How to turn formulations and products into meaningful brand identities

By Lucy Whitehouse

- Last updated on GMT

How to turn formulations and products into meaningful brand identities

Related tags Open academy Spain

Ahead of a new Open Academy for the industry in Europe, we caught up with one of the speakers on ‘The Formulation of Cosmetics - Creating a Product Brand’.

Isabel Ramos, Bit Beauty Intelligence, Spain, is set to present on the topic during the upcoming Open Academy, due to be held in October in Barcelona, Spain and organised by the Cosmetics Consultants Europe industry association.

Ramos gave us a preview insight into the topic, explaining that as ever, defining a winning brand story is crucial.

Stand out with stories

The creation of a new cosmetic product goes far beyond in obtaining a formulation. Even the most outstanding technical creations will never reach the consumer if they are unable to make a difference in a saturated and mature market environment,​” Ramos asserts.

“It is therefore a must to have a hero story for the brand and the products, which consistently and coherently connect with all the possible visions.​”

Ramos believes the notion of getting branding right is particularly important at present, due to the changes ongoing in the industry.

On one side, the need to create new and disruptive concepts is higher than ever; the need for true innovation has reached the entire industry, however, there are more regulatory constraints than ever before.  On the other hand, the distribution chain revolution is beginning to create incredible opportunities​,” she says.

In terms of how this situation is likely to develop moving forward, Ramos is clear: there is ‘no going back’.

“The changes have been initiated where industry will have to adapt to them and not the other way around. Just as an example of the new scenarios that we are facing, Indie Beauty is creating a big movement among consumers that is shaking the industry upside down,​” she concludes.

About the CCE Open Academy event

Set to take place in Barcelona, Spain, the Open Academy will see a series of eminent experts from across the industry Europe present on various hot topics.

The event spans one day, Monday 16th October, and includes sessions for networking alongside the extensive conference programme.

Highlights include presentations on non-animal testing methods for next generation ingredients, software tools for formulation and regulatory affairs, and CPR, REACH and Brexit. Futher information can be found here.

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