Magazine: Back to nature

Special ingredients, innovative functions or being organic – these characteristics can make cosmetics special, alternative or innovative within the category. On the consumer side there is definitely demand for natural product components and protecting the environment during the manufacturing process.

Péter Vadász
commercial director
L’Oréal

According to Péter Vadász, commercial director of L’Oréal, the penetration level of special cosmetics is relatively low in Hungary if compared with the neighbouring countries or the average of the European Union. L’Oréal plays a pioneering role in product innovation. The company spends about 4 percent of revenues on research and development. In 2018 L’Oréal had more than 500 patents registered. One of their top products is the Garnier Micellar Face Wash, which has managed to increase both the size of the face wash market and the number of the category’s users. Currently one of the most popular trends is using products made from natural ingredients. As a reaction to this, L’Oréal introduced the Garnier BIO skin care product range. These vegan products are Cosmos Organic certified, and many of the product components come from renewable sources. As much recycled material is used in the packaging as possible.

Yvette Krubl
communications manager, CEE
Procter&Gamble

Head & Shoulders, hair care brand of Procter&Gamble is the first in the world to manufacture plastic bottles for the brand’s shampoos from plastic waste collected from the oceans. Yvette Krubl, communications manager of the company in Central Europe informed us that the world leader shampoo brand’s first such products had been put on the French market in the summer of 2017, in partnership with recycling specialists TerraCycle and Suez. She added that entering the market with this product doesn’t only clean the oceans from plastic waste, but also motivates shoppers for making efforts to save the environment themselves. Procter&Gamble has recently announced: they will increase the share of recycled plastics in the packaging of hair care products to 25 percent, and the other 75 percent will also be recyclable plastic.

Zsuzsa Juhász-Tabár
product manager
Target Sales Group

We learned from Zsuzsa Juhász-Tabár, product manager of Target Sales Group Kft. that they are launching an eco-friendly oral care innovation: the Jordan Green Clean toothbrush for adults and children is made from recycled material only, it is BPA-free and the bristles are organic. The company believes that shoppers, if sold at similar price, prefer buying green products. It is needless to say that the packaging of the new toothbrush is eco-friendly too, it is made from recycled paper. They hope that Jordan Green Clean will be a success story in the Hungarian market.

Attila Linczmayer
marketing manager
Florin

Florin Zrt. manufactures Dermaflora products without using harmful components or ingredients that may give reason for concern. Marketing manager Attila Linczmayer told our magazine that there are more and more shoppers with sensitive skin, and this problem is the result of cosmetic products containing too much chemicals. The company’s Dermaflora Natural product range is made without harmful materials and allergens, so allergic consumers and shoppers with sensitive skin can also use them. One of the brand’s latest innovations is Dermaflora FOR HIM, a product range optimised for men’s skin, made with natural components. Florin Zrt. has a product development department, with its own laboratory and many decades of expertise.

Patrícia Szabó
PR- and communications
manager
Yamuna

The buyers of Yamuna Kft.’s products aren’t primarily focused on new innovations, but on being able to buy the cosmetics they already like in new fragrances and formats – revealed Patrícia Szabó, PR and communications manager of the company – and of course they want products to be very efficient. The central element in the company’s innovation work is to develop products that don’t cause allergic symptoms. Some of Yamuna’s cosmetics are dermatologically tested. Beauty Elixir facial creams are the company’s latest product line: these products make the face look younger in just 2-3 weeks. They contain the so-celled TriGen complex, which combines elements in a new way that stand alone in the Hungarian market at the moment. //