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:  From their research, the Company discovered 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 which increases effectiveness of fighting free-radical damage as a result of environmental stresses such as pollution, sun exposure, and smoking.
• Helps fight acne by providing strong anti-bacterial activity.


As a result, the company developed three proprietary and patented active ingredients and hired the Pao Principle to commercialize 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 optimal dosing level required to achieve desired efficacy
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 process involved:

• Creating and implementing product line direction and development of 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 the in-house creative team to ensure consistency in the line look - primary and secondary packaging needed to be compatible with product usage
• Creating a profitable marketing plan designed to sell the line via direct response; providing profiles and “short list” of potential doctor sponsors
• Training existing team members and identifying new team members necessary to ensure 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 one sales were estimated to be $50-$100 million dollars.

Copyright 2011