Inolex has unveiled a new branding campaign to support its global expansion. The new branding reflects the company’s multi-million dollar investment in cosmetic technologies that are natural, sustainable, and meet the most pressing consumer needs.
“Inolex has risen rapidly to the forefront of ingredient innovation, and our new brand reflects that,” said Conrad Plimpton, chairman of Inolex. “It represents our forward-thinking approach to formulating with naturals and to helping our clients stay on top of the important consumer and regulatory trends.” The latest results of Inolex’s innovation programme will be seen with the launch of a range of natural silicone alternatives, the LexFeel N-Series, at the in-cosmetics show in April, 2012. The lightest fluid in the range, LexFeel N5, has a sensory profile similar to cyclomethicone D5. The other versions, LexFeel N20, N50, N100, N200 and N350, are uncanny in their similarity to dimethicones. All of the products are 100 per cent natural and manufactured by using several important green chemistry principles. Kimberly Burch, Inolex’s technical applications manager, commented that consumers are demanding higher standards from their personal care products: “Today’s skin and hair care formulations must feel great, perform flawlessly, and have ingredients that are sourced from sustainable agriculture. We are thrilled to be able to offer the LexFeel N-Series fluids to meet each of these requirements.”
