The cosmetics industry, a realm of rapid change and constant innovation, poses unique challenges to product development. In this dynamic sector, the success of New Product Development (NPD) hinges on the crucial collaboration between Research & Development (R&D) and Marketing teams.
To develop successful cosmetic products, the R&D and marketing teams must collaborate closely. R&D should stay updated on market trends and identify gaps, while marketing should understand consumer needs to devise effective marketing strategies.
Misunderstandings can arise, but recognizing and empathizing with challenges can foster a more collaborative work environment.
Real-Time Example: Enhancing Collaboration through Strategic Project Management
From personal experience, I’ve witnessed first hand the challenges that can emerge between R&D and marketing teams within the FMCG sector. In my first job at a company renowned for its sizeable R&D team and comparatively more minor marketing team, the expectation discrepancy regarding sample production times was a persistent issue.
Despite the R&D team’s efforts in juggling multiple projects and incorporating feedback into sample remakes, our marketing colleagues often underestimated the time required for these adjustments, leading to tensions regarding perceived performance delays.
This experience underscored a common misunderstanding: the marketing team’s expectation for swift sample turnaround times, not recognise the intricate process of remaking samples in response to feedback, which naturally extends timelines. Our R&D team was stretched thin, working on numerous projects simultaneously, each demanding considerable time and resources to adapt and refine based on ongoing feedback.
To address this gap in understanding and expectations, we initiated a brainstorming session dedicated to improving our collaborative process. The outcome was developing a project management system meticulously crafted within Excel and a detailed project briefing form for marketing to initiate projects.
This system allowed for a clear assignment of projects to specific team leaders, fostering a better understanding among all team members about the complexities involved in altering formulations and the reasons behind priority shifts.
What about the marketing side?
It is so easy for both sides to think about it. Oh, their job is so easy, but to make it fair, I have asked the New Zealand brand’s VP of marketing their pain point. He pointed out the challenges of translating market trends into actionable R&D outputs.
For example, while appealing from a marketing perspective, the concept of personalisation often poses significant challenges for R&D regarding feasibility and implementation. It also highlighted the importance of including R&D insights early in the post-market research process to ensure that the development strategies are both innovative and practical. This approach helps align expectations and integrate technical feasibility with market-driven innovation from the onset.
How does it work in contract manufacturing?
When it comes to contract manufacturing, the manufacturer must be well-equipped in research, development, and market trends. This means they must possess the knowledge and skills to embody the brand’s vision and understand the target market. They need to understand the market trends, consumer preferences, and product specifications to deliver a final product that meets the client’s expectations.
Furthermore, the manufacturer must be a trend follower, staying up-to-date with the latest industry trends, innovations, and technologies. They need to be able to adapt to the rapidly evolving market landscape and incorporate the latest technologies and innovations into their production processes.
What else can be done to improve the gap between R&D and Marketing?
Collaborative learning can also enhance R&D and Marketing synergy. Joint attendance at distributor presentations or industry events can spark innovative ideas, helping both teams understand how new ingredients or technologies can be leveraged. Following such events, brainstorming sessions can translate these insights into actionable projects that align with brand identity and market needs.
In conclusion, successful cosmetic product development requires collaboration between R&D and Marketing. A solid project management foundation can align the efforts of both teams, ensuring that each step of the NPD process is informed by both technical innovation and market insights. This streamlines the development process and enhances the potential for creating products that truly resonate with consumers.
By bridging the gap between R&D and Marketing, brands can create products that captivate and satisfy consumer desires with R&D focused on technical feasibility and innovation and Marketing on trends, consumer needs, and communication. However, both teams have goals to deliver compelling products that meet market demands.
Merve Samur will be speaking about this very topic during a Marketing Trends presentation at in-cosmetics Asia 2024 in Bangkok. Register your interest to visit now.
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