How can Coty enhance its CoverGirl mascara formulas to provide longer-lasting wear?

Introduction

To enhance CoverGirl mascara formulas for longer-lasting wear, we need to dive deep into user needs, market trends, and innovative formulation techniques. I'll outline a strategic approach to tackle this product improvement challenge, focusing on user segmentation, pain point analysis, and solution generation.

Step 1

Clarifying Questions (5 mins)

• Looking at the mascara market, I'm thinking about the specific wear-time targets we're aiming for. Could you clarify what "longer-lasting" means in this context? Is it extending from 8 to 12 hours, or are we aiming for a 24-hour wear formula?

Why it matters: Determines the level of innovation required in the formulation process. Expected answer: Aiming for 16-hour wear, up from current 8-10 hour formulas. Impact on approach: Would focus on advanced polymer technologies for extended wear.

• Considering CoverGirl's diverse product range, I'm curious about our target demographic for this improved formula. Are we focusing on a specific age group or lifestyle segment within our customer base?

Why it matters: Influences the balance between long-wear properties and other features like ease of removal or lash care. Expected answer: Targeting working women aged 25-40 who need all-day wear. Impact on approach: Would prioritize smudge-proof and humidity-resistant properties.

• Given the competitive landscape in the mascara market, I'm wondering about our current market position. Where does CoverGirl stand in terms of market share and consumer perception of our mascara products?

Why it matters: Helps determine if we need to focus on catching up to competitors or innovating beyond them. Expected answer: CoverGirl is in the top 5 mascara brands but lags behind in long-wear perception. Impact on approach: Would emphasize both formula improvement and marketing strategy to shift perception.

• Thinking about sustainability trends in beauty, I'm curious about any eco-friendly goals for this formula improvement. Are we aiming to incorporate more natural ingredients or improve the product's environmental impact?

Why it matters: Could significantly influence the direction of formula development and marketing strategy. Expected answer: Sustainability is a secondary goal, but should be considered where possible. Impact on approach: Would explore bio-based polymers and environmentally friendly packaging options.