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HBA Expo: Is Bonicel, The World’s First Probiotic-Derived Personal Care Ingredient, About To Get Traction?

June 29, 2013: 12:00 AM EST
Ganeden continues to promote its Bonicel ingredient as “the first science-backed, probiotic-derived personal care ingredient that has been shown to significantly improve the appearance of seven common signs of aging” but thus far it’s not included in any personal care products in-market. This looks set to change.
 
In a conversation with Business360, Ganeden indicated that two personal care products that contain Bonicel should launch in the next 30-days, with others following.
 
Clinical claims                                           
 
Bonicel was first announced some 15 months ago in Ganeden’s March 1, 2012 press release (‘Breakthrough Research Paves Way For New Probiotic-Based Topical, Anti-Aging Cosmetic Ingredient’) which claimed that “Bonicel, improves skin hydration, elasticity, under eye puffiness and reduces fine lines and wrinkles in humans.”
 
Bonicel is made in part from the extra-cellular material produced during the fermentation of GanedenBC30 (Bacillus coagulans GBI-30. 6086), a patent-protected probiotic ingredient that is used in over 75 food, beverage and animal health products. While some press about Bonicel mentions it is a probiotic, it is in fact a probiotic-derived ingredient, derived from GanedenBC30's fermentation broth and not itself a probiotic.
 
On February 5, 2013 (New Research Confirms Bonicel's Multiple Anti-Aging Benefits) Ganeden released another press release that touted the results of a third-party study that found that Bonicel “improved skin hydration, elasticity, under eye puffiness and reduced fine lines and wrinkles in humans and even reduced redness.”
 
At the June 18-20 HBA Global Expo ‘Where Beauty Meets Business’ in New York Ganeden  promoted Bonicel and Business360 inquired about the status of personal care products containing the ingredient. Business360 also called both Ganeden and Glanbia (the North American distributors) to find out the status of products planning to use Bonicel.
 
Products expected in 30-days   
 
Natalie Martinez, Business & Product Development Manager at Ganeden indicated that a number of suppliers are working to incorporate Bonicel in various applications. She was unable to disclose the manufacturer’s and applications but did say that the first products incorporating Bonicel should be in market in about 30 days.
 
Primary applications look to be as an anti-aging agent for skin and face care but the company is working with suppliers on a range of other applications including hand health, (leveraging anti-aging properties for moisturizers and topical cleansers), oral health (leveraging the ingredients anti-inflammatory properties) as well as after-sun and scalp health.
 
Ganeden claims that four clinical trials have been run on Bonicel. None of these are publicly available but Ms. Martinez says the company is in the process of preparing one for publication. Sales literature made available at trade shows and accessible at www.bonicelforbeauty.com provides summary results of a clinical study that looked at bar soap that had Bonicel at a 5% inclusion rate.
 
The material states that the study found a 35% reduction in facial redness in 14-days but such an improvement is hard to see from the before and after photos the company provides, where any changes looks frankly imperceptible (see right).
 
First mover advantage
 
At this point Ganeden believes it has a unique proposition with a probiotic-derived ingredient that is supported by clinical studies and does not yet have strong competition. Ganeden has been working with both large and small manufacturers and has not signed exclusives.
 
Recent trademarks filings
 
On March 1, 2012 Ganeden filed to use the Bonicel name on a wide range of personal care categories and on June 10, 2013, it filed to trademark the Bonicel logo design.
"Ganeden At HBA Expo, June 2013", June 29, 2013, © Ganeden Biotech
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