AAK scoops awards at PCHi China and launches new ingredient

By Simon Pitman contact

- Last updated on GMT

AAK scoops awards at PCHi China and launches new ingredient

Related tags: China market, Sustainability, Marketing

The recent PCHi China event was a busy one for Sweden-based AAK, which scooped two separate awards and launched a new ingredient for the Asia market at the show.

The company scooped two innovation awards, one for Lipex Sheasoft and one for Lipex PreAct, and also used the event to platform the launch of Lipex AvoButter on to the China and Asia Pacific market.

AAK had a large stand at the show and reported that it had been very busy, with a string of enquiries about its product portfolio and the newly launched ingredient.

AAK's PCHi booth drew lots of attention

“Reflecting the company’s rapid expansion into the China market, we have had more than five hundred visitors to our booth by the end of the second day, with one more day to go until the show ends,”​ said Yi Lui, marketing manager at AAK China.

Lui also commented on how the launch of the AvoButter ingredient was garnering particular attention at the show, particularly in view of the fact that it is sustainably sourced in Africa and is made using green processing techniques.

“This concept is particularly interesting to our customers in China because right now one of the biggest trends on the formulation side is sustainability, which is very much following in the footsteps of Western markets,”​ she said.

“This is all related to image, because if a cosmetics brand in China can market its products on the basis of being more sustainable it is a strong selling point.”

Sustainability is important in China, but so is price

However, Lui also pointed to the fact that, although the sustainability issue is very important, one of the key points that formulators in China are looking for is efficacy and functionality, stressing the fact that this can also take precedence over sustainability.

But perhaps above all, formulators in the China market are consistently looking for ingredients solutions that fulfill specific budget requirements, said Lui.

“Both efficacy and functionality are of growing importance to formulation professionals in the China market, but, with particular reference to sustainability, if it has a significant impact on the cost, then they will think twice,”​ she added.

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