23 November 2017, Oulu UAS / Oamk Identifying the business potential of arctic berry wax

Transcription

1 WAX WORKSHOP - COSMETICS 23 November 2017, Oulu UAS / Oamk Identifying the business potential of arctic berry wax Project Manager: Taina Vuorela, PhD, School of Business Project Researchers: Helena Ahola, Päivi Aro, Taina Vuorela, Anne Poutiainen BA/MA Students of the School of Business will be involved in the project through thesis work

2 WELCOME TO THE 1st WAX WORKSHOP (COSMETICS) IN OULU You are warmly welcome to a Workshop at the Oulu University of Applied Sciences What: Business Development Workshop How: Service Design Thinking approach & tools Where: Oulu University of Applied Sciences, address: Oamk / Teuvo Pakkalan katu Campus, Teuvo Pakkalan katu 19, 90130, OULU, Room B335 When: Thursday at (lunch at: 12.00) Why: To gain customer understanding & develop value propositions for new arctic berry wax-based cosmetic product ideas Hints for the Workshop: We ll start by sharing participants thoughts on cosmetics: what gets you going in the morning re: cosmetics your key cosmetic tool Be prepared to use your imagination and creativity at the Workshop: a playful attitude is most welcome!

3 What is Cosmetics? ( Cosmetics: substances / products used to enhance / alter the appearance / fragrance of the body. face / hair / body - mixtures of chemical compounds - natural / synthetic - soaps, lipstick, mascara, eye shadow, foundation, rouge, skin cleaners and lotions - shampoo, hairstyling products (gel, hair spray, etc.), body wash gels &foams, perfume and cologne

4 Cosmetics forever!? Nefertiti Bust showing the use of eye liner made of kohl

5 Arctic berries - special (URL: Possibility to differentiate on the market through their special characteristics: provenance, wildness, versatility, health-related Arctic berries grow uncultivated and wild Trends: natural and healthy Images of purity, wilderness: cold, clean and special nature: the last wilderness of Europe? PROVENANCE is important - CONTROL OF THE SUPPLY: VERSATILE: can be applied in many different products

6 Nordic wild berries cf. advertising - Essential part of Nordic culture and cuisine - Used throughout the ages for nutrition, medicine, decoration and dyeing - Growing conditions for wild berries in the North a favorable climate (?), soil and good air quality, versatile forests - ample light and coolness of Nordic summers aromas, sugars and antioxidants tastier and healthier berries

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8 Work package 6 on identifying business potential of arctic berry wax Conduct industryspecific market research: desk research, interviews Task 6.1 Outcomes Country reports Value chain of chosen industries Develop business models & value propositions for new products Task 6.2 Task 6.3 Exploit Service Design to further develop 10 new berry wax based products

9 AGENDA AND SCHEDULE INTRO & INTRODUCTIONS RESEARCH RESULTS ON WAX: Research update on what we know about arctic berry wax (CMNT, PBB, LTU, NIBIO) STATTYS on canvas) CUSTOMER PROFILES --- COFFEE BREAK EMPATHY MAP VALUE PROPOSITION CANVAS DEBRIEFING, (including conclusions related to berry wax)

10 The five principles of Service Design thinking (M. Stickdorn 2010) 1. User Centered services should be experienced through the eyes of the customer 2. Co-Creative working with all stakeholders to explore needs and new processes. 3. Sequencing how the rhythm of the service impacts the mood of the customer 4. Evidencing making customers aware of intangible, sometimes "behind the scenes" services 5. Holistic keeping the mood and feelings of the customer in mind throughout the service journey

11 The aim of the Workshop: to develop value propositions for new cosmetic product ideas Problem/need: - Why does a CUSTOMER/CONSUMER buy natural / organic cosmetic products? - What are the gains and pains of using natural / organic cosmetics? Design drivers: - emphasise characteristics of Nordic berries: arctic, clean, organic - utilise research-based know-how in forming value propositions - understand the needs and wishes of different customer segments

12 WHAT DO WE HIRE NATURAL COSMETIC PRODUCTS TO DO FOR US? 1. CUSTOMER PROFILING: Helps to understand customers needs, wants, feelings, dreams Customer profiles: describe draw cut/tear pictures Customer segments: 1. Asian female 2. North European male 3. middle-aged female Cosmetics products: Hair products (shampoo, styling gels), body lotions & wash, soap, hand cream, face care, lipstick, anti-aging products

13 Name and age Profession /work /education Family Lifestyle (values, philosophy of of life e.g. LOHAS Lifestyle of Health and Sustainability) Favourite cosmetic products, brands, shops? What is important in buying cosmetics? Why? What kind of skin? Dry, allergic? Hobbies, interests Dreams Fears Dislikes about cosmetic products, brands, shops Motto

14 CUSTOMER PROFILE 1: Asian female customer

15 CUSTOMER PROFILE 2: North European male

16 CUSTOMER PROFILE 3: Middle-aged female: Finnish/Swedish/Norwegian

17 2. EMPATHY MAP A VISUAL TOOL TO FIND OUT WHAT CUSTOMERS HEAR, SEE, THINK, FEEL AND SAY about NATURAL COSMETICS

18 Clayton Christensen on jobs to be done

19 3. VALUE PROPOSITION CANVAS

20 Debriefing: what does this mean for the WAX project?

21 Bilberry wax and Lingonberry wax

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