Results of Wax Workshop: Cosmetics 23 November 2017
Wax- Workshop (Cosmetics) 23 November 2017, at 12:40-17:00 Teuvo Pakkalan Katu Campus, OAMK, in room B335 Facilitated by Taina Vuorela, Helena Ahola, Päivi Aro
1st workshop of the WAX project
Participants University of Oulu, Center of Microscopy and Nanotechnology (CMNT): Janne Remes, Juha Väänänen, Petri Sundquist University of Oulu, Plant Biology and Biotechnology Group (PBB): Katja Karppinen, Priyanka Trivedi Luleå Technical University: Roberts Joffe The Norwegian Institute of Bioeconomy Research (NIBIO): Laura Jaakola, Eivind Uleberg Centria UAS, Leena Favén, Project Manager of Arvopilotti Aamumaa, Kristiina Lönnroth (natural cosmetics company) Oulu Vocational College, Tiina Anttila, Vocational teacher (Cosmetics) Oulu University of Applied Sciences (OUAS): Anne Poutiainen and students Elina Lassila, Thuy Le, Phuong Cao, Sanisha Maharjan, Tuomo Heikura, Yi Xie
Objectives To gain customer understanding and develop value propositions for new arctic berry wax- based cosmetics products Through Service design thinking Based on its five principles Identify business potential for arctic berry wax
Agenda Introduction Research results on Wax Customer profiles Asian Female North european male Middle- aged female Empathy Map Value Position Canvas Debriefing
Research Results on characteristics of arctic berry wax by scientists What are the technical requirements of waxes in cosmetics industry? Wax is the protective layer on the top of berry skin Wax is a mixture of compounds: composition varies between sources of wax (north vs. south) Thermal stability of wax is sufficient for cosmetics Purity: grows in clean forests Environmentally friendly Biologically active compounds
Customer segment: 1. Asian Female: Sakura 2. North European male: Björn 3. Middle aged female: Erja
Results: Asian female Sakura is a 21-year-old student Lives with her parents Enjoys life Love to dress-up and use make-up Interested in fashion Follows latest trends Eats healthy and likes outdoor sports Very sociable and active in social media Believes in best brands like Dior, Chanel etc. Trusts word of mouth. Wants to explore the world Fears aging
North European male: Björn is a 25-year-old hipster Works in an advertising company Has a girlfriend and a dog Dislikes aggressive marketing Interested in photography Very active social media user Has own youtube channel Wants to be famous and rich Uses few cosmetic products
Middle-aged female: Erja is 51 years old Works as copy writer Married and has 2 children Family values are important Values health, authenticity Wise and health conscious Does yoga and sports Eats healthy Thoughtful about planet Purchases only organic, pharmaceutical and sustainable products Very independent and fears losing control over her life
Empathy map Empathy map is a collaborative tool that can be used to gain deeper insight into the targeted consumer. It considers how consumers are thinking and feeling.
No immediate results. Sakura s empathy map Natural products markets high beauty standards Safe No harmful additives Can be fake Ethical Expensive Does not care about the ingredient much Expensive No Knowledge of ingredient Sakura s empathy map for natural cosmetics Would try if it's reasonable price May cause reaction Healthy skin Cannot afford expensive products Not much options for natural products in Japan Prefer natural product but i still trust only in branded product Ethical choice Preserve environment Top brands also going natural Celebrities endorsing natural product No harmful chemical
Will natural cosmetic make Sakura s empathy him famous? map Natural cosmetics are good for you Opinions about beauty How to edit his advertisement Should do more research about the product. Are natural product ecological and good? Björn s empathy map for natural cosmetics Wants to be ecological & natural Are natural cosmetics bullshits? Fake things in cosmetic ads People should be sceptical about advertisement of natural cosmetics. Natural product unnaturally expensive Natural looks by other consumer cool Financial pain/ Expensive Staying heakthy Saving environment
She wants to do good by buying Sakura s empathy map I believe what friends and family say about the product Not so much research results Erja s empathy map for natural cosmetics Natural casmetic is safe for her and nature. The appearance of the product does makes the difference Preservatives and the safety of a product If the product is outdated ill throw it away Environmental issues Less is more = quality If the product does not feel good i will not use it I feel good about using natural cosmetics Fragnance free
Value Proposition Canvas (VPC) VPC consists of two parts: customer profile and the value map. Customer profile describes customer jobs, pains and gains. Value map consists of product detail and gain creators and pain relievers. Provides better insight on how to create products and services that customers want. Value map Customer profile
VPC results Sakura s Björn s Erja s
1. Sakura s VPC Natural cosmetics with natural ingredient Effective product with reasonable price Easily available in store and online Small amount goes long way. Charity campaign High nordic qualities Easy to carry Good fragnance Standard certificate Transparent business Safe ingredient Chemical free products Trust false marketing too much Late results Youthful appearance by natural and exotic ingredient expensive Less knowledge about ingredient properties Look young and good Feel ethical Healthy skin in longrun
2. Björn s VPC Skin moisturizers Personal service; More info personally More detailed info about the origin of raw materials Using local product Help local economuy Organic products Unique chemical composition of berry wax Shopping online Good feeling about doing right things Expensive and only available in limited stores Time consuming Comfort, healthy/good looks, self confidence Limited editions Look young and attractive Feel good Keep skin moisturised
3. Erja s VPC Arctic and organic rules! Natural vs. organic cosmetics Appropriately branded products No fragrances Arctic organic berry wax products Nordic / Arctic berry wax outdoor cream and lipsaver Soft skin for atopic skin type Berry wax product against freezing weather Testing for suitability The effect of the product is not known yet Powered by the Arctic Berry wax leaves a pleasant, moisturizing surface on your skin
Conclusions Arctic berry wax can potentially be used in cosmetic products. For instance: lipstick, skin care, hair wax, lip balm, eye liner, mascara It is natural and clean & 100% vegan Berries that grow in arctic regions are different from other berries Important value propositions for e.g. young Japanese female: Natural, safe & high-quality ingredients; price; online availability; sustainable business Important value propositions for e.g. young Nordic male: Local & organic products, detailed info about chemical properties of raw materials, personal service & online availability Important value propositions for e.g. a middle-aged Finnish female: Arctic & organic products render skin weather-resistant, tested quality, appropriately branded products Report compiled by Sanisha Maharjan, BA Student & the Oamk WAX Project team