SU STAIN AB LE B EAUTY TOOLS
TRIUNE Triune Cosmetic Brushes is a company dedicated to filling the void of highly functional, yet sustainable beauty tools. Using Triune brushes provides our customers with a unique beauty application experience, dramatically reducing the impact on the natural environment. Our condensed product assortment takes a less is more approach, fulfilling every need in applying makeup with only three brushes. Efficient, virtuous, and attractive, each of our brushes is handmade with the highest grade of sustainable materials. In doing so, we at Triune aspire to reinvent the standard on sustainable sourcing practices and highly innovative concept design in the beauty tool industry.
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EXECUTIVE SUMMARY At Triune, our ultimate goal is proving that sustainability does not come at the cost of functionality. Offering efficiency in a virtuous and an attractive manner is at the heart and soul of our company. Triune’s revolutionary 3-in-1 brush technology allows our customers the advantage of a fast and efficient beauty regimen, eliminating the problem of unorganized clutter. In an industry as broad as beauty, brushes and applicators often take a peripheral backseat. Consumers are very conscious with what is going directly onto their skin, but often overlook the tools needed to apply it. Tackling an underserved market segment poses a challenge. With brand integrity and transparency, we at Triune plan to overcome this obstacle and set ourselves at the highest prestige in the beauty tool industry.
KEY SUCCESS FACTORS Efficiency, Virtue, & Attractive Design Eliminate the problem of unorganized clutter Bring awareness of sustainability to the beauty tool industry Brand Integrity & Complete Transparency
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MISSION Triune provides the tools you need to look, feel, and be your most beautiful self. Our mission is to set new standards in the beauty industry through innovative design in the utmost sustainable manner.
VISION We strive to reconcile our customer’s need for functionality and beauty in her makeup tools and the global need for sustainably sound product design.
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VALUES Quality Using only the highest quality materials, manufacturers, and designs, we strive to provide the best possible product to our customer. Our commitment to finding newer and better ways to create beauty tools is on a constant rolling basis. Transparency Our promise is to be honest and provide thorough information on our products in an effort to elicit informed and conscious decisions from our customers. Responsibility Good design is functional and beautiful, while still respecting the earth and its resources. We aspire to make tools with each step of the product’s life cycle being taken into consideration. Wellness From our customers to our employees to the earth, we hope to create something that brings wellness and health to all involved in the process. Innovation Innovative and groundbreaking design is at the heart of our company; we’re here to supply our customer with unique and interesting application tools for the ultimate beauty routine experience.
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TARGET MARKET OVERVIEW For Triune, our customer is a social, independent, and vibrant woman on the go. Between the ages of 25 and 44, she’s college educated with a secure job and has a midscale income of around $50,000-$55,000. She lives in a suburbanized area with similar perspective and middle-classed people. Being single, she has a decent amount of discretionary income enabling her to spend more on higher quality and sustainably sound products. Due to her busy lifestyle, she looks for things that can save her time and eliminates clutter to better organize her daily routines. Her attention to details and what’s going on in the news leads to her consciousness on the environment and how to reduce her impact through the products she purchases and uses. (Nielson, PRIZM)
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MARKET ANALYSIS Revenues of $7,015.7 million accounted for the United States makeup market in 2013 of the $38,359.2 million global total. This sets the US at being the third highest for total revenues in the makeup industry, behind Europe and Asia-Pacific. For breaking down the categories on types, face makeup is the largest segment in the US totaling at $2,490.7 million with eye, lip, and nail categories trailing behind. Trailing behind are the eye, lip, and lastly nail market segments. Over the course of four years, the size of the market has grown at 1.9% from $770.4 million in 2009 to $831.0 million in 2013 (MarketLine 2).
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CURRENT TRENDS Through analysis of both consumer attitude and behavior, it is clear that sustainability is a growing trend in the beauty marketplace. More than half of consumers consciously choose sustainable options over conventional ones (Global Consumers, Nielsen). Conversely, as every woman’s life gets busier, it’s important to have beauty tools that can comply with their hectic schedules. Today the average woman’s makeup routine is approximately seven and a half minutes long. This creates the significant need for brushes to expedite this process using a multi-purpose functionality (Salestouch). The predominant factors that determine a purchase from consumers in the North American region are price and accessibility. Millennials (age 21-34) consumers constitute more than 40% of online purchases with 56% of total cosmetic purchases being done online (Clutter, Nielsen).
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COMPETITIVE LANDSCAPE High Functionality
High Sustainability
Low Sustainability
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Low Functionality
COMPETIVE OVERVIEW SUSTAINABILITY
FUNCTIONALITY
KATIE B COSMETICS
0
10
SMASHBOX
6
16
SEPHORA
6
12
SONIA KASHUK
4
11
AVEDA
18
7
NVEY
9
5
EcoTools
8
5
Bdellium Tools
5
5
Alima
9
6
PLEASE SEE APPENDIX B FOR FURTHER INFORMATION
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CURRENT SOURCING Our competitors source from an array of manufacturers and locations all around the world, with the majority being in Asia. Manufacturers such as Shenzhen Kiyale, Hakuhodo, Taiki, and Chikuhodo are all based in Japan with manufacturing and licensing partnerships with some of the top cosmetic brands in the industry. Due to these manufacturers competing for contracts to produce brushes for renowned cosmetic brands, competition is quite high. In order to set themselves apart, manufacturers have began to be more innovative in their brush designs. For example, the toothbrush-shaped Masterclass Brush Collection from MAC was actually designed by Taiki (Taiki). By collaborating with innovative manufacturers, makeup brands are provided with a broad assortment of beauty tools that are revolutionary, but not completely sustainable. When focusing on a direct competitor such as Aveda, it’s easy to see how and why their system works so successfully while still maintaining to have a smaller carbon footprint. Using their vertically integrated system and manufacturing out of their headquarters in Minnesota, Aveda is able to not only control what is going into their products, but also how they are being made; wind power, carbon offset purchases, and being Green-e certified all contribute to a more sustainable manufacturing system (Aveda Windpower). Triune is here to bridge this gap by offering attractive, yet highly functional and sustainable products.
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CURRENT DISTRIBUTION Report for 2013: Pharmacies/drugstores
30.4%
Supermarkets/hypermarkets
25.5%
Department Stores (incl. Duty Free)
21.4%
Specialist Retailers
9.3%
Other
13.4% SOURCE: MARKETLINE REPORT
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FUTURE GROWTH The performance of the market in the five-year period of 2013-2018 is forecasted to have a compound annual growth rate (CAGR) of 3.8%, expecting to drive the market to a value of $8,443.8m by the end of 2018 (MarketLine 2). One factor driving this growth is the slow decline of unemployment and the rise of the American economy. Close to 40% of consumers are optimistic about the U.S. economy, showing a 34% increase in consumer opinion since 2011, which translates into consumers with higher spending budgets (LifeStyle Monitor). With this in mind, one of the top five categories that consumers show interest in increasing their shopping for is cosmetics (LifeStyle Monitor). Sustainability also represents another important market opportunity for growth. If sustainable product sales rates are growing at a rate at least double that of regular products, then integrating sustainability aspects into cosmetics products could help the beauty industry grow that much faster (Global Consumers, Nielsen). Because the cosmetics industry, particularly the niche market of beauty tools and brushes, has long been ignored by more sustainability-focused brands, this leaves a large hole in the marketplace and an underserved and undereducated target market. By introducing a mix of sustainability and functionality, companies can take advantage of marketplace trends to continue to grow their business and the industry as a whole.
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DEMOGRAPHIC Our target customer is between the ages of 21 and 34, and is mainly female, with a possible male brand outreach as well. Our target customer group is made up of mostly singles or couples in the first five years of marriage, possibly beginning a new family. They are college graduates, with a relatively high income, placing them in the upper middle class with strictly white collar careers. Often, they are still saddled with student loans, so their discretionary income is only moderate. The total Millennial (age 21-34) population in the United States accumulates to 65.4 million people. Of that, the number of Millennial women who Triune directly targets is 33.2 million. They live in suburbanized areas with households having a median income of $51,137 (PRIZM Segment).
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PSYCHOGRAPHIC As a Millennial, our customer can be characterized by many of the following generational attributes likely to try new technologies. At the same time, the majority believe people should consume less. Therefore, technologies that are able to accomplish tasks efficiently, while also eliminating the need for more consumption, are ideal for this customer group (WARC). This customer is also increasingly interested in “compass brands,� brands that they can be loyal to and that align with their own personality and views. While sustainability and ethics are among the top concerns for this customer when making purchase decisions, these qualities continue to fall behind characteristics such as innovation and reputation (Proconsumer). Due to the age range of this target market, we can expect a consumer that is both technologically savvy and aware of social and environmental issues in the world today. In the face of these growing problems, our customer is extremely interested in the intersection between technology and problem solving. Their spending habits prove to be strong in these areas.
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SHOPPING HABITS A global report found that the predominant factors that determine a purchase from consumers in the North American region are price and accessibility when selecting beauty and cosmetics (Nielsen). From the same report, 23% of North American customers admitted to buying particular cosmetic brands almost exclusively, showing a serious amount of brand loyalty. Millennials (age 21-34) are extremely responsive to e-commerce shopping. In a recent survey, over half of the respondents who planned to buy products online in the next six months were Millennials, with cosmetics as one of their top intended purchases. Millennial consumers constitute more than 40% of online purchases with 56% of total cosmetic purchases being done online (Clutter, Nielsen). Sustainability is another driving force behind our customers’ purchasing decisions. In a recent report, over half of the respondents disclosed that they would spend additional money for a more environmentally friendly product (Global Consumers, Nielsen). Triune’s affordable and virtuous products are offered through our userfriendly website, fulfilling every factor driving our customers’ purchasing decisions.
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CURRENT GARMENT LIFECYCLE How long are brushes kept? How are they disposed of? We conducted our own survey analysis to gather firsthand information about a cosmetic brush’s lifecycle. The components of the lifecycle include the use, care, materials, and disposal. The following information is based on the results from the survey. Use People use around four to six brushes on a daily basis. The time span that brushes are kept is between two and four years, and sometimes more than six.
Care The survey indicated that people don’t clean their brushes on a regular basis. Washing them on an annual or biannual basis allows makeup to lump and cake ensuing a difficult application.
Materials Generally, people have no preference with regards to the materials used in the making of their cosmetic brushes. In spite of that, they prefer mid- (Sephora, etc.) and high-end brands (Bobbi Brown, MAC, etc.) rather than those from drugstores.
Disposal The most unanimous answer gathered from the survey is that when disposing of their brushes, people typically just throw them away.
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These results reveal that consumers are generally uninformed on their cosmetic tools, and the care and disposal of them. This creates the huge opportunity for Triune to bridge this gap and educate our consumers on achieving the greatest use out of their brushes. FOR MORE INFORMATION AND FULL SURVEY PLEASE SEE APPENDIX C
INSPIRATION
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LINE SHEET
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NAME
FACE BRUSH
WET BRUSH
EYE BRUSH
CARRYING CASE
CLEANING CLOTH
STYLE #
TRI01
TRI02
TRI03
TRISET
TRICASE
PRICE
$52.00
$52.00
$34.00
$135.00
$3.50
COLOR
BLS
BLS
BLS
GRC
BLM
FOR FULL PRODUCT ASSORTMENT, PLEASE SEE APPENDIX E and F FOR FULL COST SHEETS, SEE APPENDI
MANUFACTURERS DuPont is one of the worldĂs leaders in science and engineering technology, as well as in fiber tecnology. DuPont has also recognized the role sustainability plays in manufacturing, and has increased its efforts to expand its sustainable options. These efforts include hiring a Chief Sustainability Officer and publishing annual sustainability reports and goals (DuPont Sustainability Goals).
Anisa is one of the most, innovative and trusted manufacturers in the cosmetic tools field. Anisa has collaborated with numerous high-profile brands as well as developed new technologies and materials with outside companies, such as DuPont, to create truly unique product offerings (Anisa Studio A).
A division of Jon-Ko Products, San Diego Bag & Supply is located domestically in San Diego and has been producing bags for the past 50 years. The company specializes in cosmetic bags and other highperformance and custom bags, as well as advising on how to produce as sustainably as possible (San Diego About Us). FOR MORE INFORMATION PLEASE SEE APPENDIX A
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MANUFACTURERS Sustainable Supply serves as an online wholesaler for eco-friendly cleaning products. The company focuses on reducing carbon emissions by offsetting all transportation emissions measured through their company. The company also has an extensive distribution system set up throughout the U.S. to minimize the amount of shipping necessary to distribute products (Sustainable Supply).
Nashville Wraps is a printing and packaging company, based in the U.S., who focuses on sustainably minded packaging solutions. Over 75% of their products are made domestically, and the majority of their paper products, including all of the products we are using, are composed of 100% recycled paper (Nashville Wraps).
Envirofriendly Printing is a domestically based company that focuses on all sustainable printing techniques. They utilize wind power, 100% recycled paper, and soy-based inks, so our consumer education and collateral prints will have a low environmental impact (Envirofriendly Printing).
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MATERIALS NATRAFIL
The Natrafil fiber was developed in a collaboration between DuPont, one of the world’s leading fibers developers, and Anisa, a leading makeup manufacturing and design house, as well as our brush manufacturer (Premium Beauty News). As described by DuPont on their website, the inspiration behind the development was the different strengths of animal vs. synthetic hair for makeup brushes (DuPont Science of Synthetic Filaments). Animal hair is inherently textured, allowing makeup to catch in between the natural ridges in the hair and then release when pressure is applied to the face. Synthetic hair, on the other hand, is engineered to be smooth, and the surface is often too slippery for makeup to be transferred onto the face. Because of this, nearly 95% of all powder brushes are animal hair, creating a sustainability and animal cruelty crisis (Business Wire). In manufacturing, the Natrafil bristles are available in shorter cut pieces, minimizing product waste. Because it is a synthetic fiber, there is also no need for a sterilization step in production, cutting down on costly chemicals (DuPont Tech Support). The Natrafil fiber is the first of its kind: a synthetic fiber that is engineered to create a textured surface for makeup to latch on to. A unique tipping process allows the brush to pick up and release makeup in an identical, if not superior, way to animal hair (DuPont News).
ALUMINUM
The brush ferrules will be constructed out of aluminum. Of that, 10-25% will be post-consumer recycled aluminum, as is standard from our manufacturer. According to our contact at Anisa, post-consumer aluminum can only be utilized for up to 50% of the ferrule material, without sacrificing quality and function. Aluminum itself can be recycled numerous times, as it can easily be melted down and utilized again without losing any of its quality. This process of re-melting aluminum is much less costly than mining new materials (Waste Management).
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MATERIALS WOOD
According to our contact at Anisa, the white oak wood sourced to make each makeup brush handle comes from a plantation that is actively growing trees and fueling forestry efforts to offset any wood cut down. Wood is one of the only natural materials available for cosmetic brush handles. It is both renewable and, depending on the amount of treatments applied to the wood, can actually be considered carbon negative, due to its ability to store carbon through its deterioration (Falk 2). In fact, by utilizing wood in a long-lived product, such as these brushes, we can actually help to reduce fossil fuel emissions on a grand scale (Most Natural Resource). Wood is the one of the most expensive options offered for a handle material, according to our manufacturer contact. However, we feel that it is worth the extra cost to reap the sustainable benefits.
MICROFIBER
Microfiber is one of the most sustainable ways to clean products like cosmetic tools. The fabric is made out of polyester and nylon fibers that are able to catch extremely small particles of makeup residue and dirt. While these fibers are not inherently sustainable, microfiber cloths are able to minimize waste much more efficiently than other cleaning methods. Because microfiber is six times more absorbent than other fabrics, these cleaning cloths can reuce water and chemical usage significantly, and because they are durable and washable, they replace the need for disposable cleaning supplies (Sustainability Road Map).
NATURAL UNBLEACHED COTTON
Our case is a natural unbleached cotton duck canvas. The cotton is renewable, biodegradable, and recyclable, as well as sourced from a fair trade supplier.
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FUNCTION When compared to animal hair: 59% of makeup artists reported better pickup 53% reported more uniform application 53% reported better release (Premium Beauty News) Functionally speaking, Natrafil is one of the best fibers available for cosmetic tools, outperforming both synthetic and animal hair brushes on many different aspects. Natrafil has also been highlighted for its ability to work well with organic makeup, which is free of synthetic binders that help the makeup to stick to the brush. Due to the design of the fiber, organic makeup takes much more effectively to Natrafil brushes, as opposed to animal and synthetic hair (Premium Beauty News). As shown before, our product is able to function as three brushes in one. With the ability to retract the inner bristles, the user can choose the amount of coverage and the type of brush they need, without the added hassle and bulk of carrying around multiple brushes. In addition, by utilizing fewer molds and combining brush uses, we are able to cut down on tooling and manufacturing waste, creating an allaround sustainable product.
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CARE The bristles are designed for durability and require less maintenance than other brushes, specifically animal hair brushes which carry the risk of bacteria and allergens, as well as hair breakage. Not only does this make the brush more valuable, but it also cuts down on water use and any harsh chemicals used to clean brushes (Anisa email). Our recommended cleaning process is to use a microfiber rag, which is available with each separate brush purchase and is included in each set purchase. Microfiber will be able to trap any remaining makeup particles or dirt left on the bristle tips. By dusting off the brush in between each use, the user can quickly and easily clean and maintain their brush. Microfiber towels are lighter, more durable, and more effective in reducing bacteria levels than traditional cleaning alternatives (American Cleaning Company). If the brush does need a deeper cleaning, the microfiber towel can also serve as a cleansing towel. Because microfiber is six times more water absorbent than regular cotton towels and uses 95% less cleaning solution, each cleaning will require far less water and/or chemical cleaning solution than with a regular brush cleaning process (Sustainability Road Map). Each microfiber towel is also washable for up to 500 washes, by machine or by hand, so it can be used alongside the brush indefinitely (Sustainable Supply).
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DISPOSAL Natrafil is a form of polyester or plastic, which is not an inherently sustainable material. However, because the bristles are built to last, are extremely efficient, and require little water or chemical based cleaning, the lasting material will make up for the original energy lost in the manufacturing processes. That being said, the bristles are not recyclable, so they must be cut off and thrown away before recycling the other parts of the brush. However, wood and aluminum are both extremely useful as post-consumer materials. Wood can be recycled into numerous products, including mulch, sawdust, chips, and compost, or can be sent to biomass-to-energy centers, where they use the stored carbon to create energy (CalRecycle). Because wood is biodegradable, it will also decompose completely in a landfill, and because the process to make and refine wood is much less energy-intensive and carbon-emmissive than other metals or plastics, wood can still be considered carbon neutral, or even carbon negative (Falk 2). Aluminum is one of the most well-known completely recyclable products. We continue to use almost 75% of all aluminum produced in the U.S., and the average turnaround time for aluminum to be disposed of, recycled, re-melted, and made into a different product is about 60 days (Aluminum). In addition to product materials, all of our packaging is both recycled and recyclable, representing a long material life (Nashville Wraps). By selling our complete makeup set in a case, we are also able to eliminate unnecessary packaging waste and give extra function to our products.
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IMPACT MEASUREMENT 13
TRIUNE BRISTLES
HANDLE
PACKAGING
ENERGY
GIVING
3
3
3
2
2
COMPETITORS
26
AVEDA
NVEY
BDELLIUM
ALIMA
ECOTOOLS
18
9
5
9
8
FOR MORE INFORMATION PLEASE SEE APPENDIX G
B CORPORATION ASSESSMENT Our third-party life cycle assessment was obtained through the B-Corp Impact Assessment tool. This assessment consists of a series of questions, broken up into several categories, including governance, environment, community, consumers, and workers. According to the B-Corp website, assessment standards and questions are developed by a Standards Advisory Council, made up of sustainability and industry leaders, and are also influenced by business feedback. The ultimate goal of the assessment is certification as a B corporation, which is defined as a company who uses business and profit strategies as a means to solve social or environmental issues (B Corp). Each metric is compared to an average score won by three groups of businesses: ordinary, profit-driven businesses, sustainably driven companies, and certified B corporations. These measurements provide a standard to compare with which to compare our products. For the sake of this assessment, we completed the environment section in total, as well as certain applicable parts of the community section, mainly areas on suppliers and distributors, as well as charitable giving, While there are many other elements of the assessment, these elements were the only ones required to get a full picture of the brushes’ life cycle FOR MORE INFORMATION PLEASE SEE APPENDIX G
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BRANDING
28
BRUSH BOX
LOGO STICKER
BLACK TISSUE PAPER
CASE
BRANDING
INFO PAMPHLET
(included with every order)
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WEBSITE
PHILOSOPHY HOME PAGE
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wwww.triunebeautytools.squarespace.com
WEBSITE
HOW IT WORKS SHOP
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CONSUMER EDUCATION Wood: Not only is wood itself a biodegradable and completely renewable resource, but our wood is sourced from a sustainable forestry operation that is committed to growing the world’s forests.
Aluminum: The ferrules in our brushes are composed of between 10 to 25% postconsumer recycled aluminum. Aluminum is one of the most recyclable metals available, so the metal used in our ferrules can easily be reused.
Bristles: Our bristles are a special synthetic blend, developed by DuPont, called Natrafil, which is engineered to have the same, or better, performance of natural hair, without its cruelty, breakage, or allergen concerns. Natrafil bristles are also designed to last longer and need less cleaning than regular brushes.
Our brushes are 100% handmade by trained Chinese artisans.
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CONSUMER EDUCATION Our case is a natural unbleached cotton duck canvas. The cotton is renewable, biodegradable, and recyclable, as well as sourced from a fair trade supplier. By using the case, you can help us cut down on unnecessary and wasteful packaging.
Microfiber Cleaning Cloth: Each case also comes with a microfiber cleaning cloth. Microfiber is one of the most sustainable ways to clean your makeup brushes. Instead of using water and harmful chemicals to clean your brushes, you can simply dust off your brushes in between uses, keeping your brushes looking good as new. If you do want a deeper clean, use a bit of cleanser with some water to scrub your brushes. With microfiber, you can use When your cloth begins to show dirt, you can simply toss it into the washing machine. Each cloth is good for at least 500 washes, lasting you for years to come.
All brushes are packaged in 100% recycled paper boxes with recycled tissue paper. These can both be recycled along with all other paper products.
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CONCLUSION Triune aims to pioneer as the leader in the makeup brush market, reinventing the standard on sustainable sourcing practices. This will not only broaden consumer awareness on how to be sustainably conscious, but also on the underserved beauty tool market. Our 3-in-1 brush technology catapults us further among the others alleviating beauty routines, and reducing the impact on the environment by being 90% recyclable. We can achieve our goal with our efficient, virtuous, and attractive products and by offering complete transparency on our design and manufacturing paving the way for other beauty brands.
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APPENDIX
APPENDIX A 1.
APPENDIX A 2.
3.
Phone Call: Hee Jeong Son Vice President of Business Development Anisa International 646-489-7539 NY, USA Phone call from 11:04-11:32, approximately 28 minutes Hee Jeong called to give me information on sourcing and pricing. She broke down the various components of the makeup brushes and what their approximate costs would be, in relation to the original $15 total unit cost. She also explained where their company sources their individual materials from.
APPENDIX A 4.
APPENDIX A 5.
APPENDIX A 6.
APPENDIX B Perceptual Map The map is judged on each axis based on a series of five characteristics or assets. The companies were ranked in each category on a scale of 0 to 5, ranging from lowest applicability to highest. Sustainability Each company was evaluated by five categories of sustainable behavior: bristle material, handle material, packaging components, manufacturing and energy use, and philanthropy. Results were based on both how much information each company chose to provide, or their level of transparency about each category of sustainability, and how thorough their response to each issue is. 0 - No Mention of Bristle Material 1 - Brief Mention of Material (no mention of sustainability) 2 - Mention of Sustainable Material (with little follow-up information) 3 - Sustainability is key part of product 4 - Sustainability is discussed and integrated at length 5 - Leader of marketplace in this area of sustainability Bristles: Because PETA has denounced the use of animal hair in cosmetic tools, most brands that market themselves as sustainable, as well as many brands focused on functionality, manufacture mainly with synthetic bristles (PETA). Companies were judged on whether the bristle materials were mentioned, whether the brushes were animal hair or synthetic, with synthetic bristles being the more sustainable option, and whether there was any observable effort to make these synthetic bristles more sustainable. Handle: With the exception of a few leaders in sustainability, most companies provide little to no information on this category. Companies were judged first on rather handle materials were mentioned, and then on the sustainability of that material. Packaging: This category includes any included carrying cases, as well as the packaging that accompanies each product. Efforts considered include using recyclable materials in paper/cardboard packaging, sustainable fabrics use in carrying cases, and the functionality of packaging past in-store use (i.e. does the packaging double as a carrying case or does it have another efficient use to prevent waste?) Manufacturing/Energy Use: Most companies did not provide any information regarding this category, but a few leaders in the sustainability market did highlight their efforts to achieve carbon neutrality, as well as find new more sustainable ways to power manufacturing processes. Philanthropy: This category was by far the most popular category for sustainability, and was ranked determined on the amount of money given, as well as the relevance of the philanthropies and charities to the sustainability and ethical realm.
APPENDIX B Functionality Each company was evaluated based on five categories of functionality and use: multi-use capabilities, ease of use, versatility, durability, and travel ability. Depending on the category, each company is judged both on their offerings of specific industry leading brushes, as well as an overall product assortment. 0 - Category does not apply to brand/product at all 1 - Category applies very little to brand/product 2 - Category applies somewhat to brand/product 3 - Brand/product is strong in this category 4 - Brand/product is known for this category 5 - Brand/product is industry leader in this category Multi-Use Capability: Because our product is characterized by its ability to be used as multiple different brushes, this category measures the competition in this exact marketplace. Brands were judged based mainly on specific brushes that showed innovation in this area. Double-ended brushes were also ranked highly in this category. Ease of Use: This category measures the functional aspects of the brushes against the user-friendliness of the products. Versatility: This category looked at the brand’s product assortment as a whole, measuring the range of options and versatility of offerings. Durability: Durability and reliability were judged based on the quality of the materials, if given, construction quality, and the reputation of the brand. Travel Ability: Travel ability deals both with the ability of brushes to retract and become ‘travel-sized’, as well as eliminate the need to carry multiple brushes to cut down on luggage.
APPENDIX B: Sustainability Functionality Competitors: Katie B Cosmetics: no mention of sustainability on website, uses all natural hair (not cruelty-free) o Bristles: all natural goat hair (no mention of cruelty free status) o Handle: no mention of materials o Packaging: no mention o Energy/Manufacturing: no mention o Philanthropy: no mention Source: Katie B Cosmetics, Katie B Retractable Makeup Brush Bags Smashbox: Smashbox Cares (extremely vague charity organization), Sustainable Forestry Initiative, all products are not tested on animals (brushes that use natural hair are still supposedly cruelty-free) o Bristles: Certified as cruelty free by PETA o Handle: no mention of materials o Packaging: certified by Sustainable Forestry Initiative (all packaging is recyclable with certified paper and soy inks) o Energy/Manufacturing: no mention o Philanthropy: Smashbox Cares, mentioned on website (no links or mention anywhere else) Source: Sephora online retailer: Smashbox Telephoto Brush, Smashbox Cares webpage Sephora magnetic brushes: Sephora Inside Out program, supply chain transparency mention, added “Corporate Sustainability� job title in 2014 (Laura Doan, AWE) o Bristles: no mention o Handles: no mention o Packaging: packaged in a carrying case (saves package waste) o Energy/Manufacturing: purchased 8300 MWH of green power in 2013 to integrate sustainable power into operations (GPP Sephora) o Philanthropy: breast cancer awareness, local causes Source: Sephora Values Inside Out Sonia Kashuk: includes information on ingredients, cruelty-free goat hair o Bristles: cruelty free goat hair (not certified) o Handles: no mention o Packaging: no mention o Energy/Manufacturing: no mention o Philanthropy: company focus on philanthropy and charity Source: Sonia Kashuk webpage
APPENDIX B: Sustainability Sustainability Competitors: Aveda: 85% of packaging is made of recycled materials, publishes yearly earth and community care reports, manufacturing with 100% wind power, commitment to natural ingredients, full circle recycling program, Flax Brush line (30% flax, 70% plastic-of which 90% is recycled), recycled metals and materials, “largest user of recycled plastics and renewable energy in the beauty industry� o Bristles: cruelty free synthetic (taklon) bristles o Handles: 30% recycled aluminum, Flax Sticks (30% flax fiber, 70% polypropylene-90% recycled resin) o Packaging: 85% of packaging made of recycled materials, Full Circle recycling program o Energy/Manufacturing: 100% wind power, larges user of renewable energy in the beauty industry o Philanthropy: work with indigenous tribe in Brazil to develop products Source: Aveda website: Manufacturing, About, Flax Sticks products Bdellium: Bambu brush sets are made of sustainable bamboo handles and cruelty-free brushes that are sometimes treated with antibacterial agents, mixture of vegan synthetic and natural hair bristles, lots of info on materials, specifically a brush company and markets as an eco-friendly and antibacterial option o Bristles: vegan synthetic bristles o Handles: 100% sustainable bamboo o Packaging: no mention o Energy/Manufacturing: no mention o Philanthropy: no mention Source: Bdellium Tools webpage NVEY Brushes: 100% compostable (must be industrially composted), brushes must be sent back to company to be recycled/can be composted locally but bristles must be cut off first (Green Living Online), o Bristles: cruelty free synthetic bristles, bristles and ferrules recyclable o Handles: first certified 100% compostable brushes, made of corn resin, certified by NATRUE and NSF to prove organic status o Packaging: no mention o Energy/Manufacturing: no mention o Philanthropy: no mention Source: NVEY Brushes webpage
Alima Pure: certified B corporation, offset all carbon emissions through contributions (carbon neutral), 1% revenue to environmental organizations, vegan and cruelty free, pure mineral makeup with transparent ingredient lists o Bristles: vegan, cruelty free bristles, certified by Leaping Bunny o Handles: no mention o Packaging: no mention o Energy/Manufacturing: carbon neutral for three years, offsets all carbon emissions through donations o Philanthropy: 1% of revenue to environmental organizations Source: Alima Pure webpage: About Us, Our Commitment Ecotools: bamboo brushes, recycled aluminum ferrules, low price, cruelty free bristles, 1% of revenue to For The Planet o Bristles: cruelty free, recycled aluminum ferrules o Handles: sustainable bamboo o Packaging: no mention o Energy/Manufacturing: no mention o Philanthropy: Living Beautifully project, 1% of revenue to environmental organizations Source: Ecotools webpage
APPENDIX B: Functionality Katie B Cosmetics: set of completely retractable travel brushes o Multi-Use: not multi-functional o Ease of Travel: all brushes retract into their own case (shrink to about half their full size) o Versatility: not versatile o Durability: protected in case, professional level quality o Ease of use: click out motion, seems slightly difficult to get back in case Smashbox: telephoto brush o Multi-Use: three different levels of coverage o Ease of Travel: full size brush (not retractable) with case, eliminates need to carry three brushes o Versatility: extremely versatile o Durability: Smashbox level of quality o Ease of use: easy twisting mechanism Sephora: magnetic brushes, double down set o Multi-Use: one brush, magnetic heads o Ease of Travel: still difficult to travel with (heads are just as bulky as brushes) o Versatility: extremely versatile o Durability: no case around bristles to protect them, quality construction o Ease of use: seems bulky to get on and off, magnets o o o o o
Sonia Kashuk: double duty brush set Multi-Use: one brush, two heads, low functionality Ease of Travel: does eliminate some need for more brushes Versatility: only more versatile than regular brushes Durability: high quality brush Ease of use: easy to use, possibly bulky/dirty to hold
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Aveda: range of brushes Multi-Use: a few retractable and double-ended brushes Ease of Travel: not focused on Versatility: not focused on Durability: seem high quality (professional level) Ease of use: easy to use
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Bdellium: Multi-Use: no retractable or double-ended brushes Ease of Travel: not focused on Versatility: not focused on Durability: high quality brush Ease of use: easy to use
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NVEY Multi-Use: no retractable or double-ended brushes Ease of Travel: not focused on Versatility: not focused on Durability: high quality brush Ease of use: easy to use
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Alima Multi-Use: no retractable or double-ended brushes Ease of Travel: not focused on Versatility: make some “double duty� brushes Durability: high quality brush Ease of use: easy to use
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Ecotools Multi-Use: no retractable or double-ended brushes Ease of Travel: not focused on Versatility: not focused on Durability: high quality brush Ease of use: easy to use
APPENDIX B: Metrics
APPENDIX B
APPENDIX C
APPENDIX C
APPENDIX C
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APPENDIX C
APPENDIX C
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APPENDIX D
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APPENDIX E
APPENDIX F Sephora Tally: By searching through Sephora’s online private label product assortment, we were able to determine which products would be our best sellers and plan our assortment accordingly. Looking at the brushes product assortment, we tallied up how many of each general type were represented in the assortment: face/powder/blush, wet application (foundation/concealer), and eye application. Here is what we found: Powder: 15 Blush: 11 Contour: 7 Bronzer: 3 Face: 36 total Foundation: 10 Concealer: 5 Wet Application: 15 total Overall Eye: 6 Crease: 6 Blend: 7 Eye: 14 total (any cream application was taken out of total) All numbers taken from Sephora’s website: http://www.sephora.com/makeup-brushes
APPENDIX G OUR ASSESSMENT: BREAKDOWN Brushes: Bristles are made out of synthetic fibers and are cruelty-free, as well as completely free of animal products. The Natrafil fibers are also designed to be more durable and require less cleaning than other synthetic hair brushes. Handle: The handle is made of wood, which is biodegradable, and is sourced responsibly from a sustainable forestry operation. Energy/Manufacturing: Because our product is completely handmade, we are able to save inestimable amounts of energy in possible manufacturing emissions. Our materials are also less energy-intensive than others: wood, for example, requires much less energy and emissions to harvest and utilize than other other metals or plastics (Falk 2). Packaging: A majority of our products will be sold in a carrying case, eliminating the need for wasteful packaging. Those brushes sold separately will be sold in 100% recycled paper boxes with recycled inside packaging. Philanthropy: Triune will donate to 1% for the Planet, which takes 1% of our annual revenue and puts it towards environmental efforts.
APPENDIX G B CORP ASSESSMENT
The B Corp assessment measures many categories, one of which is Environment. The assessment asks questions about inputs, suppliers, and emmissions. The scored assessment then measures your score against ordinary businesses, sustainable businesses, and other B Corp certified businesses.
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