Givaudan rebrands cosmetics business as ‘Active Beauty’ to enhance market presence


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Givaudan rebrands cosmetics business as ‘Active Beauty’ to enhance market presence

Related tags Cosmetics

Ingredient supplier Givaudan has rebranded its active cosmetics business as ‘Active Beauty’, unveiling the new identity at the in-cosmetics trade show in Paris as it looks to add more focus to its personal care business.

The announcement comes after what has been a busy couple of years in the cosmetics arena for Givaudan, after acquiring French bio-sourced active cosmetic ingredients company Soliance in 2014​ and science-based cosmetic ingredients firm Induchem in 2015​.

After integrating both of these companies into its cosmetics business, the company can now offer a range of innovative products and technology, and can now do so under one single identity, Active Beauty.

“Our new Active Beauty business offers an expanded portfolio of products supported by a strong R&D and marketing platform to drive future development and innovation in the active cosmetics space,”​ says Maurizio Volpi, President of Givaudan’s Fragrance Division.

“The new identity will further strengthen the integration of Soliance and Induchem as well as our capabilities to bring business benefits to our customers and beauty to consumers.”

Givaudan states that by establishing one unified identity, the company has taken another key step towards its 2020 ambition to make it a significant player in the fast-growing active cosmetics business.

The hope is that the new identity will enhance the proximity of Givaudan’s business relationships with customers and consumers alike.

“This is an important moment for Givaudan Active Beauty as we launch our new single identity for our growing business, which is crucial to building a distinctive brand,”​ continues Frédérique Lafosse, Head of Active Beauty.

“We’re delighted to share it with the industry, beginning with in-cosmetics Paris, where customers from around the world will be able to experience the brand up close and explore our newly integrated range of products.”

New identity, new success…

The new identity replaces the Active Cosmetic Ingredients (ACI) business, as it was formerly named, after Soliance and Induchem were acquired, and their expertise integrated into the company.

Company CEO, Gilles Andrier, has spoken of how these two companies bring strong complementary capabilities to Givaudan and will greatly contribute in achieving the company’s 2020 ambition to become a key player.

There has already been some success with the venture, as Givaudan took home the top prize in the in-cosmetics Best Ingredient ‘Actives’ category at the 2016 event in Paris last week, for its Neurophroline product, developed through the acquired businesses.

Neurophroline is developed from wild indigo seeds and is able to block the production of cortisol; and also claims to promote the release of endorphins.

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