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Laurence Bacilieri

USA innovation: An ergonomic nail polish brush financed by its customers

Nail polish represents an indisputably flourishing market, though it is actually reaching a much-needed renewal phase in the United States. The end of colours has been announced with the probable return to transparency – less favourable to repurchase. So how can brands pick up again and stand out, if not through irreproachable application? It is thanks to her permanent watch on cosmetic and makeup innovations in the US that Laurence Baciliéri, of Cosmetic Ressources, found out about the Julep Plié Wand, an original initiative both in its form – a flexible and handy polish brush – and in its “content”: it was financed by crowdfunding, a participative concept.

Jane Park, CEO and founder of the Julep brand, designed the Julep Plié Wand in collaboration with design and innovation firm IDEO so that it acts as a natural extension of the hand, whether right or left. The Julep Plié Wand has got an elongated handle and can be held like a pencil. It consists of two parts, its wand and its brush tip, which are put together with a magnet. It is the junction that confers such flexibility, and thus offers better ergonomics.

Jane Park has used crowdfunding to develop her product, as it represents an original financing concept that is getting more and more widespread in the United States. The product is available online for $19.99 / shipping fees. Customers are also offered several financing options for a level of services corresponding to the sum granted by the “consumer/creditor”. Therefore for a $40 contribution, the company sends out two nail polish shades along with the Julep Plié Wand, shipping fees included. For a $5,000 contribution, the buyer is invited to a Plié party and Plié Master Class hosted by a professional in a luxury hotel suite, with the possibility to invite eight guests. And for $10,000, you get Jane Park herself to come visit you!

Laurence Bacilieri

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about Laurence Bacilieri

Laurence Bacilieri has been an expert in the cosmetics industry for over 30 years. Among her experiences she was a beauty expert for a US television show, journalist for trade press and senior consultant for Mintel Group. She holds an MBA from Columbia University and speaks English and French fluently.

100 % focused on cosmetic market intelligence, she founded Cosmetic Ressources, a Marketing Intelligence consulting firm specialized in beauty, new products trends and consumer insights.

She helps companies triumph over their product development and marketing challenges.

Website:
http://cosmeticressources.org

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