Here is an interesting video explaining how P&G shifted their focus from merely creating excellent formulations to making products that make women feel better about themselves.[youtuber youtube=’http://www.youtube.com/watch?v=OJzeGL_5V5k&feature=digest_fri’]
I’m not really sure how well they succeeded but they certainly changed the way products were advertised. They also had a huge impact on the role of consumer research in the development of cosmetic products.
If you have your own line, creating the best performing products is not good enough. You’ve got to create a compelling story too. P&G is a big reason why the industry has embraced this philosophy.
Is that good for cosmetic formulators? hmmmm