How beauty brands are turning consumers into product creators

From #LushLabs to Thea Green's My Mood, these are some of the brands engaging beauty fans online and giving them the opportunity to formulate new products

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From cult brands to beauty giants, marketeers and R&D teams are levelling out the focus group playing field and engaging consumers on a deeper level than ever before.

“You just need to look at online reviews, blogs and influencers to realise that product feedback is already very democratic on the internet,” Alessandro Commisso, a product inventor at Lush, told Cosmetics Business.

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