How Julep built a beauty brand on crowdsourced innovation

This event report shows how Julep, a challenger in the beauty category, has effectively used the principle of crowdsourcing to create new products and build its brand.

How Julep built a beauty brand on crowdsourced innovation

Stephen WhitesideWarc

IDEO is a famed innovation and design consultancy which has worked with blue-chip clients like Apple, GE, Microsoft, PepsiCo, Procter & Gamble, Unilever and Toyota.

One of its recent – and arguably less well-known – customers was Julep, a challenger brand in the beauty category that launched in 2007, and primarily sells its products online.

The objective of their tie-up was to solve a common issue experienced by women: namely, that the caps on bottles of nail-polish are too small, meaning users often find it difficult to apply...

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