Nadia Brenna entered a supplier’s ingredient in a competition and won. The Commercial Director at Caldic Italy sensed an opportunity to introduce an innovative product by JAKA Biotech to the local market. This was when Caldic exhibited at Making Cosmetics in Milan.
The annual trade show is the main cosmetics event in the country, one of the biggest markets in the world. This edition, the organizers launched the WISE Ingredient Awards, recognizing the products with the most comprehensive review and detailed information.
“The quality standards of JAKA Biotech are second to none, and this contest was an excellent opportunity to communicate them," says Nadia, explaining her initiative to nominate the product.
With a longstanding relationship with the supplier, Nadia knows the ethos and meticulous development processes behind its materials: “I was very confident to submit this nomination; JAKA Biotech conducts rigorous and in-depth analysis, including in vivo testing.”
For her, personal investment is the key to a fruitful partnership. Caldic Italy created an opportunity with a customer base that the supplier would likely not have had the bandwidth to engage with.
“From our conversations with customers, I know they are looking for naturally-derived ingredients with functional properties,” says Nadia, explaining how she spotted the chance. An extract of Lotus corniculatus seed, the product is an active ingredient used in traditional Chinese medicine and has skin care applications.
However, JAKA Biotech does not stop at ingredient development, and Nadia Is keen to promote the advantages for process manufacturing: “The supplier provides all technical data sheets manufacturers need. Toxicology reports, efficacy tests, safety specifications - all are included.”
“Every product has its way of announcing itself. We don’t just drop an ingredient into the market and run any old campaign. Our approach is to position each product in its most favorable light.”
A seasoned operator on the Italian cosmetics scene, Nadia knows the market inside out. “Every product has its way of announcing itself,” she says. “We don’t just drop an ingredient into the market and run any old campaign. Our approach is to position each product in its most favorable light.”
The WISE Ingredient Award plays to the active ingredient’s strength, and Nadia immediately understood that this would give exposure to its unique properties.
“We have a saying at Caldic: that we are an extension of our partners’ commercial team,” she continues. “When the results were announced and I saw our product among the winners, I was full of pride.”
The trade show prize delighted both Caldic and JAKA Biotech. But as Nadia sees it, it’s an industry honor that paves the way for further commercial wins.