treatment, whether in health care or skin care, is driving those sales.

Personally, my mother was a huge proponent for careful skin care from a young age. As Amway distributors, she and my dad advocated dietary supplements, healthy food, intellectual development, and smart skin care. While I still had my share of sunburns, we had great after-sun moisturizers, as well as daily care products for my super-dry skin. The upside—I’ve still got great skin at age 37 and consider myself an informed consumer who is interested in cutting-edge formulation and looking for substantiated products that deliver real results.

As formulators and marketers, you’re looking for that great information as well. And that’s where we come in. You’ve enjoyed our first issues of supplyside—inside cosmeceuticals, and I’m hoping you’ve made your plans to join us in Las Vegas Nov. 6 to 8 for SupplySide West, the world’s largest event for innovative ingredients for personal care, supplement and healthy food products. And, we invite you to continue this journey with us in print and online as this publication develops to meet your needs into 2008 and beyond. If you’re looking for the latest on innovative ingredients, formulation techniques or marketing statistics, you’re in the right place.

Best regards, 

Heather Granato 
Group Editor 
(480) 990-1101, Ext. 1305 
[email protected] 

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