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All this leads to the need for market-specific packaging.This comes at a potentially very high expense, not to mention that if the mark is taken by only one country, the owner must either abandon that market, use a different name in that market, or move forward without a mark and risk having the mark owner take action against him/her. In order to secure intellectual property for “BRAND X”, one must do it for each country or region separately. Intellectual property – global protection is not possible so enter with caution.But you really must investigate each market guideline carefully. Marketing (Social Media) – how do you create a uniform message that complies globally? A brand’s story can get diluted very quickly when it must create different stories for fit each market’s specific set of rules.These are just a couple of examples of what you can or cannot say. Disparity of cosmetic marketing phrases are extremely varied, such as: you cannot say “free of” anything in EU, Canada doesn’t like the word “blemish”.Additionally, the Hot List (prohibited ingredients) between US, Canada and the EU shows a huge disparity, further complicating and limiting the creation of globally-accepted formulas. Ingredient categories that seem to trigger include AHAs, surfactants and preservatives. Depending on the how a formula is categorized and its function, allowable ingredient levels vary amongst different markets. Globally-accepted ingredients with various level of use restrictions and applications (rinse-off products vs leave-on for example).This still goes back and forth every so often. Some botanicals include their common names, others don’t. EU wants allergens listed, Canada doesn’t like “Water (Aqua)”, prefers “Water”. Variations in ingredient nomenclature - INCI (International Nomenclature of Cosmetic Ingredients): It sounds like a great idea to standardize the way cosmetic ingredients are listed all over the globe, but it isn’t as simple when it comes to the way it really works.If your brand’s goals include entering more than one global market and are interested in doing it correctly, you are in for a series of challenges to overcome.

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