We involve you as our consumer from the very beginning: we observe, interview, and empathize to deeply understand your needs, lip care routines, wishes, concerns, and desires for soft lips. That way we define your core needs and start to generate ideas as to how to improve future products. We discuss these ideas with you – our consumers – again and use your feedback to fine-tune the product ideas. Afterwards, we develop prototypes and test them with consumers to deeply understand what you like about the product and how to make it even better. We test these optimized prototypes again until the quality is as desired. After all, we also test the final product comprehensively to ensure dermatological safety, efficacy, and, last but not least, consumer acceptance.