Breakthrough Product of the Year

Hope in a jar gave way to meaningful innovation in 2010, with first-to-market technologies dominating the year’s most outstanding introductions.

Appeared In
Special Issue
Beauty Inc issue 12/10/2010


Maybelline New York Instant Age Rewind Eraser Treatment Makeup

Addressing the trend that consumers want innovative ways to apply everyday items, such as foundation, Maybelline New York Instant Age Rewind’s unique micro-corrector applicator evolves the ritual of applying foundation from using fingers and makeup brushes to a one-of-a-kind patented applicator. The dome-shaped device is said to glide over wrinkles, making them virtually invisible. Aiding its efforts is the addition of collagen in the foundation’s formula, along with the Eraser’s millions of micro-fi bers, which helps coverage reach fine lines and wrinkles at the microscopic level. Eraser Treatment Makeup is the culmination of more than seven years of intensive research, and the product has received three patents. According to Maybelline New York, consumer response has been extremely positive, and figures from SymphonyIRI bear out the optimism: Instant Age Rewind Eraser is the number-one foundation launch for the year and the number-two single-product cosmetics launch of 2010 in the U.S. mass market. —Andrea Nagel

Skin Care
Johnson & Johnson Consumer Products Company for Bioelectricity Technology

In January, Johnson & Johnson rolled out one of its largest antiaging breakthroughs since retinol. Drawing on the benefits of bioelectricity, previously used in wound care, the technology harnesses the body’s own bioelectricity-signaling system to generate energy to the surface layers of the skin to help stimulate the renewal process. The introduction marked the first time J&J executed a global launch of a technology platform across its three premier beauty brands, Aveeno, Neutrogena and RoC, each of which applied the technology to its own unique market positioning, with Aveeno taking on a natural bent in Aveeno Ageless Vitality, Neutrogena adopting a clinical approach under Neutrogena Clinical and RoC promising near immediate results with RoC Brilliance E-Pulse. Each kit consists of a two-step system, with a serum or gel that contains the bioelectricity technology as step one, followed by a cream that helps activate the ingredients. J&J execs hoped the launch would electrify the market as well, even attracting prestige shoppers to mass aisles, and by yearend it seemed as if they were well on their way, with reported sales of about $20 million. —A.N.

Hair Care
Garnier Fructis Style Sleek & Shine Blow Dry Perfector 2-Step Smoothing Kit

Taking a cue from permanent and semipermanent salon smoothing treatments, which often cost upward of $300, Garnier this past summer launched Fructis Style Sleek & Shine Blow Dry Perfector, an at-home frizz-fighting version without the cost or commitment of salon offerings. Blow Dry Perfector, about $11.99, uses technology that employs cysteine, an amino acid found naturally in the hair that loosens but does not break the bonds in the hair strand, yielding effective yet temporary results that are less damaging to hair. The product has performed exceptionally well in stores, Garnier said, with sales results for the four weeks ending October 3 showing that Blow Dry Perfector was the number-one selling product for Garnier Fructis Style and one of the top five products across the entire styling market. Garnier’s marketing plan helped drive sales. Rather than a 30-second TV ad, the brand chose to run a 15-second direct-response TV spot that teased the product’s benefi ts of “seven washes of smooth, shiny frizz-controlled hair.” The spot drove consumers to the brand’s Web site to view a 2-minute video. Garnier also used a quick-response code in print ads, driving consumers to the same video, and featured the video in digital banner advertising. The result was tremendous buzz online and hundreds of thousands of views of the video. —A.N.


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