Finalists Announced for C&T magazine’s International Technology Awards

Posted: January 19, 2010

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The finalists in the New Technology Launch (marketing campaign) category include:

Sederma, for its Chromocare product campaign, which presents the substantiation of product efficacy claims by highlighting skin chromophore evaluations carried out using the company’s SIAscope and VISIA technologies. Sederma’s research team demonstrated that the product enables the modification of light scattering in the skin, thus improving skin uniformity and luminosity. The campaign included marketing datasheets, presentations, information featured on the company’s Web site, advertising, exhibits and a press kit.

ColorMetrics, for its TouchBack by ColorMark hair color in a marker campaign. To build awareness of the product's technology and performance in its ability to touch-up gray roots, demonstrations were televised via direct-to-consumer channels in the United States and Europe, following a classic problem-solution scenario. In addition, word-of-mouth campaigning was accomplished through targeted social networking and PR campaigns.

And RBT, a Syneron Company, for its elure Advanced Dermal Whitening campaign, including a massive PR campaign throughout Asia and a press conference featuring scientists, physicians and a celebrity spokeswoman. According to the company, the product is the only one on the market that consumers can actually watch as it fades melanin; thus, during Cosmoprof Hong Kong, the company launched a “Try it on the spot” campaign, where visitors received a sample kit including melanin spots and the active formula to try it.

C&T magazine received a record 57 entries in total for the 2010 awards. These entries were judged by a panel of twelve experts in cosmetics R&D to arrive at the six finalists. As noted, the winners will be announced at In-Cosmetics, alongside the event organizer's 2010 Lifetime Achievement Award.