Ilia Beauty: Innovating with Sustainable and Organic Products

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Brand Innovation
ILIA BEAUTY
11/11/2018
Student Name

Brand Innovation 1
Contents
Introduction....................................................................................................................2
Product development and innovation ideas with sustainable design of Ilia brand:.......3
Decisions-making process:.............................................................................................4
Current market trends and how brand can evolve and innovate into new areas:...........4
Understanding of global interpretation of innovation:...................................................5
How cultures apply innovation to brands?.....................................................................5
Brand positioning and identification:.............................................................................6
Product development ideas based on changing system and culture:..............................7
Mood Board...................................................................................................................8
Conclusion......................................................................................................................9
References....................................................................................................................11

Brand Innovation 2
Introduction
(Source: Alyaka, 2017)
ILIA beauty brand was founded by Sasha Plavsic, launched in Vacouver, Canada in 2011,
which seeks to provide high-end, on trend cosmetics in sustainable and ethical way. The
beginning of Ilia was because of the favourite flavoured lip balm used by Sasha, which was
highly unsafe due to the ingredients used in it (Alyaka, 2017). After reading about the
ingredients used in it Sasha mother encourage her to recreate her favourite lip balm which is
safe , effective and natural and like this the story of Ilia begins. There basic motive is not to
hide anything and believes that clean beauty for an individual’s means a lot than harsh
chemicals and toxins usage. Behind this brand, having a lot more competitors who are
working on the same aspect like 100% pure, Kosas, Alima, Au Naturale and KjaerWeis, all
such brands which are more focused on organic product just like Ilia (Alyaka, 2017).
However, Ilia was originated on the ideology of transparency and simplicity. Values, which
this brand highlights, are integrity, which states that always stay loyal to you customers.
Along with this teamwork, perseverance, kindness and clearness in thoughts shows up the
ground floor of the pioneering brand which is the mandatory part for all the cosmetics
industry’s future. In addition, if we talk about cultural aspect Ilia do understand retailer’s
specific culture and modify the out driven approaches to achieve success. When it comes to
bases Ilia’s ethos are very transparent, they says that there products are more long lasting and
are effective for skincare which highlights the natural light reflecting look. Other than this
certain perceptions in context of moral and health driven are been considered for organic
product consumptions (Citizens of beauty, 2016).

Brand Innovation 3
The past of Ilia cosmetics strategy was to produce natural and organic makeup products that
combine superior colour performance and along with this, they add the nourishing properties.
For all the above properties Ilia fills up 85% of bioactive organic ingredients, all products are
more on super nourishing elements that moisturize and rejuvenate the skin (The Derm
review, 2018). As many other brands also did the same by focusing more over organic
products but Sasha, the owner of Ilia focused on the visual aesthetics of the packaging, she
thought of if once, the contemporary design is in place then the quality of the product
performance is considered (Beauty and wellbeing, 2018).
The Ilia beauty philosophy formulated by creating the purest form of products and processed
in holding certifications with gluten- free feature. The future of Ilia makeup products states
that its formation will be generating by the combination of the trend pigments, design with
the super nourishing elements apart from the conventions of organic beauty (Westender,
2012). Today’s features of Ilia brand highlights the complete range of lip care from organic
lip exfoliator to nourishing lip-gloss. Lipsticks with tinted lip conditioners with trendy and
classic range of colours are available. They have recently launched a range of naturally
preserved, chemical free organic mascaras in three colours and black which shows that this
brand celebrate innovation which highlights a huge success in recent trends (B-glowing,
2016).
Product development and innovation ideas with sustainable design of
Ilia brand:
The idea behind product developments and innovation of Ilia brand is to keep their customers
healthy and beautiful with the blend of natural and organic products at its best, along with
this the culture of innovation is for the business up gradation and for their customers too. Ilia
deep and long lasting connection with nature and embed sustainability leads to the product
development (Sahota, 2014). In idea generation, they thought of making those beauty
products, which not only hits the natural beauty, but also highlighting the organic substances
for skincare benefits which are chemical free (Clements, 2018). Screening for the products
are done which, source of ingredients are used directly from the nature, what packaging style
is used, weather the product is safe for the skin like they say they use sunflower seed wax,
mango seed butter, apricot oil are original are not and the use of original clean formulas are
considered while forming high impact lipsticks. Thereafter, a proper design is created and
tested according to the choices and preferences of the customer and finally launch. Limitless