what if there were a refilling station for your beauty products, where your empty toner bottle is refilled and you pay much less than buying the whole new product?

1. Sustainability in Cosmetics Industry
Design Research Methods
December 9, 2009
Jin Sun Park

2. IDEA:
How to be ‘green’ in cosmetic, beyond the point of recycling?

3. HYPOTHESIS:
What if there was a refilling station?

4. L’Oreal in 2005
• Total CO2 emissions: 230.3
thousand tons (508 thousand
pounds)
• Water consumption: 0.72 liter (0.2
gallon) per finished product
• Waste generated per unit of
finished product: 32.2 grams (1.14
ounce)

5. COMPETITIVE SETS:
KIEHL’S, LUSH, ORIGINS, NOTHING NASTY ALL RECYCLE,
BUT NO REFILLING SYSTEM

6. TRENDS:
GREEN MOVEMENT, NATURALS/ORGANICS, AND RECESSION

7. CONSUMERS: WHO ARE THEY?
VALUE-DRIVEN SHOPPERS

8. Green Cosmetics Persona 1: Name: Catherine
“Taking the initiative” Occupation: Architect
Education: Masters
Location: New York City
The well-educated consumer. They understand
the complex issues we face in terms of pollution, “I'm going to be around for 50 more years...
Anyone who makes policy decisions now
excessive waste, and global warming. They do
isn't really going to be hurt by ignorance. It
not make purchases on emotion, rather, they are
would be nice if everyone cared about future
the rational consumer who understand the generation, but almost nobody really does,
impacts of their purchase decisions. at least over their temporary comfort”
• keywords: sustainability, wellness, proactive
• Rational: saving the planet, keeping up with the personal green and ethical
agenda, seeking innovative ways to contribute
• Emotional: following the conscience

9. Green Cosmetics Persona 1:
“Taking the initiative”
• Take recycling very seriously
• Understand the complexity of recycling
• Willing to pay to properly dispose/recycle batteries

10. Green Cosmetics Persona 1:
“Taking the initiative”
• Take recycling very seriously
• Understand the complexity of recycling
Driving Force
• Willing to pay to properly dispose/recycle batteries

11. Green Cosmetics Persona 1:
“Taking the initiative”
• Will not tolerate greenwashing
•Important to explain the entire refilling station with a complete life cycle assessment analysis
•Must educate how their purchasing behavior is making a change

12. Green Cosmetics Persona 2: Name: Jamie
“Longing to belong” Occupation: Student
Education: College
The social consumer. They may not fully Location: Providence
understand the problems with ecosystem and
sustainability but they are happy to go green, as it “It amazes me that, even in LA, people STILL
haven't caught on to the REUSE philosophy.
is the right thing to do. The emotional benefits– of
These are so cool and carrying a bag says
being part of the trend– outweighs the rational
‘GET HIP GET GREEN’ informs others that
decision-making process behind buying you are GREEN ‘ECO’ and are concerned
sustainable products. about are planet.”
• keywords: social, “cool” and trendy to be green
• Rational: doing the “right” thing, what people are doing/ she is supposed to do
• Emotional: proud and boastful of her greenness, a sense of belonging

13. Green Cosmetics Persona 2:
“Longing to belong”
• Always recycle and want others to know
• Proud of recycling behavior
• Don’t ask a lot of questions

14. Green Cosmetics Persona 2:
“Longing to belong”
• ‘Green is hip’
• Follow the lead of the top tier ( persona #1)
• Crucial to have approval and involvement of persona #1
• Partner with well-known green organizations

15. Green Cosmetics Persona 3: Name: Lisa
“Saving bucks” Occupation: Housewife
Education: High school
The economically conscious consumer. They tend to Location: Boulder
be lower to middle class status that are motivated by
price. These consumers may or may not be aware “Along with the trash service they offer free
of the green movement. When comparing products, recycling…I am too cheap to buy a bigger
trash can for my kitchen and I was sick of
they make rational purchasing decisions based on
having to empty my small one every day. I
what is less expensive. If a sustainable product
realized if I recycle, my tiny trash can would
happens to be the cheapest, then that is what they only need [to be] emptied every third day. So
will purchase on the basis of price. we started recycling.”
• keywords: frugal, practicality, deal seekers
• Rational: cutting costs, recession mindset
• Emotional: saving money as a self-achievement, saving feels right

16. Green Cosmetics Persona 3:
“Saving bucks”
• Cost-driven recycling (self interests come first)
• Children want to recycle

17. Green Cosmetics Persona 3:
“Saving bucks”
• More economic incentives
• Make the experience fun for the children

18. refilling station
educate the process and impact
‘refilling is cooler’ + let it be known
partnership with green organization
economic incentives
make the experience fun