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SUCCESS STORY: LEVERAGING PROPRIETARY BEVERAGE INGREDIENTS INTO THE SKIN CARE SECTOR
Company Profile: This Company is single handedly responsible for creating demand for pomegranate juice. Founded in 2002, the company boasts over $100 million sales. The Company is passionate in its mission to provide products that are honest, and promote the health and well being of its customers. Accordingly, it has funded extensive research documenting the health benefits of the anti-oxidant rich juice.
Situation: The Company invests millions of dollars annually funding medical research. Findings from these studies indicated that topical application of pomegranate juice concentrate, and oil result in significant skin care benefits specifically:
| • | Protection from photo-aging. |
| • | Firmness by helping to rejuvenate the epidermal layer. |
| • | Increased elasticity by inhibiting the production of metalloproteinase which breaks down collagen. |
| • | Superior anti-oxidant properties thereby increasing effectiveness of fighting free-radical damage as a result of environmental stresses such as pollution, sun exposure, and smoking. |
| • | Helps to fight acne by providing strong anti-bacterial activity. |
As a result, the company developed three proprietary and patented active ingredients and tasked the Pao Principle with the job of commercializing their technology.
Solution: The Pao Principle worked with the company’s chief scientist to create “Proof of Concept” formulas to understand:
1. How each ingredient worked
2. The optimized percentage required to achieve desired efficacy levels and
3. The role of each active and potential synergies that could be achieved by combining the actives.
Upon conclusion of Proof of Concept, the team worked with an independent formulator to create products designed to appeal to the anti-aging and acne segments. This included:
| • | Creating and implementing product line direction and development for Acne and Peri/Post Menopausal kit assortments and other complementary products |
| • | Developing and executing all testing protocols including in-home use claim substantiation studies, product computability, safety and stability testing. |
| • | Working with in-house creative team to insure line look for primary and secondary packaging, product usage compatibility. |
| • | Creating a profitable marketing plan designed to sell the line via direct response. Provide profiles and “short list” potential doctor sponsors |
| • | Training existing team members and identifying new team members to fill necessary gaps to insure flawless implementation and continued execution of the strategies needed to bring the project to the next level. |
Results: Within nine months, the Pao Principle enabled the Company to reach their goals of commercializing their technology into the skin care arena. Year 1 sales are estimated to be $50-$100 million dollars.
Copyright 2009