The Net Works

Symrise Counts on Social Media to Reach Consumers

October 5, 2009

Symrise has established an innovative new subdivision devoted solely to social media, in correlation with the latest trends.

“You can’t study today’s consumers using yesterday’s methods,” said Dr. Dag Piper, global director, sensory and consumer sciences, Symrise, about the concept.

The company is now integrating these methods and media as a fixed component of its existing market and consumer research infrastructure.

“We can’t ignore new media and media formats when conducting consumer research. They offer us authentic, unfiltered consumer feedback—the potential here is simply immense,” said Dr. Piper.

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ICMAD Adds Innovators Product Section to

The Independent Cosmetic Manufacturers and Distributors (ICMAD) has bulked up its website,, with Innovators of the Year Awards, a new section. According to the organization, the new feature allows users to view detailed information about innovative products that ICMAD members have created as well as company contact information. This is an exclusive benefit provided to all ICMAD members that entered the Cosmetic Innovators of The Year Award.

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Kinerase Re-Launches Company Website

Skin care marketer Kinerase has revamped its website, To assist with the redesign, Kinerase enlisted the services of Lambesis, the ad agency that recently helped overhaul Kinerase’s advertising campaign.

“With the website redesign, we hope to create a more luxe, modern look in order to attract a broader demographic while at the same time creating a more user-friendly experience with such features as an easy one-page checkout and a product refinement search that allows the user to help narrow down the right products for them by benefit and skin type,” said Kinerase’s director of marketing Jennifer Smoot. “In addition, we’re aligning the look of the website with our ad campaign and promotional materials to create a new brand identity across the board.”

In addition to e-commerce, the new website will feature updated and detailed information about all of the products in the Kinerase family. Products will be divided by collection, with a section for the core products. It will also offer monthly specials to visitors, along with the opportunity to leave comments and ratings.

Future plans for the site include adding a list of local events, clinical images and a press page that will showcase Kinerase placements.

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Try it on with OPI.

OPI’s Try It On Color Studio Lets Users
Test More Than 200 Nail Polish Shades Online

The OPI Try It On Color Studio is open and ready to please! A new feature of the revamped website, the Try It On Color Studio, allows a visitor to see what each of the 200-plus OPI Nail Lacquer shades look like on her skin tone and nail length.

“The OPI Try It On Color Studio lets a woman try our newest shades, experiment with colors that are a little more daring for her, or find the perfect lacquer in a particular hue,” said Suzi Weiss-Fischmann, OPI executive vice president and artistic director. “We think it’s a fun way to play with color.”

For convenience, the Try It On Color Studio groups OPI Nail Lacquers by collection as well as by shade group, and includes Classics, Designer Series, SoftShades and Brights as well as the newest seasonal collections.

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