Congrats to OmniActive!

OmniActive Health Technologies has won Frost & Sullivan’s 2011 Global Product Differentiation Excellence Award for Eye Health Ingredients.

OmniActive won for their Lutemax 2020™ combination of lutein and zeaxanthin, which outshone best-in-class competitors by excelling in unique product development, quality assurance, market acceptance, potential growth opportunities and brand perception.

OmniActive Vice President Hiren Doshi said, “On the day of this singular recognition from Frost & Sullivan, we thank all those who have assisted in researching, producing and marketing this unique ingredient worldwide.”

To Hiren I say, “You’re quite welcome!” The Natural Health Writer was the voice behind one of OmniActive’s biggest marketing initiatives of 2010, part of a tremendous team effort that contributed to their award-winning year.

All kudos to OmniActive: One of the industry’s brightest companies, with an amazing team, an unparalleled dedication to quality, and a line of science-backed products that represent the very best of what nutritional supplements can achieve.

Vitamin Code

Find it at your local Louvre.

So, we’ve established that generic is a term you would rather not have associated with your supplement marketing strategy. Generic isn’t sellable. Consumers don’t trust it.Generic is lazy.

Vitamin Code sits on the better end of that spectrum, with marketing  that is alluring and sellable. It taps into consumer emotions by invoking a sense of mystery. We’re curious creatures; we can’t help wondering what the CODE actually means. We observe the CODE’s pyramids, wondering if these supplements will reveal their secrets to us.

Of course, this sort of marketing isn’t always appropriate, especially in health sectors. You wouldn’t take a pill blindly just to reveal its mysteries (at least, I hope you wouldn’t!) – which is why Vitamin Code scores again. They market mystery until they capture consumer attention, and then they back it up with vital, accurate health information and strong research-backed substantiation.