Speaking during the CosmeticsDesign-Europe.com and NutraIngredients.com Beauty From Within Conference, held in Paris last week, Haxthausen stressed the importance that the Imedeen brand is backed up by scientifically substantiated claims.
This allows the product to be marketed as a 'scientific beauty product', allowing the brand owner the luxury of substantiating the efficacy of its brand, serving to reassure the consumer.
In the interview, Haxthausen also spoke of the challenges of positioning the product in the most appropriate retail channel, as well as discussing regulatory requirements and product claims.