Jun 05, 2012
A look at some of the most inspiring and creative initiatives to make their products stand out from the rest by the cosmetic industry.

New Experiences in Cosmetics

From the emergence of new targets to booming electro-cosmetics, the beauty industry continues to innovate and differentiate itself in terms of active ingredients and experiential approaches. Here is a review of the most inspiring initiatives in recent months.

Tweens, the new eldorado for cosmetic brands

Pre-teens or tweens have been behind hits such as Hannah Montana and Harry Potter. They thus showed advertisers that they had a high purchasing power, considered to be worth nearly USD43 billion in annual expenditure. Cosmetic brands have also followed this trend and now offer products that address this target, as evidenced by the success of fragrances by idols of the young such as Justin Bieber and Taylor Swift. 

Wal-Mart, the U.S. retail giant, has replaced its collaboration with the Olsen twins by creating GeoGirl: a natural brand of skincare and make-up designed for 8 to 12 year olds.

Consumer expertisation

The success of electro-cosmetic products

Cosmetic brands are increasingly joining forces with electronics manufacturers to design technological devices that offer professional results at home. Nicknamed ‘Moba Beau’ by the Japanese (for mobile beauty devices), this segment has recently received much attention in Japan in particular, where manufacturers of cosmetics and household appliances have become involved in this ultra-fast growing market. Thus, two Japanese giants, Shiseido and Panasonic have released the Ultrasonic Beauty Device Handy Mist: an electronic spraying device for the AquaLabel lotion by Shiseido. Sonic cleansing products are currently the most profitable segment, driven by the leader, Clarisonic. However, the American consulting firm Kline reported on the enormous potential of anti-aging devices, of which very healthy growth is expected, i.e. +50% in 2012. The study also reports significant opportunities for manufacturers in developing products for the mass market, bringing an increase of more than USD1 billion in this segment this year.

DIY: when the consumer becomes an active participant

At a time when environmental awareness increases the demand for natural products, Rowenta, the appliance brand, launches – in partnership with experts in dermo-nutrition – the 1st product dedicated to the preparation of beauty products at home, Naturalis. Consumers are therefore in control of the manufacturing and composition of their beauty care, hygiene and make-up products by choosing active ingredients themselves. This DIY trend has already been observed in the make-up and perfume industry, and L'Occitane ventured to offer two years ago an organic moisturizing cream that you prepare at home. The trend continues with the launch of brands offering ultra-targeted products, that are tailored for increasingly demanding consumers.

Renewal of distribution channels

Beauty boxes: the new business model of e-commerce 

In 2011, beauty boxes flooded the market, offering subscribers – for a fee of €13/month – a few samples or miniatures of beauty products delivered to their own home. These surprise packages allow subscribers to discover new brands and products, and also offer beauty tips in partnership with influential bloggers. The relationship with subscribers continues on the Net, via Facebook, YouTube and regularly updated forums. In return, brands obtain figures and opinions about their products, through surveys undertaken by users, but especially via their comments on blogs. Thus, less than a year after its launch, the pioneering GlossyBox already has more than 150,000 subscribers worldwide.

Digitization of points of sale

Digital technology also plays an increasing role in the cosmetics industry, to provide more services to brands and their consumers, and thus offer a more engaging and surprising shopping experience. After the well-known Realtime Make-Up Simulator by Shiseido, which is a virtual make-up tablet allowing consumers to try a product free and virtually by simply scanning its bar code, we can observe a clear emergence of virtual walls. Initiated by a large supermarket in Seoul, this technology is now used by the cosmetic industry: for example, Glamour magazine has created the Glamour Apothecary, a virtual pop-up store inviting passers-by to scan products from major manufacturers, make instant purchases and receive their shopping at home in the heart of the Meatpacking District in New York. In May 2012 in France, Carrefour launched a similar initiative by installing in its shops at La Madeleine and Gare de Lyon, a static panel presenting over 200 products from the new range Les Cosmétiques Design Paris, sold exclusively in Carrefour supermarkets. Passers-by are invited to scan the QR codes of the products of their choice to win one of 3,600 prizes in the form of vouchers for Les Cosmétiques Design Paris products.

All these initiatives are recent – less than a year for most – and it is clear that the cosmetic industry remains an innovative sector, even in times of financial crisis. The brands of the beauty industry have managed to renew what they offer by providing more engaging product or shopping experiences to consumers. All indications are that they will continue to surprise us in the coming years.



San Francisco
360 Pine Street, 3rd Floor
San Francisco, CA 94104

New York
276 5th Avenue, Suite 305
New York, NY 10001

© 2018 All Rights Reserved


San Francisco +1 (415) 339 4220
New York+1 (646) 793 3800

New Business Inquiries

Follow us on

CBA is part of a global network with offices in San Francisco, New York and around the world.

CBA Global en
CBA France FR / EN
CBA Italy IT / EN
CBA Spain ES
CBA Turkey EN
CBA Middle East EN
CBA Asia Pacific EN
CBA North America EN
CBA Latin America EN

Type your search and hit return


First Name

Last Name

Email address

You will need to confirm your address to activate your subscription
By clicking “Subscribe Now” you are agreeing to our Privacy Policy.

Terms and conditions

This site is edited by:
CBA Paris
SASU with a capital of 1 150 000€
RCS Paris Headquarters : 96 rue Edouard Vaillant, 92 300 Levallois-Perret, France Tél : 01 40 54 09 00

Director of Publication: Louis Collinet

This website was developed by:
CB’A Srl
Headquarters: via Lecce 4, 20136 – Milan, Italy

The information displayed on this site concerns all CBA Paris entities. These companies are referred to hereafter by the name « CBA Group ».

Property rights

All data, text, information, images, photography, videos or any other content shared on this website are protected by copyright. Any reproduction, representation, use or adaptation, whatever the form, of all or any element of this site without the written consent of CBA Group will be considered as a counterfeit act and falls under the penalties of Intellectual Property Code.

Brand copyright
All named and logotyped brands, and other distinctive signs, which appear on this website are CBA Group’s property and / or of their clients. Consequently, any reproduction or representation, and any use of these distinctive signs is prohibited, except with the written consent of their owners.

Link generation to
The website allows the set up of a hypertext link pointing towards its content, except using the technique of « deep linking », i.e the pages of should not be integrated within another website’s pages, but should be accessible through the opening of a new window.
This authorization does not apply in any case to websites displaying controversial, pornographic, or xenophobic information or which could harm sensibility or cause public disorder.

Website editor’s responsibility

Website content:

CBA Group has attempted to ensure the accuracy and the update of the information contained on this website ; CBA Group reserves the right to amend, at any time and without notice, the content. However, CBA Group cannot guarantee the accuracy, the precision or the comprehensiveness of the information carried on this website.

Website access:
CBA Group companies cannot be held liable for any incovenience or damages related to the general use of the Internet, notably in case of service breakdown, external intrusion, downloaded viruses, or damages caused to the equipment or software which would be linked to the use of this website.

Links to other sites:
The site might include links to other Internet websites. Given that CBA Group can’t control these sites, CBA Group cannot bear responsibility for their contents, advertisments, products, services or any other material available on or from these websites. Moreover, CBA Group cannot be held responsible for any damages or loss related to a trust relationship relating to the content, goods or services available on these sites. Privacy policy Visitors are made aware that all personal date collected on this website are automatically processed. Data collected are kept confidential and are for the exclusive use of members and services of CBA Group.
These personal data fall under the dispositions of law « Informatique et Libertés » of January 6, 1978. It is understood that the visitor is given a right of access, amendment or deletion of any personal data related to them, by sending a letter to :
CBA Fabien Godimus
96 rue Edouard Vaillant
92300 Levallois-Perret
or by sending an email to