CFMM treasures its alliance with beauty companies and executives, and this first-of-its
kind collaboration with NPD, the leading retail tracking firm, exemplifies the program’s
mission to be “The Beauty Industry’s Think Tank.” As their individual projects for
CF 663, Graduate Seminar in Advanced Topics in Marketing, taught by Professor Brooke
Carlson, students developed presentations on Emerging Trend Predictions and Future
Implications. Each student was charged with researching three categories—beauty, fashion,
and lifestyle, and research included a Trend Trek in Lower Manhattan facilitated by
Firmenich. This project was not about identifying the obvious, but rather sensing,
distilling, and predicting what is emerging or about to emerge. “Not only were the
students challenged to do extensive research, but they also had to ideate and describe
their predictions in an innovative and unique manner,” said Professor Carlson.
The results surpassed all expectations. When Karen Grant, NPD Global Beauty Industry Analyst, learned of the research, she asked to include three of the reports in NPD’s annual “Hot Off the Press” Year in Review presentation to beauty industry leaders. She found that their research, analysis, and creative reports not only supported the 2015 industry results, but also aligned with the trends identified by NPD for 2016.
Coached by Ms. Grant and Professor Carlson, and filmed and edited by NPD, three students starred in videos that were presented on January 28, 2016 at the exclusive NPD client briefing. The videos were screened again at CFMM’s Annual Executive Mentor Luncheon on February 5. In order of presentation, here are the videos.
ASSIGNMENT BRIEF: Beauty Meets Non-Beauty: Co-Making a Product Line
How can marketers and brands stand out above the competition in a field bombarded with new products and a mind numbing number of me too launches? One way is to partner with brands or companies outside of your product category. In this case, new products are jointly co-made by both companies, leveraging the customers and assets of each brand in a stand out, win-win proposition. Examples include Taco Bell and Doritos (Doritos Locos Tacos) and Nike and Apple (fuel brand).
Students in the Advanced Topics in Marketing class were challenged to carry this concept over to beauty. Divided into four groups, the students selected one beauty and one non-beauty brand for which they co-made a highly strategic, and highly disruptive, product that would benefit both brands. Here is their research.
KALEIDOSCOPE HD | MAC and Samsung
Wearable technology is re-imagined with the first-ever device that allows consumers
to capture any color instantaneously and apply it directly to their lips. Created
as a joint venture between Samsung and MAC, a member of the Estée Lauder Companies,
Kaleidoscope HD leverages Samsung's technological expertise in color captures and
the Estée Lauder Companies strength in developing and marketing beauty products. Inspired
by MAC, powered by Samsung. See it. Capture it. Wear it.
PLAYFUL BEAUTY | Lush and Lego
Leveraging the iconic colorful blocks of Lego and the playful, creative beauty products of Lush, Lego by Lush connects the gap between the future of the beauty and the toy industries. Just imagine Lego shaped BodyBricks that melt away for a bubbly color infused bath or a personalized Playlette color cosmetics makeup palette.
This co-made range of beauty products encourages the inner imagination to run wild
with colorful, playful, and personalized products that create new opportunities for
both brands and enhance the in-store experience.
G SERIES | Gillette and Gatorade
G-Series is the first-ever electrolyte powered 3-step skincare system for men. It combines Gatorade's patented micro-electrolyte and Gillette's tailored conditioning formulas to fuel the most active men's skin. The 3-steps comprise Prime, Perform, and Recover to cleanse, enhance, and protect active skin. Performance reveals heart. Passion shows soul. Follow your passion, it will guide you to your Goals. Play. Explore. Yearn.
FARM TO FRESH | Fresh and Whole Foods
Fresh, the experiential skincare brand dedicated to the highest quality natural ingredients partners with Whole Foods Market, the worlds #1 natural food chain dedicated to its consumers and the planet, to present Farm to Fresh, Hand Crafted Customized Masks.
Combining a natural yogurt base with fresh and locally sourced organic ingredients
from Whole Foods and adding the efficacy of special skincare boosters backed by the
expertise of Fresh, Farm to Fresh is an innovative beauty line of masks that is 100%
natural and handcrafted.
In order to receive more information about each research project, please contact Dorene Kaplan.