The Canadian company is combining its BioAsteri borage oil, with EPA (eicosapentaenoic acid) from fish oil, and flax lignans. The formula is designed to support women's health issues, such as fluctuating estrogen levels and menopause. Formulators are increasingly isolating the markets for different ailments and health needs and tailoring their supplements and subsequent marketing investments accordingly in order to differentiate themselves. "Consumer demands are becoming more and more complex," said Bioriginal director of new business and technical support, Adrian Hughes. "Manufacturers need to respond to this by adopting a more targeted approach." According to a recent report from Packaged Facts, products marketed for condition-specific benefits accounted for a large proportion of new product introductions which rose by 33 percent. The Natural Marketing Institute also showed in a recent survey, based on its 2005 Health & Wellness Trends Database, that consumers tend to look for labels that spell out the potential therapeutic benefits of a supplement. With a compound growth rate of 17 percent over the past five years, the firm identified the most popular condition-specific supplements as being those for joint, heart and osteoporosis or bone health. The Saskatoon, Saskatchewan-based company has is gearing the three ingredients in its new formula to different health problems women face. The lignans are set to target estrogen levels for the management of menopause and reducing the risk of hormone-related cancers. Lignans are naturally-occurring substances found in plants, fruits and vegetables. Biorginal has put its branded borage oil in the formula so as to unleash the potential benefits of GLA (gamma-linolenic acid) for reducing symptoms associated with perimenopause and menopause. These include: night time hot flashes, breast pain, inflammation, fluid retention, depression and irritability. The EPA from fish oil is included in the formulation to help protect against the loss of bone calcium. For women, this can result in osteoporosis or rheumatoid arthritis. Among numerous other health benefits, EPA from fish oil has been linked to enhanced calcium absorption. In 2006, the company launched another condition-specific softgel, this time for skin health - specifically to help relieve dry or damaged skin and reduce inflammation in disorders such as acne, psoriasis and eczema. That formula contains BioAsteri, for restoring moisture and smoothness in skin, as well as lignans to modulate sebum production and thereby help fight against acne.