At the time that Matrix was called upon to help, Ajinomoto was virtually unknown in the U.S. cosmetics and personal care product industry. In order to grow the business, Ajinomoto would have to start by building a brand image for itself.
By highlighting Ajinomoto’s long-standing history of amino science and R&D, Matrix was able to promote the company’s position as a leading amino acid company and the superior quality of its ingredients. Branding efforts included consecutive runs of new original creative in industry publications and active participation in major tradeshows.
Since Ajinomoto Specialty Chemicals started working with Matrix in 1988, annual sales in the U.S. have grown twenty-fold, and Ajinomoto has come to be a highly trusted and well-recognized brand in the industry.