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Ingredients & formulation

DSM turns its attention to Brazil with new innovation center

Based in Campinas, the company’s first laboratory in Latin America focuses on the development of ingredients for the beauty and personal care industries.

Operating in Europe, North America, Asia and Latin America, global ingredients manufacturer DSM has targeted Brazil as a key market and opened a new innovation center in Campinas, an industrial city near Sao Paulo.

Gisele Sousa, Personal Care Business Director for Latin America, (...)

Gisele Sousa, Personal Care Business Director for Latin America, DSM

Gisele Sousa, Business Director for Personal Care in Latin America, DSM, said the new laboratory aims to bring the company closer to this market. "It allows us to adjust and tailor formulations and technologies to our local clients. We are able to speak the consumers’ language and understand the uniqueness of this region,” she says.

The newly opened facilities will house the production of DSM’s hair care ingredients and skin care ingredients – including sun protection –, inspired by Latin America’s ethnic diversity. “The innovation center will serve all of Latin America, with tailored solutions for each country, and will focus on the development of product prototypes, new technologies and formulations, as well as the enhancement of existing products,” says Sousa.

An in-house technical manager will lead a team of researchers specializing in health and personal care and will establish partnerships with local laboratories to test and assess the ingredients.

The R&D team is currently working on formulations for sunscreens and daily-use products, skin care ingredients for applications ranging from anti-aging to makeup, and also ingredients for shampoos, conditioners, hair masks and creams.

In 2016, DSM launched SYN-UP in Brazil, an ingredient designed to boost skin’s resistance against environmental aggressors and restore its resilience to dry skin conditions. The technology is based on a synthetic peptide derivative and works to rebalance urokinase and plasmin, two enzymes that are found to exacerbate dry skin.

Sousa said the company is also investing in market research to better understand the Brazilian consumer and present new insights to its clients. "We have done some research into consumer habits for sunscreen products and have been investigating how women relate to their hair – their fears, needs and expectations. We are also exploring the way Brazilians perceive beautiful skin.

She claims DSM’s operations in Brazil over the years have helped the company get acquainted with the local legislation. "The domestic cosmetics industry is well developed, reliable and committed to stringent quality standards. Our local clients value innovation and serve the market with cutting-edge products,” says Sousa. The innovation center’s location will also allow for quicker, more efficient technical support provisions for local clients.

Simultaneously to the launch of its innovation center, DSM also created a new sales and marketing campaign. ‘Traços da Minha Beleza’ (‘Features of my Beauty’) celebrates Brazil’s ethnical diversity and its different skin tones and hair types. Sousa explained that the manifesto was created to acknowledge Latinas’ natural beauty. “In other words, we want to highlight and enhance this diverse concept of beauty through our technologies and formulations."

In addition to the new branch in Brazil, DSM’s main innovation center is located in its beauty and personal care headquarters, in Switzerland. The company also has laboratories in the U.S. and China.

Amanda Veloso

Portfolio

© 2017 - Brazil Beauty News - www.brazilbeautynews.com

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