DSM: ‘You need to inspire your customers by being close to the consumer’

By Andrew MCDOUGALL contact

- Last updated on GMT

Related tags: Dsm personal care, Marketing

It is a trend we are seeing a lot these days from ingredients suppliers – conducting their own consumer research – and it is important to do this to ensure you are meeting specific demands and offering customers the most relevant solutions.

We spoke with Frédéric Boned, Senior Director Global Marketing and Innovation, DSM Personal Care at the in-cosmetics event in Barcelona and he explained that by working closely with the consumer, suppliers can ‘inspire’ their customers with tailored solutions.

DSM used this year’s in-cosmetics trade show to showcase how consumer insights from around the world have been the inspiration behind the company’s latest innovations.

The firm believes that while people’s beauty aspirations may differ around the world , the power of beauty remains equal and global, which is why it continuously engages with consumers from all over world to create solutions that really matter to them.

Frédéric explains that DSM has collected more than 1000 online posts and videos generated on the DSM ‘Power of Beauty’ platform, bringing consumers together to share their beauty needs, concerns and aspirations for the next generation of beauty products.

The insights gained from this platform, as well as from DSM’s on-going consumer insight program, have enabled the company to develop a range of products and concepts to meet the specific needs of consumers in their sun, hair and skin care routines.  

“We are looking forward to demonstrating how our strong collaboration in consumer research, R&D, and marketing and innovation resulted in exciting range of consumer-led innovations and tailored solutions,”​ adds Boned.

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