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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According to Light, “Jason Natural Cosmetics was run with an open dialogue between formulators and marketers, and by having departments interconnecting by involving team members and top level management, the company was able to become the first cosmetic company to be certified organic, the second in the United States to be certified ISO9001, and the largest dollar volume brand sold in the natural food store industry.”

Combining the forces of formulators and marketers by establishing effective communication strategies can create company-wide excitement and in the long run, a better product. By becoming aware of the challenges and research that formulators face, marketers can better use the behind-the-scenes information to serve their sales tactics. And, if formulators have access to marketers’ insights about new trends, needs and desired ingredients, they could better create a more on-target and successful product.

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References
Send e-mail to nancy@trentandcompany.com.
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