DSM Taps Beauty Consumer Mindsets

Holland-headquartered DSM—a multi-national science powerhouse and creator of skin care, sunscreen and vitamin products—is aiming to hone its focus on the mindset of beauty consumers everywhere.

As an early pioneer in the peptide revolution, DSM has also developed numerous sun care breakthroughs and smoothing polymers in the hair care realm. The company boasts 100 years of experience in the vitamin industry, and 40 years in both sun science and skin care.

Scientific innovation without consumer input is less meaningful, the company said. Accordingly, DSM’s recent campaign, “Revealing the Power of Beauty,” represents how technological development is deeply linked to consumer insight—especially with regard to how women feel about themselves.

DSM touts a dynamic leadership team whose priorities include “gathering insights, feeding creativity and crafting innovation,” the company said.

Personal care division president Ilona Haaijer aims to “transform the personal care side of the business from a raw materials supplier to a true partner who listens to clients’ needs and understands the beauty industry’s needs,” DSM said.

Paulo Rodrigues, director of personal care in North America, will be joined by a recently revamped marketing team that includes Joerg Richter, global vice president of marketing, and Alexandre Rio, head of marketing in North America.


Ilona Haaijer Paulo Rodrigues Alexandre Rio

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