Givaudan’s active cosmetics business gets a stunning new makeover
Following the integration of French cosmetics ingredients company, Soliance and Swiss cosmetic engineering firm, Induchem, Givaudan has rebranded the business as Active Beauty. We are thrilled to bring the full capabilities of these renowned firms to bear in an exciting and powerful beauty offering, and announce new image and brand name for this newly born business.
With Soliance and Induchem now fully integrated into the Givaudan parent company, it was time to unify our active cosmetics product offering under a coherent look and feel. The challenge was for this new beauty brand to encompass the newly extended portfolio of products, whilst retaining and reminding customers of the unique value and heritage of each stakeholder.
Uniting capabilities under one image
Soliance has extensive expertise in biotechnology providing customers sought-after active ingredients derived from plant and marine extracts, such as DHA, for self-tanning products, or Hyaluronic Acid, which has outstanding anti-ageing properties. Induchem brings a strong heritage of cutting-edge technologies in carrier systems and ingredients such as polymers and additives, as well as ‘next generation’ active cosmetic ingredients. However, it was important to unite these two brands – together with Givaudan’s own active cosmetic expertise – within a single marketing message. To this end, Givaudan has recently launched a new image and brand name for this business – now called ‘Active Beauty’.
A stronger business, a bolder vision
This more unified vision enhances our image and enables us to share our messages in a coherent way. It means we can tell our story and ensure that the key characters – Givaudan, Soliance and Induchem – are valued for what they bring to our narrative. As Fabrice, Givaudan’s Innovation and Marketing Director explains:
“Six months after the full integration of Soliance and Induchem, we needed to bring unity to the brands, and not have a fragmented offering. The new image achieves this, and is an extension of Givaudan’s strong corporate identity, that is highly sensorial and consumer-orientated.”
He continues: “We decided to make use of Givaudan’s primary corporate colour, black, and team this with a gold accent. This luxurious shade colour signifies the precious – and premium – nature of our active cosmetic ingredients range, and expresses our mission to bring beauty to the world.”
Active Beauty brand unveiled at in-cosmetics, April 2016
In-cosmetics, the world’s leading industry cosmetics fair, is the perfect place to launch our new look. Attended by delegates from across the globe, these visitors are the first to experience the new image and brand name up close and celebrate the unity of the new Active Beauty business. In 2016, in-cosmetics is held in Paris, from 12-14 April.