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