The WOW! Effect

It's said that beauty is in the eye of the beholder, and in a venue like In-Cosmetics, the attention of beauty is captured by those things that sparkle, twinkle, illuminate, glow, bubble, shimmer, shine and beg to be viewed and appreciated by an experience using multiple senses. Among aisles and aisles of new technologies, innovative advancements, presentations, studies, and flashing signage that saturated the space at In-Cosmetics London, one of the common factors gaining attention were booths with engaging displays and eye catching appeal.  

 

Photo credit;  cherie buziak #in-cosmetics17

In today's Beauty Market, we who are involved in bringing products to market face that same challenge -- catching the consumer's eye, even when the consumer may be quickly walking or surfing by. With more sales completed digitally, how do we connect to the consumer? How do we make that sale? What moves a consumer to the purchase? One piece to consider is the WOW! effect. It's not something new, but it is more important now than ever.

These same things that attract us as product developers, chemists, innovators and game changers are the same things that attract our final customer. The goal is gathering all of the technology available to us to deliver something new, fresh and outstanding.

Yet, the secret sauce isn't always in the perceived visual. While continuing to try to capture the consumer's interests and market share, these eye candy, visually appealing aesthetics as pictured above is the goal. And innovation is key. 

For example, it isn’t really the sparkle that is being presented as the technology in the image; the technology is in the vehicle that suspends the glitter, the clarity of the gel, and the way the suspension of the formula holds the weight of these particles. All of these elements combined are the interrupters of someone walking by to stop, take a look, explore, ask questions and engage with the product.  


Are you interested in adding a WOW! effect to your products? Do you need technology or ideas  that will make your products stand apart and intrigue the consumers enough that they will step in and purchase the product?  If you'd like to learn more about creating aesthetic appeal or a strategy for your brand, contact me to schedule a consultation to talk through your goals. Email Cherie@beautyedgeinc.com  Check out our site www.beautyedgeinc.com

PRODUCT DEVELOPMENT - THE FIRST WIN!

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.

First Win Cream
First Win Cream

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.