DSM is a global science-based company active in health, nutrition and materials. By connecting its unique competences in life sciences and materials sciences DSM is driving economic prosperity, environmental progress and social advances to create sustainable value. Mintel BPC GNPD Mintel Food and Drink Personal care is a key pillar in the DSM portfolio, where we believe with foresight and imagination we can connect and leverage our bright science in skin, sun and hair care to craft transformational beauty care ingredients and concepts that are loved. “Mintel BPC is used widely across the whole of the personal care business, ranging from those working in marketing to sales and R&D in every corner of the globe. “It has been embedded as part of our ongoing marketing tools for over five years and is a key reference point for the business, including exploring GNPD to keep our finger on the pulse and reviewing Mintel Food and Drink to understand cross-category learnings. Changesustainabilityknowledge The world is constantly changing and the personal care industry moves at a rapid rate and we need to be ahead of the curve. With the speed of the industry, the need for sustainability, regulatory demands and the importance of local implementation comes a complexity, but a challenge we rise to. To do that, we need to have eyes and ears in every corner and to be challenged to meet the new demand needs or trends of a market and/or a consumer. The variety of services that Mintel offers does just this. It lets us explore our customers’ brands and product launches around the world to ensure we maintain a high level of intimacy, it helps us ensure we look at the trends that are affecting the industry so that we keep ahead of the curve, and by combining Mintel’s consumer knowledge with our own, we can ensure rigour and key cultural context for each market. A new sun protection segment for men From our own research, we could see that males were often most at risk from the dangerous effects of the sun, due to lack of consideration, awareness or just dislike of using sun products. This proposed a challenge to us – we needed to find a way to encourage new behaviour, rather than change old behaviour. Through using GNPD first, we could look at all the products that were being launched for men to see if we could learn something from what was already happening. Then, through looking at the research done by Mintel with men, we could start to see an area of interest in the growing hair segment for men. This helped us provide the context and foundation to then build our new concept: men’s scalp protection – where style meets care. We could see that no dedicated solutions have been available for scalp protection, and the face and body solutions on the market can leave hair looking limp or greasy. In consequence, young men, in particular – who like to express their individuality through their hairstyle – were reluctant to use them. The DSM concept was created around this, with a new light formulation and special applicator that meant the scalp was protected but without compromising on hair style.” David PaxtonGlobal Consumer Insight Manager My job is to find key foresight and provide the inspiration based on the changing landscape and unmet consumer needs around the world. We continually challenge ourselves to understand in depth our customers’ needs, their brands and people’s beauty aspirations worldwide to better deliver solutions that actually matter to consumers around the world. We cannot take a ‘one size fits all’ approach either as each market adds its own unique codes and insights which requires me to work closely with global and local marketing and sales teams to ensure we gain the depth of knowledge required. To do this we need to go beyond just the ‘what’ and spend time looking at the ‘why’ Ingredientssolutions sustainability We have always believed that beauty enriches people’s lives and so our mission has always been to reveal the power of beauty around the world for each and every person by creating solutions. We combine our market, customer and consumer understanding with formulation competencies, customer intimacy, innovative ingredients and of course extremely high safety and quality standards around the world. Coverageadviceservice Mintel services are key in ensuring we have our finger on the pulse, and eyes and ears in every corner of the world. However, the key to Mintel’s services are more than the functional service it provides, but rather the strong support and key consulting from the team that helps all our teams around the world to not only understand, but help in how to activate this and use the information. This ongoing partnership remains a key part of the DSM personal care market and consumer insight offer.