True Botanical Sustainability Research Project Process Book

TRUE BOTANICALS Fall 2020 | SUST 713 | Prof. Boylston

PROCESS BOOK

Riteeka Bharani MA Design Management

Brittany Snyder MFA Design for Sustainability

Iris Wang MA Design for Sustainability

Aoran Zhao MFA Service Design

TABLE OF CONTENTS

01

02

p. 7 Personal Care Industry · Personal Care Market in US · Organic Personal Care Market in US p. 9 The Story of True Botanicals p. 11 Sustainability Strategy p. 12 Customer Strategy p. 13 Personas p. 15 Competitors

Value Proposition Canvas Service Blueprint A.U.U.D.I.O. Stakeholder Engagement Map sSWOT Strategy Canvas ERRC Grid Third Party Certificates

TRUE BOTANICALS INTRODUCTION

SUSTAINABILITY ANALYSIS

03

04

PRIMARY RESEARCH

Goals Survey Survey Results Virtual Focus Group User Journey Map

CONCEPT IDEATION

p. 29 p. 29 p. 30 p. 33 p. 41

Brand Identity Prism p. 43 Original idea p. 44 Brainstorming p. 45 · Idea 1: Adopt a plant · Idea 2: Physical plan NGO Partnership p. 49 · Regenerative Agriculture · Regeneration International

06

05 FINAL SOLUTION

The APP Features of TruBloom The Refill Station Purchase Interactive Interface Behavior Change Model

p. 17 p. 18 p. 19 p. 20 p. 24 p. 25 p.26 p.27

SUPPLEMENTARY CONTENT p. 51 p. 52 p. 54 p. 55 p. 56

UNSDGs Sources

p. 60 p. 62

5

True Botanicals

Introduction

Personal Care Industry 6% of global eCommerce sales, but over 13% in Europe and Asia in 2019. Online beauty shopping gets its appeal primarily from unfiltered reviews and community engagement, product recommendations, and the listing of ingredients. The ability to The Personal Care category only makes up about the segment is accelerating as sales grew by

see how real people rate the product creates trust and encourages spending. To substitute for the in-store try-on experience, major online retailers like Sephora and big brands rolling

BEAUTY AND PERSONAL CARE MARKET WORLDWIDE

$420B in 2018

$716B in 2025

out

smartphone

apps

with

VR

functionality

in

the

makeup

category.

are

With

a

projected market volume of US$63,443m in 2020, most revenue is generated in China.

Personal Care Market in US Revenue in the Personal Care segment is projected to reach US$32,050m in 2020.

Revenue is expected to show an annual growth rate of 7.7%, resulting in a projected market volume of US$43,174m by 2024.

The rise in social media, beauty specialist retailers and e-commerce have given the brands

Demand for personal care products is increasing due to the increasing purchasing power of millennials and significant players undertaking acquisitions and divestments to remain competitive. Also, increasing huge opportunities for success.

demand for anti-aging products is propelling the growth of this market.

24%

18%

6% 46%

3% 8%

*Source: Reuters (2019), L'Oreal (2020) & Statista (2020)

7

Organic Personal Care Market in US The global organic skin care market size is expected to reach USD 12.58 billion by 2022 and it will be worth over $22 billion by 2024.

Organic personal care products have been around for many decades; however, they have gained prominent momentum lately due to greater user awareness of product safety and growing

concerns

about

the

environment

concerning

conventional

cosmetic

products.

Organic personal care products target brand-conscious, brand-loyal and noveltyconscious users, who are more likely to choose organic and natural cosmetic products over synthetic products.

The demand for organic face creams, sunscreens, and body lotions among consumers is expected to grow over the next several years.

Over recent years, consumers have been growing more aware of the impacts of their choices. The National Marketing Institute's research found that 48% of the population is more likely to try a service or product if the company is mindful of its societal and environmental impact. However, the absence of specific regulation on product

production and the disparity between private standards and administrative interpretations on natural cosmetics generates insecurity in the cosmetic industry.

30%

70% of US consumers aged 18–29 would rather use natural, organic cosmetics.

70%

*Source: Statista (2020)

5202

4202

3202

2202

1202

0202

The global organic beauty product market will be worth

over $22 billion by 2024.

*Source: Persistence Market Research

8

True Botanicals | Process Book

The Story of True Botanicals

“Nourish your skin, and it will reward you.”

Hilary Peterson, Founder

Founder and CEO Hillary Peterson envisioned a luxurious, turbocharged clean self-care line that solved problems and set new standards in quality ingredients, efficacy, and sustainability. The result: nourishing, ultraconcentrated, bioactive formulas

that

include

luscious

shampoos

and

conditioners

and

an

extensive,

super effective lineup of skin care that works for every skin type.

Since 2014, the company has grown from startup to big beauty contender, with a band

of

celebrity

activists

and

stakeholders

in

the

company

including

Olivia

Wilde, Laura Dern and Zazie Beetz.

Diagnosed with thyroid cancer as a young mother, Hillary began to look

Became the

closer at the products she used daily.

Unwilling

to

containing threaten

settle

for

ingredients

human

and

formulas

known

to

environmental

health, she sought out a better way.

Completed Later Stage VC financing

Founded by

First MADE

(Series A1)

Hilary

SAFE Brand

financing round

round

Peterson

in the World

$14.1M

$4.52M

2013

Competed

Completed Early Stage VC

2015

2014

launched

2019

2017

2016

Completed

2018

Listed in the

Her goal was audacious: to prove that

with LA MER

room mist

seed round

"2019

safe, natural beauty products could

for 45 days

and hair care

$3M

CircleUp 25"

also be luxurious and effective.

2020

product lines

9

True Botanicals | Process Book

"We prioritize both certified-organic and wildharvested ingredients" Sustainability Strategy True

Botanicals

collection

of

products

are

certified

by

MADE

SAFE®,

an

independent, non-profit organization that screens ingredients for over 5,000 known toxic ingredients. True Botanicals is the first brand to have all their products certified MADE SAFE®. When it comes to sustainability, their focus is on the water waste stream, but ensuring the water is not contaminated with harmful chemicals. They choose glass and aluminum containers to avoid using plastic bottle, citing the endless recycling stream of these materials beats the short life span of plastic. Interestingly, their pumps and screw tops are made of plastic. No end of life management system is set up for consumers.

Their commitment to sustainable development is indicated in the selection of natural,

organic

ingredients.

However,

their

lens

is

narrowly

focused

on

product ingredients.

Strengths

Weaknesses

Certified MADE SAFE®, a third-

Few details disclosed on their

party certification screening

sourcing, supply chain practices,

products for toxic chemicals

and efforts with the community.

Certified-organic and wild-

Packaging components not listed

harvested ingredients

in product card

Ensuring that their cultivation and

Lack of overall transparency on

production are sustainable for the

their environmental impact

local community as well as the environment*

MADE SAFE

Opt for aluminum

Organic & Natural

and glass bottles

Ingredients

over plastic

Vegan & CrueltyFree

*No further details were given on their sustainable cultivation and production

11

True Botanicals | Process Book

Customer Strategy True

Botanicals'

customer

strategy

focuses

on

showcasing their ingredients. They also emphasize their extensive clinical trials and research. The brand feel is calming, earthy, and sophisticated.

Their "Band of Activists" is a group of women promoting

inner

truth,

holistic

wellness,

and

individual beauty. The website shows little to no images of people, thus removing any images of an "ideal skin type." Their customer strategy takes the focus away from external appearances and towards

feeling

good

about

yourself.

The

customers feel an inclusive, warming message: "your authentic self is welcome here."

Clinically Proven &

Vegan & Cruelty-

Risk Free With 30-

The Ritual

Community Loved

Free

Day Guarantee

A blog on living well

The Ritual A Blog on Living Well

The True Botanical blog, The Ritual, is a platform promoting overall wellbeing. Divided into three section, Beauty, Body, and Mind, the blog represents the company's approach to holistic

beauty.

From

promoting

a

plant-based

diet

to

spreading awareness around the effects of pollution on skin, the platform touches on tips for living more sustainably.

The overall focus, however, is an emphasis on beauty and wellness. This is a great start to building a connection with their customers.

12

To empower you to take the best care of yourself, the people you love, and the world around you.

No compromises required.

True Botanicals | Process Book

When we do business analysis from the perspective of a brand, we must have an in-depth understanding of the brand's users and potential users, so we created portraits to help us understand True Botanicals users quickly and efficiently.

Personas LOHAS

Market segments from the National Marketing Institute divide the U.S. population by consumers' involvement in sustaianability.

LOHAS Proactively

Naturalite Actively

Drifter

Conventional

Unconcerned

Desire for

Act out of

Uninvolved with

environmental,

striving but

accessible

convenience

sustainability

prime example

not perfect

sustainability

& practicality

issues

The Naturalite and Drifter segments are the most accessible target markets for True Botanicals. These groups have an open mind for sustainable products, yet require a little more convincing than the dedicated LOHAS consumer. They are sensitive to price and product performance.

Naturalite Practical | Diligent | Old-fashioned

"I am a total spa-loving, skincare addict. Scratch that, a vegan, clean skincare addict."

A

hard-core

corporate

professional

most

of

her

life,

Janet

turned

to

convenient skin-care options with a crowded bathroom cabinet. She didn't she approached her 40s, she saw how taking care of her skin – on a daily basis – really made a difference in how her skin looked and more importantly – felt! She's now making have a fixed skin-care routine. As

informed choices and carefully curating what she applies to her skin. She

The only aromas she can handle her skin are from essential oils and plants. Fragrance is likes natural, clean and perfume/fragrance free.

one thing that she is really sensitive to.

Goals

Janet Levinson 62, Seattle CFO in Private Equity

Frustrations

Wants to buy 100% vegan

Not having enough guidance for a

products

skin-care routine

A positive whole body effect

Having too many products in her bathroom

13

True Botanicals | Process Book

Personas Naturalite

"We don't need to compromise the world around

Independent | Passionate | Pensive

us to get personal results."

Lisa finds enjoyment from being in nature. She has many plants in her Philadelphia apartment. When she's not taking a day trip outside the city

While living in a city limits her access to nature, it afford her access to sustainable living. She buys local produce at the farmer's market and uses public on the weekend, she's spending time along Schuylkill River.

transportation. Lisa's skin was at her worst a few years ago when she

After experimenting with various skin treatments, she decided to try more a natural approach. started

developing

stress

induced

acne.

Goals

Frustrations

Wants to buy products that come

Not having enough information to

from brands she believes in

make the "right" purchase

To lead a clean and green life

Feeling worried about stress acne

Lisa Coleman 26, Philadelphia Physical Therapist

Drifter

"As a first-time mom, I'm trying to stay relaxed and not worry too much. "

Dedicated | Skeptical | Active

Amanda is a busy graphic designer. She's passionate about delivering strong work,

and

partner

she

enjoy

can

occasionally

going

to

art

get

gallery

sucked

into

her

openings

and

going

projects. on

She

trail

and

runs.

her

Since

Amanda is pregnant with her first child, she's constantly checking ingredient

It often feels like a whole new job trying to make sure she avoids harmful substances. Because of the hormone fluctuations during pregnancy, Amanda has noticed her skin changing. She's looking for safe products that deliver results. labels and company websites.

Goals

Amanda Lee 32, Milwaukee Graphic Designer

14

Frustrations

Looks for value and performance in

Gets disappointed when a product

her product purchases

doesn't deliver on its promises

Use the best products for both her

She dislikes when a company’s hides

and her baby's bodies

its ingredients from plain sight

True Botanicals | Process Book

Competitors INDIE LEE Indie Lee is grounded in nature, supported through science

and

Botanicals, natural, They

inspired

they

by

also

naturally-derived

strive

to

make

life.

Similar

formulate and

deeper

to

True

products

with

organic

ingredients.

connections

with

the

community. The founder gives master classes almost every month on beauty tips, how-to's, and industry trends.

URSA MAJOR Ursa

Major

is

passionate

about

natural

skin

and

body care products. All their products use only nontoxic ingredients. They target men and women with gender The

neutral

company

neutral.

As

constantly

a

packaging

and

headquarters Certified

making

new

B

brand

are

messaging.

100%

Corporation,

changes

to

carbonthey

provide

are a

positive environmental impact.

PANGEA ORGANICS Pangea

Organics

mission

to

use

was

founded

organic,

100%

in

2001

with

plant-based,

a

non-

synthetic ingredients. They are the first company in the world to use 100% Sugarcane Bio-Resin in all of their LEED

plastic

tubes

Certified

which

facility

in

are

manufactured

the

United

in

States.

a All

products are certified Fair Trade.

15

Sustainability

Analysis

Value Proposition Canvas Products & Services earthy/natural

minimal certified-organic and

aesthetic

packaging

wild-harvested ingredients 30-day guarantee

users gain improved

for products

attractive

skin quality without

commercial/marketing

the guilt of using harsh

ads

chemicals

eliminate the pressure to have "perfect skin"

MADE SAFE

and instead celebrates

certification allows

the individual

customers more trust in ingredients takes the uncertainty out of hunting down

focus on holistic

ingredients listed skin tests ensure the

One multifunctional

customer buys the

product replaces the

and authentic beauty

right products and

need to buy several

uses them correctly

helps the customer feel morally sound about their

clinical research forms the

product choice

basis for products that work

Pain Relievers

Gains Creators

s ni a P

Natural Ingredients

feeling and seeing no results

the skincare has a comfortable

Expensive

Effective

texture/smell

creates negative

product

environmental impact

high cost good experience

performance

Not sure if they’re

using the product

no system set

making a “good”

from start to finish

choice for the

up for the

environment

packaging at

Skin care guidance

end of life discover a

skin irritation/becoming more sensitive

s Cu

e tom

Good customer

naturally nourishing

b r Jo

service

routine that’s

s

tailored to my skin Finding toxin

type

free skin care

Ga

in s

reduce fine

eradicate skin

lines and

worries so he/she

use products that

wrinkles

can focus on

minimize their impact

life/career/etc.

on the environment

get ride of acne

cultivate confidence Stress relief

improving the

and sense of inner

texture and the

beauty

quality of skin

17

Service Blueprint Official website

Product

Physical evidence Register

Visit the

User actions

an

website

account

Throw

Order

Waiting

Received

payment

delivery

packages

Using

delivery

Throw waste

package

LINE OF INTERACTION

Provide Front-of-stage interactions

After-sales

consultation

Waste collection

consultation

service LINE OF VISIBILITY

Back-of-stage interactions

Browse

Check the

Check

Feedback

data

availability of

order

to factory

collection

goods in advance

information

data

Delivery Collecting materials

courier

Manufacturing

company transportation

Wastewater treatment Plastic waste disposal

LINE OF INTERNAL INTERACTION

Support processes

Data

Marketing

collection

system/Order

Agricultural system

Waste

system

system

Plastic production system

treatment

Equipment system

system

Power systems

In order to better study the brand's A.U.U.D.I.O, we used the tool to intuitively understand how the

entire industry chain

Postal system

service blueprint,

a service design

work. Taking the user as the starting

point, and discussing in detail how each step progresses, our research revealed the brand mainly sells

direct to consumer

and

through

cooperative retailers.

We

took

the

typical

website

shopping experience as the starting point to draw this service blueprint.

Key Takeaways: Understanding service flows are essential to assessing a brand The service blueprint can evolve at any stage

18

Aspects Climate

Emissions from production,

change

transportation, and waste

Upstream

User

Biodiversity

Chemicals

Emissions during the entire

Emissions from product

Packaging manufacturing

transportation process during

transportation and waste disposal

will generate higher

the purchase of goods

production equipment and

production, raw material production and transportation

Air Pollution

Waste Management

Ozone

growing all organic ingredients

diversity

doesn't harm surrounding species

Deforestation

species when disposed

Emissions from packaging

operators and manufacturers

The garbage is not classified,

packaging directly into

and it is processed directly with

will become waste

the trash can

the household garbage

plants, such as incineration will

Chemical components in

Use vegetable ink to recycle plastic

packaging and wastewater

bottles and improve the wastewater

can harm the environment

treatment system

is obtained through the combustion of

lack of awareness around

Use renewable energy and low-consumption equipment

recycling system, it is also necessary to teach customers ideas about garbage

recycling of packaging

classification and environmental protection

If the facility contains HCFCs, it will affect the ozone layer

Seek energy-saving and environmentally friendly preparation technology

water contamination of

Large water consumption for

production processing

manufacturing

water from showers or faucet

Improperly treated wastewater

Encourage customers to use all natural

might contaminates water

and garbage can pollute the

ingredients in skin care products and

systems

ocean

improve the water purification system

growing organic requires more land

Garbage disposal site, paper

The plant's land requirements and

space due to lower yields. Paper

packaging and plastic that are not

the raw materials of the packaging

and ink consumption

Social

composting waste plants, etc.

In addition to establishing a complete

produce a lot of damage gas

Lands for factories

recycling system, such as

biodiversity of a certain area

amount of harmful gases.

Throw waste product

to freight and staff travel. Use of

Establish a complete waste

can harm the land and affect the

fossil fuels, which generates a large

equipment, etc.

materials, and some of them

Improper treatment of discarded

nonrewanbles

Improper waste disposal methods

required by the entire industrial chain

transportation vehicles, recycling

Plants are developed as raw

greenhouse gas emissions due

consumption equipment; Source from

The large amount of electricity

Gas emissions from

purchasing products

processing and transportation

Waste is managed by

methods, introduce low energy

recycling difficult

Vehicle emissions when

production, raw material

plastic output

The use of new energy operating

wastewater treatment and packaging

sometimes be harsh on skin

dioxide emissions by reducing

energy consumption, such as equipment

rich in chemical ingredients, making

chemicals; natural ingredients can

recycling system to reduce carbon

accompanied by a large amount of

Used together with color cosmetics that are

products made without toxic

harmful chemicals

CFSs materials

Oceans

natural ingredients don't harm

species in water system

Establish a complete packaging

The entire industry chain is

requiring electricity, etc.

the drain during use do not harm

products are made safely without

emissions during production

Energy consumption for packaging recycling and product processing

stores, transportation for online

safe ingredients disposed down

MADE SAFE certification means

Factory and transportation

products, such as shopping in physical

shopping, etc.

Impact on space and soil

(dyes, glues, etc.)

carbon dioxide emissions

Energy consumption when purchasing

Energy consumption for packaging

Use of chemicals in packaging

Opportunities

and transportation of raw

Energy consumption of

transportation

Issues

Emissions during processing

materials

Energy

Downstream

are prone to excessive logging

recycled

Indispensable in the recycling

Social relationships and

organic growing does not

contributions

guarantee fair labor practices

fair and transparent

recycling technology

not rely on the number of factories to produce a large number of goods, use certified source paper materials

They make products with pure natural

industry, but there is no efficient

purchase value

Seek efficient production technology, do

ingredients, but the entire industry chain is not completely sustainable, such as packaging.

Redesign the service chain, the purpose is not only to achieve sustainability of the brand itself, but also to pass on sustainable ideas to customers to cultivate their environmental awareness

AUUDIO Using the AUUDIO framework, we took a comprehensive look at True Botanicals environmental and social

impact.

transparency.

Filling While

in

their

natural

upstream

ingredients

processes lessen

revealed

the

patterns

negative

pointing

impacts

in

the

to

their

use

lack

phase

of

and

Farming, harvesting, and cultivating puts strain on the planet, and True Botanicals lacks transparency around their sourcing, both where they grow crops and who grows them. Large opportunities lie in shifting to downstream activities, it's also crucial to look upstream.

nonrenewable resources for energy and replacing their plastic packaging components with biobased materials

Key Takeaways: Natural ingredients ≠ Sustainable Sourcing Ingredient Transparency ≠ Sustainability Transparency Organic Farming ≠ Fair Labor Practices

19

Stakeholder Engagement Map We have created a stakeholder engagement map based on the degree of development

and

the

possibility of cooperation,

which

helps

us

interest

better

in sustainable

understand

the

potential partners, certification institutions will make the brand more convincing to consumers. We also found that True Botanicals, as a brand less than ten years old, has the strength to compete with high-end brands like LA MER. In drawing the map, we also discovered a few strategies from True Botanicals' competitors that can provide some great stakeholders involved in the business field. The map can help us clearly see

investors

and

business interests.

For example, the

inspiration.

High

Employees MADE SAFE Local Communities C2C Consumers Social Media

FDA USDA Carriers

YTILIBISSOP NOITAREPOOC

True Botanicals Founder Unilever Sonoma Brands Raw Material Kaktus Capital Suppliers Cue Ball Follain Banks Recyclers LEED Government

LA MER Neutrogena RMS Beauty Pangea Ursa Major INDIE LEE

Competitors Partners 3rd party certification Communities & Individuals Investors & Leaders Rule makers

Low

INTEREST

High

Key Takeaways: Competitors are less likely to cooperate Attract investors to show strength and planning 20

Non-toxic certification does not mean sustainable development certification

Competitors LA MER LA MER is a cosmetics brand under the Estée Lauder Group. LA MER takes the spirit of "take from the sea and use it for the sea" to the extreme. Since 2005, it has cooperated with the OCEANA World Marine Conservation Organization, and they launch a limited-package essence cream on World Ocean Day every year.

Neutrogena Neutrogena is the high-efficiency skin care brand of Johnson & Johnson, the world's largest health care product company. Neutrogena is committed to skin care, body care, hair care, makeup and other fields. Neutrogena has maintained a strong brand presence in the mainstream market.

RMS Beauty RMS Beauty is the original pure and organic makeup brand created by Rose MarieSwift, a makeup artist from New York. It has been identified as the safest product series by EWG (Environmental Working Group), with a security level of 1. In addition, RMS beauty is the world’s first all-organic makeup brand.

Rangea Organics Rangea Organics was established in 2001. The brand philosophy is, "We and the earth are a whole, in this whole, the earth provides us with everything we need to maintain health, vitality and youthful rejuvenation." They focus on sustainable products and lifestyles.

Ursa Major In 2011, Emily Doyle and Oliver Sweatman founded Ursa Major with a focus on gender neutral packaging and brand messaging. They are certified B-Corps and actively seek sustainability updates within their operations.

INDIE LEE The

Indie

Lee

brand

pursues

"clean

beauty,"

does

not

use

proven

or

suspected

harmful

ingredients, and guarantees raw materials are ethically made. Corresponding to the theme of "clean", Indie Lee's products use transparent frosted bottles. When you see the product itself, what you see is what you get, and the appearance is very small and fresh.

Partners Raw Material Suppliers The

raw

material

supplier

here

refers

to

the

raw

material

manufacturer

that

provides

the

production of the product, such as plant powder, and of course packagers, plastic suppliers, etc.

21

Follain It is a natural beauty and skincare brand chain store founded in New York. Like Sephora, Follain is not a single-brand specialty store, but a retailer. However, Follain differs greatly from Sephora in its mission to only sell purely natural skincare products.

Recyclers Recyclers

include

upstream

and

downstream

recycling.

Raw

material

production,

product

production and residential waste recycling all need to be handled by recyclers.

Carriers TThe

Carrier refers to the partner who undertakes the transportation work in the entire industrial

chain. Everything from raw materials to customers to recycling cannot be separated from the carrier.

Third Party Certification A third party certification refers to an organization that has the necessary ability to reliably implement

a certain label. They can objectively, fairly and independently engage in certification

activities. They are

completely separate

from the manufacturer, seller, and user (consumer),

maintaining neutrality in the certification process.

Communities & Individuals Employees The employee here is a relatively broad concept. It refers to both the employees who have already worked in the company and those who will join in the future. When a company's philosophy is relatable and welcoming, it drives interest to join.

Local Communities The brand has only one physical store located in San Francisco. The brand can directly affect the surrounding communities, such as holding some activities to invite local community residents to participate. community.

22

Gradually,

the

brand

culture

will

infiltrate

the

masses

and

affect

the

entire

Consumers Consumers will always seek beneficial, high-performance skincare products. When a brand is not only effective for skin care but also environmentally friendly, it can attract customers' attention.

When the personal use is effective, customers will gradually promote it to those around them.

Social Media Social media is an indispensable marketing method. In today's society where the concept of sustainable development is popular, social media can open the market more quickly. Word of mouth popularity can drive good returns with very little advertising investment.

Investors & Leaders The companies listed here all invest in True Botanicals. Some of them are investment companies and some are personal care companies. After the brand has formed a certain influence, it will attract the attention of investors. As the brand grows, it needs more capital flows to support brand operations. Therefore, bank loans will eventually be necessary.

Rule makers The government is a powerful rule maker. Enterprise development must follow the government’s policies and the most authoritative third-party certification. The formulation of its rules is generally carried out by the government. The sustainable development of enterprises is also due to the constraints of government rules.

23

MADE SAFE® certified In the waste stream, the products are safer than toxic chemicals

Environmental Challenges & Big Trends

Possible risk of eutrophication from organic fertilizers

Transparent about ingredients and

Organic growing doesn't guarantee safe & fair labor practices

composition of products

CO2 emissions from the supply

More responsible packaging

chain/distribution

Production is mindful of local

Untrusted by some potential customers

community

Lack of transparency in sustainable

shipping methods emit CO2

Attractive branding/advertising

packaging and sourcing of materials -

consumers may not dispose of

Vegan and Cruelty-Free

Where and how is it produced?

wave of consumers demanding transparency fostering healthy agricultural practices

packaging correctly lots of water usage in product

Brand messaging is holistic and

manufacturing and farming

S W

uplifting

global warming soil erosion water contamination GHG emission

T O Use platform of natural beauty to

Water source depletion from farming and manufacturing Land usage for farming ingredients / Soil erosion

support local business

sustainable manufacturing chain

promote land and water stewardship

waste management

loss of biodiversity

Water usage for growing ingredients

tell more stories about who is

Transparency for manufacturing

growing/foraging for the ingredients

resources.

establish a streamlined recycling

Waste management in downstream

system for customers

for products and packaging

stay competitive with new sustainable

More sustainable and natural

strategies and closer customer

skincare brands entering the market

relationships

Hard to monitor/enforce working

Offer support to local communities

condition standards on farms

Move to bio-based packaging

Act & Prioritize SHORT TERM disclosure of specific ingredients and sourcing information closer relationship with customers be vocal on social issues

MID TERM

sSWOT

support communities in production areas develop products in powder form that require less water

The Sustainability SWOT Analysis gave us a holistic view of True Botanical's approach to environmental

and

social

issues.

On

the

surface,

they

wear

an

"Earth-friendly"

hat.

However, they don't show any initiative towards sustainability issues besides the toxicity of

create multi-purpose products that replace the need to buy more stuff

their ingredients. Without actively striving to improve their supply chain, True Botanicals

90 percent of a typical consumer company's impact on air, land, water, biodiversity, and geological resources comes from supply chain operations. If True Botanicals wants to continue to rely on the planet for its ingredients, it needs to take position as an Earth steward rather than an eco-friendly face. Many opportunities are available upstream misses out on opportunities to reduce their impact. According to McKinsey,

LONG TERM establish a streamlined recycling system/ waste management for customers Reduce GHG from transportation/ manufacturing

to help facilitate this transition.

Key Takeaways: Growing consumer demand for transparency Threats to environmental health are a threat to natural capital Strong opportunity for storytelling and enhanced connection with consumers 24

Strategy Canvas Our strategy canvas revealed trends among True Botanicals' competitors in the personal care and

beauty

industries.

Many

companies

are

shifting

towards

a

natural,

environmentally

approach to ingredients. However, the same companies are lacking transparency when it comes

The growing demand for transparency in the fashion industry seems to lag behind in the personal care industry. The canvas also to their sourcing and their supply chain.

highlights the discrepancy between brands focusing on natural and organic ingredients while concealing

the

farming

and

cultivation

practices

of

such

components.

True

Botanicals

is

noticeably more expensive than competitors. Increasing transparency provides an opportunity to communicate and justify the holistic value behind the ingredients.

High

True Botanicals Indie Lee RMS Beauty Ursa Major Pangea Neutrogena Low Market Size

Price

Sourcing & Supply Chain Transparency

Ingredient Transparency

Sustainability Efforts

Social Impact

Key Takeaways: Claiming Sustainability ≠ Sustainable Efforts Organic Ingredients ≠ Positive Social Impact

25

Eliminate

Raise

use of virgin plastic in packaging

bio-based and compostable packaging

reliance on fossil fuels for distribution

materials

transportation

recycling systems for consumers

hiding production information from the consumer with vague statements

third-party certifications on worker welfare along the supply chain

Reduce

Create

toxic chemical ingredients amount of packaging for a product

the need to buy multiple products when one can be multi-functional

transparency on the cultivation and sourcing of ingredients interactive map showing plant sources and who grows them invest in or create environmental conservation programs to protect natural capital

ERRC Grid The ERRC Grid helped us elevate and eliminate parts of the market in order to create a new Blue Ocean space for True Botanicals. Using the trends and learnings from our AUUDIO, sSWOT, and Strategy Canvas, we developed

transparency around the supply chain proves to be a fruitful opportunity for strengthening the consumer-brand relationship. An interesting insight from consumer reviews pointed out that key areas to focus on. Again,

True Botanicals products serve many purposes, thus removing the need to buy more products for targeted use. A few competitors are moving towards bio-based packaging, an area in which True Botanicals has room to explore.

To protect their natural capital. True Botanicals would greatly benefit from environmental conservation programs to ensure access to ingredients for future products.

Key Takeaways: Raise the industry standard for transparency Redesign packaging to lessen material input Investing in environmental conservation is mutually beneficial 26

Third Party Certificates MADE SAFE

Certified

MADE SAFE is a non-toxic certification organization. The first comprehensive certification of human health and ecosystem in the United States that provides non-toxic products for the entire aisle from babies to personal care to homes and even the entire family.

C2C

Potential for Certification

C2C certification (Cradle to Cradle, divided into four levels: basic, silver, gold, and platinum) is handled by the American C2C certification agency. Cradle-to-cradle certified products must use materials that are safe and healthy for the human body and the environment, and can be safely recycled. In addition, they must also consider the use of renewable energy, make good use of water resources, and take social responsibility.

FDA

Potential for Certification

The United States Food and Drug Administration (FDA or USFDA) is a Federal agency of the Department of Health

and

Human

Services.

The

FDA's

responsibility

is

to

ensure

the

safety

of

food,

cosmetics,

drugs,

biological agents, medical equipment, and radiological products produced or imported in the United States.

USDA

Potential for Certification

USDA (The United States Department of Agriculture) is the highest level of organic certification in the United States. From raw materials to production, it is strictly controlled to ensure that its products do not have any harmful ingredients and are 100% beneficial.

LEED

Potential for Certification

USLEED (Leadership in Energy and Environmental Design) is a green building evaluation system. The purpose is: to effectively reduce the negative impact of the environment and residents in the design. The purpose is: to standardize a complete and accurate concept of green building, and to prevent excessive greening of buildings. LEED was established by the U.S. Green Building Council and implemented in 2000. It has been listed as a statutory mandatory standard in some states and countries in the United States.

27

Primary Research

Goals

Survey

Through the research and analysis

We

of

enable

True

Botanicals,

determined the

threats of

we

have

opportunities

and

this brand, and then we

deep understanding of customers to hope

to

have

a

ensure that we can always stand in the perspective of customers when designing.

conducted us

online

to

have

survey a

to

quick

conversation with consumers. This survey

is

mainly

designed

from

three aspects, skin care habits, shopping habits, thinking that the perception of sustainable concepts, there are a total of 11 questions. In total, we received 50 replies. The data we obtained were visualized and displayed on the following pages

29

Survey Results Social media influencers (Instagram, Youtube...)

Friends or family recommended

Advertisements

Physical store shopping

Others

What channels do you use to learn about skincare products?

When shopping for skincare products, what are the biggest factors in your decision making?

Effectiveness

Ingredients

Price

Brand

Dermatologist recommended

Environmental consciousness

Trends

Social stand

Others

30

Survey Results

Best performance for your needs Positive environmental impact Discounts or lowered prices

More social impact Rewards or points system I won't

If you could make any change to your current skincare brands, what would it be?

I am unsure what a truly "sustainable product" is They are out of my budget I don't know where to find those products It takes too much time to find a sustainable product I don't care Others

In your opinion, what is the biggest obstacle for shopping for sustainable products?

31

Survey Results The first word you think of when you hear "sustainability".

Key Takeaways: Social media is a strong platform for offering advice on what products consumer should buy

Overall, people mostly want better product performance, but consumers are also

starting

to wish for better environmental impact One of the biggest obstacles for not buying sustainably-minded products is that consumers

don't know what a sustainable product really is

When it comes to understanding sustainability, many people only think of the environment and

not society as a whole

Friends and family still influence customers' product choices

32

Virtual Focus Group In order to derive qualitative data for analysis, we conducted a virtual workshop with 6 people with varied interests in skincare.

In the following pages, we show how we completed the workshop. We invited

four

participants,

all

with

different

backgrounds,

to

participate.

After brief introductions, we jumped into activities.

Our goal was to wanted

a

facilitate meaningful conversation

deeper,

more

qualitative

look

at

users'

around skincare. We relationships

to

the

products on their shelves and on their skin.

33

Virtual Focus Group Warm-up Activities

This short round of introductions offered us

brief glimpse into understanding the users' relationship to skincare. a

The goal of this activity

learn more about the emotional experience of skincare routines. was to

Notably, the participants showed very different photos.

34

Virtual Focus Group First Workshop Activity

In this game, participants wrote down what they wanted to start, stop, and continue doing in their skincare routine.

The goal of this activity was to

have the participants reflect on their skincare routine. We

wanted to understand what they liked about their routine and what they aspired to.

Results

35

36

Virtual Focus Group Second Workshop Activity

Next, we paired up the participants to work together to

create a game around an issue or

problem in skincare.

We had them use their responses in "start, stop, and continue" as a jumping off point.

see what the participants found to be an engaging online app that would help them learn.

The goal of this activity was to

37

Virtual Focus Group

38

Virtual Focus Group

Lastly, we prompted the group to write down the first thing that came to mind upon hearing the word "sustainability."

We wanted to

understand first impressions and initial thoughts of sustainability.

Lina "Sustainability tends to be a word that is thrown around by EVERYONE today but I believe that to be truly sustainable requires a lot of money/financial backing or to start that way from the beginning of a products life span."

Julie "What can be maintained over time without depleting natural resources and ruining our environment, and cost that can be reached by consumers of all socio-economic levels."

Natasha "When I hear sustainability I link it to sustainable. I think sustainability revolves around the ideal that we take what we can without damaging that resource. In its simplest meaning it would be to sustain the source.

I think in terms of skincare and beauty products it would relate to the extraction of the material needed to create that product and so we should be careful not to exploit that resource."

Claire "It is not just about environmentalism, but about meeting your personal needs without compromising the environment or for future generations."

39

Virtual Focus Group Key Insights Participants were really

interested in identifying DIY remedies for skincare

with natural ingredients eg. face mask made out of turmeric and honey.

Confirms our initial hunch that simpler is

Participants want a

dynamic and personalized care system specific to their own skin type.

Particpants wanted to

40

better - going back in history?

feel empowered to take care of themselves

We gathered

a great amount of data, such as portraits of people, customer skin care habits,

shopping habits, our own insights on sustainability, and more. Based on the data we have so

synthesize into a virtual customer, and then target for this virtual user, we have drawn a user journey map. This map is mainly composed of four parts, far, we discussed that we can

scenes, behaviors, emotions, and pain points

User Journey Map

Scenes

Daily scenes such as talking with friends

Looking for User action

skin care products

Buying True Botanicals products

Daily skin-care routine

Start using after getting the product

Organize items

Throw away

Daily scenes such as talking with friends

Recommen

the

d to

packaging

friends, buy

bottle

again

Happy

Surprised

User emotion Doubt No idea Confused

Pain points

Too much

Do not know

The product

Think these

Suitable for yourself

information to

if it is useful,

is a bit more

bottles are

but not necessarily

distinguish

give it a try

expensive

worthless

suitable for others

We identified

four main pain points that can be designed in almost every scene.

For example, we found that when users want to search for skin care information, an

overwhelming amount of information appears, which will cause users to feel more confused and anxious.

41

Concept Ideation

Concept Ideation

Brand Identity Prism first step of brainstorming is for us to be very clear about the definition and value of this brand The

Physique

Personality

>Divided up their products into three main lines

>Confident

>Prioritize both certified-organic and wild-harvested ingredients

>Calm

>Clinically proven

>Caring

>Made Safe certified

>Confident >Healing >Gentle >Assuring

Internal Culture & Values >Safe for people and the planet >Don't compromise effective, luxurious products for natural ones

Shared Values & Community >Nontoxic products

Rallying Cry

>Holistic healing >Transparency of

>Pure potent proven

ingredients

>Effective natural ingredients >No toxins

>Truth revealed

>Minimize impact on environment

>Free of the fillers and harsh

>Skincare that works for

chemicals

your skin type

>Highest quality ingredients

>Beauty is self-care

>First and foremost, safe for you to use

Reflection >To empower people to take the best care of themselves, the people they love, and the world around them.

Aspirational Self-Image >Friend to the earth >Earth-friendly >Advocate for the earth

>To empower you to take the best care of yourself, the people you love, and the world around you.

>Knowledgable about natural ingredients >People who take care of themselves and

>To prove that safe, natural beauty products are effective

the nature

>Beauty from empowerment

43

Concept Ideation both the brand and the customer need to change, so we brainstorm some keywords and phrases as shown below.

We believe that

Reduce Reduce

waste

waste Enhance

Changes in Brand

relationship to

Changes in Customer

plants (specific ingredient)

Increase transparency

Awareness of impact

Adopt regenerative Reduce impact

agriculture

to the

techniques

environment Incentivize sustainable behavior

Original idea

Provide product formula

Brand

The formula is the business core of a beauty company

a

l

ev

with tourism

rt Vi

u

l la

model combined

rt m

participation

yrar bi

Farm

raF

and also a trade secret

Online virtual display, similar to a museum, displays the origins of brands and products, events of brand development, and provides short video services. Similar to YouTube and TikTok, users can upload their own experience videos

44

Concept Ideation

Brainstorming To start off our initial concept ideation, we listed the goals we wanted to tackle. This helped us visualize the main objective of the solution. We knew we may not be able to achieve all of them, but it got our creative gears turning.

Every bottle

Recycling/waste management system

Rewards Advertising

from the

comes with a QR

Partner with an

Social media

that will connect

NGO and make

for social

you with the family

the customers a

growing the

part of it

app

Educate the customer

Story telling

change

ingredients

Source of ingredients and cultivators

Build a

Improve customer relations

Show your audience

"Where does

connection

The customer

Social media

your shampoo

adopt a tree,

becomes the

to build a

come from?"

make a

hero

community

Create customer ownership and responsibility

the difference your customers make when they support your brand

commitment

Adopt an endangered plant

Celebrate differences, promote body positivity

User generated content

Idea 1: Adopt a plant When we discussed the first model, we felt that the things to be done were

too complicated and over-

targeted to farms in California, which could not be widely used in the United States.

However, we felt the potential to capture digital interaction. We realized that we could facilitate a relationship with plants over social media.

plant responds to consumer sustainable behavior

plant grows in response to sustainable habits

plant wilts in response to harmful habit

How might we log a good habit?

How might we log a bad habit?

Maybe reuse the packaging bottles

Maybe no operation for a long time

45

Concept Ideation After brainstorming a few ideas, we

solution.

46

ranked them according to the key attributes of a behavior change

Concept Ideation

Initial Concept: Adopt a Plant

47

Concept Ideation Idea 2: Physical plan When we

had an idea to make an APP, we also felt that relying on an APP alone cannot physical solutions that could help

effectively influence customers. Therefore, we brainstormed

promote behavior change. With some help from our professor, we listed features and characteristics that the solution needed and

rated our ideas based on each one.

After voting and group discussion, we found the lasting behavior change.

48

refill station to hold the most potential for

NGO Partnership Regenerative Agriculture describes farming and grazing practices that, among other benefits, reverse restoring

climate

change

degraded

soil

by

rebuilding

biodiversity

–

soil

organic

resulting

in

matter

both

and

carbon

drawdown and improving the water cycle.

Regeneration International

Regeneration International's mission is to promote, facilitate and

global transition to regenerative food, farming and land management for the purpose of restoring climate accelerate the

stability, ending world hunger and rebuilding deteriorated social, ecological and economic systems. They support a global network of farms and other NGOs through education, network-building, and policy work.

By partnering with Regeneration International, True Botanicals gains the knowledge and tools to ensure they source from regenerative farms. By taking care of the planet through the

downstream phase of a product's life,

upstream, use, and

True Botanicals will have a

more holistic approach to taking care of the earth.

Consumers

can

learn

about

regenerative

farming

through

True

Botanicals. By increasing their transparency around their sourcing, the brand can

strengthen their brand loyalty

and truly make a

name for themselves as Earth stewards.

49

Final Solution

1. The App TruBloom is what came about from our research insights and analysis. It has been created to generate awareness regarding sustainable use amongst the customers, not just through the product’s life but also with respect to the source of the ingredients within the products. We also wanted to create customer ownership for these ingredients and educate them through our NGO partnership.

TruBloom

TruBloom is an app that facilitates a

virtual garden

growing experience with the goal of fostering a deeper

connection to the planet. By tending to plants that are also

ingredients in

True Botanicals products, users gain a

more meaningful relationship to the content inside the bottle. TruBloom offers a forum to help users care for the skin while fostering an appreciation for nature.

51

Features of TruBloom Users can

choose the plants they

want to grow. Each plant has an

extensive profile, covering topics like how to care for the plant, its origins, its uses, and more. The plan profiles also feature a video from a farmer who grows the specified plant, where he or she

tell the user about how

they take care of it.

My Garden" page gives an

The "

overview of the user's garden, providing a status update on the health of the plant.

Users can participate in an

online discussion forum to

learn about how to care for their skin. Users can search for their

skin concerns by topic to learn more about how to

handle their concerns. The community page is a great place for

52

sharing tips and asking for adivce.

We have established

a wealth of activities

that can carry out

points.

This page shows that users can choose to

get discounts or purchase virtual props for farming plants. When we are building functions, we also consider the raw material supplier of the product, the farm, we want customers to do entity or virtual visit. At the same time, we apply the blockchain tracking technology to affix a unique "label" to each product, so that users can immediately activate the "identity" information of the product by scanning the product QR code with our APP . Our purpose of designing these two functions is to increase the transparency of the brand and the upstream of the brand to customers, and to increase the trust of customers in the brand in a way that does not require publicity and is invisible. participate in these activities to earn points. These points can be used to

53

2. The Refill Station physical part of our design plan, we have established a refill station. Taking into account our definition of the brand, our current intention is to find fresh markets to be our partners, so our first ideal partner is Whole Food.The renderings are shown below.

As the

The application of refill station

after

the Internet of Things technology can

only get the goods at the prevents product waste and malicious

realize that customers can

purchasing and paying on the APP, which greatly

theft.

reduce the waste of packaging materials by refilling. We have also placed multiple types of meet the needs of users. Of course, this kind of almost self-service refill service, we have also formulated some strategies to guide users to use the service in an orderly and efficient manner.

We hope to

products belonging to the brand in the refill station to

54

The following shows the logical sequence of our refill service orders

After clicking the available "Click", the customer can see the available products, the and the

price of the product

purchase status are clearly displayed. At

the same time, pay attention to whether or not to

use the old packaging bottle under each product.

The option, which is the part in the red circle in the picture, reminds the customer that if the new bottle is used, an extra fee will be charged

In the service interface, users can browse True Botanicals’s

recent events, followed by daily specials recommendations, click "More" to view more specials, below is

the location of our refill

station partners, with detailed information. The

brightness of

the button indicates whether the partner site now provides refill services.

The last step is the payment order page, where customers

detailed charge information and order information, as well as select payment methods. It should be noted that points can cover part of the cost, and you can choose how many points to use. When customers complete can see

these steps, they can go to the site to pick up the goods

55

Behavior Change Model behavior change model to facilitate our understand our design strategy more clearly and intuitively.

According to our previous description of the final plan, we made a audiences and users to

Develop awareness

Eliminate confusion

Choose True Botanicals

Encourage to download and register the APP

Build reputation Cultivate behavior

Adopt plants

Get a discount

Buy virtual tools

Upload or watch video

Pay, get points and leave

Community discussion

Feedback product effect

Refill bottles

Understand the refill policy

Go to refill station

Above is the User Journey Map illustrating how we are creating a system for behavior change.

Starting with a True Botanicals purchase, users download TruBloom, where they can grow plants online, learn about the power of nature, and get in touch with an online community. The app promotes and explains the refill station system, encouraging users to reuse their old packaging. By receiving a discount, customers are

new bottle offered at the refill station, they need to pay for the bottles. The goal is to use positive reinforcement to instill the habit of reusing materials. Customers will get points when they buy this brand product and when they successfully grow plants in TruBloom. They can use these points to cover a part of the cost. We want to use discounts and other policy offers to attract customers. incentivized to use the refill station. If users use a

56

UNSDGs The United Nations' Sustainable Development Goals are a guideline of 17 interconnected goals intended to lay the groundwork for a sustainable future. True Botanicals' current business practices currently address issue surrounding water cleanliness and aquatic ecosytem health. In the future, they have space to create opportunities to foster decent work and economic growth and land biodiversity.

06

Currently Working Towards

Clean Water and Sanitation

With a commitment to nontoxic chemicals and MADE SAFE®

ingredients,

True

Botanicals

14

emphasizing

water stewardship. The components in our products should not harm the environment after use. By using organic

raw

materials,

they

avoid

damage

to

Life Below Water

the

biodiversity in the water systems.

08

Potential For Exploration

Decent Work and Economic Growth

By investing in regenerative farming, True Botanicals can

15 Life on Land

58

ensure

adequate

soil

health

and

land

biodiversity. The efforts towards downstream water health

should

be

matched

in

upstream

resource

cultivation. Focusing on the wellness of their laborers will ensure their supply chain supports fair work and accessble economic growth.

TRUE BOTANICALS Pure.

Potent.

Proven.

Protective.

60

58

Sources https://commonthreadco.com/blogs/coachs-corner/cosmetics-marketing-industry-trends#cosmetics-industry-data

https://www.grandviewresearch.com/industry-analysis/organic-skin-care-market

https://www.mckinsey.com/business-functions/sustainability/our-insights/starting-at-the-source-sustainability-insupply-chainsAdd a little bit of body text http://www.nmisolutions.com/opt/excerpts/1502/NMI-2015-State-of-Sustainability-in-America-Excerpts-1-192015.pdf

https://www.statista.com/statistics/714344/skin-care-natural-organic-product-consumer-preference-by-agegroup-us

https://www.inc.com/sophie-downes/ursa-major-gender-neutral-cosmetics-best-industries-2020.html

https://www.gcimagazine.com/business/marketers/financials/True-Botanicals-Closes-Series-A-Funding477400023.html

https://www.crunchbase.com/organization/true-botanicals

https://www.madesafe.org/

https://sdgs.un.org/goals

https://www.madesafe.org/find-products/made-safe-certified-products-from-true-botanicals/

https://www.bocaratontribune.com/bocaratonnews/2019/04/consumer-demand-driving-eco-friendly-productmarket/

https://www.gcimagazine.com/marketstrends/segments/natural/Natural-and-Organic-Personal-Care-on--Trackto-22-Billion-by-2024-386495471.html

https://uknowledge.uky.edu/cgi/viewcontent.cgi?article=1030&context=pss_etds

https://agronomag.com/top-10-plants-used-in-the-beauty-industry/

https://www.cosmeticsdesign.com/Article/2019/10/01/Sustainable-ingredient-sourcing-and-the-use-ofcommodity-crops-in-cosmetics-and-personal-care-products

https://www.perfumerflavorist.com/fragrance/application/finefrag/Sustainable-Production-of-a-Sandalwood-Oillike-Ingredient-569997311.html

62

True Botanicals PURE . POTENT. PROVEN.