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The Brand Inspiration The Process Packaging Stamp & Sealing Wax
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Introduction
Figure. 1.
I am a Taiwanese girl. My Taiwanese name is Yi, Lee but you can call me May. I came to London for my masters degree and in the meanwhile exploring different culture, arts, and people. I enjoy Europe a lot. However, I am still strongly connected with where I come from, Taiwan, where a country highly influenced by Chinese culture. The wisdom of Chinese culture affects my daily life from living to eating. In addition, sometimes it makes my life easier and even cures my illness. As a result, I appreciate the fact that I am a Taiwanese. Since I came to the United Kingdom I have been sharing the interested and wisdom of Chinese culture to my foreign friends. The reason I designed a DIY face mask kit is because in the first few months when I came to London I suffered a severe skin problem. I tried a wide range of skin care products in order to cure the dryness and acnes on my face. But none of them were effective and even made my skin more sensitive. However, after few months of trying I gave up and sought out a new solution. Therefore, I started DIY face mask to help me survive the hard time. In Taiwan we do believe that food can definitely help us with our body condition and some particular food can make it into skin care as well. So I am using some grain, honey, nut and some Taiwanese food seeds to make my face mask. As a result, I came up with the idea of combining my personal interest in food and the love for fashion into my final major project. I developed the DIY face mask brand, Shu Fu. It means comfortable and cosy in Mandarin. Through Shu Fu, people can feel the comfort of the face mask and experience the effectiveness of Chinese ingredients. This is a guidebook which shows the roadmap of how Shu Fu comes into life. I point out the background, research, design and the future of Shu Fu.
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Figure. 2.
Figure. 3.
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Figure. 4.
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Hello, This is a research managed by The University for the Creative Arts MA Fashion Business student Yi, Lee. You are being invited to take part in a research study. Before you decide whether or not to take part, it is important for you to understand why the research is being done and what it will involve. Please take time to read the following information carefully. The purpose of the research is to find out people’s attitude towards face mask. The questionnaire takes 5 minutes only and all information collected about the individual will be kept strictly confidential and anonymity will be ensured.
MA Fashion Business Yi, Lee
1.
Your behavior Do you have the habit of using any type of skincare products?
Yes (Go to Q2) No (Go to Q3) 2.
What kind of skincare products do you normally use?
Cleansers Toners Exfoliators Serums Moisturisers Eye Care Masks Other_______________________________________
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-Questions will be continue in the next page1
3.
How often do you shop for skincare products?
Once a week More than once a week Every 2 weeks Once a month Less than once a month I don’t shop skincare Other ________________________ 4.
Where do you normally shop for skincare products?
Department store, ex: Selfridges, Harrods, House of Fraser and John Lewis Boots Beauty brand name store Small shop Online store 5.
Do you consult a brand or store consultant about products?
Yes, I do and they are helpful. Yes, but they are not really helpful. No, I prefer exploring by myself. No, I don’t like to be a bother. 6.
What types of product do you care about most? Not really
A little bit
Average
Quite a lot
Really care
Cleansers Toners Exfoliators Serums Moisturisers Eye care Masks Other:
-Questions will be continue in the next page2
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7.
Do you have the habit of using face masks?
Yes (Go to Q8) No (Go to Q9) 8.
What things may concern you when you buy a face mask?
Origin Packaging Effectiveness Price Brand Ingredients Celebrity endorsement Advertisement
9.
What kind of face mask do you normally use?
Brightening Moisturing Anti-ageing Tightening and Refining Cleansing Uplifting 10. Have you ever use a DIY face mask before? Yes, it is so much fun. Yes, but it’s so much trouble in the preparation. Yes, but there’s too much waste. Yes, but DIY face masks are not effective. No, I want to but not enough material. No, it’s too much trouble to prepare. No, the commercial face masks are convenient. Never thought about a DIY face mask before.
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-Questions will be continue in the next page3
11. What are the advantages of DIY face masks? Good hygiene Know the process Know the sources of the mask Safe Edible Ancient wisdom It’s as good for my skin as my body Don’t know 1.
About you Sex
Male Female 2.
Age
15-20 21-25 26-35 36-45 46-50 51+ 3.
Occupation
Retail Education/ Government and Public Administration/ Military Manufacturing Health care Homemaker Freelance Publishing/ Media Fashion Student Retired Unemployed Other ______________________ -End of the questions4
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Thank you for your participation. Your answer is valuable and the data will be taking into good consideration.
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In this term I took 3 different primary researches and they were online questionnaire, interview and competitor analyses in Boots Epsom. When I did the questionnaire beside online version I also went on the street to hand out 20 copies of my questionnaire. I went to Liverpool Street Station, Shoreditch and Selfridges handed out my questionnaire. It was my first time to do the survey on the street and it was so much fun but exhausted. Because hanging out questionnaires on the street was time consuming as a result I finished the rest of my questionnaire through online survey platform- mySurvey. At the end, I received 52 respondents 37 of them were females and 15 were males and average age was 24. 11. Do you have the habit of using any type of skincare products?
Figure. 5.1.
22. What kind of skincare products do you normally use?
Figure. 5.2.
33. How often do you shop for skincare products?
Figure. 5.3.
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44. How much do you spend (on average) per month on skincare products?
Figure. 5.4.
55. Where do you normally shop for skincare products?
Figure. 5.5.
66. What types of product do you care about most?
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Figure. 5.6.
77. Do you have the habit of using face masks?
Figure. 5.7.
88. What things may concern you when you buy a face mask?
Figure. 5.8.
99. What kind of face mask do you normally use?
Figure. 5.9.
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1010Have you ever use a DIY face mask before?
Figure. 5.10.
1111What are the advantages of DIY face masks?
Figure. 5.11.
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Interview Date 1.
2nd July, 2014
Brand Aesop, Shoreditch
Who
Natane Bascand
What general questions customers ask the beauty consultants when they are about to buy a new skincare product for themselves. Ans. Personal concerns
2.
What general questions a beauty consultant will ask to their clients. Ans. Climate, lifestyle, skin type, and personal concerns.
3.
What types of product customers buy more. Ans. Skincare and moisture prodruct.
4.
How often London customers buy face mask products. Ans. 40%-50%
5.
What problem London customers care most about when they buy skincare and face mask products. Ans. Texture and hydration
6.
Date
On what occasion a beauty consultant will suggest their clients purchase face mask products. Ans. Deep cleansing 50% 2nd July, 2014
Brand Clinique, Selfridges
Who
Karen
1.
What general questions customers ask the beauty consultants when they are about to buy a new skincare product for themselves. Ans. What they are looking for.
2.
What general questions a beauty consultant will ask to their clients. Ans. What is their skin type.
3.
What types of product customers buy more. Ans. Yellow lotion.
4.
How often London customers buy face mask products. Ans. Depends. (The day I went was 2 in the afternoon and they hadn’t sold any face mask product. yet)
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5.
What problem London customers care most about when they buy skincare and face mask product. Ans. Depends.
6.
On what occasion a beauty consultant will suggest their clients purchase face mask products. Ans. If they have extra concerns.
Date 1.
2nd July, 2014
Brand Kiehl’s, Selfridges
Who
Silvia
What general questions customers ask the beauty consultants when they are about to buy a new skincare product for themselves. Ans. What did they find in magazines and their concerns about their skin.
2.
What general questions a beauty consultant will ask to their clients. Ans. What is their daily routine, sensitive to anything and their working environment.
3.
What types of product customers buy more. Ans. Brightening product.
4.
How often London customers buy face mask products. Ans.
5.
What problem London customers care most about when they buy skincare and face mask products. Ans. Brightening product.
6.
On what occasion a beauty consultant will suggest their clients purchase face mask products. Ans.
Date 1.
2nd July, 2014
Brand Aesop, Selfridges
Who
Alex
What general questions customers ask the beauty consultants when they are about to buy a new skincare product for themselves. Ans. Do we have hydration producst.
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2.
What general questions a beauty consultant will ask to their clients.
Ans. Skin type, what they are looking for and where they living. 3.
What types of product customers buy more. Ans. Mask and hand cream.
4.
How often London customers buy face mask products. Ans. Face mask is their best seller.
5.
What problem London customers care most about when they buy skincare and face mask products. Ans. Acne and blemish product quite popular.
6.
On what occasion a beauty consultant will suggest their clients purchase face mask products. Ans. Cleansing and hydration
Date 1.
2nd July, 2014
Brand Aesop, Selfridges
Who
Alex
What general questions customers ask the beauty consultants when they are about to buy a new skincare product for themselves. Ans. Product for hydration
2.
What general questions a beauty consultant will ask to their clients. Ans. Skin type, what they are looking for and where they living.
3.
What types of product customers buy more. Ans. Mask and hand cream.
4.
How often London customers buy face mask products. Ans. Quite often
5.
What problem London customers care most about when they buy skincare and face mask products. Ans. Acne and blemish product quiet popular.
6.
On what occasion a beauty consultant will suggest their clients purchase face mask products. Ans. If they are seeking for more cleansing and hydration 25
Date 1.
2nd July, 2014
Brand
Beauty workshop, Selfridges
Who
Alex
What general questions customers ask the beauty consultants when they are about to buy a new skincare product for themselves. Ans. What’s good for lines, what’s good for pigmentation, and they normally come for face masks
2.
What general questions a beauty consultant will ask to their clients. Ans. What specific products they are looking for.
3.
What types of product customers buy more. Ans. Face masks.
4.
How often London customers buy face mask products. Ans. In this area 60% Londoners, and 40% visitors. Londoners buy 2-3 times per year but Americans care more about their skin.
5.
What problem London customers care most about when they buy skincare and face mask products. Ans. Mud masks, anti-ageing, detoxify (clay, summer), and nourishing (winter).
6.
Date 1.
On what occasion a beauty consultant will suggest their clients purchase face mask products. Ans. They have concerns in acne and lines.
2nd July, 2014
Brand
Body Shop, Bond Street
Who
What general questions customers ask the beauty consultants when they are about to buy a new skincare product for themselves. Ans. What’s the best seller, what product I am using myself and what size the most expensive one.
2.
What general questions a beauty consultant will ask to their clients. Ans. Skin type, budget, and ever use any of our products before.
3.
What types of product customers buy more. Ans. Vitamin E (Night cream), and Tea Tree (Exfoliators)
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4. 5.
How often London customers buy face mask products. Ans. The most popular mask is the Seaweed clay mask. What problem London customers care most about when they buy skincare and face mask products. Ans. Quite often. 10%
6.
On what occasion a beauty consultant will suggest their clients purchase face mask products. Ans. Very dry skin or a very oily skin.
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Face mask market research in Boots, Epsom Date
3rd July, 2014
Brand
Yes to
Type
Price
£11.99
Amount
50ml
gel
Date
3rd July, 2014
Brand
Price
£19.99
Amount
Date
3rd July, 2014
Price
Product
1.
Cucumber face mask: For calming and
2.
sensitive skin Tomatoes face mask: For clearing and combination skin
Type
4 sheets
Cloth mask
Brand
Soap & Glory
Type
£9.00
Amount
100ml
Gel
Date
3rd July, 2014
Brand
Olay
Type
Price
£14.99
Amount
5 sheets
Cloth mask
Date
3rd July, 2014
Brand
Type
Price
£18.00
N°7
Product
Product
Product
1.
1. 2.
1.
1. Product 28
Indeed Laboratories
2.
Hydraluron moisture boosting mask
£10.00
50ml
Deep pore detox mask (£9.00, 100ml) 2-in-one pore purifying mask and peel (£10.00, 50ml)
7-in-1 Anti-ageing face mask
£12.50 £12.50
Amount
4 sheets 75ml 75ml
Lift & Luminate face mask (£18.00, 4 sheets, cloth mask) Energizing mask: For all skin type, and instant boost of radiance (£12.50, 75ml, gel)
3.
Purifying mask: Thermal deep cleansing for blemish (£12.50, 75ml, gel)
Clothe mask Gel Gel
Date
3rd July, 2014
Brand
Price
£6.99
Amount
Date
3rd July, 2014
Brand
Price
£3.99
Amount
Date
3rd July, 2014
Brand
Price
£1.50
Amount
Date
3rd July, 2014
Brand
Price
£1.00/ £1.49
Amount
Product
Product
Product
1.
Boots Botanics 100g
Clay
Simple
Type
Ionic clay mask: Removes impurities, deep cleanses (£6.99, 100g, clay mask)
1.
1.
Type
75ml
Deep cleansing face mask
Boots Essential 50ml
Cucumber clay mask
Montagne Jeunesse 10ml
Cream
Type Clay
Type Mud mask
Under the brand have different function and Product
flavour’s face mask 1. Mud mask (£1.00, 10 ml, peel off mask) 2. 3.
Date
3rd July, 2014
Price
Product
Dead sea mud spa (£1.49, 10 ml, mud) Braziliana mud fabric mask (£1.49, 10 ml, peel off mask)
1.
£7.99
Brand Amount
Biore
7g 4 single use packettes
Type Mud
Self-heating 1 min mask: Purifies and Refreshes
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Date
3rd July, 2014
Brand
Price
ÂŁ3.79
Amount
Product
1.
Neutrogena 150ml
Type Liquid
Visibly clear 2-in-1: Wash mask, for purify and cleansing
-The End of ResearchThrough the researches I could find out what customers need and what they were looking for. Through the questionnaire I knew people’s perspectives toward skincare and DIY face masks. In addition to knowing how they felt about the DIY face mask concept. On the other hand, through the interviews I knew what customers were looking for and what beauty consultants and staffs suggested their customers. The competitor analyses allowed me to map out my product and I found out that there was no similar product among the market so there was definitely an opportunity for Shu Fu. And there will be no doubt that Shu Fu will have the firstmover advantage in the market.
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Figure. 6.
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Figure. 7.
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The Brand Inspiration The Process Packaging Stamp & Sealing Wax
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Figure. 8.
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Figure. 9.
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Figure. 10.
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Figure. 11.
Figure. 12.
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Mood Board
Figure. 13.1.
Figure. 13.2.
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ShuFu ShuFu dearJoe 6 TRIAL ShuFu HaloHandletter ShuFu Cheddar Jack ShuFu Nella Sue Demo
ShuFu Chaparral Pro
ShuFu Silent Reaction
S��F� Seg�� S���p� ShuFu Gabriola
ShuFu clean up your mess
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Figure. 14.1.
Figure. 14.2.
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Figure. 14.3.
Figure. 14.4..
Figure. 15.1.
Figure. 15.2.
As a result, I want my package to have the similar concept of Graze. I did a series of branding research to see how other people branding skincare brand. I use Pinterest as one of my main tool to collect data. The reason that I chose Pinterest to collect data is that Pinterest is like a giant image bank. It allows me to organize and share all the images easily. Moreover, I can pin from any other websites and the image I pin retains the link to the original website so when I view the pin I can still go to that website and learn more about the item. The pinboard format makes the process entertaining and just plain great to look at. Pinterest made my research more fun and easy.
Figure. 15.3.51
Design
Top
165mm
Figure. 16.1.
240mm
Back
Figure. 16.2.
In order to show the simplicity and nature of the brand I decided to print my pattern on kraft paper. I kept empty space on the outside of the box because I did not want any other design or text to disturb the look.
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Figure. 17.1.
Back As for the design of the inside of the box, because there are some ingredients in my face mask that are new to western customers, I summarized the merits of each ingredient to show why I was using them in the face mask recipes. For this part of the design I took the idea from a hand cream brand, Yes Nurse. I found the brand when I was searching for ideas fro Pinterest. For a closer look I even brought the hand cream home to see how their packaging worked.
Figure. 17.4.
Figure. 17.2.
Figure. 17.3.
Figure. 17.5.
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Figure. 18.1.
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Figure. 18.2.
Figure. 19.
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Figure. 20.1.
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Figure. 20.2.
Stamp &
Sealing Wax
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Apart from the packaging I also made a stamp and sealing wax. The reason why I made them was that I wanted to create an organic, pure and handcrafted atmosphere consequently I thought both of stamp and sealing wax can speaks the brand naturally.
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Figure. 21.
Bibliography
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Picture Credits
Figure 1. Lee, C. (2014) [Photograph] In possession of: Jain, N. Figure 2. Lee, Y. (2014) [Photograph] In possession of: Lee, Y. Figure 3. Lee, Y. (2014) [Photograph] In possession of: Lee, Y. Figure 4. Lee, Y. (2014) [Poster] In possession of: Lee, Y. Figure 5. Lee, Y. (2014) [Photograph] In possession of: Lee, Y. Figure 6. Lee, Y. (2014) [Photograph] In possession of: Lee, Y. Figure 7. Lee, Y. (2014) [Photograph] In possession of: Lee, Y. Figure 8. Lee, Y. (2014) Mood board [Photograph] In possession of: Lee, Y. Figure 9. Lee, Y. (2014) [Photograph] In possession of: Lee, Y. Figure 10. Lee, Y. (2014) Sketchbook [Photograph] In possession of: Lee, Y. Figure 11. Lee, Y. (2014) Sketchbook [Photograph] In possession of: Lee, Y. Figure 12. Lee, Y. (2014) Sketchbook [Photograph] In possession of: Lee, Y. Figure 13.1. Lee, Y. (2014) Mood board [Illustration] In possession of: Lee, Y. Figure 13.2. Lee, Y. (2014) Mood board [Photograph] In possession of: Lee, Y. Figure 14.1. Lee, Y. (2014) Mood board [Illustration] In possession of: Lee, Y. Figure 14.2. Graze. (2014) Logo [Illustration] In possession of: Graze. Figure 14.3.Unknown (2014) [Photograph] AT: http://goo.gl/1. Figure 14.4. Unknown (2014) [Photograph] AT: http://goo.gl/ljoPQg Figure 15.1. Unknown (2014) Logo [Image] AT: http://goo.gl/O5Ds0M Figure 15.2. Unknown (2014) [Photograph] AT: http://goo.gl/dcMAFS Figure 15.3. Lee, Y. (2014) Pinterest [Photograph] In possession of: Lee, Y. Figure 16.1. Lee, Y. (2014) Packaging Design [Illustration] In possession of: Lee, Y. Figure 16.2. Lee, Y. (2014) Packaging Design [Illustration] In possession of: Lee, Y. Figure 17.1. Lee, Y. (2014) Packaging Design [Illustration] In possession of: Lee, Y. Figure 17.2. Yes!Nurse. (n/a) [Illustration] In possession of: Yes!Nurse. Figure 17.3. Yes!Nurse. (n/a) [Illustration] In possession of: Yes!Nurse. Figure 17.4. Yes!Nurse. (n/a) [Photograph] In possession of: Yes!Nurse. Figure 17.5. Yes!Nurse. (n/a) [Photograph] In possession of: Yes!Nurse. Figure 18.1. Lee, Y. (2014) [Photograph] In possession of: Lee, Y. Figure 18.2. Lee, Y. (2014) [Photograph] In possession of: Lee, Y. Figure 19. Lee, Y. (2014) [Photograph] In possession of: Lee, Y. Figure 20.1. Lee, Y. (2014) [Photograph] In possession of: Lee, Y. Figure 20.2. Lee, Y. (2014) [Photograph] In possession of: Lee, Y.
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Figure 21. Lee, Y. (2014) [Photograph] In possession of: Lee, Y.
Diagram Credits Figure 5.1. Lee, Y. (2014) Do you have the habit of using any type of skincare products? In: People›s attitude toward face masks. [Diagram] At: http://goo.gl/NqLxc2 (Accessed on 19.08.14) Figure 5.2. Lee, Y. (2014) What kind of skincare products do you normally use? In: People›s attitude toward face masks. [Diagram] At: http://goo.gl/NqLxc2 (Accessed on 19.08.14) Figure 5.3. Lee, Y. (2014) How often do you shop for skincare products? In: People›s attitude toward face masks. [Diagram] At: http://goo.gl/NqLxc2 (Accessed on 19.08.14) Figure 5.4. Lee, Y. (2014) How much do you spend (on average) per month on skincare products? In: People›s attitude toward face masks. [Diagram] At: http://goo.gl/NqLxc2 (Accessed on 19.08.14) Figure 5.5. Lee, Y. (2014) Where do you normally shop for skincare products? In: People›s attitude toward face masks. [Diagram] At: http://goo.gl/NqLxc2 (Accessed on 19.08.14) Figure 5.6. Lee, Y. (2014) What types of product do you care about most? In: People›s attitude toward face masks. [Diagram] At: http://goo.gl/NqLxc2 (Accessed on 19.08.14) Figure 5.7. Lee, Y. (2014) Do you have the habit of using face masks? In: People›s attitude toward face masks. [Diagram] At: http://goo.gl/NqLxc2 (Accessed on 19.08.14) Figure 5.8. Lee, Y. (2014) What things may concern you when you buy a face mask? In: People›s attitude toward face masks. [Diagram] At: http://goo.gl/NqLxc2 (Accessed on 19.08.14) Figure 5.9. Lee, Y. (2014) What kind of face mask do you normally use? In: People›s attitude toward face masks. [Diagram] At: http://goo.gl/NqLxc2 (Accessed on 19.08.14) Figure 5.10. Lee, Y. (2014) Have you ever use a DIY face mask before? In: People›s attitude toward face masks. [Diagram] At: http://goo.gl/NqLxc2 (Accessed on 19.08.14) Figure 5.11. Lee, Y. (2014) What are the advantages of DIY face masks? In: People›s attitude toward face masks. [Diagram] At: http://goo.gl/NqLxc2 (Accessed on 19.08.14)
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Special
Thanks
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Mo Tomaney Emma Baxter-Wright Lucinda Craig Coco Nijhoff Nicola Whittingham Aejin Yoo Tian Tian, Wang Pear Chavisa Piankit Yuki Matsubara Print Solutions, Epsom Digital Print Room, UCA, Epsom
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