General Catalogue 2023 DIGITAL

14 I NNO VAT I ON A N D D E V E L O P M E N T Once a new development has proven itself in initial tests, a small quantity is produced in a test facility under actual production conditions. During the development process, the products are repeatedly tested with regard to their structure and stability. The Gerlach Innovation Process It all starts with an idea. The origins may vary wide- ly. Impulses from development and other company departments or even management, but also market trends or requirements can be vital. It all starts in the product development stage: A team consisting of management and the development, product management, marketing, sales, quality assurance, production and purchasing departments. This interdisciplinary group meets every fortnight to exchange ideas, trends and approaches. The probiotic balance care series also has its origins here. The observation and assessment of market trends was the decisive factor in this case. Probiotics - an emerging trend topic at this time - are mainly known from the food sector - for example as food supplements - or in the pharmaceutical sector, and occasionally also in cosmetics. At the same time, the topics of "prevention, preserving health, or preventive care" increasingly came to the fore in the consumer sector. In the meantime, it has become a matter of course for many people and an integral part of their daily routine to actively and preventively take care of their own health. Gerlach has linked these trend themes and applied them to skin care. At the time of its market launch, probiotics were also unique in the German foot and leg care sector. A new concept was created for everyone who wants to do something to keep their skin healthy. Therefore, it was also natural to combine the two traditional GEHWOL and GERLASAN brands into a holistic care programme. Once the Gerlach team had decided on the key ingredients for its minimalist concept, several departments started working on the products in parallel: The development department took care of the formulation, while product manage- ment conducted several market and competitor ana- lyses to determine the positioning. Together with the marketing department, they created the design and laid the groundwork for communications and adver- tising of the care series. At the same time, the pur- chasing department dealt with the search for suitable raw material suppliers and packaging. Sales defined distribution channels and coordinated with partners abroad to launch the products. What has been shown here with the balance example applies to all Gerlach innovations: Only the cooperation of all departments enables the completion and successful launch of the idea. Quality means innovation and safety