Why more beauty brands are turning to product co-creation

By Jo Allen | Published: 19-Jul-2023

80% of new product launches fail. Is co-creation the answer?

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This article was originally published in the Beauty Communities Trend Report. Receive your copy here.

If there’s one statistic that consumer brands are achingly familiar with, it’s this: around 80% of new product launches fail.

And it’s an issue that the more wily beauty companies are addressing with the help of their brand communities.

By involving their most engaged customers in their next product launches, brands are finding that they can bring products to market that are truly needed and wanted, increasing NPD success, while reducing waste.

The way that beauty brands are incorporating this into their strategies ranges widely: from a product idea suggested by the brand community, to feedback on textures and scents, packaging designs and product names, through to full-scale product co-creation.

Taking requests

At hair care brand Ouai, for example, “Every product we launch is born from our community’s feedback,” said CEO Colin Walsh, as the brand released its Scalp Serum and Thick & Full Supplements last year.

“We constantly received requests for products that address concerns like scalp dryness, dull strands and breakage,” he said.

And Gen Z brand Bubble Skincare works with over 6,000 consumers to plan, develop, test and retest its skin care products until they are ready for launch, stating that every innovation it creates has involved its brand community.

“Community ideas, suggestions, desires, needs are the key ingredients in every Bubble product,” says the brand.

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