Abstract
Even today, industrial companies are struggling on new product development and market launch. This article reviews the theoretical aspects of new product development and commercialization processes and the factors determining their success. Overviewed Baltic States cosmetics industry market and trends. The study focused on the success factors of new product development and market launch processes in the cosmetics industry. The aim was to identify and analyze the success factors of cosmetic product development and market launch processes and to provide a solution model. Identified factors prevailing in the development and launch of new products in the cosmetics industry sector and the connections between them. Investigated the influence of these factors on the success of new products in the market. The paper presents the results of a survey of companies in the Baltic cosmetics industry. Based on the results of the research, a model for the development and launch of new products for the cosmetics industry is presented.
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