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ITINERARI COSMETICI 2014DELIZIARE IL CONSUMATORE
CONSUMER DELIGHTING
GRUPPO ALSEIDI
BARBARA AMANTIA
PAOLA BAGGI
MARIACHIARA BELCASTRO
FRANCESCA CANEPA
ROBERTA CATTANEO
MIRIAM CIANI
AGATA GIAMMARINARO
GAIA IRACE
ERICA SECCHETTIN
SERENA ZANELLA
ITINERARI COSMETICI 2014 WHAT IS ABOUT
PROJECT MANAGEMENT COURSE “IN ACTION”
MAIN LEARNING
BRAND KEY DESIGN
VIRTUAL TEAM MANAGEMENT
TIME MANAGEMENT
COMPETITOR SCANNING
TECH BRIEF DESIGN
FORMULATION DESIGN
CLAIM SUPPORT PACKAGE DESIGN
PIF ISSUING
THE BRIEFREFRESH THE LINE DEVELOPED WITHIN ITINERARI 2009
MAIN TOPICS
CHOICE OF A NEW MARKETING IDEA
PRODUCT SUSTAINABILITY
FORMULATION
CLAIM SUPPORT TESTING
PIF
ALSEIDITHE COMPANY
In Greek mythology Alseids were the nymphs
who lived in the lovely groves in the springs of
rivers and in the grassy meadows. They used to
prepare magic potions with plants to heal
body and mind diseases.
Origin of the company Name
The company Logo
The logo represents a Najas guadalupensis, an
aquatic plant known as common water nymph.
Image credit: Jane Thomas, Integration and Application Network,
University of Maryland Center for Environmental Science (ian.umces.edu/imagelibrary/)
MARKET ANALYSIS: TARGET&COMPETITION
CONSUMER POSITIVE TRENDSGfK Eurisko Jun 2013
A CONSUMER PICTUREGfK Eurisko March 2014
Natural beauty market is extremely
fragmented, with only six companies
enjoying a share of 3% or more. The leading
brands in Europe are Aveeno, Yves Rocher
and Oriflame.
With no strict government-mandated
directives and standards, various certifying
agencies are taking initiatives to regulate the
market, but the challenge is to scan for its
naturalness.
As a result of that a consumer is exposed to
claims sometime difficult to understand where
the concepts natural/organic/sustainable
overlap in a inconsistent way.
Sustainability as a value of well-beingActive involvement vs. Disengagement
Conscious awareness in the health related
matters.
Outer beauty not just as value offered
externally but also a mirror of an inner well-
being condition.
Sustainability as a value of well-being
Female > 35
Medium-high social status; High education
level
Advanced/Conscious
• Distinguishes from mass
• Reads ingredient list
• Ready to pay for quality
• Cares for sustainability
CHRONOBIOLOGY AND RHYTHMS
OF THE SKIN
Chronobiology is a field of biology that
examines periodic phenomena in living
organisms and their adaptation to solar and
lunar-related rhythms.
The most important rhythm in chronobiology is
the circadian rhythm, a roughly 24-hour cycle
shown by physiological processes in all these
organisms.
As long as our internal clocks are working
properly and are “in synch” with our lifestyles
we can function normally.
INSIGHTo Nature imposes rhythms
o Social rhythms often work against natural rhythms
o Respecting natural rules leads to skin wellness
Picture from http://www.skin-care-forum.basf.com/en/articles/skin/chronobiology-and-rhythms-of-the-skin/2006/04/11?id=d5375e36-
589a-4f20-b5e2-201110f840a0&mode=Detail
SKIN REACTS DIFFERENTLY
DEPENDING OF THE TIME OF THE DAY
PRODUCT CONCEPTS
• Every morning your skin gets needs a burst of energy that could be given by fresh water and the right product which does not affect the natural barrier protection
INSIGHT
• ChronoSkin presents the Cleanser 08:00. It works trough a mild energizing cleansing action, as it respects natural condition of the skin at its awaking
BENEFIT
• ChronoSkin Cleanser 08:00 is a creamy mousse.
• It has been formulated using mild surfactants whichrespect cutaneous physiology.
• A soothing cocktail enriches the formulation working like a balm to leave a good feeling of hydration, smoothness, softness, cleaning and well-being.
• As all the products of the ChronoSkin range it is very well tolerated. Our products are safety and dermatologically tested
REASONS TO BELIEVE
ChronoSkin 08:00 ChronoSkin 22:00
• In the evening your skin is tired and deserves a rest. Due to a reduced skin barrier effect, skin is in the best condition to receive beauty treatments
INSIGHT
• ChronoSkin presents the Cleanser 22:00. Through a mild exfoliating action it cleans your skin from residues piled up during the day, taking account of the natural status
BENEFIT
• ChronoSkin Cleanser 22:00 is a soft emulsion.
• It contains mild biodegradable microparticles which gently remove residues and stimulate cutaneous microcirculation. Enriched with conditioning and smoothing agents, it is suitable even for the most sensitive skin.
• As all the products of the ChronoSkin range it is very well tolerated. Our products are safety and dermatologically tested
REASONS TO BELIEVE
• Olivoil Fructoside
• Cocoamphoacetate
MILD SURFACTANTS
• Saponins
FOAMING AGENTS
• Trimethylglycine
• Allantoin
• Panthenol
• Glycerin
SOOTHING/MOISTURIZING COMPLEX
PRODUCT FORMULATION
MORNING - CLEANSER MOUSSE
CHRONOSKIN 08:00
• Caprylic/Capric triglycerides
• Squalane
• Glycerin
• Inositol
• Xilitol
• Trimethylglycine
SKIN CONDITIONING
• Polylactic acid
EXFOLIANT
Formulations developed at
EVENING - WASH CREAM & PEELING
CHRONOSKIN 22:00
SUSTAINABILITYTHE PRINCIPLE
Demand for sustainable product is growing
A step ahead of the common view
Minimalism and biomimetics askey elements
CHRONOSKIN SUSTAINABILITYCHRONOSKIN VISION
PERFORMANCERespect of
chronobiologicalskin rhtythms
Simplemessaging
Rationalizedformulation
MATERIALS
AND WASTE
Biodegradableraw materials
No oil-basedproducts
Recyclablepackaging
Easy rinsing
ENERGY
Developing supplier
sustainability questionnaire
Cold water manufacturing
process
Designed to optimize packing
Proper dispenser to avoid waste
reducing energy use and environmental
impactminimizing waste Ethical communication
FORMULATION VALIDATION
SAFETYChallenge test, MTT,
TEWL, Skin/Eye Irritation, Patch test, Flex Wash Test,
Skin Sensitization
SENSORIAL ANALYSESQuestionnaires for
consumer tests
EFFICACYSkin stripping: sebum
and HM, Laser Doppler Flowmetry,
TenskinmetricEvaluation
Testing performed at
PACKAGING
3D MODELING: Stefano Bergagna
POSSIBLE FUTURE STEPS
• THE BRAND KEY DEVELOPMENT IS TIME&ENERGY CONSUMING
• SUGGESTION FOR NEW DEVELOPMENT TEAM: IMPROVE/ENHANCE THE PRODUCT LINE USING THE
CHRONOSKIN BRAND KEY
2014
MORNING & EVENING
CLEANSERS
2017
2016
2016
2015
DAY & NIGHT
FACE CREAMS
SUMMER & WINTER
BODY CREAMS
HORMONES CYCLE
DEODORANTS
MORNING & EVENING
ORAL CAREPROPOSED BRAND STRATEGY
ENABLING
TECHNOLOGIES
2014 ALSEIDI ChronoSkin
CLEANSER 08:00
CLEANSER 22:00
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