Procter & Gamble

Procter & Gamble

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.