Sibylle Hänni, Sanitized AG about "community masks" - the most present application of Ingredient Branding in 2020
As part of our interview series with Ingredient Brand shapers, we spoke to Sibylle Hänni, Head of Communication & Branding from SANITIZED AG.
1. Mouth and nose protection masks are one of the most present applications of ingredient branding in 2020, and Sanitized is also very active in this area. How do you assess this development from your perspective?
Masks are recommended, are partly obligatory and "community masks" almost become a fashion accessory. When it comes to these community masks, the consumer may primarily orientate himself towards a familiar textile brand. Consumers believe that a branded ingredient is important in choosing a performance textile. And since ingredient brands are supposed to create guidance, we are close to this need with our brand and the expression of hygiene that is already contained in it through the word "Sanitized®".
Sanitized® has been around for over 80 years as an ingredient brand for hygiene function. Our focus is on the antimicrobial effect for textiles and polymers. The viral effectiveness was proven with the same products a few months ago and complements our offer of comprehensive hygiene management, to which we have been committed for many years.
2. What is particularly important when marketing an antimicrobial or antiviral protective function as an Ingredient Brand for protective masks?
A mask is basically a protection in this pandemic. The supplementary effect on the substrate against bacterial growth, to reduce viruses and to prevent odors should bring added value for the consumer and not just serve marketing purposes. Effects must be tested and verified in appropriate laboratories so that consumers experience true added value and not mere deception. “Antimicrobial” and “antiviral” claims must be based on serious testing. In addition, whether in Europe, the USA or Asia, different regulations apply, which must also be observed. After all, a statement very quickly turns into a health claim that could mislead consumers.
3.How does the consumer recognize which mask or which technology is the right one for him?
It depends on the purpose for which consumers use a mask. If we talk about "community masks", we are of course also talking about aspects such as textile quality, breathing quality, haptics, washability and design. An antimicrobial or antiviral function might be new to many consumers and must be clearly communicated as an additional protection of the textile surface and not as a health statement against a specific disease. Textile masks also make a meaningful contribution to the environment. They can be washed and used over a longer period of time. And thanks to an integrated antimicrobial additive, the mask has an additional freshness benefit due to the bacteria reduction and reduction of odour. It therefore requires a brief examination of the brand and its performance by consumers. Sanitized® as a brand but also as a word already speaks for itself, and yet we too must deliver on this performance promise. Our products achieve this effect, as do the articles finished by our customers, which are marked with our ingredient brand. The basis for this are tests in appropriate laboratories.
4. What do you think about a uniform seal of approval to increase the comparability of the different solutions?
Trust does not develop overnight. Every brand, ingredient brand and even a quality seal must first earn this trust and provide its services. And that takes time. A test and classification by an established consumer protection organisation would perhaps be more credible for the consumer. And as already mentioned, we have been operating successfully in the field of hygiene function for over 80 years and our statements are based on successful and official tests. So I can say that the Sanitized® Ingredient Brand is a quality label in itself.