ILIA BEAUTY: A Report on Brand Innovation, Culture and Positioning

This report provides a comprehensive analysis of ILIA BEAUTY's brand innovation strategies, product development, market trends, and brand positioning. It delves into the company's origins, focusing on its commitment to sustainable and ethical cosmetics. The report examines ILIA's product development process, emphasizing the use of natural and organic ingredients, and its decision-making process, which prioritizes beauty with purpose, conscience, intention, and confidence. It also explores current market trends and how ILIA can evolve and innovate into new areas, along with the global interpretation of innovation and how different cultures apply innovation to brands. Furthermore, the report discusses ILIA's brand positioning and identification, highlighting its commitment to quality, durability, and sleek packaging. The report concludes by emphasizing the importance of continuous innovation and customer understanding for sustained success in the beauty industry.

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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

Brand Innovation 4
lash mascara was formed which is 99% natural, flake free which gives lashes a fresh and
voluminous look, a fine based foundations, tinted lip conditioners, soft focusing finishing
powder, natural brightening eye primer and high impacted lipsticks (Barnett, 2018).
Decisions-making process:
Ilia first thought is of beauty with purpose, they created a beauty line with transparency that
has roots of natural and organic, safe to use and mandatorily perform good. Secondly, beauty
with conscience in which they thought of in order to achieve exceptionally there clean
ingredients list is to be formulated from the starch (Taylor, 2018). They believe that each
product is designed in such a way that it ensures that product goes beyond the exceptions of
natural. Thirdly, beauty with intention ensures rethinking of packaging which highlights
beauty along with sustainability (Sara, 2014). This ended by using recycled aluminium,
recycled printed-paper with vegetable-based dyes are used. Fourth and the last step of the
process is beauty with confidence which emphasis on rethinking the experience which
highlights that clean beauty product formation is not an movement instead of this it an culture
or a norm within an industry which finds a balance and build confidence in making informed
decisions (Matusow, 2017).
Current market trends and How brand can evolve and innovate into new
areas:
Current market trends of Ilia brand point towards award-winning organic make-up brand,
which uses highly organic products to form its own products, a plastic free packaging is its
main USP. A clean formula for its natural product is taken into consideration as norms, clean
beauty in its product is the another trend which Ilia follows to attract its customers, non- toxic
natural ingredients are considered which are safe and highly efficacious, along with this sleek
packaging and recycled aluminium is used with the motive of maintain sustainability
(Kestenbaum, 2018). Ilia Moto behind the making of the product is not to compromise in
quality and durability. Currently, Ilia have combined mascara and the lash growth serum,
Beauty with
purpose
Beauty with
conscience
Beauty with
intention
Beauty wit
confidence

Brand Innovation 5
tinted lip conditioners that highlights the current market trend, which a brand follows.
Accordingly brand can evolve and innovate into new areas by innovating more into products,
likewise SPF sun proof lipstick, neo technology beauty products to be formed which in deep
nourishes the skin and solves the skin problems of an individual’s (Eskins, 2017).
Understanding of global interpretation of innovation:
According to the founder of Ilia, what fascinates her was a constant drive for innovation and
product. She believes that the industry always opens up to new ideas, which highlight the
innovation factor. There is never a dull season in this product line. She states that still our
tinted lip conditioners are there first product, which recognized globally. The innovation,
which they did with mascara is accepted by everyone because this glossy formula that really
makes, lashes look beautiful (Barnett, 2018). The innovation which they did to brand in their
products that are blend with the high percentage of the organic ingredients are available in
wide variety of shades are widely and globally accepted by the individuals because they are
something which is different from the regular and basic products in the others brands. If we
compare, Ilia, beauty with the other brands in context of innovation, Ilia forms it product with
the 85% of bioactive organic ingredients and over two years, the product line has expanded
over 40 new products in eyes brushes and face categories. The founder of Ilia states that they
have really a mark in lip category but more innovation is to be made in eye and complexion
category which will be something new to be launch in new year and are still a secret (Iwata
and Shimada, 2013).
Innovation Management Matrix
Ilia, the beauty industry, which is self-supporting, and continuing to build and provide
benefits to the consumers. If all such conditions will remain in place, the creativity and
disruptive innovation in beauty industry will continue and this is highlighted through
innovation management matrix which clearly states that such innovating products involve
highest risk still they seems apparent. In context of breakthrough innovation, they are highly
valuable and will sustain because they have solution to launch its new products with the use
of organic and natural material (Doolan, 2018).

Brand Innovation 6
How cultures apply innovation to brands?
Innovation is one of the founding values, innovation is essential because beauty is an endless
quest that constantly requires a higher level of performances. Similarly, Ilia always push back
the limits of knowledge and always discovering a new ways to create new products that are
truly innovative and surprising. The motive behind Ilia beauty is always stay one-step ahead,
because their no innovation without daring, without taking initiatives. The main motive
behind the innovation applying to brands is because of the listening to customers and
understanding there culture, being open to others are absolute priority in order to respond to
the infinite diversity of beauty aspirations all around the world. Product development strategy
of Ilia, which rethinks beauty and believes that clean beauty, is about more than leaving out
harsh chemicals and toxins – it is about adding up skin healing, organic and natural
ingredients, which are still buildable and wearable hues with brilliant colours (GlobalData,
2017). In this various culture apply innovation to their beauty brands because being
innovative highlights differentiation among the brands and this constantly measures the
performances by the customers which make the brand more craved (GlobalData, 2017).
Such innovation carry
highest risk ,yet action
seems apparent
Research is done to identify
the problem to solve it
In this problem is
identified, solution has
been found
In this , innovation
seems to be valuable.
Break-through
innovation
Sustaining
Innovation
Disruptive
Innovation
Basic
Research

Brand Innovation 7
Sasha talks about the roots in branding and focused on visual aesthetics of the product line.
There cultural influences towards design states that other organic products are not such meant
like that in which every customer fall in love with that but Ilia is designed in such a way that
it shocks every individual with every single thing they touch (Gilliland, 2018).
Brand positioning and identification:
(Source: Alyaka, 2017)
Ilia’s beauty brand positioning in the eyes of the customers lies at the higher position because
it not only uses organic products for forming its own products but it also uses clean formula
which demonstrates the natural ingredients inside the product. Along with this non-toxic,
cruelty free, safe with highly efficacious, no compromises made to its quality and durability
with the sleek packaging with recycled aluminium distinguish this brand from the others. Due
to all these factors, which this brand carries set an everlasting image of it in the minds of the
customers and set a certain position in the market. If we talk about brand, identity Ilia is well
renowned brand, which carries simplicity in its name, which is easily recognizable and can
easily set in the minds of the customers. The above image is the brand logo which is easily
recognizable as it highlights that Ilia is the beauty and cosmetic related company which talks
about the different shades which are already launched and the body of lipstick which is made

Brand Innovation 8
of recycled aluminium highlights that the company also thought of sustainability. The tinted
coloured lipstick conditioners mascara and foundations were the innovations made to the
brand (Markovinovic, 2016).
Competitors of Ilia which talks about their smoothness, maintaining longitivity of lips,
incredible creamy and pure usage if fine ingredients highlights certain features of them but if
we talk about Ilia product making its totally different from its competitors. Ilia use organic
ingredients, which soothe the skin and are mostly preferred by today’s generation.
Customer’s states that they love those products, which is mainly designed with care inside,
and out, because they know they do not have to compromise over performance or luxury. As
Ilia finds balance and customers falling in love with beauty all over again because this brand
makes their customers feel empowered by a sense of choice as their motto behind this brand
on which a customer can trust blindly and also make their skin look and feel alive (Greene,
2016).
Product development ideas based on changing system and culture:
According to our analysis product development ideas as an evolutions of brand, based on the
changing system and culture states that over time people are more conscious about their skin
and the product, which they use. Consequently, with the change in the environmental and
cultural changes have more intense effects on the skin of the individuals. As everyone knew
that, every individual’s skin varies from each other and so by considering such issues and
Problems Company launches products, which suits the different types of skin, which one
have. So over time Ilia launches the eye mascara with some gel factor which keeps laches
long and beautiful and tinted conditioner lipsticks which makes lips feeling hydrating over a
longer period of time, skin base foundations are launched according to the different skin
tones which makes skin look totally natural. However, certain launches are to be done to the
product which Ilia promotes as the tinted lipstick should carry some of the SPF per cent
which protect lips from sun rays which can damage lips. If a woman is carrying her make-up,
more than six hours should not damage the inner layers of the skin. Similarly, Nano
technology helps us in reversing the normal beauty product, which uses zinc oxide Nano
particles. Anti-aging skin creams and skin care creams are formed which contains protein and
delivers nutrients to the deeper layer of the skin by the use of Nano emulsions. Although, by
the use Nano technology beauty products which, damage the environment but precautions are
to be taken into considerations while forming of products with this technology (Volpe, 2013).

Brand Innovation 9
In cultural terms, craving for Authenticity, shifting sources of influence, erosion of trust in
society and race to the bottom are the problems, which are to be handled. Consequently,
consumers have desire of legitimacy in their product, which they love to use. They also have
desire to have such kind of beauty products , which targets health and wellness all together
in one. They also thought of those products, which are inexpensive but marketed as luxury
similarly, Ilia is the well-known brand which is marketed as luxury but it should be a bit
inexpensive. Over a time, it is believed that skin will become more important in culture. If we
consider a young generation culture, that is defined with the images of self-expression so they
do expect some innovation in products, which enhance their beauty along with the inner
satisfaction, which generate trust of the society for the products formed (Howell, 2016).
One of the clearest ways to change the industry is the change in technology side. Even the
research has proven that the changes are driven both by customer’s taste and preferences as
well as by technology. With the change in technology leads to the product development and
some innovation leads to the evolution of the brand. Similarly, Ilia needs to innovative
something in its technology concern so that it can attract more of customers and earns a self-
satisfactory profit and success out of it (Gilliland, 2018).
Mood Board

Brand Innovation 10
The above mood board highlights that Ilia beauty brand not only focused in their main goal of
natural and organic use of material for their products they also thought of an innovative ,
clean and effective ingredients that work as a miracle for the different skin types. The
product, which, Ilia form with the motive of trust, and product, which make skin, look and
feels a live (Clementine fields, 2016). With such a motive, they find a balance and falling in
love with the beauty all over again so the customer can feel empowered by the sense of
choice, which they make for the skin. Certain more innovation are to be done by this beauty
brand in order to gain more trust of the customers and satisfaction from them along with the
motive of earning more success in the future beauty field. Sasha did great work by making
aware to customers about the harmful and toxic products and made them diverted by giving
knowledge about natural and organic products. Hence, Ilia have truly set itself apart and
different from the conventions of organic beauty (Doyle, 2017).
Conclusion
This report basically conclude that in today’s time skin is the major factor that has taken care
of .For this many beauty companies are working upon to satisfy their customers’ needs by
solving their problems. Hence, Beauty is one the few channels where multi brand retailers are
generating success. Growth of the beauty products are increasing day by day because now
people are more conscious about their looks , looking best every time are the factors which
are encouraging them more. These beauty industries are self-supporting and are continue to
build and provide benefits to the consumers. If all such conditions will remain in place, the
creativity and disruptive innovation in beauty industry will continue and this is highlighted
through innovation management matrix which clearly states that such innovating products
involve highest risk still they seems apparent. Similarly, Alia beauty is growing up at the fast
pace because of its product quality and durability along with this they not only highlighting
the natural and organic ingredient usage but also using of sleek packaging with the focus of
sustainability. Certain innovation according to us should be done to their growth and success
and leads to an increment in the satisfaction of the customers. This can be done if a company
focuses on Nano technology formation product, which directly heal the inner most layer of
the skin. SPF sun proof lipsticks and lip balms, which help in protecting lips. Lash serums are
the innovation to have reaped preserving or replenishing benefits. The struggle with the
foundation shades so, Ilia should launch a single foundation shade and just by dropping and
dropping until one should achieve the desired outcome/ intensity. The tools of makeup like

Brand Innovation 11
brushes cleanser that, should be made up of organic material. Therefore, that it should not
damage the tools which one uses for the cleaning of makeup and nor it should damage the
skin after using those tools for the next makeup. these certain innovations will not only
benefits the customers who is buying these organic products which are benefiting there skin
in long run but also links with the profits making and leading success without harming
environment.