Brian Fox-Krawczyk: How to charm the blasé consumer

Brian Fox-Krawczyk, proprietor of Genealogy, talks about different strategies to win the consumer of today who is no longer easy to convince to buy something just because it is an "innovation". Consumers have lots of choices where to buy there products - be it in a store, on the internet or with the use of there mobile phones. To convince them, the product has to be a value to them and it has to have a perfect "product orchestration", meaning all product components have to be a perfect combination: The right sensory feel, the right actives, something exotic inside, something organic... Brian Fox-Krawczyk shows product concepts formulated by Genealogy and gives examples for ingredients by Capsum, IBR, Infinitec and other ingredient suppliers which are used in these products.