Innovation as a value for the customer – based on brands from cosmetics industry

Abstract

The main aim of this article is to define innovation with particular focus on marketing innovation and to describe the relationship between the introduction of innovation on the goods offered by the company and the perception of the brand by the customer and the success of the enterprise It is achieved by describing the various types of innovation on the example of brands from the cosmetics industry.The article is divided into two parts. The first defines both the concept of innovation and its types.Moreover, attention is drawn to the source of innovation and explains the concept of customer value.In the second part of the article attention is paid to specific products, which are an example of marketing innovations or product.This allows to show their impact on brand perception by consumers. The article also presents the view that a company should be ran with particular emphasis on innovation, as it is one of the main factors that allow to gain competitive advantage.