Product Development – The First Win!
Winning a CEW (Cosmetic Executive Women) product award is like winning an Oscar in the beauty industry. It’s a big deal! One thing to understand about product development is that the win is the result of a team effort. When the product wins, all teams win.
How to get a winning product? Easy question—not so easy to answer.
My best recommendation is that when starting with the concept, think of ways that might give the product an edge, that makes the product first to the market in its performance, something that no other product has addressed: a new technology, a new texture, a new way to fit into today’s lifestyle, a unique color, a new way of dispensing, a nuance that might be a slight change, prompting someone to say “Why didn’t I think of that?”
Luminosity (Avon) was one of those award winning products. I joined the marketing team at the mid-development point. My contribution included working with teams to complete the aesthetic development and texture, product performance, claims development, training and copy development.
The story doesn’t end here. In an upcoming post, I’ll share my experience about attending a first production run on this product.