What Drives Success in Make-up Products?

Why do some make-up launches break through while others fail to gain traction?

Across lip, eye, and face make-up, most innovations struggle for the same predictable reasons - while successful launches consistently excel on four critical “Must-Have” drivers.

This exclusive eBook reveals the findings from Cambri’s meta-analysis of 120+ make-up concepts, led by Dr. Apramey Dube (Senior Research Manager, Cambri). Using Launch AI - powered by real consumer feedback, NLP analysis, and POS outcomes — the study uncovers the drivers that separate successful launches from bottom-quintile failures.

If you work in innovation, insights, marketing, category management, or product development within beauty and cosmetics, this eBook provides a practical framework for building concepts with stronger in-market potential.

What You’ll Learn

• The four “Must-Haves” every make-up concept needs to avoid bottom ROS performance: appearance, use occasion & lifestyle fit, believability, and perceived value & intent
• Why packaging cues, usability, trusted claims, and lifestyle relevance have such a strong impact on concept performance
• How Launch AI combines open-ended feedback, KPIs, NLP analysis, and POS-trained modeling to predict product success with 79% accuracy
• Real examples of make-up concepts illustrating the specific traits that differentiate successful launches from failures
• How leading innovation teams can move beyond traditional concept testing KPIs and use AI-driven diagnostics to improve concept refinement

Expert Insights

💬 “One of the biggest traps in innovation is assuming consumers will work hard to understand your product. This analysis shows that the strongest make-up concepts communicate value instantly - visually, emotionally and functionally.” - Nick Graham; Insights Leader; ex-Mondelēz & PepsiCo, Vertemis 

Why Download This eBook?

• Learn the evidence-based drivers behind successful make-up innovation
• Understand what consumers actually reward - beyond traditional survey KPIs
• See how AI-powered diagnostics help teams identify stronger concepts earlier
• Reduce launch risk by understanding the drivers of in-market performance
• Access real make-up concept examples and benchmarks across lip, eye, and face categories

📥 Complete the form below to download your complimentary copy of the eBook!