The think tank BeautyFull Club provides a new contribution to an important issue for the prestige cosmetics industry: instrumental beauty. And this, through a partnership with Parisian business school ESCP Europe. The study was entrusted to 6 students graduating in a Master 2 (Master in European Business) was presented with great success on June 20 before an audience of professionals.
This is the second time [1] that the BeautyFULL Club entrusts students from ESCP Europe with a study. With the help of Raphaël Goumot, technological innovation consultant, Sophie Meyer-Ohlendorf, Maja Kambic, Daphne Philippou, Irina Poganaru, Diana Yanova and Archit Gupta, all of different nationalities, have strived for 4 months on the project, and made a remarkable presentation of their findings. In an amphitheatre perfumed on the occasion by Scentys.
They were asked to analyse - globally - the emerging market of instrumental beauty for the selective cosmetic industry, and to specify the characteristics and attractiveness of this new market, both for cosmetic brands, and packaging manufacturers.
Ultimately, the study helps understand how electronics provides consumers and brands an additional asset and new features justifying the extra cost of instrumental beauty and its adoption over time by consumers.
Targeting "Grandes Ecoles"
More than fifty professionals, packaging manufacturers and cosmetic brands alike, were very impressed with the relevance of strategic recommendations. All the presentation material is available to members of the BeautyFull Club (downloadable from the website www.beautyfullclub.com).
The market of instrumental beauty in the selective sector presents important differences depending of countries. The attractiveness of instrumental beauty was therefore studied in 11 countries: in Asia (China, Japan, South Korea), on the American continent (USA and Brazil) and in Europe (France, Germany, England, Italy, Spain and Russia).
The study also listed the main marketed systems by distinguishing three categories of electronics used: embedded in the packaging, proposed as a complementary system or used for purposes of communication and customer relationship.
One of the recommendations of the study is the strategic acquisition of companies with an electronic activity to help them develop creative high value offers for cosmetics brands. Because the global market of prestige instrumental beauty is bound to grow very significantly due to the benefits perceived by customers, eager to find "instant" and multi functional effects.
True to its mission as a think tank, the BeautyFull Club will continue in 2012/2013 its collaboration with engineering, business and design schools, to develop a thorough understanding of the main issues in the selective cosmetic industry, and also to help attract young talents.
