In an effort to enlighten the public on the importance of osmolytes in skincare products, IFF is launching an educational campaign with influencers Chemist Confessions.
The Group IFF (International Flavors & Fragrances Inc.) collaborates with influencers Gloria Lu and Victoria Fu from Chemist Confessions to raise public and professional awareness of the use of osmolytes in cosmetics.
According to recent data, despite their confirmed beneficial properties such as maintaining hydration and protecting against environmental aggressors, osmolytes like betaine are mentioned in just 0.03 % of new skincare product launches over the last five years. This under-utilization prompted IFF to launch an educational initiative.
The campaign relies on clear communication to transform the complex science of osmolytes into accessible educational content. This includes leveraging various digital platforms, including Instagram where Chemist Confessions enjoys an engaged audience of 158,000 followers.
"The science of skincare can be complex, but Chemist Confessions has an exceptional gift for making it understandable and captivating," explains Kris Bosma, Global Marketing Director for Home & Personal Care at IFF.
The results of a four-week clinical study demonstrated that daily application of a cream containing IFF's GENENCARE OSMS BA (betaine) significantly reduced transepidermal water loss, confirming the efficacy of osmolytes in improving the skin's barrier function.
