THE JAFRA REPORT

Our Product Innovation Process & JAFRA Beauty Superstars

Have you ever wondered how new JAFRA beauty products are created? As Vice President of Worldwide Marketing and Product Development for JAFRA, I lead the process every step of the way. It’s a complex, exciting and rewarding adventure that I’m honored to share with you.
 
TREND HUNTING
Our first order of business is identifying current and future trends. What will be the next big ideas in style, cosmetics, or pop culture? And how will they fit into our beauty portfolio? When we’ve answered these questions, we develop strategies for turning the trend concepts into new makeup, skin care and fragrances that will appeal to our JAFRA customers.
 
TESTING TESTING…1,2,3
The next phase takes us to the laboratory to collaborate with JAFRA’s Research & Development Team. After sampling multiple versions of each product, we provide feedback to our chemists and formulators. We work together to ensure that our final formula is the highest quality and effective for all skin types, skin tones and olfactive preferences.
 
PREPARE TO LAUNCH
In the last few months, we’ve introduced new innovations that make me especially proud. Plus, our new arrivals for brows, eyes and face work great with a mask or bandana.
 
JAFRA Beauty Brow Powder Duo
I adore a bold brow, and this two-shade mirrored compact makes it easy to achieve. The ultra-pigmented powders blend easily so you can create a custom color or add highlights and lowlights for a full ombré effect.
TRY THIS: Start by filling sparse areas with short, light strokes for natural-looking texture. Keep building to achieve your ideal level of intensity.
 
JAFRA Beauty Micro Brow Pencil
With beauty salons closed in many parts of the world, this long-wear brow pencil saves the day. The ultra-precise tip, custom grip and spoolie brush provide effortless control for an at-home microbladed look.
TRY THIS: Create your dream brow shape with long, horizontal strokes along the base of brows. Fill with short upward strokes, then blend with the spoolie.
 
JAFRA Beauty Duo Eyeliner
When a mask is hiding my smile, I like to make my eyes look extra bright, wide-awake and defined. With white on one end and black on the other, this double-ended pencil has become my go-to.
TRY THIS: Use black along upper and lower lash lines for flawless definition. Then, add white at inside corners and waterline for instant brightness.
As Vice President of Worldwide Marketing and Product Development for JAFRA, Dena drives brand growth and new product development at the global level while fostering cross-cultural collaboration. She joined JAFRA’s marketing team in 2015 after working for top brands in the toy and entertainment industry. Dena holds an MBA in Marketing and Bachelor of Science in Bio-Medical & Mechanical Engineering as well as a Mini-MBA in Digital Marketing. With a dynamic, results-oriented leadership style, Dena makes #bosslife look easy.

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