BERGEN, Norway—Aqua Bio Technology ASA (ABT)—developer and marketer of patented, advanced marine-based ingredients to the personal care industry—is relaunching its main product Zonase X ™under Aquabeautine XL™ at in-cosmetics 2011 in Milan, Italy.
“Until now the focus has been on the Zonase and its exfoliating properties; but the enzyme only represents a fraction of the effective proteins contained in our product," said explained Fanny Coste, sales & marketing director and head of product development for ABT. “As our latest studies have demonstrated, Aquabeautine XL is more than an exfoliant, and therefore, has greater potential then what has been communicated through our brand"
The new name is derived from the company name and the word beauty, and will better convey the distinctive properties of the cosmetics ingredient. It will halt any confusion between Zonase X, the protein solution containing the Zonase™, and the enzyme Zonase™. Aquabeautine XL will be repositioned as a multi-functional ingredient, a global anti-aging active ingredient.
“We have already introduced the new trade name to potential customers and the response has been unanimously positive," Coste said.