A combination of a distinct product image and an original "brand message" targeting a specific consumer group is necessary to succeed in the crowded eye make-up market. The equally important demand for functionality has contributed to the numerous launches of eye shadow palettes that have recently dominated the category.
Combining versatility with the ability to customize is key to creating a successful make-up palette.
Providing the audience with what is needed for both elaborate and less intricate make-up routines within one compact case will also help justify a higher price tag.
A bold and sometimes provocative product image can serve as a powerful tool, helping to build a desired brand perception and appeal to the experimental Millennial crowd.
Manufacturing methods can help create a "feel-good" element, boosting the brand's perceived ethical values.
Success Case Study: Urban Decay Naked Eyeshadow Palette is part of Canadean's Successes and Failures research and explores the international success of Naked Eyeshadow Palette.
WHAT? Understand the idea behind the bestselling palette concept and how the brand was established.
WHY? Explore the consistent product image and its elements.
TAKE-OUT: Learn powerful lessons from the success that can have a tangible impact on your own brand's success
Reduce the risk of failure by learning from brands/products that have underperformed: failed innovation can severely impact profit and reputation.
Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
Access valuable strategic take-outs to help direct future decision-making and inform new product development.