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...