Whether it’s a miracle night cream, age-defying moisturiser or that perfect shade of lipstick that makes you feel on top of the world, when a product really works it becomes part of your beauty repertoire - a must-have product you’ll recommend to others (or, possibly, keep secret to yourself). These firm-favourites have a cult following for a very good reason – not only do they make us look incredible, and receive compliments aplenty, they make us feel great too.
Creating a true beauty must-have is something that L’Oréal Paris has become adept at and put huge amounts of time and research into creating. So, what is the secret to creating a product that really stands the test of time and how does a brand begin to identify a gap in the market?
“The product has to work – those products that have been in the market for a long time deliver real results and address a fundamental need that isn’t a trend or fad,” says Dr Steve Shiel, scientific director at L’Oréal Paris. “What also helps when creating a timeless product is that it has the credentials around it; whether that’s credentials from influencers, celebrities, independent testing and scientific institutes, or magazines that reinforce that the product actually works.”
Here Dr Shiel reveals the key criteria for creating a beauty classic - and shares an edit of cult L’Oreal Paris products...
1 Identify the need
Creating a new product is no small task. “Before a new product is launched, we need to identify a consumer need and ensure we have a product that is safe and delivers against the targets we have set for it,” says Dr Shiel. “There is also a commercial aspect to a product launch and we need to make sure it will be bought by the consumer and that they will want to repurchase it. We look at all of these factors before deciding on whether to launch a new product or not.”
2 Innovate through research
To develop the products of tomorrow, research and development is always being done to ensure they meet the right needs. “From a scientific perspective, we continue to use new techniques to help further our understanding of skin,” says Dr Shiel. “This could be the use of genomics to better understand the ageing process or understanding the role of the skin’s microbiome (our body’s own ecosystem) in the condition of your skin. “We know consumers are becoming ever more informed about dermatological ingredients and concentration and therefore we’re working hard to ensure our launches also deliver on that front.”
3 Test stringently
Once created, L’Oréal Paris requires all of its formulas to undergo stringent testing procedures – a process that involves a product being tested no less than 600 times across different skin types to ensure they are not only effective but also safe on the skin – all before they get anywhere near market.
L’Oréal Paris is demonstrating its commitment to safety through its Commitment Charter – a pledge to harness the most advanced technology to create products with the highest levels of safety, skin tolerance, efficacy and scientific rigour.
All of which goes towards creating beauty products with proven results that you can trust to take care of your skin at every age and stage.
For more information on L’Oréal Paris’s dedicated skincare ranges and the research behind them, visit loreal-paris.co.uk