One of the worst but essential things a woman carries in her make up bag is waterproof mascara. It becomes necessary when attending weddings or watching sad movies, but at the end of the day it is impossible to take off. Not only that, but then we women are stuck with the whole tube, which only carries a shelf life of 3-4 months. I do not know anyone who really uses any kind of mascara that quickly, let alone waterproof. Women everywhere keep a tube handy for such events and at the end of the day they face the horror of trying to take it off- normally with no avail. Right now we women try almost every makeup remover product to get the waterproof mascara off and eventually give up, hoping it will eventually wear off.
This being said, I believe there is a solution. Instead of having to buy a whole tube of waterproof mascara, what if there was a tube of a waterproof “overcoat” if you will. An entirely separate tube of a waterproof product that you put over your mascara that makes it waterproof. You can apply it only when you need it when attending those weddings or pool parties. This overcoat would also carry a longer shelf life so you would not have to throw it away after a couple months- which can save some money along the way! I would say 80% of women face this problem and it needs to be addressed!
Customer #1: Rebekah Trott- Receptionist
What is the nature of the need?
-Spend so much money on a tube of waterproof mascara, that you only use every once in awhile, and then you throw away more than a half-used tube
When did you become aware of the need -- that is, do you experience your need all the time or only sometimes?
-Only sometimes. When I need to wear it to weddings.
How long have you had the need? When did you first become aware of your need? Why?
-For a while I have noticed how painful the process is of getting waterproof mascara off, but when I got married in March and I bought a tube and only used once since then for another wedding- if I had an overcoat I wouldn’t have to waste money and makeup.
How are you currently addressing your need? How satisfied are you with this solution?
-Not buying waterproof mascara. I’d rather have an overcoat that would last longer
Customer #2: Emily Eshelman- Elementary school teacher
What is the nature of the need?
-I like my normal mascara too much to put myself through the misery of wearing waterproof mascara
When did you become aware of the need -- that is, do you experience your need all the time or only sometimes?
-Sometimes. When I know I may cry or get wet
How long have you had the need? When did you first become aware of your need? Why?
-Probably about 6 months ago. Lots of weddings I have been in make me think I need waterproof mascara but know it would be terrible to get off, so I don’t
How are you currently addressing your need? How satisfied are you with this solution?
-I don’t ever wear waterproof mascara, I would definitely use the mascara overcoat
Customer #3: Ilene Eshelman- High School Assistant Principal
What is the nature of the need?
-Not a pressing need, based more on convenience. I do not usually buy waterproof mascara on purpose.
When did you become aware of the need -- that is, do you experience your need all the time or only sometimes?
-Only sometimes. When I use waterproof mascara. I bought some for my daughter’s wedding and used it again for a funeral.
How long have you had the need? When did you first become aware of your need? Why?
-I bought it one time by mistake and didn't know it was waterproof. I washed my face that day after wearing it and was confused what was on my face the next morning. It didn’t come off that night.
How are you currently addressing your need? How satisfied are you with this solution?
-I do not normally use it, but when I have to I make sure I am intentional in taking off it with make up remover. I would love to try an overcoat that can be used when I need it!
Summary
I think there is still an opportunity to develop a waterproof overcoat to put over regular mascara. It may not be a matter of life and death if it is not invented, but I believe there are women out there who would choose an overcoat over waterproof mascara any day. It is the same opportunity because there are potential clients in three different ladies from three different walks of life. I believe that if it could be improved though I would adapt to the changes if it meant ladies would see the need more easily. If the customers’ feedback for a product is overwhelmingly negative, maybe adapting that opportunity to something the customer would actually use is necessary.
Wow Laura, you really found a good one with this, and at this point I’m so surprised nobody else has thought of that. The size especially is a bothersome aspect for any makeup in general. Enormous glass bottles of foundation (glass! As if that bottle can sustain being thrown around a handbag everywhere for heavy duty availability without shattering or destroying the pump and getting the goo everywhere) with a shelf life that doesn’t come near compensating the actual amount. The idea of waterproofing as a separate coat entirely is a cool idea.
ReplyDeleteHey Laura,
ReplyDeleteI can imagine how annoying this must be to deal with that. clearly the stuff isnt cheap, especially when you have to keep buying it. I can definitely see an opportunity here due to such a wide market and im sure a common problem.
Hi Laura!
ReplyDeleteI absolutely relate 100% to the waterproof mascara struggle. It is SO hard to take off, so it ends up rubbing off under my eyes and I look like I haven't slept in 12 years. I'm surprised that a product like this doesn't already exist- in the past, I've bought clear mascara for my eyebrows as a sort of top coat, though I'm not sure if it was waterproof. I for sure would pick a waterproof overcoat over waterproof mascara any day, primarily due to the extended shelf life.