Gazel by Ossiris Avalos

gazel.org

PROBLEM...

Feminine Hygiene Products;

TOXIC TO WOMEN TOXIC TO THE EARTH

health concerns. Woman’s health related to these products is a more serious concern. The U.S. FDA regulates tampons as medical devices, specify certain requirements for manufacturers of these products, not including ingredient labeling. They do not require provision of information about the risk and symptoms of Toxic Shock Syndrome (TSS); a risk posed by the presence of dioxin, synthetic fibers and other additives in feminine hygiene products. Tampons are made from cotton, rayon or a blend of both materials produced by wood pulp cotton which is heavy in pesticide crop. Of all insecticides, 25% are used on cotton. The vaginal walls are the most absorbent part of a woman’s body, so the insecticides and other chemicals slide into the bloodstream. It is still in question whether rayon is related to the occurrence of TSS. Chemicals in sanitary supplies is quite common among the leading brands. The high absorption in pads is achieved by mixing shredded wood pulp with acrylic–based, super absorbent polymers (SAPs–sodium, potassium and alkyl acrylate), which enable the pad to hold up to 30 times its weight in water. The process of bleaching the wood creates dioxin, a known carcinogen. Next a permeable, non woven top layer of fabric is attached to the pad. After adding a non–permeable polyethylene bottom sheet, the three layers are glued and sealed for a leak–proof pad.

CERVICAL CANCER ENDOMETRIOSIS INFERTILITY OVARIAN CANCER BREAST CANCER IMMUNE SYSTEM DEFICIENCIES PELVIC INFLAMMATORY DISEASE TOXIC SHOCK SYNDROME gazel brief | brand pg. 4

Tampon Safety & Research Act of 1997. This is a summary of the findings of the 1997 Bill. This Act is cited as the “Tampon Safety and Research Act of 1997”. Its purpose is to provide research to determine the extent to which the presence of dioxin, synthetic fibers, and other additives in tampons and similar products used by women with respect to menstruation pose any risks to the health of women, including risks relating to cervical cancer, endometriosis, infertility, ovarian cancer, breast cancer, immune system deficiencies, pelvic inflammatory disease, and toxic shock syndrome. • A woman may use as many as 11,400 tampons in her lifetime. • The Environmental Protection Agency has concluded that dioxins are a probably human carcinogen (cancer–causing agent). • The Environmental Protection Agency has concluded that people with high exposure to dioxins may be at risk for other non-cancer effects that could suppress the immune system, increase the risk of pelvic

DIOXIN, SYNTHETIC FIBERS & OTHER ADDITIVES FOUND IN TAMPONS CAUSE HEALTH RISKS

inflammatory disease, reduce fertility, and interfere with fetal and childhood development. • Toxic shock syndrome has been linked to tampon use. Such syndrome is a rare bacterial–caused illness that occurs in menstruating women. During 1979 and 1980, the syndrome was responsible for at least 55 deaths and 1,066 nonfatal cases. • Independent, research has shown that synthetic fiber additives in tampons amplify toxins production. These toxins are associated with toxic shock syndrome.

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environment concerns. Evidentially, the impact of everyday objects is taking its toll on our planet. Tampons raise to critical issues at stake: the impact of production , and the impact of disposal. The average woman throws away 300 pounds of feminine hygiene and related products in their lifetime. In the grand scheme of things this makes up for about 0.5% of personal landfill waste. Research by the Royal Institute of Technology in Stockholm assessed that comparison of the environmental impact of tampons and sanitary pads. They took three main impact categories into consideration: human health, ecosystem quality and resources use. They found that the main environmental impact of the products was in fact caused by

FEMININE HYGIENE PRODUCTS ACCOUNT FOR .5% OF ALL U.S. LANDFILL WASTE

the processing of raw materials, particularly Low Density Polyethylene (LDPE), or the plastic used in the backing of pads and tampons applicators, and cellulose production. The cotton fiber used in the production of tampons contributes to 80% of their total impact. The processing is resource intensive as the farming of cotton requires pesticides. Tampons take about six months to biodegrade, so really itâ&#x20AC;&#x2122;s the plastic applicators is the biggest problem.

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environment concerns. The Ocean Conservancyâ&#x20AC;&#x2122;s International Coastal Cleanup project collected 20,000 tampon applicators out of 4 million total pieces of reclaimed plastic waste. It can take applicators 25 years to break down in the ocean. Once they are broken down, they are often ingested by marine life causing digestion blockage and death. The U.S., is the leading nation in waste per pounds found in the ocean. In third place and with 614,233 pounds we have India. In second place Canada with 910, 074 pounds. And with a population of 194, 947 million the U.S., holds the annual record with 3, 783, 435 pounds. Out of the mind blowing number tampon applicators are responsible for 12,008 pounds. Considering the weight of this extremely light device,

THE U.S. IS THE LEADING NATION IN WASTE FOUND IN THE OCEAN.

these numbers are devastating towards out ocean, and our earthâ&#x20AC;&#x2122;s health.

3,783,435 POUNDS IN ONE YEAR.

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financial research. According to Global Industry Analysts Inc. the 2015 global market projection for tampons alone is $2.6 billion USD. At an average price of 20 cents each. That is 13 billion tampons each year, plus their packaging and applicators, that end up in the world’s overburdened landfills and in the sewage treatment plants—many ultimate in our oceans and rivers where they are harmful to plants and animals. The total market, including all types of sanitary pads, was $13 billion USD in 2010 as reported by Medical News Today.

70% of American women buy tampons over other hygiene products. 13 billion tampons are sold in the U.S. annually at an average price of 20 cents each.

THE TAMPON INDUSTRY SELLS 13 BILLION TAMPONS ANNUALLY; AN EARNING OF $1 BILLION USD

The tampon industry creates $1 billion USD annually. Titans such as Tampax, Kotex and Playtex control the market. They do not sell chemical free products. Corporate Social Responsibility is not just good for society... “its good business”.

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SOLUTION...

gazel.org Ossiris Avalos Brief Graphic Design Capstone 06.24.15

â&#x20AC;&#x153;

protecting women who protect nature

content. brand

.11

overview & mission statement unique selling point business model challenges (risks) consumer behavior target audience (profile) competition

design

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logo typeface color & illustration

prototype

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ideation prototype (applicator) packaging box wrap family

marketing

.33

slogan advertisments

a woman is the full circle, within her is the power to create, nurture & transform.

â&#x20AC;&#x201D;Diane Marichild

Brand genuine.conscientious.protection

overview. Gazel is a brand of feminine hygiene care products that focuses on leading the U.S. market with eco–friendly raw materials and innovation for the ethical consumer. This company’s mission is to offer women superior absorbents that consist of high quality biodegradable materials. Gazel strives to protect; protection of consumer’s health, protection of our eco–system, and equally as important the protection of leakage from menstrual flow.

mission statement. Gazel is designed to conquer the complicated with simplistic solutions. We genuinely disclose the process how we make our product and our full

“

COMPILE THE RIGHT INGREDIENTS AND THEN LET NATURE DO THE REST

range of ingredients to provide settling information for our audience. Our formula is simple, we compile the right ingredients and then sit back and let nature do the rest. Our tagline addresses our overall goal: “protecting women who protect nature”. Gazel’s ethical and conscientious business strategies conform to cater to the well-being of our ethical consumer. Gazel recognizes women and their personal needs. We feel that by solving one of women’s minor but frequent issues will in turn, provide women with more flexibility towards solving the bigger issues of everyday life.

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unique selling point. Gazel’s mind & body theory involves offering a superior tangible product with an intangible positive service. In short, our organic product caters to the health and comfort of the user and enables her to feel positive when acquiring our product. We’ve diligently created a 100% natural product with the purpose of decreasing toxins in the human body and in our environment. In addition to our biodegradable product and packaging Gazel will distinguish itself from competition with discreet but distinct packaging. Our discreet selling point strategy is to package our product in a way that doesn’t divulge what is being purchased. We do not want our consumers to suffer the embarrassment of walking down an aisle with a box that clearly states your time of the month. Our distinct packaging strategy will enable consumers to easily detect Gazel’s presence on the shelves especially when surrounded by equal or substitute brands.

MIND & BODY DISCREET & DISTINCT 100% CERTIFIED ORGANIC BIODEGRADABLE

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business model. We abide by our ideology of producing materials that prioritize the well being of our consumer. We meet all requirements that comprise social, economic and environmental clause presented by the Fair Trade Standards, the FDA and all other government regulatory organizations. We rely on relationships with third parties such as organic agriculture

recovery of resources used

agriculture maintance

farms to produce products free from GMO, chlorine, synthetic textures,

raw material gathering

petroleum, and non eco–friendly materials. This sustainable development is a process that exerts the brand to meet consumer expectations.

composte

Gazel wants to contribute to the quality of life but adhering to the device production

principles of our planet’s cycle. We want to reduce sanitary waste, by presenting women with a “green” alternative. Recovering the resources that Gazel utilizes in the process of production is our way to continuously

consumer usage

give back to our planet. Our product’s life expectancy is in the form of a cycle which also reflects our business model. Our price will attempt to compete with other brands of equal value,

packaging

consumer purchase distribution

however keeping in mind differential value. The price of a high quality product is generally higher than its substitute good, but in the grander scheme of life, Gazel will result in the most inexpensive option.

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challenges. The biggest barrier towards achieving the organization’s goals is the assembly of the product and its positive results. We plan on conquering this challenge with extensive research on materials, innovation of device, and vast testing in various areas such as consumption, material, experience. Another challenge that we face is the fluctuating price of raw materials acquired through our association of organic farmers. Gazel must meet the expectation of the consumer through form and function,. However, price is another expectation of consumers that dictate demand and supply. Although Gazel has no control over fluctuating prices, we will strive to maintain an amiable relationship with our farmers, and apply diligence to our production methods.

EDUCATING OUR AUDIENCE IS BOTH A CHALLENGE AND A STRATEGY

Market growth is a risk which we have chosen to overcome by patenting all of the company’s innovations. Gazel will pivot and grow as a brand with the help of technological advances. As the market grows, Gazel plans to grow with it. Promotion is also a challenge which we take into consideration, and if don’t incorrectly can result in a risk for the company. Education is our main strategy towards acquiring habitual consumers. Our promotion must involve educating our target audience of the benefits of Gazel products raise health and pollution awareness.

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consumer behavior. All things being equal: On average, women purchase menstrual hygiene products once a month. It is recommended that women change their menstrual absorber every 4 hours, which means that approximately she will need 240 tampons per year. The Tampon Safety and Research Act of 1997 states that a woman uses 11,400 tampons in a lifetime over a span of 38 years. Evidently, menstrual hygiene products are far from a luxury. They fall into the category of essentials on a women’s shopping list. Gazel’s strategy towards increasing consumption is to engage with the target audience in way that reaches their internal as well as their external decision making process. We choose to openly inform our buyer what it is that they’re getting and why it is beneficial to them. We aim towards a healthy purchasing decision and a prosper post-purchase conscious. The decision to be a Gazel consumer is both an environmental stimuli and

A WOMAN NEEDS APPROXIMATELY 240 TAMPONS PER YEAR

a characteristic of the buyer. Gazel seeks a higher position than that of your average hygiene product; it becomes a lifestyle. Being conscientious of your mind and body as well as your environment speaks volumes. Our target audience is motivated to change the polluted path which society has paved. She recognizes the damage of other’s actions and has a strong and positive attitude towards an alternative eco–friendly behavior. Gazel is your millennial hipster.

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strategy. Gazel seeks to reach women, whether as consumers, entrepreneurs, employees, or advocates, have an unprecedented opportunity through social media. Women are leading the way in social media (of every age). Eighty-nine percent of women from ages 12-29 use social media every day. In order for Gazel to experience success in sales we must inform our audience, predominately via social media, of the disadvantages of non-organic tampons. As a tampon company we have few years to capture consumer loyalty. From the beginning of a woman’s menstrual cycle, which is around age 12, to approximately the age of 17. Young girls tend to try out different products until they find the one that they’re comfortable with before commit to habitual purchase. That leaves Gazel with a 5 year window to inform our young audience of the benefits of

89% OF WOMEN AGES 12–29 USE SOCIAL MEDIA ON A DAILY BASIS

organic cotton tampons and biodegradable applicators. Because the talk of feminine hygiene product is not a favorite topic, consumers aren’t voicing their demand for organic feminine hygiene. Which is why companies like target and walmart and most of the generic pharmacies are not selling organic cotton tampons, they don’t recognize a high demand for it.

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target audience.

Jordyn Kistler At 16 years old, Jordyn has chosen to life a healthy and happy life. As a teenager she faces the average pressures of high school, family, and self窶電evelopment. She is a confident and intelligent girl, who strives to be a good daughter, a best friend, an outstanding student, a successful athlete, and a positive effect in society. Even at a young age, Jordyn has a busy lifestyle. Her daily responsibilities involve school and tennis. She is determined to get a full scholarship to play Division I tennis. She is aware of her ambitious goals which is why she has chosen to be a habitual consumer of Gazel. In order to focus on her priorities, Jordyn knows she must make intelligent decisions to avoid them backfiring in the future. Living a healthy lifestyle is one of those decisions. She understands that in order to be an efficient tennis player her mind and her body must be healthy and balanced. Gazel manifests her ideology of balance, she is at ease when purchasing this product because it is organic and it decreases harm in the environment. What Jordyn appreciates the most about Gazel is the packaging discretion. Although she in confident about herself and her body, she dislikes the attention that stems from purchasing a box of tampons that advertise to the world her time of the month. She feels comfortable purchasing the product in various aspects.

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target audience.

Blake Walker Energetic, extroverted and bohemian describe Blake’s personality. This 25 year–old college graduate is eager to experience life at its fullest. Her passions involve surfing, traveling and everything non–mainstream. She has progressive political views, but will never burden you this them because she would rather hear about your experiences in other matters. After attending college in New York city, Blake was in need of a new residence in an area that would where society was more in touch with nature, and an area where she could find the best waves. She moved to Hawaii, where she works as a bartender at a hotel and volunteers at an animal shelter. Blake was in need of a feminine hygiene product that would not counteract her lifestyle. She needed a tampon that would protect her while riding Hawaii’s savage waves and a product that would reflect her intelligent consumer decisions. Blake loves her home in Hawaii and she chooses to be conscientious of ways to minimize harm to the island but more importantly harm to her body. She admires Gazel’s ambition to reduce consumer waste, and she feels encouraged by this our feminist advertising, which strive to empower women without belittling men.

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competitionâ&#x20AC;&#x201C;Natracare. The competitor whoâ&#x20AC;&#x2122;s business and ideology most resembles Gazelâ&#x20AC;&#x2122;s is Natracare. This U.K. based company was established in 1989 by Susie Hewson, who was appalled by the disconcert of international feminine hygiene brands. Her immediate response was to develop her own range of tampons and pads, with full concern for the health of women and the effect of production and disposal on the environment. This company has a multiple award wining range of organic cotton tampons, sanitary pads, panty liners, nursing pads and wipes and are unique from being made from only certified organic and natural, sustainable and renewable materials that are biodegradable and compostable. This is the first brand to achieve scientific validation in 2008 by the EPD (Environmental Product Declaration).

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competition–Organ(y)c. Corman Spa brand launched in 2008. It offers a full line of pads and tampons made from 100% certified organic cotton. The products are hypo-allergenic and naturally biodegradable and outer wraps are a biodegradable and compostable bi-polymer. The company admits that when it comes to feminine hygiene, women need more education about healthier alternatives. “We committed ourselves to explain the advantages of 100% certified organic cotton products”, the explain. “The results in sales growth, show that consumers chose what they perceive as true and reliable and distrust limitations of natural products.”The Organ(y) c line is most popular in North America and Europe, but is experiencing rapid growth markets as well as distribution has climbed to 25 countries. Even in a slump economy, Corman anticipates continued growth of the brand in 2012. From 2010–2011 alone, the brand grew nearly 50%. The higher point of organic certified products does not seem to be a barrier. “Its better for you, and better for the environment”, says the representative. “We have learned that when women become aware of these differences, they’re willing to pay a bit more.”

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Design discreet.unique.contemporary

logo.

Feminism Fertility Freedom Flexibility

gazel +

+ gazel brief | brand pg. 29

typefaces. GOTHAM (primary)

WHITNEY (secondary)

Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

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color & illustration. brand identity

brand character

#EF5350

#b3b3b3

pantone 485 U

pantone 422 U

collateral

#FF9E80

#8BC349

#C7B299

#00BCD4

#FFF176

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Product biodegradable.organic.intimate

applicator production

ideation.

logo rough draft

packaging design

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prototype.

Cornstarch based applicator with 100% certified organic cotton.

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packaging.

Packaging material made from Banana paper.

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box.

Signature functionality of packaging. Discreet label. gazel brief | brand pg. 41

wrap.

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family.

Light | Regular | Super

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Marketing feminism.empowerment.equality

#limits.NONE

Gazel’s slogan for Equality & Awareness campaign: “Limits. None” This slogan’s purpose is to empower and inspire women.

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