Formulators and Marketers: Working Better Together

By: Nancy Trent, Trent & Co.

Posted: November 26, 2008, from the December 2008 issue of Cosmetics & Toiletries.

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“For this cooperative system to work, team leaders need to have the experience, respect and power to make minor adjustments if and when necessary, and should include the direct involvement of uppermost leadership,” said Light.

The key is using human resources to the best of their abilities. If a company has a star formulator on its team, that individual should be included in the next sales meeting. Their knowledge is often so vast that it adds credibility to the meeting. Conversely, a marketing whiz who is up on the latest trends could tour the lab to talk about what’s relevant and what the industry wants.

Pamela Busiek, president and CEO of CBI Laboratories, Inc., a leading manufacturer of private label and custom contract skin care products, takes this a step further. She suggests that customers become involved in the research, development and marketing. “Include the customer on site and within the process. Formulators and marketers both should explain ingredients, protocols, etc., and accept the redirects and critiques of customers as part of the process. By embracing solutions-oriented communication, [companies will find] the process becomes smoother and more streamlined.”

So, how have formulator-marketer communication efforts worked at various companies?

“Our R&D team includes six chemists and they interact among customers, marketers, staff and suppliers on a regular basis. More information contributes to greater end satisfaction and fewer redirects during all phases of product development,” explained Busiek. “Developing an ‘other-centered’ corporate culture has certainly been an asset because it assures an ongoing dialogue between formulators and marketers, as well as customers.”