A cosmetic can still perform its original role while becoming less useful to the range around it. New launches may have changed the lineup, the intended audience may have shifted, or the business may want the product to communicate something different from the proposition it was originally built around.
Cosmique Labs creates customized formulations and reformulates and enhances existing formulas to reposition products. Reformulation therefore has a commercial role even when the existing cosmetic has not reached the point of technical failure.
Sometimes The Product Brief Changes First
Product ranges evolve. A formula developed for one position may eventually sit too close to a newer product, feel out of step with the rest of the line, or serve a use occasion the business no longer wants to emphasize.
That creates a different reformulation question from “What is wrong with the formula?” The more useful question becomes “What should this product contribute now?”
