by jeff falk n senior editor
EDITORIAL ADVISORY BOARD
BETH ANN CATALANO
Bath & Body Works
In June, I was honored to be a guest of the Eastman Chemical Company at the Environmental Protection Agency’s (EPA) 2009 Presidential Green Chemistry Challenge Award, held in Washington, D.C. Eastman was recognized for the development of a
green biocatalytic process that eliminates the need for high temperatures and strong acids in
manufacturing esters. See the event recap in “Added Value,” Page 18. The honor I felt being
invited to the ceremony was quickly accompanied by a strong sense of humility. We know
there are brilliant minds behind the products we reach for, bleary-eyed, each morning, and
we know that there are years of hard work invested in the creams we apply each evening as our
last task before slumber. But when a U.S. Armed Forces Color Guard snaps to attention and
the acting director of the EPA talks about initiatives and outcomes, it’s clear we are involved
in a bigger picture. These brilliant minds make a difference in a much broader scope, and the
good work the industry does is not limited in application to outward appearances.
Whether the goal is changing the world or simply creating and maintaining a successful
brand or business, there are two components that are key: striving to understand those whom
we are serving and forging mutually beneficial partnerships.
“It is critical that we start with a deep understanding of consumers and their buying habits
and preferences,” Thomas Jonas, president of MWV Personal & Beauty Care, told me in a
conversation about the current challenges to the industry and how to forge through them. “The
challenge on which we will partner with [brand owners] is understanding how that experience
varies among consumers across all demographics, geographies and preferences.”
In its own quest to understand the needs of those it serves, GCI magazine spoke with
a representative segment of its readership regarding content expectations, and, among
the outcomes of those conversations, we’ve developed a new tagline: Beauty Business,
Brand Impact—which you can see in use on the cover of this issue. We felt the change was
necessary to express both what unites our wide-ranging readership (the beauty business) and
communicate our content goals—to provide actionable information, insights and data that will
translate into brand impact.
Macy’s Merchandising Group
ART RICH, PhD
A. Rich Development
Marc Rosen Associates
In This Issue
In “Deodorant Market Smelling Rosy,” beginning on Page 44, Euromonitor International’s
Carrie Lennard notes that the deodorants sector was one of the few to post gains in 2008,
growing to a global value of $17 billion, fostered by changing consumer habits, marketers’
responses to these changes and product innovations.
As natural claims and positioning grow to meet the rise in consumer demand, questions
arise regarding the use of natural and synthetic fragrance in beauty products. Sara Mason
explores these questions and issues in “The Demands of Natural Product Claims on Fragrance,”
beginning on Page 40. Lead author Margaret H. Whittaker writes that selecting an eco-label
with which a brand and its target consumer group are most comfortable translates to success
on shelf, but first requires an understanding of these labels and their standards.
See “Eco-labels: Environmental Marketing in the Beauty Industry,” beginning on Page 30.
In “The New Age of Antiaging,” a panel discusses how both marketers and suppliers have
been forced to reevaluate how consumers spend on antiaging products—and adjust strategies
accordingly. Read how fact-based claims, staying true to a brand mission and capturing the
consumer’s imagination remain imperative, beginning on Page 54.
Enjoy the issue. n GCI