Q&A with Tammi Higgins, SVP, Global Product, Marketing and Applications, Lycored
Q: Can you tell us about Lycored's new branding introduced in 2023 and how it reflects the company's commitment to connecting with consumers on a deeper level?
Tammi: Considering we're B2B, it's a bit different for us, but our focus is certainly on our customers. We prioritize effective ingredients and formulated solutions, emphasizing the science behind them. This allows us to meet beauty and wellness needs at the consumer level, enhancing beauty from within and focusing on areas of interest to the consumer.
Q: Was the branding change in 2023 a significant shift from previous strategies?
Tammi: It wasn't a huge change but an evolution. We're taking it beyond just the ingredient, formulating a bigger picture to emphasize solutions and connect it to the end consumer. This helps our customers focus on specific claims and create a link to the consumer, enhancing beauty from within across various health indications.
Q: How does Lycored's approach create a bond of trust with consumers?
Tammi: By emphasizing the entire journey of our products and ensuring consumers can feel and see the difference, we establish trust and confidence. This linkage between our customers and their brand creates a solid foundation built on scientific evidence and real results.
Q: How important is science to today's consumer when selecting products?
Tammi: Consumers are doing their own research and looking for proof of science. Providing that elevates their trust in our products and solutions, which translates to loyalty to the brands we work with.
Q: How does Lycored differentiate itself from competitors in terms of scientific investment?
Tammi: Not all competitors invest deeply in science like we do. Our emphasis is on validating our products through rigorous testing and clinical studies, ensuring we can back up our claims with solid evidence. This continuous investment in science is what sets us apart.
Q: Can you elaborate on the importance of application forms in innovation?
Tammi: Different application forms require us to adapt and ensure our products are effective in various mediums, from tablets to beverages. Our focus on the performance and stability of our products in these end applications ensures that consumers benefit from our claims, regardless of the product form.
Q: What role does marketing play in your clients' organizations thanks to Lycored's contributions?
Tammi: We bring a lot to the table for our clients to use in their marketing strategies, especially for different levels of customers. Whether they're a CM or a brand, our comprehensive approach allows them to harness our scientific integrity and innovative solutions for their marketing efforts.
Q: How does Lycored maintain its corporate ethos of focusing on science and innovation?
Tammi: It's at the core of our brand to focus on science and efficacy. We partner with our customers to develop products that not only meet consumer trends but also establish trust throughout the value chain. This collaboration is vital for driving innovation and ensuring our products resonate with the market.
Q: What makes Lycored's approach to product formulation and branding unique?
Tammi: Our approach is about looking at the consumer's needs from a holistic perspective. We study various health indications and evolve our focus to meet contemporary consumer demands. This broad perspective allows us to innovate in ways that resonate deeply with end consumers and provides our clients with a competitive edge.
Q: Lastly, how does Lycored support innovation in the industry?
Tammi: By leveraging our expertise in both the food and beverage and supplement markets, we can offer comprehensive solutions that include microencapsulation technology and a deep understanding of consumer trends. This enables us to assist brands at different stages, whether they're fledgling or established, in developing products that truly meet consumer demands.