Beware goji berries: How Coty identifies trends that last

Coty, the cosmetics brand, uses trend analysis to understand new currents, follow and create products and brand platforms, and spot short-lived fads before investing.

“Makeup is the category of goji berries,” says senior manager Nithya Seshachalam, who works in predictive analytics and strategy, at cosmetics company Coty.

Effectively, the goji berry is an ingredient fad with no legs, no potential for the long term. Though it was relatively big in the cosmetics industry some years ago, it’s difficult to find it as a common ingredient now. In other words, it happened, but now it’s over.

For new product development, this is the opposite of where a company wants to invest its money: you’re looking for the next source of long-term, agenda-setting growth rather than...

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