The Genius Algorithm, created in partnership with data science and creative production company Media Monks, allowed Avon to slice through and analyze the largest beauty database in the world—the internet—to inform the latest addition to its product portfolio. By leveraging its renowned R&D capabilities to harness this unprecedented level of consumer insight, Avon is opening up its brand by offering a product that delivers exactly what the customer is asking for right now.
"This is another stride forward in our brand transformation as we accelerate innovation and open up value," said James Thompson, Avon's chief beauty and brand officer. "The Genius Algorithm allowed us to sort through huge amounts of user generated content on social media and to understand the correlations and interconnections in what people really wanted in a mascara. The big finding was realizing that they actually don't want to choose between one feature or the other. Volume and length are inarguably the most requested benefits by the beauty community. Everybody is seeking that coveted full and fanned-out lash look, but nobody wants to give up other important benefits, such as a dramatic intense black color. True 5-in-1 Lash Genius delivers it all."
Developed by Avon's multiple-awarded R&D team, True 5-in-1 Lash Genius combines a high-tech multi-action brush with a smart control gel formula infused with deep carbon-black pigments that are both buildable and lightweight. While the short bristles quickly load the formula onto lashes from root to tip and corner to corner to deliver dramatic multi-dimensional volume, the comb grabs the lashes to lengthen, lift and separate each one of them. True 5-in-1 Lash Genius is also smudge-proof and water-resistant, standing up to heat and humidity to put an end to mirror-checks throughout the day.
"Within this mass of data lies the answers to what each person wants, and this is the root of our business. Co-creating with consumers is the future and we very are excited to keep listening to them," Thompson concluded.