• Lonza announces the launch of a high-impact consumer education initiative, aimed at driving joint health awareness among adults
• The Lifestyle in Motion™ campaign kicks off on 23 September with a New York (USA) photography exhibit by acclaimed Brazilian artist Bob Wolfenson, titled Move to the Extra[Ordinary]™
• Lonza's UC-II® undenatured type II collagen is clinically studied to support joint comfort, flexibility and mobility, helping consumers remain active and maintain joint health
Bob Wolfenson, Photographer and Artist:
“When we look at movement through a lens, it is redefined, and what we thought was ordinary becomes Extra[Ordinary]. Our bodies are made for movement – the flex of a muscle, the bend in a joint…, every element works together without us thinking, yet it is Extra[Ordinary].”
Erasmo Schutzer, President, Lonza Consumer Health & Nutrition:
“Movement is key to a healthy lifestyle – whatever your age. Consumer education is central to our strategy, as we look to build the UC-II® brand and help our customers to grow their joint health business with innovative product lines.”
Morristown, NJ (USA), 23 September 2019 – Lonza Consumer Health & Nutrition announces the launch of a comprehensive new initiative designed to help educate consumers on the importance of joint health earlier in life. The high-impact Lifestyle in Motion™ campaign kicks off with a photography exhibition held in Chelsea, New York (US) on 23 September, 18:00 – 22:00 EDT. Titled Move to the Extra[Ordinary]™, the work explores movement in everyday life and its impact on health, wellbeing and aspirations.
Move to the Extra[ordinary]™: A Photography Exhibit by Lonza
Curated and shot by the acclaimed Brazilian fashion and portrait photographer Bob Wolfenson, the Move to the Extra[Ordinary]™ exhibit asks consumers to look again at ordinary movement – from the small, daily movements that we take for granted, to the act of pushing our bodies to their physical limit.
Told in a series of photographic essays, the campaign emphasizes actual movements in sequence, and explores their importance and impact on our lifestyle aspirations.
Bob Wolfenson explains: “When we look at movement through a lens, it is redefined, and what we thought was ordinary becomes Extra[Ordinary]. Our bodies are made for movement – the flex of a muscle, the bend in a joint…, every element works together without us thinking, yet it is Extra[Ordinary].”
Supporting Joint Health for a Lifestyle in Motion™
“Movement is key to a healthy lifestyle – whatever your age. Consumer education is central to our strategy, as we look to build the UC-II® brand and help our customers to grow their joint health business with innovative product lines,” comments Erasmo Schutzer, President, Lonza Consumer Health & Nutrition.
Lonza's UC-II® undenatured type II collagen is a market-leading ingredient that is clinically studied to support joint comfort, flexibility and mobility, helping consumers remain active and maintain joint health. It is proposed to work in the gut by triggering the immune system to target the body's natural process of rebuilding and repairing cartilage. A randomized, double-blind, placebo-controlled study found that a small, daily dose of 40 mg of UC-II® undenatured type II collagen could support joint health and flexibility in healthy subjects, regardless of their age group1
Join the Movement
As a leader in joint health, Lonza will be presenting its innovative formulation concepts featuring UC-II® undenatured type II collagen at booth 4339 at SupplySide West. More information on the Lifestyle in Motion™ campaign, and UC-II® undenatured type II collagen can be found at www.lifestyle-inmotion.com, or www.lonza.com.
1Lugo JP, Saiyed ZM, Lau FC, et al. J Int Soc Sports Nutr. 2013;10:48.