The DSM messaging seems to be as much about the company’s new data on facial skin moisturization needs as it is about re-educating consumers on the importance of empirical data, clinical studies, and foundational knowledge.
“Without science there would be no beauty products,” Parand Salmassina, vice president of DSM Personal Care North America, emphasizes in a media release about the new data and the upcoming segment on Lifetime. “We have an army of scientists – the unsung heroes of the beauty industry – who develop skin and hair care ingredients in partnership with leading beauty brands, and test them for safety and effectiveness,” she tells the press.
“Working with a research institute we created a special model called 3D moisture mapping,” explains Sonia Dawson, regional marketing manager for DSM Personal Care North America.
The company’s new 3D color mapping system can assess skin moisturization at as many as 30 points on the face, a stark contrast to the conventional measuring tools that take data from a single point. “By mapping the moisturization changes of 30 different points on the faces of subjects from four ethnic groups, DSM was able to illustrate the immense complexity of facial moisturization and the vast moisture level differences that can exist even on facial locations in close proximity,” according to the release.
With this mapping technology, DSM tested the efficacy of its trademarked skin care active Pentavitin. The results indicate that “Pentavitin is absolutely superior to competitive products and sustains healthy natural moisture factor all the way up to 72 hours,” Salmassina tells the press.
And it’s that message which DSM will be foregrounding in its Lifetime TV appearance. Both Salmassina and Dawson will appear Monday evening on that network’s show called The Balancing Act, hosted by Olga Villaverde, “to discuss the unique considerations for skin moisturization and how DSM’s natural moisture magnet – Pentavitin can help deliver sustained skin moisturization for up to 72 hours,” as the release states.
The so-called unique considerations are where the complexity and disruptive potential of this testing data come into play. With new information on how skin hydration varies by facial location and, as DSM observed, by skin tone, that company’s product formulators, the consumers watching on TV, and other industry players will all respond one way or another.