The cosmetics industry, a realm of rapid change and constant innovation, poses unique challenges to product development. In this dynamic sector, the success of New Product Development (NPD) hinges on the crucial collaboration between Research & Development (R&D) and Marketing teams.

To develop successful cosmetic products, the R&D and marketing teams must collaborate closely. R&D should stay updated on market trends and identify gaps, while marketing should understand consumer needs to devise effective marketing strategies.

Misunderstandings can arise, but recognizing and empathizing with challenges can foster a more collaborative work environment.

Real-Time Example: Enhancing Collaboration through Strategic Project Management

From personal experience, I’ve witnessed first hand the challenges that can emerge between R&D and marketing teams within the FMCG sector. In my first job at a company renowned for its sizeable R&D team and comparatively more minor marketing team, the expectation discrepancy regarding sample production times was a persistent issue.

Despite the R&D team’s efforts in juggling multiple projects and incorporating feedback into sample remakes, our marketing colleagues often underestimated the time required for these adjustments, leading to tensions regarding perceived performance delays.

This experience underscored a common misunderstanding: the marketing team’s expectation for swift sample turnaround times, not recognise the intricate process of remaking samples in response to feedback, which naturally extends timelines. Our R&D team was stretched thin, working on numerous projects simultaneously, each demanding considerable time and resources to adapt and refine based on ongoing feedback.

To address this gap in understanding and expectations, we initiated a brainstorming session dedicated to improving our collaborative process. The outcome was developing a project management system meticulously crafted within Excel and a detailed project briefing form for marketing to initiate projects.

This system allowed for a clear assignment of projects to specific team leaders, fostering a better understanding among all team members about the complexities involved in altering formulations and the reasons behind priority shifts.

What about the marketing side?

It is so easy for both sides to think about it. Oh, their job is so easy, but to make it fair, I have asked the New Zealand brand’s VP of marketing their pain point. He pointed out the challenges of translating market trends into actionable R&D outputs.

For example, while appealing from a marketing perspective, the concept of personalisation often poses significant challenges for R&D regarding feasibility and implementation. It also highlighted the importance of including R&D insights early in the post-market research process to ensure that the development strategies are both innovative and practical. This approach helps align expectations and integrate technical feasibility with market-driven innovation from the onset.

How does it work in contract manufacturing?

When it comes to contract manufacturing, the manufacturer must be well-equipped in research, development, and market trends. This means they must possess the knowledge and skills to embody the brand’s vision and understand the target market. They need to understand the market trends, consumer preferences, and product specifications to deliver a final product that meets the client’s expectations.

Furthermore, the manufacturer must be a trend follower, staying up-to-date with the latest industry trends, innovations, and technologies. They need to be able to adapt to the rapidly evolving market landscape and incorporate the latest technologies and innovations into their production processes.

What else can be done to improve the gap between R&D and Marketing?

Collaborative learning can also enhance R&D and Marketing synergy. Joint attendance at distributor presentations or industry events can spark innovative ideas, helping both teams understand how new ingredients or technologies can be leveraged. Following such events, brainstorming sessions can translate these insights into actionable projects that align with brand identity and market needs.

In conclusion, successful cosmetic product development requires collaboration between R&D and Marketing. A solid project management foundation can align the efforts of both teams, ensuring that each step of the NPD process is informed by both technical innovation and market insights. This streamlines the development process and enhances the potential for creating products that truly resonate with consumers.

By bridging the gap between R&D and Marketing, brands can create products that captivate and satisfy consumer desires with R&D focused on technical feasibility and innovation and Marketing on trends, consumer needs, and communication. However, both teams have goals to deliver compelling products that meet market demands.

Merve Samur will be speaking about this very topic during a Marketing Trends presentation at in-cosmetics Asia 2024 in Bangkok. Register your interest to visit now.  

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The beauty industry has undergone a significant transformation in recent years, shifting its focus from exclusively targeting youth to embracing the beauty of ageing gracefully. This paradigm shift is driven by a deeper understanding of consumers’ evolving needs and advancements in skincare ingredients and technologies. In this article, we explore the convergence of these two key trends in the world of anti-ageing beauty.

The beauty industry is undergoing a revolution, one that celebrates and acknowledges the elegance of ageing. This change goes beyond being just a passing trend; it represents a fundamental shift in the industry’s approach to beauty. One notable example of this shift is the L’Oréal Paris Age Perfect Golden Age Rosy-Oil Serum campaign in the Nordics. This campaign features influencers ranging from 45 to 84 years old, highlighting the growing interest in the mature market.

Mature beauty consumers are a powerful demographic with significant purchasing power. According to a 2019 AARP survey, 40% of Gen X and 53% of Boomers feel overlooked by the beauty industry and desire products tailored to their specific needs. This “Silver Spender” segment, which holds 50% of the global net worth, is projected to spend a staggering $15 trillion by 2030 , underlining their economic influence.

One significant trend in anti-ageing products is the move towards natural and organic ingredients. Consumers are becoming more discerning about their skincare choices, opting for products that are free of harsh chemicals and unnecessary additives. Plant extracts, essential oils, and traditional herbal remedies have gained popularity due to their perceived benefits. Ingredient innovation also plays a pivotal role, with a focus on developing novel ingredients that enhance the efficacy of anti-ageing solutions.

One such innovative ingredient is JD Phyto-Or 1% by Jojoba Desert. This natural active skin repair solution combines JD Jojoba oil with concentrated phytoene, extracted from a non-GMO fungi. JD Phyto-Or 1% offers exceptional benefits, including improved skin elasticity, reduced wrinkles, and protection against oxidative stress-induced damage.

In the quest for ageless beauty, there is a growing emphasis on preventative skincare products. The minimalist approach, using one or two evidence-based multifunctional anti-ageing products, is gaining popularity. Retinol and Vitamin-C continue to be household names for anti-ageing ingredients.

The anti-ageing revolution challenges traditional beauty standards that prioritize youth over natural ageing. Skincare clinics are offering treatments tailored to mature consumers, featuring skincare-infused formulations and a more subdued to “well ageing”. This revolution extends beyond products; it aims to change the narrative around ageing, celebrating it as a phase of life rich with beauty and experience.

One of the most significant changes in the beauty industry is the rise of mature makeup. In the past, makeup was primarily marketed towards younger consumers, with anti-ageing products taking a back seat. However, in recent years, there has been a shift towards developing makeup products tailored to the needs of mature skin. Many of these products feature natural ingredients and offer anti-ageing benefits, providing a more holistic approach to beauty.

In addition to makeup, skincare for mature skin is also evolving. For example, many skincare products now feature ingredients like retinol, which can help to promote collagen production and reduce the appearance of fine lines and wrinkles. Other ingredients, like Vitamin C, can help to brighten the complexion and reduce the appearance of age spots. Many of these ingredients are derived from natural sources, providing a safer and more effective alternative to traditional anti-ageing products.

Another key trend in anti-ageing beauty is the use of hybrid applications. Hybrid applications refer to products that combine multiple benefits into one, providing consumers with a convenient and cost-effective skincare routine. For example, a moisturizer with SPF protection and anti-ageing benefits is a popular hybrid product. These types of products are especially attractive to busy consumers who want to simplify their skincare routine without sacrificing efficacy.

The beauty industry’s focus on natural ingredients, multifunctional products, and preventative skincare has led to a more inclusive and holistic approach to beauty. The celebration of ageing and the promotion of ageless beauty has created a more diverse and accepting beauty industry, one that caters to the needs of all consumers. As the industry continues to evolve, we can expect to see more innovation and growth in the world of anti-ageing beauty.

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