PDD Extract: Personal Care Sample by PDD

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Personal care EDITION

ONSUMER TRENDS

w to choose the perfec t product m the hundreds on shelf and housands on-line? As people confronted with more choices, ds are creating person alised ucts to give consumers a pelling reason to choose them the competitors. nalisation has moved beyond ackaging to penetrate

the product itself. Advan ces in biochemistry mean that products can now adapt to the user’s skin tone, cellular structu re, and emotional state. As the do-ityourself trend gains mome ntum, brands are developing products that allow people to take personal care into their own hands. Realising that beauty is more

al, August

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Euromonito

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h tools and services that analyse skin condition and recommend the approp riate treatments.

03/04

WS TRY NE INDUS

Euromonito

2012

Maybelline Fit Me Colour-match technology goes mass market with Maybelline’s Fit Me range of cosmetics, featuring translucent gels and pigment matching.

Biggest target audien ceYounger female consum ers attach most importance to customisation/personalisa tion Datamonitor,

Smashbox Camera Ready BB Cream SPF Tinted cream formula in 5 shades that moisturizes, primes , perfects, controls oil, and protec ts with SPF 35 UVA/UVB.

<3 data -logging to Tech 03: We are using data r progress, Applications of thei ls. keep track h new leve help users ivation to reac providing mot fitness Frightful stApplication: reality gho augmented run Spectrek, an encourages players to e, find and hunting gam rtphone to g their sma ified rewards around usin ghosts. Gam keeping fit. catch virtual add fun to ges llen and new cha

INDUSTRY NEWS How is the industry responding to the DIY trend?

Mood Cosmetics and Neuro

Image credits : (top to bottom) Maybelline

ess? 80 70 60 50 40 30 10

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Navigating applied, but its heat-re sponsive years old) ofthe tricky landscape betweentechno childhoodlogy reacts to current-da the future will be tech and body tempe

About Person as Personas offer a creative the needs way of explor ing consumers. rature,nario, Zoe ofis afuture In this scetween in

y counterpa adolescenc products aime rts. Longing savvier, more informed, e, the twee ns (8 to 12 ng theandwearer seen as more Their powe d at children, and to be reflecti more dema ’s mood through marketing, rful influence on pare prefer to spend more of a teenager than a nding than their makes them nts’ spendiffere time child, they with offriend shades ding pattent can’t be ignor reject an pink. rns combinedtheir s ed; purchasesinteresting, if challengin with a rejecthan family. will still need g, their stamp demographic.The pare tion of blatant of approval! nt factor also

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Zoe and a group of friend new beaut s are at a y products. sleepover trying

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food and I can as I know of things to feel it takes a combi I try promote health and look good. My nation mum consta over beauty ntly tries to , so this please s her.”

09/10

FUTURE PERSON A

textiles weight, Image credits - (top to bottom) U Autologous, ions of light LushEmotionalBrilliance, Two faced mood swing, Naturalis New generat nt technolo power-efficie ller, flexible and ibilities for sma poss up n gies ope e devices. less obtrusiv and e rabl wea cal lyti Ana Application: underwear sports clothing e Myontech mak sensors that relay with embedded ces about to smart devi real time. information in performance inform an athlete’s may one day The same tech unter free Wifi acenco r posture. us when we bette for tips est cess or sugg

FitMe, Smashbox camera Hig h-tech Tech 04: ready, Silkygirl skin

misation er Tech 06: Ato pen and pap dwriting with ing on a Just as han word-process tion morphed into the digitalisa example of al (an r compute s from the digit cts), byteFame, new Gaga’s obje s in Lady ible atom of tang ted as d g represen perfume, uses advance world are bein gy to d. fragrance technolo the real worl let from black bial wal the liquid et change The prover wall on: this icati Appl from MIT, in the bottle), to clear by students (when nce ed bala k elop ban . Dev ent sprayed) user’s curr(when monitors the ugh tactile feed changes thro sacand relays when a tran et ‘buzzes’ is back. The wall n the account e, swells whe ts opening tion is mad resis y icall phys limit is healthy, and ed spending min eter when a pred . reached

Image credits (top

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but have the forms it. They phones which take a photo of the above them talking packa triggers an how to use avatar projec ging with their it. tion instru . cting them Avatar speak ing: “Tie back chin rest. Close your hair and your mouth rest your chin Relax as you and eyes and press on the enjoy a pamp the ‘buff’ button jealous of” ering sessio n your friend . s will be

Image credits: PDD

FUTURE PERSONA We take a look into the life of a tween living in 2025

Smell 05

rting us back to a capable of instantly transpo vivid memories and are ingly unusual fragrances to aids for capturing Certain scents can evoke products with increas familiar time or place. From centre stage. aromas, smell is taking

Design TRENDS We explore how the world of design is evoking and exciting our senses

that captures both created a concept device Chinese student Li Jingxuan to print the picture and of meal, enabling users the aroma and image they can share with friends. smell onto a postcard that

Proctor and Gamble’s ‘scenter’ on their Downy Unstoppables product, allows shoppers to sample the scent in store, creating a more interactive point-of-purchase experience.

A team of designers and ge scientists from Cambrid University developed E-chromi, genetically engineered bacteria secreting of capable a range of coloured gy pigments. This technolo

has many possible proapplications, such as a biotic yoghurt that could be used for personalised disease monitoring.

, engadget.com

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, news.com All Illustrations-PDD

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Hi, I’m Zoe and 10 yea I’m rs birthday old. It was my last wee becaus k and eI class my am top of the parents a brand got me new sma (my old one use rtphone my Dad d ’s). I love to be to my chatting friends online we usu -focuse but ally try d, and to at the althoug music. shoppin meet up I don’t h school g par mal ents are play an guitar l. comes lessons instrum very edu My easily soon. ent yet, to cation but I am me, my rea l love hoping is to get some Zoe is a ‘you ng adu - Is a kind and con lt’ living in Abu - Is thin siderate Dhabi, and is identityking about she … the futu very clos - Uses re mor e to her e and social mum is med - Likes trying ia to to figu to hav re out e control communicat her e and and mak interact e her with her own cho friends ices Zoe’s mum is on a blogg daughters’ ing forum interest in with friend beauty and s discussing comparing their the latest products.

2025. How your produ cts and service could needs and s cater to her aspirations, whilst also ing to her appealparents?

Zoe: “My best From the Nespresso friend is a coffee-capsu sends her ‘secret agent’ le makesystem for a beauty up and to at-hom to recreate professional her friends”the latest brande beauty treatments, DIY which products experiences in thebeauty products allow people with comfortto test Zoe’s Friend movement takes DIY of their own home. But : “My friend s and I don’t frilly and to anoth the make-your-own erpink,level. like products but it still needs Rathe thanthat are too re-creating (MYO) people select the ingred like some to look r of my mum’s glamorous simply stuff” an experience, MYO ients going into not plain the produand products let ingredients and ultima cts, giving consumers reassurance about the te control over the final “Jessic qualitthings product. beauty regim y ofaandandsheI doalsoourgives e together now, I can me tips” teach her 01 Naturalis - The new Natura “I can see lis by Rowenta allows consum Ella has more bit more in confidence their own skin care produc ers to mix control of recently and her acne” feels a ts in the comfort of their home. can control the compo Beauty produ People cts are now sition of a range of cleans with’ produ “Lucy really cts or other usually paired with wants to borrow ers (milks, ‘work wellbeing. peels, suggestions masks) and moisturisers a wireless my bracelet For that will enhan s well sensor which for her party 02 (day creams, body cream eating carrot example a new blush I am using to the ‘wellb ce but it contai s and other to monitor er, may also eing netwo ns , hand for more and lip balm) following a recipe rk’-it may foods suggest crème skew my results compare myself Zoe and a book which includes advice long-term,radiance. that produce a natural glow if I lend it to friend have her” product that recently bough “I make different skin types and about sure that my they are not t a face buffin heard some mum gives sure what to exercise routine g me the right of the girls to do with, as much as 03 s to follow. about in

Unique, Absolut’s new range, Absolut colour uses splash guns and complex of algorithms to create millions bottles, with no two alike.

swarm e comes the complex Tech 05: Her mely re are extre Swarms in natu ms, able to efficiently syste hering and and flexible ibute data-gat distr and delegate analysis. mouth tor Mo e real time Application: ous cars shar including These autonom itions, of road cond Swarming information ntial hazards. the colanalysing pote learn from ht one day l behaviours devices mig ating successfu lective by repe res. fatal failu and avoiding

TECHNOLOGY INNOVATION How is the introduction of sensing technology effecting our lives? mylapka.com.

Datamonitor, Jul 2011

n. Designers are pushing t attract consumers’ attentio simply making a produc relied upon by brands to Sight is the sense most unexpected visual experiences that go beyond the boundaries to create attractive.

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2012

FUTURE PE RSONA: ZO E

Sight

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al, August

r Internation

Euromonito

73% Of consumers attach importance to individ uality and being able to expres s onesel

Constantl tech sav y-connectedToo hyp er Mood Faced brandand powerf Swing Lip ous THE PERS consci Gloss parents-pvy - y influenSwing urchasing dec Tooull ONA > Faced cing the lip irgloss is clear isions Mood

CONSUMER INSIGHT Putting the ‘personal’ into personal care

f ease o ar ’s ye the incr 25% - ace at thislth and sp a r e floo ken by h ducts CES ta -focused pro fitness

LUSH Emotional Brillian ce - Consumers pick the make-up shades that match their desired emotional state using the Emotional Brilliance colour wheel.

Jul 2011

rganic? in rganic? Plug find phone and can e appcessory cies etic frequen ture, as nd tempera levels and d radiation -organic non by nitrate left

U Autologous Stem cells are extracted and processed to create custom-blended serums and moisturisers that regene rate the skin.

STORYBOA RD

ect CC Colour Control Cosmetics’ new genera tion of CC formulated for Asian skin.

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cosmetics Mood cosmetics chang e the colour or textur e to correspond with an individual’s emotio nal state, whilst Neuro are designed to impro cosmetics ve people’s mood and mental wellbeing. Image credit

s that adapt to user’s skin tone providing additional benefits such sturisation, SPF protec tion and oothing and healing properties, are onvenient as they combi ne multiple ts into one, and save time and effort

LIVES

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Bare Mi

2012

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ER INSIGHT

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Making it Personal

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in capsules, Kg captures fragrances The scenter from Studio and revisit them scents like photographs allowing users to store later.

Perfumes are a great medium for creating smells capable of evoking memories. Karl Lagerfields perfume Paper Passion, evokes the smell of new book, whilst Bobbi Brown’s Beach captures the essence of summer.

NYU students Nien Lam and Sue Ngo created a range of clothing that e detects carbon monoxid and visually displays its presence through graphics printed on the shirts. om, echromi.com, www.suengo.com absolut.com/unique, hauslaboratories.c bobbibrown.co.uk Image credits (left page): (top to bottom) downy.com, wallpaper.com studio-kg.com, (Right page): (top to bottom) designboom.com,

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DESIGN

Hello Welcome to Extract, a series that explores different sectors and asks ‘what will they look like in the future?’ In this edition, we focus on personal care, a sector which has seen dramatic change over the last few years and will grow even more in the next ten. From products that help keep our teeth clean to those that claim to keep us looking youthful, the personal care market has something for everyone. But these products are not just ‘skin deep’, they deliver on emotional levels, building confidence, defining cultural rituals or providing new experiences. Here, we look at the new products and (future) technologies that enable real-time monitoring, evaluation and prediction as well as how brands are attempting to engage peoples’ emotions through sight, sound and touch. We hope you enjoy our thoughts and observations. Until next time, PDD

INDUSTRY NEWS

Leading consumers to their own devices Sales of personal care devices, especially those focusing on skincare, have risen dramatically in the last few years, topping $1 billion in the US alone last year. From skin-cleansing devices such as the Clarisonic Mia to newer gadgets claiming to rejuvenate ageing skin (CACI’s home Microlift tool for facial toning), more people are bringing the salon experience home. This Do-It-Yourself (DIY) trend is driven by recessional sensibilities as well as the desire for personalisation, as consumers seek a little luxury at more affordable prices.

In the crowded formulation market (gels, crèmes, lotions), some brands are looking to devices to help them differentiate. This trend is likely to grow as more formulation specialists look to leverage their established distribution network and build their customer base by extending the brand halo to include devices that deliver their trusted products. However, devices can do more than deliver formulations—they can be used to analyse skin health and help guide people towards relevant products. Dove and Boots in-store skin analysis

devices connect consumers with the most appropriate products for them. MonaVie’, a company that sells vitamins and supplements, created a device that detects antioxidant levels in the body by scanning the skin. And Fujitsu’s smartphone monitors a user’s skin over time, predicting the appearance of wrinkles, allowing people to pre-emptively manage their skin health. As the wellbeing and fitness monitoring markets grows, prediction and intervention will help give consumers control over their health as well as their appearance.

The global beauty and personal care industry generated $21 billion (USD) of incremental retail value in 2011, of which the emerging markets fuelled 81%

In Iran, an increasing youth population and changes in consumer patterns are likely to fuel further growth in the skincare market, prompting a 7% growth rate (CAGR) and an expected value of IRR4.6 billion by 2015.

Euromonitor International, August 2012

03/04 INDUSTRY NEWS

Anti-aging skincare brand Dermelect move into the colour cosmetics market with the first peptide-infused, anti-aging, anti-brittleness nail polish formula. Wwd.com, July 2012

A range of trial-sized products in the form of beauty boxes, starter kits and travel kits are changing the field of personal care, fitting individual needs while encouraging knowledge exchange through trial and feedback – helping individuals find their perfect products.

The Changing Language of Beauty The verbal and visual language of personalcare packaging is evolving as companies aim to communicate clearly and provide more personalised experiences. Some brands are moving away from more generic notions of beauty (relying on words such as “beautiful”, “sexy”, “professional” and “natural) towards more emotionally-resonant words such as “arty”, “confident” and “balanced.”

Manifesto HairCare - Aimed at girls aged 12-14, this packaging concept developed by a student caters to the special styling needs of the “punk” or “emo” subculture, appealing to their rebellious, non-conformist nature. Institut Esthederm Adaptasun Face Lotion Ditching the typical SPF ratings, this sun protection and tanning lotion has a simple star-based rating system (2 stars for European sun, 3 stars for tropical sun) and a formulation which works with one’s skin to provide a safer tan whilst protecting skin from damage.

Bare Minerals Starter Kit

25% - the increase of floor space at this year’s CES taken by health and fitness-focused products Euromonitor International, August 2012

Image credit: (top to Bottom) Dermelect, Bare minerals, Manifesto haircare, Institut esthederm

This is a sample of the Extract Personal Care To dowload the full version please enter your details into the form provided on our website. http://www.pdd.co.uk/about/knowledgebase/detail/extractpersonal-care/ We hope you enjoy our thoughts and observations.

PDD is a product and service design innovation consultancy. Our multi-disciplinary team combines insight, trends, strategy, design, engineering, prototyping and production management to create exciting solutions to the complex challenges our clients face in a rapidly changing world. Leveraging our experience across medical, consumer, transport, FMCG, service, communication and industrial sectors, weâ&#x20AC;&#x2122;re able to spark innovation through the cross-fertilisation of ideas of different sectors. PDD would like to thank all the contributors that made this possible; Jamie Buckley, Alex Crook, Jon Freeman, Josh Richards, Oliver Brunt, Milly Roberts, Oliver Stokes and Julian Swan and also all the kind companies that allowed us to use their images as part of the issue. You can learn more about PDD on our website www.pdd.co.uk

London studio + 44 (0)20 8735 1111 contact@pdd.co.uk www.pdd.co.uk Hong Kong studio + 852 2997 6151 contact@pdd.com.hk www.pdd.com.hk

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