Croda Launches New Advertising and Marketing Campaign

Croda Inc, a leader in the development of solutions for personal care products has launched “With Croda,” a new advertising and marketing campaign that is designed to educate customers on the major trends in the marketplace and how Croda can assist in the development of new ideas and products that will answer consumer demand.

The new campaign focuses on four major areas: anti-aging, conditioning, softness and sun protection. Each area addresses the consumer need, such as “slowing the hands of time” in the area of anti-aging, and then details benefits that consumers seek in this area. The focus of the ads is to provide solutions for consumer demand rather than ingredient selling, according to Croda executives.

“Croda introduced the Niche Discovery Process in 2007 to focus on the many ways we can assist our customers in serving theirs—the end consumer,” said Kevin Gallagher, president, Croda Inc. “From providing market analysis to claims substantiation, formulation development to new ingredient synthesis, Croda provides a complete solution for the development of the next big market success.”

According to Mr. Gallagher, this approach represents a big market shift in the industry where raw material manufacturers focus primarily on producing ingredients and not on addressing customer or consumer needs.

“Our customers now need us to provide more than quality ingredients, on-time at a fair price,” said Mr. Gallagher. “They are seeking solutions to problems and insight into future market trends. We need to assist and guide them to remain on the cutting edge.”

In recent months, the company rolled out Trimollient BC, a patented citrate ester that boosts sun protection. According to Croda, it works synergistically with organic sunscreen actives to optimize absorption of the UVA spectra and prevent damage to the skin.

Also new is Crodazosoft SCQ, a shampoo-compatible quat that allows formulators to create shampoos that are aesthetically-pleasing and deliver hair that is soft and sensuous to the touch, according to the company.

The “With Croda” campaign debuted in April and will be repeated in print ads and a mailer campaign through 2009. More info: www.crodausa.com