Innovation has become the buzzword of the beauty industry. Maybe we overuse it. We describe products as innovative; we use it as an adjective for companies; and we even use the word ‘innovative’ to applaud beauty services that have found a compelling way to connect with the consumer.

What is its real position and its true meaning when we examine the beauty landscape?

Evolutionary or Revolutionary

We can define innovation as the process of turning an idea or an invention into a product or a service that will create value for a company at the same time as it drives success. When we apply it to beauty, it falls into two buckets. The first bucket is evolutionary. This is incremental change to an existing product or service. It often means improving a product or service, garnering a new market share, or even improving the production methods used to manufacture said product. For students, it means making something better.

The second bucket is revolutionary and usually refers to something that is totally new, usually disruptive and has a genuine impact on the industry or a product category.

Fostering a culture of innovation in an institution or a company is a goal that everyone strives for. We see the term used in the mission and vision statements of many universities and global conglomerates. Everyone wants to be seen and referred to as an innovator. 

When we posed the question to Cosmetics and Fragrance marketing students, “What does innovation mean in the beauty sector?” we got a mixed bag of answers and opinions.

For many students, sustainability was the term they most associated with innovation. The need for sustainable practices in creating, manufacturing and packaging beauty products was at the forefront of their thinking when it came to being innovative. The need for sustainability in everything we do is no longer a possibility; it has become an absolute necessity.

Students suggested refillable packaging across the spectrum of beauty packaging.

Why shouldn’t every fragrance brand use a screw top for their bottle, allowing the consumer to come back for a refill or purchase a refill online?  Should we look for alternatives to glass for fragrance bottles. We need to reduce the weight. Reduce our carbon footprint in shipping. Is metal a possibility?

Could there be refillable packaging for color cosmetics and skincare as well?  Could we find a way to eliminate secondary packaging? Could there be a second life for secondary packaging beyond merely recycling? Could more packaging be made out of waste materials? These are the questions students are asking and trying to find answers to.

Customizable and Inclusive

The second most popular term students linked with innovation was customizable.  Beauty products should be for everyone. No one should be left out when it comes to products and application. A beauty package that aims to meet the needs of people with disabilities was an important consideration for Gen Xers. They called out brands that are doing this, and stated that they will support these brands and these initiatives.

The students are looking for ‘innovation with purpose.’ Let’s save the planet and humanity one beauty product at a time. 

About the author

Virginia Bonofiglio is Associate Chair of Cosmetics and Fragrance Marketing at Fashion Institute of Technology.