GoGirl Cosmetic Device: Rethinking how women consume makeup and eliminating packaging waste.
Project Overview:
We want to reduce waste in the cosmetics industry by designing makeup and packaging products that use ethically-sourced, biodegradable materials…yet we found that this is not enough to satisfy today’s consumers and their needs.Our team realized that we would have to design products that not only reduce makeup and packaging waste, but also deliver on other key needs that consumers have when it comes to choosing, purchasing, applying, and carrying makeup in their daily lives. Our research aligned with global mega trends and revealed that today’s consumers want to experience it all, choose from a variety of the latest colors, scents, and infusions. They are also excited by products that promote self-care and wellness, and are happy if products have a positive environmental impact, but only as an added bonus. Our research revealed that the greatest need for most consumers was to be able to conveniently apply and carry make-up on-the-go. More importantly, consumers want to de-stress their makeup routines, have more options available on-the-go, use products that are easy to access and carry, and that don’t make their bags messy.
Key Takeaways:
Although our research methods focused on a local audience, we believe that we can apply our findings globally, to consumer behavior around the world. Our survey revealed that most women feel that they need to look presentable almost everyday, with over 70% of consumers applying makeup more than 3-4days per week.
Consumers are also used to transporting large volumes of makeup for touch-ups throughout the day, though this is inconvenient.
Their morning routines tend to vary in timing and complexity, depending on how rushed they feel while getting ready for work or school. When running late, these women tend to pack makeup to apply on-the-go.
Our makeup collection campaigns revealed that consumers also tend to waste a lot of the makeup they purchase. They are never able to finish their lipsticks. Yet, at the same time these same consumers often purchase new items as impulse buys. They are excited by new colors and fashion trends and cannot help but purchase items they don’t necessarily need.
Consumers place a lot of importance on skincare and blemish coverage, prioritizing this during their morning routines. Skincare and blemish coverage is always needed, while other types of makeup are not necessarily worn everyday.
Process:
Makeup application observations (live and video)with 5 participants
Consumer survey with 252 participants
Two focus groups with 9 total participants
Makeup collection campaigns at 8 different locations to collect:
24 Lipsticks
17 Eyeshadows
16 Foundation/Concealer
13 Mascara/Eye Pencil
Interviews with consumers (10 participants) and business stakeholders (8 participants)
Solution:
Customize the intensity of your foundation, moisturizer and more. Personalize your makeup and skincare routine for your best look, everyday. Insert 2-3 biodegradable cartridges into the device. Adjust intensity settings and apply.
Reduce makeup waste by buying small biodegradable cartridge refills, instead of buying refills stored in plastic bottles or cases.
