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Cover Story: Innovation Through Collaboration

By: Leslie Benson
Posted: May 1, 2008, from the May 2008 issue of GCI Magazine.

page 5 of 5

While innovation has placed his company in a league of its own, it seems some of Borba’s cold calls may have planted the seeds for future collaborative efforts. “I want to continue to make the most efficacious and radically innovative products, spinning them with a luxe twist,” he says. “I want BORBA to be a household name—a lifestyle.”

As for Tarte, which has been undergoing a revamped “health couture” image this year, the company remains open to future partnerships. “We’ve recently teamed up with Sambazon, the global leader in acai distribution and the creator of the Sustainable Acai Project, which helps to promote positive change in the Amazon Rainforest,” says Mezzina DiResta. “We use its sustainable organic acai in our proprietary t5 super fruit complex. Also, since Tarte is all about health couture—where healthy beauty meets fashion-forward packaging—it’s very possible that our next collaboration may be on the fashion side.”

Parpard Harrison is pleased with BriteSmile’s partnership this year with Tarte, but she says her company is also excited about launching another innovation. “We’re coming out with a new formulation for our professional teeth-whitening gel with patented ingredients and technology,” she says. “Previously, it took 60 minutes in our spa to put on the gel and get light treatment. Now, it takes about 20 minutes.”

It seems evident from the examples of synergy between BriteSmile and Tarte, as well as BORBA’s numerous partnerships, if you have an idea to collaborate brand technologies for a new product that’s better, faster and stronger, taking a risk may pay off. Making a cold call to a CEO just may make magic—and innovation—happen.
Back to the May issue.