Matrix

KOSE, a leading cosmetics company in Japan, wanted to enter the U.S. market by launching a high-end cosmetics line. Matrix was assigned to handle everything from the naming of the brand/product line to the designing of the packaging.

With an integrated advertising and PR campaign centered in New York City, Awake was marketed as a breakthrough, natural cosmetics line. And to further increase brand awareness, an Awake boutique was set up in the upscale, trendsetting store Henri Bendel.

Within just a year of being introduced to the U.S. market, Awake had gained significant brand awareness and had attracted the interest of world-renowned department stores such as Neiman Marcus, Saks Fifth Avenue, and Harrods. Sales at Neiman Marcus continued to grow.

Global amino acid powerhouse Ajinomoto was seeking to launch its sports supplement Amino Vital in the U.S. market. Serving as a true partner from the very beginning, Matrix conducted consumer market research, drew up marketing plans, and set up and helped manage co-packing and sales.

Matrix then went on to help establish a scientific foundation focused on working with world-renowned researchers to educate people on the benefits of amino acids. A variety of marketing programs, including advertising, PR, event marketing, and sponsorship were also put in place to help build brand awareness.

Due in part to the efforts of the Amino Vital Sports Science Foundation, Amino Vital was able to win the trust and partnership of Olympic athletes, pro golfers, and organizations such as the United States Olympic Committee and New York Yankees.

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.

In a move to start holding educational events in the U.S., the non-profit Umami Information Center (UIC) elicited the help of Matrix to open up a North American office. The organization then went on to use marketing programs and PR to help increase awareness and understanding of the fifth taste.

Matrix organized a variety of large and small educational events, including the New Frontiers of Taste Symposium in San Francisco. 250 food and beverage professionals and journalists attended the event, which comprised a panel discussion with experts from around the world and an umami luncheon featuring the dishes of elite chefs such as Thomas Keller.

With the UIC’s activities came an increased number of office inquiries, a good deal of print, TV, and online press, and an increased awareness and understanding of umami in the culinary world.