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L’Oreal

MASCARA INNOVATION

L’Oreal has been the undisputed market leader in mascara for decades
with brands like Maybelline and L’Oreal Paris. In response to recent
developments in the industry and as a strategic effort to become an
innovation leader, L’Oreal undertook an ethnographically-informed
innovation project in mascara.

 Mass-market retail was the focus of the study.  Point Forward worked with L’Oreal Marketing, R&D, and Manufacturing groups
from the beginning of the project, including L’Oreal participation in all the fieldwork.

The work revealed why women wear make-up, what makes mascara such an essential part of their make-up “system,”
how mascara is worn in-context, and what are the constraints of applying mascara.

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New opportunities positioned mascara across a range of cosmetic “values” – from repairing, maintaining, enhancing to dramatizing. Opportunities also included concepts for new packaging, mascara formulas, and retail experiences.