ITINERARI COSMETICI 2014 DELIZIARE IL CONSUMATORE CONSUMER DELIGHTING

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Allen Grant
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1 GRUPPO ALSEIDI BARBARA AMANTIA PAOLA BAGGI MARIACHIARA BELCASTRO FRANCESCA CANEPA ROBERTA CATTANEO MIRIAM CIANI AGATA GIAMMARINARO GAIA IRACE ERICA SECCHETTIN SERENA ZANELLA ITINERARI COSMETICI 2014 DELIZIARE IL CONSUMATORE CONSUMER DELIGHTING

2 ITINERARI COSMETICI 2014 WHAT IS ABOUT PROJECT MANAGEMENT COURSE IN ACTION MAIN LEARNING BRAND KEY DESIGN VIRTUAL TEAM MANAGEMENT TIME MANAGEMENT COMPETITOR SCANNING TECH BRIEF DESIGN FORMULATION DESIGN CLAIM SUPPORT PACKAGE DESIGN PIF ISSUING

3 THE BRIEF REFRESH THE LINE DEVELOPED WITHIN ITINERARI 2009 MAIN TOPICS CHOICE OF A NEW MARKETING IDEA PRODUCT SUSTAINABILITY FORMULATION CLAIM SUPPORT TESTING PIF

ALSEIDI THE COMPANY Origin of the company Name In Greek mythology Alseids were the nymphs who lived in the lovely groves in the springs of rivers and in the grassy meadows.

4 ALSEIDI THE COMPANY Origin of the company Name In Greek mythology Alseids were the nymphs who lived in the lovely groves in the springs of rivers and in the grassy meadows. They used to prepare magic potions with plants to heal body and mind diseases. The company Logo The logo represents a Najas guadalupensis, an aquatic plant known as common water nymph. Image credit: Jane Thomas, Integration and Application Network, University of Maryland Center for Environmental Science (ian.umces.edu/imagelibrary/)

MARKET ANALYSIS: TARGET&COMPETITION CONSUMER POSITIVE TRENDS GfK Eurisko Jun 2013 Active involvement vs.

Outer beauty not just as value offered externally but also a mirror of an inner wellbeing condition.

social status; High education level Advanced/Conscious Distinguishes from mass Reads ingredient list Ready

companies enjoying a share of 3% or more. The leading brands in Europe are Aveeno, Yves Rocher and Oriflame.

initiatives to regulate the market, but the challenge is to scan for its naturalness.

5 MARKET ANALYSIS: TARGET&COMPETITION CONSUMER POSITIVE TRENDS GfK Eurisko Jun 2013 Active involvement vs. Disengagement Sustainability as a value of well-being Conscious awareness in the health related matters. Outer beauty not just as value offered externally but also a mirror of an inner wellbeing condition. Sustainability as a value of well-being Female > 35 A CONSUMER PICTURE GfK Eurisko March 2014 Medium-high social status; High education level Advanced/Conscious Distinguishes from mass Reads ingredient list Ready to pay for quality Cares for sustainability Natural beauty market is extremely fragmented, with only six companies enjoying a share of 3% or more. The leading brands in Europe are Aveeno, Yves Rocher and Oriflame. With no strict government-mandated directives and standards, various certifying agencies are taking initiatives to regulate the market, but the challenge is to scan for its naturalness. As a result of that a consumer is exposed to claims sometime difficult to understand where the concepts natural/organic/sustainable overlap in a inconsistent way.

CHRONOBIOLOGY AND RHYTHMS OF THE SKIN SKIN REACTS DIFFERENTLY DEPENDING OF THE TIME OF THE DAY

adaptation to solar and lunar-related rhythms.

physiological processes in all these organisms.

6 CHRONOBIOLOGY AND RHYTHMS OF THE SKIN SKIN REACTS DIFFERENTLY DEPENDING OF THE TIME OF THE DAY Chronobiology is a field of biology that examines periodic phenomena in living organisms and their adaptation to solar and lunar-related rhythms. The most important rhythm in chronobiology is the circadian rhythm, a roughly 24-hour cycle shown by physiological processes in all these organisms. As long as our internal clocks are working properly and are in synch with our lifestyles we can function normally. INSIGHT o o o Nature imposes rhythms Social rhythms often work against natural rhythms Respecting natural rules leads to skin wellness Picture from

7 PRODUCT CONCEPTS ChronoSkin 08:00 ChronoSkin 22:00 INSIGHT Every morning your skin gets needs a burst of energy that could be given by fresh water and the right product which does not affect the natural barrier protection BENEFIT ChronoSkin presents the Cleanser 08:00. It works trough a mild energizing cleansing action, as it respects natural condition of the skin at its awaking REASONS TO BELIEVE ChronoSkin Cleanser 08:00 is a creamy mousse. It has been formulated using mild surfactants which respect cutaneous physiology. A soothing cocktail enriches the formulation working like a balm to leave a good feeling of hydration, smoothness, softness, cleaning and well-being. As all the products of the ChronoSkin range it is very well tolerated. Our products are safety and dermatologically tested INSIGHT In the evening your skin is tired and deserves a rest. Due to a reduced skin barrier effect, skin is in the best condition to receive beauty treatments BENEFIT ChronoSkin presents the Cleanser 22:00. Through a mild exfoliating action it cleans your skin from residues piled up during the day, taking account of the natural status REASONS TO BELIEVE ChronoSkin Cleanser 22:00 is a soft emulsion. It contains mild biodegradable microparticles which gently remove residues and stimulate cutaneous microcirculation. Enriched with conditioning and smoothing agents, it is suitable even for the most sensitive skin. As all the products of the ChronoSkin range it is very well tolerated. Our products are safety and dermatologically tested

PRODUCT FORMULATION MORNING - CLEANSER MOUSSE

CHRONOSKIN 22:00 MILD SURFACTANTS Olivoil

SOOTHING/MOISTURIZING COMPLEX Trimethylglycine

Caprylic/Capric triglycerides Squalane Glycerin

8 PRODUCT FORMULATION MORNING - CLEANSER MOUSSE CHRONOSKIN 08:00 EVENING - WASH CREAM & PEELING CHRONOSKIN 22:00 MILD SURFACTANTS Olivoil Fructoside Cocoamphoacetate FOAMING AGENTS Saponins SOOTHING/MOISTURIZING COMPLEX Trimethylglycine Allantoin Panthenol Glycerin SKIN CONDITIONING Caprylic/Capric triglycerides Squalane Glycerin Inositol Xilitol Trimethylglycine EXFOLIANT Polylactic acid Formulations developed at

9 SUSTAINABILITY THE PRINCIPLE Demand for sustainable product is growing A step ahead of the common view Minimalism and biomimetics as key elements

CHRONOSKIN SUSTAINABILITY CHRONOSKIN VISION reducing energy use and environmental impact minimizing waste Ethical communication PERFORMANCE Respect of chronobiological skin rhtythms Simple messaging

10 CHRONOSKIN SUSTAINABILITY CHRONOSKIN VISION reducing energy use and environmental impact minimizing waste Ethical communication PERFORMANCE Respect of chronobiological skin rhtythms Simple messaging Rationalized formulation MATERIALS AND WASTE Biodegradable raw materials No oil-based products Recyclable packaging Easy rinsing ENERGY Developing supplier sustainability questionnaire Cold water manufacturing process Designed to optimize packing Proper dispenser to avoid waste

11 FORMULATION VALIDATION Testing performed at SAFETY Challenge test, MTT, TEWL, Skin/Eye Irritation, Patch test, Flex Wash Test, Skin Sensitization EFFICACY Skin stripping: sebum and HM, Laser Doppler Flowmetry, Tenskinmetric Evaluation SENSORIAL ANALYSES Questionnaires for consumer tests

12 PACKAGING 3D MODELING: Stefano Bergagna

13 POSSIBLE FUTURE STEPS THE BRAND KEY DEVELOPMENT IS TIME&ENERGY CONSUMING SUGGESTION FOR NEW DEVELOPMENT TEAM: IMPROVE/ENHANCE THE PRODUCT LINE USING THE CHRONOSKIN BRAND KEY PROPOSED BRAND STRATEGY HORMONES CYCLE DEODORANTS MORNING & EVENING ORAL CARE DAY & NIGHT FACE CREAMS SUMMER & WINTER BODY CREAMS ENABLING TECHNOLOGIES MORNING & EVENING CLEANSERS 2014 ALSEIDI ChronoSkin CLEANSER 08:00 CLEANSER 22:00

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