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Strength in Innovation

By: Anisa Telwar
Posted: March 22, 2013, from the April 2013 issue of GCI Magazine.

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DuPont Filaments sought out Anisa International when developing its synthetic fiber, DuPont Natrafil. The problem with synthetic fiber before Natrafil was poor product performance. However, Natrafil’s special fiber treatment is able to cause it to mimic the performance of natural hair.

But no matter how innovative Natrafil was, its true market impact would rely, in part, on consumer education. A DuPont survey revealed only 19% of consumers know powder brushes are made of animal hair, and 61% said they would never knowingly buy a brush manufactured with animal hair.

In an effort to help proliferate natural-versus-synthetic-brush-fiber knowledge, Anisa International and DuPont are leading a trend toward synthetic cosmetic powder brushes by offering Natrafil in a wide variety of applications and educating users about the fiber’s benefits.

In addition to surveys conducted among makeup artists by DuPont to share the knowledge about Natrafil and gain testimonials, Anisa International also reaches consumers with education tools such as YouTube videos. In a recent video, Shana King, Anisa International’s senior director of beauty and education, discussed what makes Natrafil unique, as well as how to use the new, innovative head shapes to apply product.

First in Line

By marrying traditional research and development methods with the A.G.I.L.E. process, your beauty brand can begin to innovate like never before. Designing products to fill a current need is good, but pushing your team to anticipate future needs and create the trends will put your brand ahead of the pack.

Anisa Telwar is president and founder of Anisa International, a global leader in cosmetic brush, accessory and bag design and manufacturing. Telwar was recently inducted into the Committee of 200, an invite-only organization of the world’s top women executives and entrepreneurs. Celebrating 20 years of business, her company was recently awarded its second appearance on the Inc. 500/5000 list of fastest-growing private companies.