FRAGRANCES 131
flesh reminiscent of lychee. With regard to its ingredients, experts also mention the high proportion of so-called xanthones. These are very powerful antioxidants that are said to protect skin and hair against free radicals and to have anti-inflammatory effects. To date, some 200 different xanthones have been identified in nature, and mangosteen contains 43 of them, making it the richest natural source of xanthones. Here we have a lot of points to get in with innovative marketing concepts.
Adding value to products Consumers place great trust in the benefits of natural ingredients. Although superfruits are primarily used as a motif and inspiration for innovative fragrances, manufacturers can go a step further with the help of botanical extracts and claim the extracts used in the ingredients list. Just like superfruits, natural ingredients make consumers perceive an additional product value enhancement. Unique, distinctive extracts catch the attention of consumers and are perceived as a sign of innovative strength.
Recommended botanical extracts In light of the current trend of Scandinavian themed products, it seems likely that botanical extracts originating from northern regions will become more popular in the
future. These ingredients, which relate to the Arctic Circle are ideal for evoking feelings of freedom, purity and freshness in consumers minds. The fresh and youthful appearance associated with Nordic femininity is particularly popular with skin care products. Siberian plants or species from Scotland and the Faroe Islands are at the centre of current market products. Northern European ingredients include cottongrass, Arctic cloudberry and birch sap. In light of this development, we recently expanded our product portfolio to include plant extracts such as cup flower, red algae, gentian, edelweiss and bearberry, which the CosIng database certifies to have skin-caring properties. They are presented with catchy marketing
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