Injecting Innovation to Traditional, Natural Cosmetic Ingredients: The Case of Dead Sea Minerals

Innovation had become a key factor in the growing competition among cosmetic brands, aiming to answer dynamic changes in customers' perception. Ingredients' importance is growing, due to the elevation of consumers' awareness to products' composition. Yet, the traditional well-known ingredients continue to have a major impact of cosmetic formulae. Consequently, the need to consistently deliver innovation is raised, including improvement of special conservative ingredients. To answer this challenge, we propose a two steps systematic innovation process, based on AHAVA cosmetic brand's experience. A tool kit of alternative ways to inject innovation into a natural traditional ingredient is described, comprising the categories of new combination; a new mode of application; improved definition; enhanced concentration; and new service/marketing concept. In this article all suggested innovation tools are described and demonstrated via the case of Dead Sea minerals.