Rowenta

Overview

In 2010, while doing some research about juicers, we discovered that women were using the leftover residue from juicing to create their own beauty products. A new project was born – Skin fooding. Over the course of a year, a project group was created internally to focus on this new trend.

Creating a new category, Rowenta is innovating and revolutionizing homecare products with Naturalis, a fun, high-performing dermo-nutrition device that meets the demands of anyone looking for beauty products (cream, scrub, mask…) that they can make up as they wish, selecting the active ingredients.

Naturalis drew on the cosmetics industry to create homogeneous mixtures and fine emulsions with a flawless texture.

Thanks to its “Helical Emulsion Technology”, the mixture is sucked up vertically by the vacuum device and shaken at high speed to create homogeneous emulsion. The movement created in the tank allows progressive homogenization of the preparation with flawless results: smooth, fine, homogeneous, and easily absorbed.

You can add natural ingredients of your choice (vegetal oils, hydrolats) to a base composed of an emulsifier, gelling agent, and a preservative… And Naturalis will take care of the rest!

Contribution

Alongside the Research & Development team, design agency and

• The brand and product positioning
• Conducted focus groups in France, Belgium, and Germany
• Developed aesthetics of this new product
• Created a recipe book
• Created a launch package including POS and marketing collaterals

Outcome

Creation of a new category within the Beauty Department worth 60M€ with the launch of Rowenta Naturalis.