Glossier. Private label product development. Ashlee Cruz & Tianyi Wang FASM 310, Fall 2016
_Table of Contents. Part I project Overview Company Overview Inspiration Design Philosophy Product Description
Part III Product Development Process Specification Sheet Cost Sheet
Part II Market Analysis SWOT Analysis Target User Competitors Product Placement
Part IV Presentation
Part V The Product
Pitch
Photographs
Business Card Mocks
Part I Project Overview
_Our Company. A digitally native brand started by Into the Gloss founder and CEO Emily Weiss, Glossier was founded by the idea that
“Be au t y should be fun , e asy, personal, and imper fe c t. �
_Inspiration. We gathered inspirations from shops in Savannah and what Glossier is currently offering. • Leather goods from Paris market, • Makeup brush kits in Blue Mercury` • Grooming sets in Prospector Co. • Glossier’s Phase 1 Set • The Original Pink Pouch
_Design Philosophy We aimed to design a product that serves to fit the rest of Glossier’s brand as an extension of their beauty product accessory line. It would complement Phase 1 and also serve as a multifunctional product. We acknowledge the increasing need travel bags for skincare and noticed that most makeup bags in the market are not well designed for travel. Most require one to cram products into a single-zipper bag, which wastes space and carries the risk of containers moving around and spilling onto each other. Taking that into consideration, we designed a cosmetic bag for the picky, where you don’t need to worry about containers opening, your products and bag getting ruined, and digging your fingers through an entire bag just to find one Balm Dot Com. Organize your skincare routine at-home or on-the-go.
_Product Description. A cute little bag that contains your skincare essentials, designed with interior pockets and belts to hold every product in position. No need to worry about messes or spills. With our Skincare Saver, your beauty products will be clean and neat like never before. Very well organized, convenient, and easy to bring everywhere.
Skincare Saver “The pink purse made for serious skincare.�
Part II Market Analysis
_SWOT Analysis. _SWOT Analysis Strengths
Weaknesses Other brands’ products may b e used in the bag and replace Glossier products.
Opportunities If successful, product line exten sions can be mad e. Encourages rep lenishment and new sales of Glossier products. The acce ssory can be u sed as a fashion statemen t by f ashion bloggers, acting as advertisement when seen on t heir sites.
Threats May cannibalize on the pink pouch.
_Target Users.
The Girl on the G o • 16-28 years old • Shops through her Instagram and finds cool brands through her feed • The Striver • Reads beauty blogs and researches her skincare, listens to Francoise Hardy on the occasion • Happy-go-lucky, spunky, knows how to treat herself • Has some disposable income from her new internship or gifts from her family and friends
_Competitors
Milk Makeup
Milk Makeup is a nother blog-t urned-brand in the beau ty industry. The ir demograp hic is you ng, spunky, and in-tune, and i t shows on t heir social me dia presence. They collaborated with Burton Snow boards to create the “make up suitcase�
_Competitors
Goop
Goop is an all-natural skincare brand started by Gwyneth Paltrow. Using social media advertising and minimal branding, this company is a competitor to Glossier Skincare,
_Product placement.
Online, Pop -up, or Showroom
Part III Product Development
4cm 4cm 2.5cm
2cm
5cm
20cm
3.5cm
3cm
2.5cm 4.5cm
1.2cm
3cm 3cm
3cm
1.2cm
4cm
5.5cm
4cm
1.2cm
6.5cm
4.5 cm
2.5cm
23.5 cm
_Measurements*
23.5cm 2.5cm 4.5cm
3cm
10cm
m
8c
2.
18.5cm
20cm
8cm
6.5cm
4.5cm
3.5cm
2.5cm
8cm
6.5cm
3.5cm
10cm 1.5cm
2.5cm 4.5cm
5cm
m 4.5cm
8c
2.
18.5cm
*We carefully took measurements to ensure that Glossier’s skincare and makeup products would fit into the slots.
_Specification Sheet.
1 cm seam allowances Date: 11/2016
Season: Spring 2017
Description: Glossier Skincare Saver Exterior Pattern Measurements
Size: 21.5 x 18 cm Size Range: OS
Style #: G10012016
Vendor: Vendor Phone:
F
Leather color: Pink Lining: White Faux Leather Pockets: White Lycra Spandex
Reference Point
REF
Measurement
Body Length
A
23.5 CM
B
20 CM
Side Length
C
4.5 CM
Side Width
D
68.5 CM
Bottom Length
E
15 CM
Bottom Width
F
8 CM
E ~15 CM
Bottom
C 68.5 cm
Sides x 2
Body Height
8 CM
MATERIALS
Vegetable Dyed Pink Leather Vinyl Backed Gauze WH (lining) White Lycra Spandex Blend 26� White Poly Zipper Steel Plated Brass Grommets
3 square feet 1/2 yard 1/4 yard 1 ct 3 ct
A 23.5 cm
Body x 2
Exterior is made with only the vegetable dyed pink leather. 20 cm
B
4.5 cm
D
A
Descriptio Style NO. Size Quantity
Makeup bag interior patterns G010012016 23.5cm x 20cm 1
n
10/31/16 Spring 2017 Glossier Tianyi Wang
Interior Lining (Left & Right )
Measurement 23.5cm x 20 cm 2.5cm 3.5cm 8cm 10cm 6.5cm 18.5cm 2.8cm 4.5cm .5cm 3cm .5cm 1.5cm 5cm 1.5cm
Small Pocket
O
Belt 1
N
L M
X2
Belt 2
E
B C D
Interior Pocket x2 (Left & Right )
h
G
F
Material White Vinyl Backed Gauze hite Lycra-Spandex Blend White Vinyl Backed Gauze hite Vinyl Backed Gauze hite Vinyl Backed Gauze
X2
I
Reference Interior Lining (left & right) Interior Pocket (left & right)W Small Pocket Belt 1W Belt 2W
J K
Reference Point 1A 2B 3C 4D 5E 6F 7G 8H 9I 11 J2 12 K 13 L4 14 M 15 N 16 O
Date Season Group Technician
Y
C
A
O P
D
X
Q
W
E
R
H
I
N S
J
U
F
M
V
T
Measurement
A
23.5 CM
B
20 CM
C
4.5 CM
D
5.5 CM
E
4 CM
F
4 CM
G
2.5 CM
H
1.2 CM
I
3 CM
J
1.2 CM
K
3 CM
L
2 CM
M
G
L
K
REF
N
B
Lining is made from vinyl backed gauze, pockets are made from lycra spandex blend.
COMPONENT SHEET Date: 11/2016
Season: Spring 2017
Vendor: Vendor Phone:
Description: Glossier Skincare Saver Pocket Pattern Measurements Size Range: OS Style #: G10012016
Leather color: Pink Lining: White Faux Leather Pockets: White Lycra Spandex
O
2.5 CM
P
4 CM
Q
4 CM
R
3 CM
S
2.5 CM
T
4.5 CM
U
5 CM
V
3.5 CM
W
3 CM
X
1.2 CM
Y
6.5 CM
_Cost Sheet. Date: 11/2016
Vendor: Guangzhou Hongfeng Customized Leather Co. Vendor Phone: (+86) 4008799766
Description: Glossier Skincare Saver
Season: Spring 2017
Style #: G10012016
Size Range: OS
Leather color: Pink Lining: White Faux Leather Pockets: White Lycra Spandex
Manufacturing
Quantity
Price/Unit
Full Package Pric e (Packaging included)
1500
$10.06
Shipping
Price
Price/Unit
High Shipping (Guangzhou) CO., (By Ship to Port of New York)
$480.83
$0.32
Flight + Hotel to Guangzhou
Price
Price/Unit
7 days total in Guangzhou
$900
$ 0.6
Duty
Price
Price/Unit
17.6% for make up bag
$ 2740.47
$ 1.83
Total Cost
$12.75
MU %
100%
Whole Sale Pric e
$25.25
Sample Time: 40 day s Shipping Time: 30 day s
_Process.
Pa t ter n Ske tches • Designed to fold perfectly sit each product next to one another, making the bag as space-effective as possible:
_Materials.
• We carefully selected leathers and lining to best suit the brand and product, while measuring each product meant to fit inside. • To create the embossed logo, we laser cut Glossier’s iconic “G” and pressed it onto our glazed cow leather.
Part IV Presentation
_Pitch. Who we’re pitching to:
HELEN STEED helen@glossier.com VP, Creative Director Glossier. 123 Lafayette Street, 3rd Floor New York, NY 10013 Work 212.256.0781 Mobile 914.282.9884 @hesteed
_Travel _TravelExpense. Expenses
Date: 12/05-12/07 Presenting to Glossier on 12/06
Flight Delta 5421 6: 17 pm - 8: 30 pm 9: 35 am - 12: 14 am
Price $ 146.20/person
Total Price $292.40
Hotel
Price
Total Price
Blue Moon Boutique Hotel
$ 176/night
$352/night
Transportation
Price
Total Price
From LaGuardia to hotel
$30/ride
$60/ride
Food 3 meals + Snacks+ Drinks
Total Price
Total Expense
$854.4
$150
_Business Card.
_Mock Ads
Part V The Product
_Skincare Saver. The pink purse made for serious skincare.