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Creating revolutionary mascara
CoverGirl and Max Factor are global cosmetics brands, operating in a multi-billion dollar market. To drive competitive advantage, Innovia was asked to create a range of breakthrough mascara concepts spanning formulation, packaging, delivery systems and business models.
We explored stakeholders' needs and new technologies such as smart materials and brush design concepts. We created over a hundred initial concepts and then used experiments, physical models and high quality visualisation to select the winners. We also found patent whitespace in an over-crowded area.
CoverGirl LashExact and Max Factor Lash Perfection were launched with a revolutionary brush design inspired by our work. The award-winning new products delivered breakthrough lash separation with superior appearance benefits.
Conventional strapless bras often don't provide enough support. Innovia helped Wonderbra develop a best-selling, patented product that grew the brand by 33%…
Predicting competitor response can be challenging. Innovia performed a simulated competitive attack on an IP fortress to highlight potential weaknesses…
Successful fine fragrances are defined by scent, packaging, and message. Innovia created and defined new ideas to enhance the message of the Hugo brand…