# Novel and inventive curling technology for Shark Beauty

> Generating patent-worthy hair curling concepts for SharkNinja — from market insight and ideation sprints to a tested Venturi-effect proof of principle.

- Type: Case study
- Sector: Beauty & Grooming
- Client: SharkNinja
- Headline result: 30+ concepts generated in ideation sprints
- Services: Strategic research, Industrial design, Design engineering
- Published: 1 June 2021
- Source: https://bbxd.io/work/curling-innovation

![Curling concept render](/images/content/curling-innovation/01.jpg)

Brandborne was asked by Shark Beauty to generate a range of novel hair curling concepts which had the potential generate IP for the client. The product needed to be user friendly and cost effective to manufacture. Once delivered we would evaluate and recommend leading concepts for the client to explore further.

## Finding the Competitive Edge

Our market research uncovered that well reviewed styling products had an automatic loading function. There was also an opportunity to undercut the top end of the market (Dyson Air Wrap) which Shark could offer a more competitive price point. We came back to the client with three key insights for designing a successful curling product concept:

Directional Air Flow  / Bristle-less Tension / Automatic Loading

![Novel and inventive curling technology for Shark Beauty: Finding the Competitive Edge](/images/content/curling-innovation/02.png)

## Ideation Sprints

Once we had a grounding for the marketplace. We commenced our ideation sprints generating over 30 concepts ready to review for phase one. The purpose of this review was then to choose a range of leading concepts to develop in phase two.

![Novel and inventive curling technology for Shark Beauty: Ideation Sprints](/images/content/curling-innovation/03.png)

## Top Four Recommendations

During our review we recommended four concepts to for the client to develop further. The Venturi-effect Curler, an Air Curling Wand, The Air Blade and a Diffused-effect Curler. These were chosen due to their suitability for the brief. Some were more easily manufacturable than others.And some had the potential to produce an innovative styling method with ease of usability.

![Novel and inventive curling technology for Shark Beauty: Top Four Recommendations](/images/content/curling-innovation/04.png)

## Developing a Leading Concept

The Venturi-effect curling barrel was chosen for further product development. The theory is based on using negative air pressure to create suction on the barrels surface to load hair. This concept fulfilled all the marking criteria which as well as our three opportunity areas described above.

![Novel and inventive curling technology for Shark Beauty: Developing a Leading Concept](/images/content/curling-innovation/05.png)

![Novel and inventive curling technology for Shark Beauty: Developing a Leading Concept](/images/content/curling-innovation/06.png)

## Testing the Proof of Principle

We 3D printed a proof of principle prototype of the leading concept made of high temperature SLA resin. This material choice allowed us to test the concept multiple times to understand its usability and styling capabilities.

![Novel and inventive curling technology for Shark Beauty: Testing the Proof of Principle](/images/content/curling-innovation/07.jpg)

![Novel and inventive curling technology for Shark Beauty: Testing the Proof of Principle](/images/content/curling-innovation/08.jpg)

## Design Challenge Exceeded.

This project outlines how even in a saturated marketplace full of ‘copy-cat’ products our design team were able to innovate and generate intellectual property worthy of patenting for the client as well as designing a suitable concept for manufacturability.

![Novel and inventive curling technology for Shark Beauty: Design Challenge Exceeded](/images/content/curling-innovation/09.png)