During the course of last year the company launched its organic colloidal oatmeal and superfine oat flour ranges, leading to an expanded ingredients portfolio which company executives deemed in need of simplification and streamlining.
According to the company, it wanted to give its customers a clearer means of identifying the various grades in each of its cosmetic ingredient group, while also incorporating the trademark ‘Oat’ name.
Watch out for the 'Oat'
This means that its colloidal oatmeal ingredient will now be referred to as Oat COM USP, while the newly launched organic version of this ingredient will be referred to as Oat COM ORG.
“We felt that we needed to differentiate ourselves more effectively in an increasingly more competitive natural cosmetic ingredients market,” said Cara Plumridge, marketing manager at Oat Cosmetics.
“The new names give our ingredients a stronger brand identity and also help our customers in international markets to make Oat Cosmetics their first choice.”
Rebranding paves the way for future expansion
The company also stressed that there has been no change to the development or the formulation of the ingredients, and they still have the same efficacy, which have met the rigorous specification laid down by the United States Pharmacopeial Monograph USP32.
Looking ahead, the company says that it is working on the research and development of a series of new oat-based ingredients and it is expecting to promote a series of new launches during the course of 2013.
These future launches will be named in accordance with the rebranding measures, in turn helping to ensure the future continuity and streamlining of the expanding portfolio.