Innovation improves Efficacy
Innovation is essential to achieving greater product efficacy.
Often, what seems to be a simple improvement is in fact a scientific breakthrough. It took 20 years of hard and detailed work to get the smell of ammonia out of hair dye. Only scientists really understand what a remarkable achievement that was.
Scientific development brought us shampoo and conditioner products that deal specifically with certain hair colours or hair types.
Equally, at least 30 separate, scientific steps are involved in the development of every new lipstick, including optics, shine, friction, compatibility, safety materials and chemicals. Through innovation, scientists developed lipsticks that had a reduced oil content but retained the shine to provide a long-lasting finish.
Innovation is present in every part of the cosmetics industry, not just the premium end of the market—and good ideas tend to spread. A completely new type of mascara wand was developed for the mass market but was taken up by premium brands too because the innovation and improvement it offered was ground-breaking.
Nowadays consumers want the best. They demand that products they already use are continually improved—when choosing new products they expect to be stimulated by something special, different and exciting. They are already conditioned to want more products and wider choice. Now they expect the unique.
Manufacturers of cosmetic products also look at other industries for scientific innovation that could be applied to their products—the know-how that went into creating fabric whiteners could be transferred to toothpaste to make teeth look whiter.
Manufacturers strive to innovate and create new products by discovering new ingredients and utilising existing ingredients in new applications. Technology plays its part as well. Innovation in packaging technology, for example, keeps the ball in roll-on antiperspirants constantly moist.