TRUE BOTANICALS Fall 2020 | SUST 713 | Prof. Boylston
PROCESS BOOK
Riteeka Bharani MA Design Management
Brittany Snyder MFA Design for Sustainability
Iris Wang MA Design for Sustainability
Aoran Zhao MFA Service Design
TABLE OF CONTENTS
01
02
p. 7 Personal Care Industry · Personal Care Market in US · Organic Personal Care Market in US p. 9 The Story of True Botanicals p. 11 Sustainability Strategy p. 12 Customer Strategy p. 13 Personas p. 15 Competitors
Value Proposition Canvas Service Blueprint A.U.U.D.I.O. Stakeholder Engagement Map sSWOT Strategy Canvas ERRC Grid Third Party Certificates
TRUE BOTANICALS INTRODUCTION
SUSTAINABILITY ANALYSIS
03
04
PRIMARY RESEARCH
Goals Survey Survey Results Virtual Focus Group User Journey Map
CONCEPT IDEATION
p. 29 p. 29 p. 30 p. 33 p. 41
Brand Identity Prism p. 43 Original idea p. 44 Brainstorming p. 45 · Idea 1: Adopt a plant · Idea 2: Physical plan NGO Partnership p. 49 · Regenerative Agriculture · Regeneration International
06
05 FINAL SOLUTION
The APP Features of TruBloom The Refill Station Purchase Interactive Interface Behavior Change Model
p. 17 p. 18 p. 19 p. 20 p. 24 p. 25 p.26 p.27
SUPPLEMENTARY CONTENT p. 51 p. 52 p. 54 p. 55 p. 56
UNSDGs Sources
p. 60 p. 62
5
True Botanicals
Introduction
Personal Care Industry 6% of global eCommerce sales, but over 13% in Europe and Asia in 2019. Online beauty shopping gets its appeal primarily from unfiltered reviews and community engagement, product recommendations, and the listing of ingredients. The ability to The Personal Care category only makes up about the segment is accelerating as sales grew by
see how real people rate the product creates trust and encourages spending. To substitute for the in-store try-on experience, major online retailers like Sephora and big brands rolling
BEAUTY AND PERSONAL CARE MARKET WORLDWIDE
$420B in 2018
$716B in 2025
out
smartphone
apps
with
VR
functionality
in
the
makeup
category.
are
With
a
projected market volume of US$63,443m in 2020, most revenue is generated in China.
Personal Care Market in US Revenue in the Personal Care segment is projected to reach US$32,050m in 2020. Revenue is expected to show an annual growth rate of 7.7%, resulting in a projected market volume of US$43,174m by 2024.
The rise in social media, beauty specialist retailers and e-commerce have given the brands
Demand for personal care products is increasing due to the increasing purchasing power of millennials and significant players undertaking acquisitions and divestments to remain competitive. Also, increasing huge opportunities for success.
demand for anti-aging products is propelling the growth of this market.
24%
18%
6% 46%
3% 8%
*Source: Reuters (2019), L'Oreal (2020) & Statista (2020)
7
Organic Personal Care Market in US The global organic skin care market size is expected to reach USD 12.58 billion by 2022 and it will be worth over $22 billion by 2024.
Organic personal care products have been around for many decades; however, they have gained prominent momentum lately due to greater user awareness of product safety and growing
concerns
about
the
environment
concerning
conventional
cosmetic
products.
Organic personal care products target brand-conscious, brand-loyal and noveltyconscious users, who are more likely to choose organic and natural cosmetic products over synthetic products.
The demand for organic face creams, sunscreens, and body lotions among consumers is expected to grow over the next several years.
Over recent years, consumers have been growing more aware of the impacts of their choices. The National Marketing Institute's research found that 48% of the population is more likely to try a service or product if the company is mindful of its societal and environmental impact. However, the absence of specific regulation on product
production and the disparity between private standards and administrative interpretations on natural cosmetics generates insecurity in the cosmetic industry.
30%
70% of US consumers aged 18–29 would rather use natural, organic cosmetics.
70%
*Source: Statista (2020)
5202
4202
3202
2202
1202
0202
The global organic beauty product market will be worth
over $22 billion by 2024.
*Source: Persistence Market Research
8
True Botanicals | Process Book
The Story of True Botanicals
“Nourish your skin, and it will reward you.”
Hilary Peterson, Founder
Founder and CEO Hillary Peterson envisioned a luxurious, turbocharged clean self-care line that solved problems and set new standards in quality ingredients, efficacy, and sustainability. The result: nourishing, ultraconcentrated, bioactive formulas
that
include
luscious
shampoos
and
conditioners
and
an
extensive,
super effective lineup of skin care that works for every skin type.
Since 2014, the company has grown from startup to big beauty contender, with a band
of
celebrity
activists
and
stakeholders
in
the
company
including
Olivia
Wilde, Laura Dern and Zazie Beetz.
Diagnosed with thyroid cancer as a young mother, Hillary began to look
Became the
closer at the products she used daily. Unwilling
to
containing threaten
settle
for
ingredients
human
and
formulas
known
to
environmental
health, she sought out a better way.
Completed Later Stage VC financing
Founded by
First MADE
(Series A1)
Hilary
SAFE Brand
financing round
round
Peterson
in the World
$14.1M
$4.52M
2013
Competed
Completed Early Stage VC
2015
2014
launched
2019
2017
2016
Completed
2018
Listed in the
Her goal was audacious: to prove that
with LA MER
room mist
seed round
"2019
safe, natural beauty products could
for 45 days
and hair care
$3M
CircleUp 25"
also be luxurious and effective.
2020
product lines
9
True Botanicals | Process Book
"We prioritize both certified-organic and wildharvested ingredients" Sustainability Strategy True
Botanicals
collection
of
products
are
certified
by
MADE
SAFE®,
an
independent, non-profit organization that screens ingredients for over 5,000 known toxic ingredients. True Botanicals is the first brand to have all their products certified MADE SAFE®. When it comes to sustainability, their focus is on the water waste stream, but ensuring the water is not contaminated with harmful chemicals. They choose glass and aluminum containers to avoid using plastic bottle, citing the endless recycling stream of these materials beats the short life span of plastic. Interestingly, their pumps and screw tops are made of plastic. No end of life management system is set up for consumers.
Their commitment to sustainable development is indicated in the selection of natural,
organic
ingredients.
However,
their
lens
is
narrowly
focused
on
product ingredients.
Strengths
Weaknesses
Certified MADE SAFE®, a third-
Few details disclosed on their
party certification screening
sourcing, supply chain practices,
products for toxic chemicals
and efforts with the community.
Certified-organic and wild-
Packaging components not listed
harvested ingredients
in product card
Ensuring that their cultivation and
Lack of overall transparency on
production are sustainable for the
their environmental impact
local community as well as the environment*
MADE SAFE
Opt for aluminum
Organic & Natural
and glass bottles
Ingredients
over plastic
Vegan & CrueltyFree
*No further details were given on their sustainable cultivation and production
11
True Botanicals | Process Book
Customer Strategy True
Botanicals'
customer
strategy
focuses
on
showcasing their ingredients. They also emphasize their extensive clinical trials and research. The brand feel is calming, earthy, and sophisticated. Their "Band of Activists" is a group of women promoting
inner
truth,
holistic
wellness,
and
individual beauty. The website shows little to no images of people, thus removing any images of an "ideal skin type." Their customer strategy takes the focus away from external appearances and towards
feeling
good
about
yourself.
The
customers feel an inclusive, warming message: "your authentic self is welcome here."
Clinically Proven &
Vegan & Cruelty-
Risk Free With 30-
The Ritual
Community Loved
Free
Day Guarantee
A blog on living well
The Ritual A Blog on Living Well
The True Botanical blog, The Ritual, is a platform promoting overall wellbeing. Divided into three section, Beauty, Body, and Mind, the blog represents the company's approach to holistic
beauty.
From
promoting
a
plant-based
diet
to
spreading awareness around the effects of pollution on skin, the platform touches on tips for living more sustainably.
The overall focus, however, is an emphasis on beauty and wellness. This is a great start to building a connection with their customers.
12
To empower you to take the best care of yourself, the people you love, and the world around you. No compromises required.
True Botanicals | Process Book
When we do business analysis from the perspective of a brand, we must have an in-depth understanding of the brand's users and potential users, so we created portraits to help us understand True Botanicals users quickly and efficiently.
Personas LOHAS
Market segments from the National Marketing Institute divide the U.S. population by consumers' involvement in sustaianability.
LOHAS Proactively
Naturalite Actively
Drifter
Conventional
Unconcerned
Desire for
Act out of
Uninvolved with
environmental,
striving but
accessible
convenience
sustainability
prime example
not perfect
sustainability
& practicality
issues
The Naturalite and Drifter segments are the most accessible target markets for True Botanicals. These groups have an open mind for sustainable products, yet require a little more convincing than the dedicated LOHAS consumer. They are sensitive to price and product performance.
Naturalite Practical | Diligent | Old-fashioned
"I am a total spa-loving, skincare addict. Scratch that, a vegan, clean skincare addict." A
hard-core
corporate
professional
most
of
her
life,
Janet
turned
to
convenient skin-care options with a crowded bathroom cabinet. She didn't she approached her 40s, she saw how taking care of her skin – on a daily basis – really made a difference in how her skin looked and more importantly – felt! She's now making have a fixed skin-care routine. As
informed choices and carefully curating what she applies to her skin. She
The only aromas she can handle her skin are from essential oils and plants. Fragrance is likes natural, clean and perfume/fragrance free.
one thing that she is really sensitive to.
Goals
Janet Levinson 62, Seattle CFO in Private Equity
Frustrations
Wants to buy 100% vegan
Not having enough guidance for a
products
skin-care routine
A positive whole body effect
Having too many products in her bathroom
13
True Botanicals | Process Book
Personas Naturalite
"We don't need to compromise the world around
Independent | Passionate | Pensive
us to get personal results." Lisa finds enjoyment from being in nature. She has many plants in her Philadelphia apartment. When she's not taking a day trip outside the city
While living in a city limits her access to nature, it afford her access to sustainable living. She buys local produce at the farmer's market and uses public on the weekend, she's spending time along Schuylkill River.
transportation. Lisa's skin was at her worst a few years ago when she
After experimenting with various skin treatments, she decided to try more a natural approach. started
developing
stress
induced
acne.
Goals
Frustrations
Wants to buy products that come
Not having enough information to
from brands she believes in
make the "right" purchase
To lead a clean and green life
Feeling worried about stress acne
Lisa Coleman 26, Philadelphia Physical Therapist
Drifter
"As a first-time mom, I'm trying to stay relaxed and not worry too much. "
Dedicated | Skeptical | Active
Amanda is a busy graphic designer. She's passionate about delivering strong work,
and
partner
she
enjoy
can
occasionally
going
to
art
get
gallery
sucked
into
her
openings
and
going
projects. on
She
trail
and
runs.
her
Since
Amanda is pregnant with her first child, she's constantly checking ingredient
It often feels like a whole new job trying to make sure she avoids harmful substances. Because of the hormone fluctuations during pregnancy, Amanda has noticed her skin changing. She's looking for safe products that deliver results. labels and company websites.
Goals
Amanda Lee 32, Milwaukee Graphic Designer
14
Frustrations
Looks for value and performance in
Gets disappointed when a product
her product purchases
doesn't deliver on its promises
Use the best products for both her
She dislikes when a company’s hides
and her baby's bodies
its ingredients from plain sight
True Botanicals | Process Book
Competitors INDIE LEE Indie Lee is grounded in nature, supported through science
and
Botanicals, natural, They
inspired
they
by
also
naturally-derived
strive
to
make
life.
Similar
formulate and
deeper
to
True
products
with
organic
ingredients.
connections
with
the
community. The founder gives master classes almost every month on beauty tips, how-to's, and industry trends.
URSA MAJOR Ursa
Major
is
passionate
about
natural
skin
and
body care products. All their products use only nontoxic ingredients. They target men and women with gender The
neutral
company
neutral.
As
constantly
a
packaging
and
headquarters Certified
making
new
B
brand
are
messaging.
100%
Corporation,
changes
to
carbonthey
provide
are a
positive environmental impact.
PANGEA ORGANICS Pangea
Organics
mission
to
use
was
founded
organic,
100%
in
2001
with
plant-based,
a
non-
synthetic ingredients. They are the first company in the world to use 100% Sugarcane Bio-Resin in all of their LEED
plastic
tubes
Certified
which
facility
in
are
manufactured
the
United
in
States.
a All
products are certified Fair Trade.
15
Sustainability
Analysis
Value Proposition Canvas Products & Services earthy/natural
minimal certified-organic and
aesthetic
packaging
wild-harvested ingredients 30-day guarantee
users gain improved
for products
attractive
skin quality without
commercial/marketing
the guilt of using harsh
ads
chemicals
eliminate the pressure to have "perfect skin"
MADE SAFE
and instead celebrates
certification allows
the individual
customers more trust in ingredients takes the uncertainty out of hunting down
focus on holistic
ingredients listed skin tests ensure the
One multifunctional
customer buys the
product replaces the
and authentic beauty
right products and
need to buy several
uses them correctly
helps the customer feel morally sound about their
clinical research forms the
product choice
basis for products that work
Pain Relievers
Gains Creators
s ni a P
Natural Ingredients
feeling and seeing no results
the skincare has a comfortable
Expensive
Effective
texture/smell
creates negative
product
environmental impact
high cost good experience
performance
Not sure if they’re
using the product
no system set
making a “good”
from start to finish
choice for the
up for the
environment
packaging at
Skin care guidance
end of life discover a
skin irritation/becoming more sensitive
s Cu
e tom
Good customer
naturally nourishing
b r Jo
service
routine that’s
s
tailored to my skin Finding toxin
type
free skin care
Ga
in s
reduce fine
eradicate skin
lines and
worries so he/she
use products that
wrinkles
can focus on
minimize their impact
life/career/etc.
on the environment
get ride of acne
cultivate confidence Stress relief
improving the
and sense of inner
texture and the
beauty
quality of skin
17
Service Blueprint Official website
Product
Physical evidence Register
Visit the
User actions
an
website
account
Throw
Order
Waiting
Received
payment
delivery
packages
Using
delivery
Throw waste
package
LINE OF INTERACTION
Provide Front-of-stage interactions
After-sales
consultation
Waste collection
consultation
service LINE OF VISIBILITY
Back-of-stage interactions
Browse
Check the
Check
Feedback
data
availability of
order
to factory
collection
goods in advance
information
data
Delivery Collecting materials
courier
Manufacturing
company transportation
Wastewater treatment Plastic waste disposal
LINE OF INTERNAL INTERACTION
Support processes
Data
Marketing
collection
system/Order
Agricultural system
Waste
system
system
Plastic production system
treatment
Equipment system
system
Power systems
In order to better study the brand's A.U.U.D.I.O, we used the tool to intuitively understand how the
entire industry chain
Postal system
service blueprint,
a service design
work. Taking the user as the starting
point, and discussing in detail how each step progresses, our research revealed the brand mainly sells
direct to consumer
and
through
cooperative retailers.
We
took
the
typical
website
shopping experience as the starting point to draw this service blueprint.
Key Takeaways: Understanding service flows are essential to assessing a brand The service blueprint can evolve at any stage
18
Aspects Climate
Emissions from production,
change
transportation, and waste
Upstream
User
Biodiversity
Chemicals
Emissions during the entire
Emissions from product
Packaging manufacturing
transportation process during
transportation and waste disposal
will generate higher
the purchase of goods
production equipment and
production, raw material production and transportation
Air Pollution
Waste Management
Ozone
growing all organic ingredients
diversity
doesn't harm surrounding species
Deforestation
species when disposed
Emissions from packaging
operators and manufacturers
The garbage is not classified,
packaging directly into
and it is processed directly with
will become waste
the trash can
the household garbage
plants, such as incineration will
Chemical components in
Use vegetable ink to recycle plastic
packaging and wastewater
bottles and improve the wastewater
can harm the environment
treatment system
is obtained through the combustion of
lack of awareness around
Use renewable energy and low-consumption equipment
recycling system, it is also necessary to teach customers ideas about garbage
recycling of packaging
classification and environmental protection
If the facility contains HCFCs, it will affect the ozone layer
Seek energy-saving and environmentally friendly preparation technology
water contamination of
Large water consumption for
production processing
manufacturing
water from showers or faucet
Improperly treated wastewater
Encourage customers to use all natural
might contaminates water
and garbage can pollute the
ingredients in skin care products and
systems
ocean
improve the water purification system
growing organic requires more land
Garbage disposal site, paper
The plant's land requirements and
space due to lower yields. Paper
packaging and plastic that are not
the raw materials of the packaging
and ink consumption
Social
composting waste plants, etc.
In addition to establishing a complete
produce a lot of damage gas
Lands for factories
recycling system, such as
biodiversity of a certain area
amount of harmful gases.
Throw waste product
to freight and staff travel. Use of
Establish a complete waste
can harm the land and affect the
fossil fuels, which generates a large
equipment, etc.
materials, and some of them
Improper treatment of discarded
nonrewanbles
Improper waste disposal methods
required by the entire industrial chain
transportation vehicles, recycling
Plants are developed as raw
greenhouse gas emissions due
consumption equipment; Source from
The large amount of electricity
Gas emissions from
purchasing products
processing and transportation
Waste is managed by
methods, introduce low energy
recycling difficult
Vehicle emissions when
production, raw material
plastic output
The use of new energy operating
wastewater treatment and packaging
sometimes be harsh on skin
dioxide emissions by reducing
energy consumption, such as equipment
rich in chemical ingredients, making
chemicals; natural ingredients can
recycling system to reduce carbon
accompanied by a large amount of
Used together with color cosmetics that are
products made without toxic
harmful chemicals
CFSs materials
Oceans
natural ingredients don't harm
species in water system
Establish a complete packaging
The entire industry chain is
requiring electricity, etc.
the drain during use do not harm
products are made safely without
emissions during production
Energy consumption for packaging recycling and product processing
stores, transportation for online
safe ingredients disposed down
MADE SAFE certification means
Factory and transportation
products, such as shopping in physical
shopping, etc.
Impact on space and soil
(dyes, glues, etc.)
carbon dioxide emissions
Energy consumption when purchasing
Energy consumption for packaging
Use of chemicals in packaging
Opportunities
and transportation of raw
Energy consumption of
transportation
Issues
Emissions during processing
materials
Energy
Downstream
are prone to excessive logging
recycled
Indispensable in the recycling
Social relationships and
organic growing does not
contributions
guarantee fair labor practices
fair and transparent
recycling technology
not rely on the number of factories to produce a large number of goods, use certified source paper materials
They make products with pure natural
industry, but there is no efficient
purchase value
Seek efficient production technology, do
ingredients, but the entire industry chain is not completely sustainable, such as packaging.
Redesign the service chain, the purpose is not only to achieve sustainability of the brand itself, but also to pass on sustainable ideas to customers to cultivate their environmental awareness
AUUDIO Using the AUUDIO framework, we took a comprehensive look at True Botanicals environmental and social
impact.
transparency.
Filling While
in
their
natural
upstream
ingredients
processes lessen
revealed
the
patterns
negative
pointing
impacts
in
the
to
their
use
lack
phase
of
and
Farming, harvesting, and cultivating puts strain on the planet, and True Botanicals lacks transparency around their sourcing, both where they grow crops and who grows them. Large opportunities lie in shifting to downstream activities, it's also crucial to look upstream.
nonrenewable resources for energy and replacing their plastic packaging components with biobased materials
Key Takeaways: Natural ingredients ≠ Sustainable Sourcing Ingredient Transparency ≠ Sustainability Transparency Organic Farming ≠ Fair Labor Practices
19
Stakeholder Engagement Map We have created a stakeholder engagement map based on the degree of development
and
the
possibility of cooperation,
which
helps
us
interest
better
in sustainable
understand
the
potential partners, certification institutions will make the brand more convincing to consumers. We also found that True Botanicals, as a brand less than ten years old, has the strength to compete with high-end brands like LA MER. In drawing the map, we also discovered a few strategies from True Botanicals' competitors that can provide some great stakeholders involved in the business field. The map can help us clearly see
investors
and
business interests.
For example, the
inspiration.
High
Employees MADE SAFE Local Communities C2C Consumers Social Media
FDA USDA Carriers
YTILIBISSOP NOITAREPOOC
True Botanicals Founder Unilever Sonoma Brands Raw Material Kaktus Capital Suppliers Cue Ball Follain Banks Recyclers LEED Government
LA MER Neutrogena RMS Beauty Pangea Ursa Major INDIE LEE
Competitors Partners 3rd party certification Communities & Individuals Investors & Leaders Rule makers
Low
INTEREST
High
Key Takeaways: Competitors are less likely to cooperate Attract investors to show strength and planning 20
Non-toxic certification does not mean sustainable development certification
Competitors LA MER LA MER is a cosmetics brand under the Estée Lauder Group. LA MER takes the spirit of "take from the sea and use it for the sea" to the extreme. Since 2005, it has cooperated with the OCEANA World Marine Conservation Organization, and they launch a limited-package essence cream on World Ocean Day every year.
Neutrogena Neutrogena is the high-efficiency skin care brand of Johnson & Johnson, the world's largest health care product company. Neutrogena is committed to skin care, body care, hair care, makeup and other fields. Neutrogena has maintained a strong brand presence in the mainstream market.
RMS Beauty RMS Beauty is the original pure and organic makeup brand created by Rose MarieSwift, a makeup artist from New York. It has been identified as the safest product series by EWG (Environmental Working Group), with a security level of 1. In addition, RMS beauty is the world’s first all-organic makeup brand.
Rangea Organics Rangea Organics was established in 2001. The brand philosophy is, "We and the earth are a whole, in this whole, the earth provides us with everything we need to maintain health, vitality and youthful rejuvenation." They focus on sustainable products and lifestyles.
Ursa Major In 2011, Emily Doyle and Oliver Sweatman founded Ursa Major with a focus on gender neutral packaging and brand messaging. They are certified B-Corps and actively seek sustainability updates within their operations.
INDIE LEE The
Indie
Lee
brand
pursues
"clean
beauty,"
does
not
use
proven
or
suspected
harmful
ingredients, and guarantees raw materials are ethically made. Corresponding to the theme of "clean", Indie Lee's products use transparent frosted bottles. When you see the product itself, what you see is what you get, and the appearance is very small and fresh.
Partners Raw Material Suppliers The
raw
material
supplier
here
refers
to
the
raw
material
manufacturer
that
provides
the
production of the product, such as plant powder, and of course packagers, plastic suppliers, etc.
21
Follain It is a natural beauty and skincare brand chain store founded in New York. Like Sephora, Follain is not a single-brand specialty store, but a retailer. However, Follain differs greatly from Sephora in its mission to only sell purely natural skincare products.
Recyclers Recyclers
include
upstream
and
downstream
recycling.
Raw
material
production,
product
production and residential waste recycling all need to be handled by recyclers.
Carriers TThe
Carrier refers to the partner who undertakes the transportation work in the entire industrial
chain. Everything from raw materials to customers to recycling cannot be separated from the carrier.
Third Party Certification A third party certification refers to an organization that has the necessary ability to reliably implement
a certain label. They can objectively, fairly and independently engage in certification
activities. They are
completely separate
from the manufacturer, seller, and user (consumer),
maintaining neutrality in the certification process.
Communities & Individuals Employees The employee here is a relatively broad concept. It refers to both the employees who have already worked in the company and those who will join in the future. When a company's philosophy is relatable and welcoming, it drives interest to join.
Local Communities The brand has only one physical store located in San Francisco. The brand can directly affect the surrounding communities, such as holding some activities to invite local community residents to participate. community.
22
Gradually,
the
brand
culture
will
infiltrate
the
masses
and
affect
the
entire
Consumers Consumers will always seek beneficial, high-performance skincare products. When a brand is not only effective for skin care but also environmentally friendly, it can attract customers' attention. When the personal use is effective, customers will gradually promote it to those around them.
Social Media Social media is an indispensable marketing method. In today's society where the concept of sustainable development is popular, social media can open the market more quickly. Word of mouth popularity can drive good returns with very little advertising investment.
Investors & Leaders The companies listed here all invest in True Botanicals. Some of them are investment companies and some are personal care companies. After the brand has formed a certain influence, it will attract the attention of investors. As the brand grows, it needs more capital flows to support brand operations. Therefore, bank loans will eventually be necessary.
Rule makers The government is a powerful rule maker. Enterprise development must follow the government’s policies and the most authoritative third-party certification. The formulation of its rules is generally carried out by the government. The sustainable development of enterprises is also due to the constraints of government rules.
23
MADE SAFE® certified In the waste stream, the products are safer than toxic chemicals
Environmental Challenges & Big Trends
Possible risk of eutrophication from organic fertilizers
Transparent about ingredients and
Organic growing doesn't guarantee safe & fair labor practices
composition of products
CO2 emissions from the supply
More responsible packaging
chain/distribution
Production is mindful of local
Untrusted by some potential customers
community
Lack of transparency in sustainable
shipping methods emit CO2
Attractive branding/advertising
packaging and sourcing of materials -
consumers may not dispose of
Vegan and Cruelty-Free
Where and how is it produced?
wave of consumers demanding transparency fostering healthy agricultural practices
packaging correctly lots of water usage in product
Brand messaging is holistic and
manufacturing and farming
S W
uplifting
global warming soil erosion water contamination GHG emission
T O Use platform of natural beauty to
Water source depletion from farming and manufacturing Land usage for farming ingredients / Soil erosion
support local business
sustainable manufacturing chain
promote land and water stewardship
waste management
loss of biodiversity
Water usage for growing ingredients
tell more stories about who is
Transparency for manufacturing
growing/foraging for the ingredients
resources.
establish a streamlined recycling
Waste management in downstream
system for customers
for products and packaging
stay competitive with new sustainable
More sustainable and natural
strategies and closer customer
skincare brands entering the market
relationships
Hard to monitor/enforce working
Offer support to local communities
condition standards on farms
Move to bio-based packaging
Act & Prioritize SHORT TERM disclosure of specific ingredients and sourcing information closer relationship with customers be vocal on social issues
MID TERM
sSWOT
support communities in production areas develop products in powder form that require less water
The Sustainability SWOT Analysis gave us a holistic view of True Botanical's approach to environmental
and
social
issues.
On
the
surface,
they
wear
an
"Earth-friendly"
hat.
However, they don't show any initiative towards sustainability issues besides the toxicity of
create multi-purpose products that replace the need to buy more stuff
their ingredients. Without actively striving to improve their supply chain, True Botanicals
90 percent of a typical consumer company's impact on air, land, water, biodiversity, and geological resources comes from supply chain operations. If True Botanicals wants to continue to rely on the planet for its ingredients, it needs to take position as an Earth steward rather than an eco-friendly face. Many opportunities are available upstream misses out on opportunities to reduce their impact. According to McKinsey,
LONG TERM establish a streamlined recycling system/ waste management for customers Reduce GHG from transportation/ manufacturing
to help facilitate this transition.
Key Takeaways: Growing consumer demand for transparency Threats to environmental health are a threat to natural capital Strong opportunity for storytelling and enhanced connection with consumers 24
Strategy Canvas Our strategy canvas revealed trends among True Botanicals' competitors in the personal care and
beauty
industries.
Many
companies
are
shifting
towards
a
natural,
environmentally
approach to ingredients. However, the same companies are lacking transparency when it comes
The growing demand for transparency in the fashion industry seems to lag behind in the personal care industry. The canvas also to their sourcing and their supply chain.
highlights the discrepancy between brands focusing on natural and organic ingredients while concealing
the
farming
and
cultivation
practices
of
such
components.
True
Botanicals
is
noticeably more expensive than competitors. Increasing transparency provides an opportunity to communicate and justify the holistic value behind the ingredients.
High
True Botanicals Indie Lee RMS Beauty Ursa Major Pangea Neutrogena Low Market Size
Price
Sourcing & Supply Chain Transparency
Ingredient Transparency
Sustainability Efforts
Social Impact
Key Takeaways: Claiming Sustainability ≠ Sustainable Efforts Organic Ingredients ≠ Positive Social Impact
25
Eliminate
Raise
use of virgin plastic in packaging
bio-based and compostable packaging
reliance on fossil fuels for distribution
materials
transportation
recycling systems for consumers
hiding production information from the consumer with vague statements
third-party certifications on worker welfare along the supply chain
Reduce
Create
toxic chemical ingredients amount of packaging for a product
the need to buy multiple products when one can be multi-functional
transparency on the cultivation and sourcing of ingredients interactive map showing plant sources and who grows them invest in or create environmental conservation programs to protect natural capital
ERRC Grid The ERRC Grid helped us elevate and eliminate parts of the market in order to create a new Blue Ocean space for True Botanicals. Using the trends and learnings from our AUUDIO, sSWOT, and Strategy Canvas, we developed
transparency around the supply chain proves to be a fruitful opportunity for strengthening the consumer-brand relationship. An interesting insight from consumer reviews pointed out that key areas to focus on. Again,
True Botanicals products serve many purposes, thus removing the need to buy more products for targeted use. A few competitors are moving towards bio-based packaging, an area in which True Botanicals has room to explore. To protect their natural capital. True Botanicals would greatly benefit from environmental conservation programs to ensure access to ingredients for future products.
Key Takeaways: Raise the industry standard for transparency Redesign packaging to lessen material input Investing in environmental conservation is mutually beneficial 26
Third Party Certificates MADE SAFE
Certified
MADE SAFE is a non-toxic certification organization. The first comprehensive certification of human health and ecosystem in the United States that provides non-toxic products for the entire aisle from babies to personal care to homes and even the entire family.
C2C
Potential for Certification
C2C certification (Cradle to Cradle, divided into four levels: basic, silver, gold, and platinum) is handled by the American C2C certification agency. Cradle-to-cradle certified products must use materials that are safe and healthy for the human body and the environment, and can be safely recycled. In addition, they must also consider the use of renewable energy, make good use of water resources, and take social responsibility.
FDA
Potential for Certification
The United States Food and Drug Administration (FDA or USFDA) is a Federal agency of the Department of Health
and
Human
Services.
The
FDA's
responsibility
is
to
ensure
the
safety
of
food,
cosmetics,
drugs,
biological agents, medical equipment, and radiological products produced or imported in the United States.
USDA
Potential for Certification
USDA (The United States Department of Agriculture) is the highest level of organic certification in the United States. From raw materials to production, it is strictly controlled to ensure that its products do not have any harmful ingredients and are 100% beneficial.
LEED
Potential for Certification
USLEED (Leadership in Energy and Environmental Design) is a green building evaluation system. The purpose is: to effectively reduce the negative impact of the environment and residents in the design. The purpose is: to standardize a complete and accurate concept of green building, and to prevent excessive greening of buildings. LEED was established by the U.S. Green Building Council and implemented in 2000. It has been listed as a statutory mandatory standard in some states and countries in the United States.
27
Primary Research
Goals
Survey
Through the research and analysis
We
of
enable
True
Botanicals,
determined the
threats of
we
have
opportunities
and
this brand, and then we
deep understanding of customers to hope
to
have
a
ensure that we can always stand in the perspective of customers when designing.
conducted us
online
to
have
survey a
to
quick
conversation with consumers. This survey
is
mainly
designed
from
three aspects, skin care habits, shopping habits, thinking that the perception of sustainable concepts, there are a total of 11 questions. In total, we received 50 replies. The data we obtained were visualized and displayed on the following pages
29
Survey Results Social media influencers (Instagram, Youtube...)
Friends or family recommended
Advertisements
Physical store shopping
Others
What channels do you use to learn about skincare products?
When shopping for skincare products, what are the biggest factors in your decision making?
Effectiveness
Ingredients
Price
Brand
Dermatologist recommended
Environmental consciousness
Trends
Social stand
Others
30
Survey Results
Best performance for your needs Positive environmental impact Discounts or lowered prices
More social impact Rewards or points system I won't
If you could make any change to your current skincare brands, what would it be?
I am unsure what a truly "sustainable product" is They are out of my budget I don't know where to find those products It takes too much time to find a sustainable product I don't care Others
In your opinion, what is the biggest obstacle for shopping for sustainable products?
31
Survey Results The first word you think of when you hear "sustainability".
Key Takeaways: Social media is a strong platform for offering advice on what products consumer should buy
Overall, people mostly want better product performance, but consumers are also
starting
to wish for better environmental impact One of the biggest obstacles for not buying sustainably-minded products is that consumers
don't know what a sustainable product really is
When it comes to understanding sustainability, many people only think of the environment and
not society as a whole
Friends and family still influence customers' product choices
32
Virtual Focus Group In order to derive qualitative data for analysis, we conducted a virtual workshop with 6 people with varied interests in skincare.
In the following pages, we show how we completed the workshop. We invited
four
participants,
all
with
different
backgrounds,
to
participate.
After brief introductions, we jumped into activities.
Our goal was to wanted
a
facilitate meaningful conversation
deeper,
more
qualitative
look
at
users'
around skincare. We relationships
to
the
products on their shelves and on their skin.
33
Virtual Focus Group Warm-up Activities
This short round of introductions offered us
brief glimpse into understanding the users' relationship to skincare. a
The goal of this activity
learn more about the emotional experience of skincare routines. was to
Notably, the participants showed very different photos.
34
Virtual Focus Group First Workshop Activity
In this game, participants wrote down what they wanted to start, stop, and continue doing in their skincare routine.
The goal of this activity was to
have the participants reflect on their skincare routine. We
wanted to understand what they liked about their routine and what they aspired to.
Results
35
36
Virtual Focus Group Second Workshop Activity
Next, we paired up the participants to work together to
create a game around an issue or
problem in skincare.
We had them use their responses in "start, stop, and continue" as a jumping off point.
see what the participants found to be an engaging online app that would help them learn. The goal of this activity was to
37
Virtual Focus Group
38
Virtual Focus Group
Lastly, we prompted the group to write down the first thing that came to mind upon hearing the word "sustainability." We wanted to
understand first impressions and initial thoughts of sustainability.
Lina "Sustainability tends to be a word that is thrown around by EVERYONE today but I believe that to be truly sustainable requires a lot of money/financial backing or to start that way from the beginning of a products life span."
Julie "What can be maintained over time without depleting natural resources and ruining our environment, and cost that can be reached by consumers of all socio-economic levels."
Natasha "When I hear sustainability I link it to sustainable. I think sustainability revolves around the ideal that we take what we can without damaging that resource. In its simplest meaning it would be to sustain the source.
I think in terms of skincare and beauty products it would relate to the extraction of the material needed to create that product and so we should be careful not to exploit that resource."
Claire "It is not just about environmentalism, but about meeting your personal needs without compromising the environment or for future generations."
39
Virtual Focus Group Key Insights Participants were really
interested in identifying DIY remedies for skincare
with natural ingredients eg. face mask made out of turmeric and honey. Confirms our initial hunch that simpler is
Participants want a
dynamic and personalized care system specific to their own skin type.
Particpants wanted to
40
better - going back in history?
feel empowered to take care of themselves
We gathered
a great amount of data, such as portraits of people, customer skin care habits,
shopping habits, our own insights on sustainability, and more. Based on the data we have so
synthesize into a virtual customer, and then target for this virtual user, we have drawn a user journey map. This map is mainly composed of four parts, far, we discussed that we can
scenes, behaviors, emotions, and pain points
User Journey Map
Scenes
Daily scenes such as talking with friends
Looking for User action
skin care products
Buying True Botanicals products
Daily skin-care routine
Start using after getting the product
Organize items
Throw away
Daily scenes such as talking with friends
Recommen
the
d to
packaging
friends, buy
bottle
again
Happy
Surprised
User emotion Doubt No idea Confused
Pain points
Too much
Do not know
The product
Think these
Suitable for yourself
information to
if it is useful,
is a bit more
bottles are
but not necessarily
distinguish
give it a try
expensive
worthless
suitable for others
We identified
four main pain points that can be designed in almost every scene.
For example, we found that when users want to search for skin care information, an
overwhelming amount of information appears, which will cause users to feel more confused and anxious.
41
Concept Ideation
Concept Ideation
Brand Identity Prism first step of brainstorming is for us to be very clear about the definition and value of this brand The
Physique
Personality
>Divided up their products into three main lines
>Confident
>Prioritize both certified-organic and wild-harvested ingredients
>Calm
>Clinically proven
>Caring
>Made Safe certified
>Confident >Healing >Gentle >Assuring
Internal Culture & Values >Safe for people and the planet >Don't compromise effective, luxurious products for natural ones
Shared Values & Community >Nontoxic products
Rallying Cry
>Holistic healing >Transparency of
>Pure potent proven
ingredients
>Effective natural ingredients >No toxins
>Truth revealed
>Minimize impact on environment
>Free of the fillers and harsh
>Skincare that works for
chemicals
your skin type
>Highest quality ingredients
>Beauty is self-care
>First and foremost, safe for you to use
Reflection >To empower people to take the best care of themselves, the people they love, and the world around them.
Aspirational Self-Image >Friend to the earth >Earth-friendly >Advocate for the earth
>To empower you to take the best care of yourself, the people you love, and the world around you.
>Knowledgable about natural ingredients >People who take care of themselves and
>To prove that safe, natural beauty products are effective
the nature
>Beauty from empowerment
43
Concept Ideation both the brand and the customer need to change, so we brainstorm some keywords and phrases as shown below. We believe that
Reduce Reduce
waste
waste Enhance
Changes in Brand
relationship to
Changes in Customer
plants (specific ingredient)
Increase transparency
Awareness of impact
Adopt regenerative Reduce impact
agriculture
to the
techniques
environment Incentivize sustainable behavior
Original idea
Provide product formula
Brand
The formula is the business core of a beauty company
a
l
ev
with tourism
rt Vi
u
l la
model combined
rt m
participation
yrar bi
Farm
raF
and also a trade secret
Online virtual display, similar to a museum, displays the origins of brands and products, events of brand development, and provides short video services. Similar to YouTube and TikTok, users can upload their own experience videos
44
Concept Ideation
Brainstorming To start off our initial concept ideation, we listed the goals we wanted to tackle. This helped us visualize the main objective of the solution. We knew we may not be able to achieve all of them, but it got our creative gears turning.
Every bottle
Recycling/waste management system
Rewards Advertising
from the
comes with a QR
Partner with an
Social media
that will connect
NGO and make
for social
you with the family
the customers a
growing the
part of it
app
Educate the customer
Story telling
change
ingredients
Source of ingredients and cultivators
Build a
Improve customer relations
Show your audience
"Where does
connection
The customer
Social media
your shampoo
adopt a tree,
becomes the
to build a
come from?"
make a
hero
community
Create customer ownership and responsibility
the difference your customers make when they support your brand
commitment
Adopt an endangered plant
Celebrate differences, promote body positivity
User generated content
Idea 1: Adopt a plant When we discussed the first model, we felt that the things to be done were
too complicated and over-
targeted to farms in California, which could not be widely used in the United States. However, we felt the potential to capture digital interaction. We realized that we could facilitate a relationship with plants over social media.
plant responds to consumer sustainable behavior
plant grows in response to sustainable habits
plant wilts in response to harmful habit
How might we log a good habit?
How might we log a bad habit?
Maybe reuse the packaging bottles
Maybe no operation for a long time
45
Concept Ideation After brainstorming a few ideas, we
solution.
46
ranked them according to the key attributes of a behavior change
Concept Ideation
Initial Concept: Adopt a Plant
47
Concept Ideation Idea 2: Physical plan When we
had an idea to make an APP, we also felt that relying on an APP alone cannot physical solutions that could help
effectively influence customers. Therefore, we brainstormed
promote behavior change. With some help from our professor, we listed features and characteristics that the solution needed and
rated our ideas based on each one.
After voting and group discussion, we found the lasting behavior change.
48
refill station to hold the most potential for
NGO Partnership Regenerative Agriculture describes farming and grazing practices that, among other benefits, reverse restoring
climate
change
degraded
soil
by
rebuilding
biodiversity
–
soil
organic
resulting
in
matter
both
and
carbon
drawdown and improving the water cycle.
Regeneration International
Regeneration International's mission is to promote, facilitate and
global transition to regenerative food, farming and land management for the purpose of restoring climate accelerate the
stability, ending world hunger and rebuilding deteriorated social, ecological and economic systems. They support a global network of farms and other NGOs through education, network-building, and policy work.
By partnering with Regeneration International, True Botanicals gains the knowledge and tools to ensure they source from regenerative farms. By taking care of the planet through the
downstream phase of a product's life,
upstream, use, and
True Botanicals will have a
more holistic approach to taking care of the earth.
Consumers
can
learn
about
regenerative
farming
through
True
Botanicals. By increasing their transparency around their sourcing, the brand can
strengthen their brand loyalty
and truly make a
name for themselves as Earth stewards.
49
Final Solution
1. The App TruBloom is what came about from our research insights and analysis. It has been created to generate awareness regarding sustainable use amongst the customers, not just through the product’s life but also with respect to the source of the ingredients within the products. We also wanted to create customer ownership for these ingredients and educate them through our NGO partnership.
TruBloom
TruBloom is an app that facilitates a
virtual garden
growing experience with the goal of fostering a deeper
connection to the planet. By tending to plants that are also
ingredients in
True Botanicals products, users gain a
more meaningful relationship to the content inside the bottle. TruBloom offers a forum to help users care for the skin while fostering an appreciation for nature.
51
Features of TruBloom Users can
choose the plants they
want to grow. Each plant has an
extensive profile, covering topics like how to care for the plant, its origins, its uses, and more. The plan profiles also feature a video from a farmer who grows the specified plant, where he or she
tell the user about how
they take care of it.
My Garden" page gives an
The "
overview of the user's garden, providing a status update on the health of the plant.
Users can participate in an
online discussion forum to
learn about how to care for their skin. Users can search for their
skin concerns by topic to learn more about how to
handle their concerns. The community page is a great place for
52
sharing tips and asking for adivce.
We have established
a wealth of activities
that can carry out
points.
This page shows that users can choose to
get discounts or purchase virtual props for farming plants. When we are building functions, we also consider the raw material supplier of the product, the farm, we want customers to do entity or virtual visit. At the same time, we apply the blockchain tracking technology to affix a unique "label" to each product, so that users can immediately activate the "identity" information of the product by scanning the product QR code with our APP . Our purpose of designing these two functions is to increase the transparency of the brand and the upstream of the brand to customers, and to increase the trust of customers in the brand in a way that does not require publicity and is invisible. participate in these activities to earn points. These points can be used to
53
2. The Refill Station physical part of our design plan, we have established a refill station. Taking into account our definition of the brand, our current intention is to find fresh markets to be our partners, so our first ideal partner is Whole Food.The renderings are shown below. As the
The application of refill station
after
the Internet of Things technology can
only get the goods at the prevents product waste and malicious
realize that customers can
purchasing and paying on the APP, which greatly
theft.
reduce the waste of packaging materials by refilling. We have also placed multiple types of meet the needs of users. Of course, this kind of almost self-service refill service, we have also formulated some strategies to guide users to use the service in an orderly and efficient manner. We hope to
products belonging to the brand in the refill station to
54
The following shows the logical sequence of our refill service orders
After clicking the available "Click", the customer can see the available products, the and the
price of the product
purchase status are clearly displayed. At
the same time, pay attention to whether or not to
use the old packaging bottle under each product. The option, which is the part in the red circle in the picture, reminds the customer that if the new bottle is used, an extra fee will be charged
In the service interface, users can browse True Botanicals’s
recent events, followed by daily specials recommendations, click "More" to view more specials, below is
the location of our refill
station partners, with detailed information. The
brightness of
the button indicates whether the partner site now provides refill services.
The last step is the payment order page, where customers
detailed charge information and order information, as well as select payment methods. It should be noted that points can cover part of the cost, and you can choose how many points to use. When customers complete can see
these steps, they can go to the site to pick up the goods
55
Behavior Change Model behavior change model to facilitate our understand our design strategy more clearly and intuitively.
According to our previous description of the final plan, we made a audiences and users to
Develop awareness
Eliminate confusion
Choose True Botanicals
Encourage to download and register the APP
Build reputation Cultivate behavior
Adopt plants
Get a discount
Buy virtual tools
Upload or watch video
Pay, get points and leave
Community discussion
Feedback product effect
Refill bottles
Understand the refill policy
Go to refill station
Above is the User Journey Map illustrating how we are creating a system for behavior change.
Starting with a True Botanicals purchase, users download TruBloom, where they can grow plants online, learn about the power of nature, and get in touch with an online community. The app promotes and explains the refill station system, encouraging users to reuse their old packaging. By receiving a discount, customers are
new bottle offered at the refill station, they need to pay for the bottles. The goal is to use positive reinforcement to instill the habit of reusing materials. Customers will get points when they buy this brand product and when they successfully grow plants in TruBloom. They can use these points to cover a part of the cost. We want to use discounts and other policy offers to attract customers. incentivized to use the refill station. If users use a
56
UNSDGs The United Nations' Sustainable Development Goals are a guideline of 17 interconnected goals intended to lay the groundwork for a sustainable future. True Botanicals' current business practices currently address issue surrounding water cleanliness and aquatic ecosytem health. In the future, they have space to create opportunities to foster decent work and economic growth and land biodiversity.
06
Currently Working Towards
Clean Water and Sanitation
With a commitment to nontoxic chemicals and MADE SAFE®
ingredients,
True
Botanicals
14
emphasizing
water stewardship. The components in our products should not harm the environment after use. By using organic
raw
materials,
they
avoid
damage
to
Life Below Water
the
biodiversity in the water systems.
08
Potential For Exploration
Decent Work and Economic Growth
By investing in regenerative farming, True Botanicals can
15 Life on Land
58
ensure
adequate
soil
health
and
land
biodiversity. The efforts towards downstream water health
should
be
matched
in
upstream
resource
cultivation. Focusing on the wellness of their laborers will ensure their supply chain supports fair work and accessble economic growth.
TRUE BOTANICALS Pure. Potent. Proven. Protective.
60
58
Sources https://commonthreadco.com/blogs/coachs-corner/cosmetics-marketing-industry-trends#cosmetics-industry-data
https://www.grandviewresearch.com/industry-analysis/organic-skin-care-market
https://www.mckinsey.com/business-functions/sustainability/our-insights/starting-at-the-source-sustainability-insupply-chainsAdd a little bit of body text http://www.nmisolutions.com/opt/excerpts/1502/NMI-2015-State-of-Sustainability-in-America-Excerpts-1-192015.pdf
https://www.statista.com/statistics/714344/skin-care-natural-organic-product-consumer-preference-by-agegroup-us
https://www.inc.com/sophie-downes/ursa-major-gender-neutral-cosmetics-best-industries-2020.html
https://www.gcimagazine.com/business/marketers/financials/True-Botanicals-Closes-Series-A-Funding477400023.html
https://www.crunchbase.com/organization/true-botanicals
https://www.madesafe.org/
https://sdgs.un.org/goals
https://www.madesafe.org/find-products/made-safe-certified-products-from-true-botanicals/
https://www.bocaratontribune.com/bocaratonnews/2019/04/consumer-demand-driving-eco-friendly-productmarket/
https://www.gcimagazine.com/marketstrends/segments/natural/Natural-and-Organic-Personal-Care-on--Trackto-22-Billion-by-2024-386495471.html
https://uknowledge.uky.edu/cgi/viewcontent.cgi?article=1030&context=pss_etds
https://agronomag.com/top-10-plants-used-in-the-beauty-industry/
https://www.cosmeticsdesign.com/Article/2019/10/01/Sustainable-ingredient-sourcing-and-the-use-ofcommodity-crops-in-cosmetics-and-personal-care-products
https://www.perfumerflavorist.com/fragrance/application/finefrag/Sustainable-Production-of-a-Sandalwood-Oillike-Ingredient-569997311.html
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True Botanicals PURE . POTENT. PROVEN.