PDD Extract: Personal Care Edition by PDD

WELCOME own o their t s r e TO LEXTRACT consum eading

d are bran lour co g skinc Anti-agin move into the first ct the tiDermele market with cs ging, an cosmeti fused, anti-a mula. -in lish for peptide po il na ess brittlen

EWS TRY N

INDUS

Wwd.com,

comp d vis re rbal an is evolving as The ve ovide mo ckaging clearly and pr brands are care pa unicate ns of es. Some to comm ed experienc generic notio ful”, lis uti re na ea mo m perso as “b ards s such away fro moving lying on word d “natural) tow as (re an beauty rds such sional” ant wo “profes y-reson ed.” “sexy ”, otionall and “balanc em re t” mo en “confid ”, rty “a 12ls aged a ed at gir by are - Aim ept developed s of the o HairC ed Manifest ckaging conc ial styling ne ir s pa ng to the spec ali the pe 14, thi to ure, ap caters e. ” subcult student or “emo nformist natur co “punk” ns, no rebelliou n ce Lotio asun Fa n rm Adapt tings, this su rple sta Esthede F ra s a sim ical SP Institut the typ ning lotion ha ropean sun, ing Ditch tan ich for Eu on and lation wh (2 stars protecti g system n) and a formu fer tan tin ra d sa su a al base for tropic skin to provide ge. 3 stars th one’s in from dama wi rks sk wo otecting whilst pr

July 2012

with the nsumers for them. nnect co ucts tools co opriate prod lls pr that se rket most ap a company ated a ion ma ds lat ’, mu ents, cre an MonaVie d supplem levels wded for some br an xidant In the cro s, lotions), help them vitamins t detects antio me skin. to d crè ow es the an ls, gr tha vic ls to ing (ge de vice is likely l care too using king to by scann one monitors to de nd na loo k dy tre e rso bo loo is foc ar pe s se in the smartph predicting tiate. Th ion specialist ution cally Sales of pecially tho en u’s ati fer jits am e, dif Fu dr , es ing And er tim formulat d distrib devices ve risen les, allow ir skin ov as more their establishe stomer ping $1 are, ha of wrink a user ’s ge the cu on skinc few years, top t year. arance ly mana d leverage d build their and halo t las the appe pre-emptive br k an in the las the US alone such as eing an networ ding the in s, er their n people to As the wellb devices dgets billion by exten es that deliv ts grow h. ansing ca ga se alt r rke cle es ba he we invic ma vic in ne sk ing ll help e de ver, de From sk nic Mia to skin monitor ervention wi s— to includ oducts. Howe iso ageing ir fitness int mulation pr facial the Clar to rejuvenate over the ion and trusted than deliver for analyse skin tool for predict umers control pearance. claiming me Microlift more inging ards ns ap used to br do ir co tow e ho be e ar le the o I’s giv as ople peop n als (CAC is as well ots’ they ca d help guide more pe me. Th health and Bo an toning), experience ho is driven ts. Dove health uc nd lon od tre sa ll t pr IY) the relevan in analysis es as we urself (D sk Do-It-Yo nal sensibiliti lisation, as in-store sio na by reces sire for perso at more luxury de a little as the ers seek s. consum ble price afforda

devices

Personal care EDITION

ONSUMER TRENDS

w to choose the perfec t product m the hundreds on shelf and housands on-line? As people confronted with more choices, ds are creating person alised ucts to give consumers a pelling reason to choose them the competitors. nalisation has moved beyond ackaging to penetrate

the product itself. Advan ces in biochemistry mean that products can now adapt to the user’s skin tone, cellular structu re, and emotional state. As the do-ityourself trend gains mome ntum, brands are developing products that allow people to take personal care into their own hands. Realising that beauty is more

al, August

r Internation

Euromonito

al, August

r Internation

h tools and services that analyse skin condition and recommend the approp riate treatments.

03/04

WS TRY NE INDUS

Euromonito

2012

Maybelline Fit Me Colour-match technology goes mass market with Maybelline’s Fit Me range of cosmetics, featuring translucent gels and pigment matching.

Biggest target audien ceYounger female consum ers attach most importance to customisation/personalisa tion Datamonitor,

Smashbox Camera Ready BB Cream SPF Tinted cream formula in 5 shades that moisturizes, primes , perfects, controls oil, and protec ts with SPF 35 UVA/UVB.

<3 data -logging to Tech 03: We are using data r progress, Applications of thei ls. keep track h new leve help users ivation to reac providing mot fitness Frightful stApplication: reality gho augmented run Spectrek, an encourages players to e, find and hunting gam rtphone to g their sma ified rewards around usin ghosts. Gam keeping fit. catch virtual add fun to ges llen and new cha

INDUSTRY NEWS How is the industry responding to the DIY trend?

Mood Cosmetics and Neuro

Image credits : (top to bottom) Maybelline

ess? 80 70 60 50 40 30 10

when

Navigating applied, but its heat-re sponsive years old) ofthe tricky landscape betweentechno childhoodlogy reacts to current-da the future will be tech and body tempe

About Person as Personas offer a creative the needs way of explor ing consumers. rature,nario, Zoe ofis afuture In this scetween in

y counterpa adolescenc products aime rts. Longing savvier, more informed, e, the twee ns (8 to 12 ng theandwearer seen as more Their powe d at children, and to be reflecti more dema ’s mood through marketing, rful influence on pare prefer to spend more of a teenager than a nding than their makes them nts’ spendiffere time child, they with offriend shades ding pattent can’t be ignor reject an pink. rns combinedtheir s ed; purchasesinteresting, if challengin with a rejecthan family. will still need g, their stamp demographic.The pare tion of blatant of approval! nt factor also

Do it yourself THE

Zoe and a group of friend new beaut s are at a y products. sleepover trying

Make-Your-Own

food and I can as I know of things to feel it takes a combi I try promote health and look good. My nation mum consta over beauty ntly tries to , so this please s her.”

09/10

FUTURE PERSON A

textiles weight, Image credits - (top to bottom) U Autologous, ions of light LushEmotionalBrilliance, Two faced mood swing, Naturalis New generat nt technolo power-efficie ller, flexible and ibilities for sma poss up n gies ope e devices. less obtrusiv and e rabl wea cal lyti Ana Application: underwear sports clothing e Myontech mak sensors that relay with embedded ces about to smart devi real time. information in performance inform an athlete’s may one day The same tech unter free Wifi acenco r posture. us when we bette for tips est cess or sugg

FitMe, Smashbox camera Hig h-tech Tech 04: ready, Silkygirl skin

misation er Tech 06: Ato pen and pap dwriting with ing on a Just as han word-process tion morphed into the digitalisa example of al (an r compute s from the digit cts), byteFame, new Gaga’s obje s in Lady ible atom of tang ted as d g represen perfume, uses advance world are bein gy to d. fragrance technolo the real worl let from black bial wal the liquid et change The prover wall on: this icati Appl from MIT, in the bottle), to clear by students (when nce ed bala k elop ban . Dev ent sprayed) user’s curr(when monitors the ugh tactile feed changes thro sacand relays when a tran et ‘buzzes’ is back. The wall n the account e, swells whe ts opening tion is mad resis y icall phys limit is healthy, and ed spending min eter when a pred . reached

Image credits (top

to bottom):

but have the forms it. They phones which take a photo of the above them talking packa triggers an how to use avatar projec ging with their it. tion instru . cting them Avatar speak ing: “Tie back chin rest. Close your hair and your mouth rest your chin Relax as you and eyes and press on the enjoy a pamp the ‘buff’ button jealous of” ering sessio n your friend . s will be

Image credits: PDD

FUTURE PERSONA We take a look into the life of a tween living in 2025

Smell 05

rting us back to a capable of instantly transpo vivid memories and are ingly unusual fragrances to aids for capturing Certain scents can evoke products with increas familiar time or place. From centre stage. aromas, smell is taking

Design TRENDS We explore how the world of design is evoking and exciting our senses

that captures both created a concept device Chinese student Li Jingxuan to print the picture and of meal, enabling users the aroma and image they can share with friends. smell onto a postcard that

Proctor and Gamble’s ‘scenter’ on their Downy Unstoppables product, allows shoppers to sample the scent in store, creating a more interactive point-of-purchase experience.

A team of designers and ge scientists from Cambrid University developed E-chromi, genetically engineered bacteria secreting of capable a range of coloured gy pigments. This technolo

has many possible proapplications, such as a biotic yoghurt that could be used for personalised disease monitoring.

, engadget.com

.au., androidtapp.com

, news.com All Illustrations-PDD

out

Hi, I’m Zoe and 10 yea I’m rs birthday old. It was my last wee becaus k and eI class my am top of the parents a brand got me new sma (my old one use rtphone my Dad d ’s). I love to be to my chatting friends online we usu -focuse but ally try d, and to at the althoug music. shoppin meet up I don’t h school g par mal ents are play an guitar l. comes lessons instrum very edu My easily soon. ent yet, to cation but I am me, my rea l love hoping is to get some Zoe is a ‘you ng adu - Is a kind and con lt’ living in Abu - Is thin siderate Dhabi, and is identityking about she … the futu very clos - Uses re mor e to her e and social mum is med - Likes trying ia to to figu to hav re out e control communicat her e and and mak interact e her with her own cho friends ices Zoe’s mum is on a blogg daughters’ ing forum interest in with friend beauty and s discussing comparing their the latest products.

2025. How your produ cts and service could needs and s cater to her aspirations, whilst also ing to her appealparents?

Zoe: “My best From the Nespresso friend is a coffee-capsu sends her ‘secret agent’ le makesystem for a beauty up and to at-hom to recreate professional her friends”the latest brande beauty treatments, DIY which products experiences in thebeauty products allow people with comfortto test Zoe’s Friend movement takes DIY of their own home. But : “My friend s and I don’t frilly and to anoth the make-your-own erpink,level. like products but it still needs Rathe thanthat are too re-creating (MYO) people select the ingred like some to look r of my mum’s glamorous simply stuff” an experience, MYO ients going into not plain the produand products let ingredients and ultima cts, giving consumers reassurance about the te control over the final “Jessic qualitthings product. beauty regim y ofaandandsheI doalsoourgives e together now, I can me tips” teach her 01 Naturalis - The new Natura “I can see lis by Rowenta allows consum Ella has more bit more in confidence their own skin care produc ers to mix control of recently and her acne” feels a ts in the comfort of their home. can control the compo Beauty produ People cts are now sition of a range of cleans with’ produ “Lucy really cts or other usually paired with wants to borrow ers (milks, ‘work wellbeing. peels, suggestions masks) and moisturisers a wireless my bracelet For that will enhan s well sensor which for her party 02 (day creams, body cream eating carrot example a new blush I am using to the ‘wellb ce but it contai s and other to monitor er, may also eing netwo ns , hand for more and lip balm) following a recipe rk’-it may foods suggest crème skew my results compare myself Zoe and a book which includes advice long-term,radiance. that produce a natural glow if I lend it to friend have her” product that recently bough “I make different skin types and about sure that my they are not t a face buffin heard some mum gives sure what to exercise routine g me the right of the girls to do with, as much as 03 s to follow. about in

Unique, Absolut’s new range, Absolut colour uses splash guns and complex of algorithms to create millions bottles, with no two alike.

swarm e comes the complex Tech 05: Her mely re are extre Swarms in natu ms, able to efficiently syste hering and and flexible ibute data-gat distr and delegate analysis. mouth tor Mo e real time Application: ous cars shar including These autonom itions, of road cond Swarming information ntial hazards. the colanalysing pote learn from ht one day l behaviours devices mig ating successfu lective by repe res. fatal failu and avoiding

TECHNOLOGY INNOVATION How is the introduction of sensing technology effecting our lives? mylapka.com.

Datamonitor, Jul 2011

n. Designers are pushing t attract consumers’ attentio simply making a produc relied upon by brands to Sight is the sense most unexpected visual experiences that go beyond the boundaries to create attractive.

, botannicals.com,

2012

FUTURE PE RSONA: ZO E

Sight

All illustrations-PDD

al, August

r Internation

Euromonito

73% Of consumers attach importance to individ uality and being able to expres s onesel

Constantl tech sav y-connectedToo hyp er Mood Faced brandand powerf Swing Lip ous THE PERS consci Gloss parents-pvy - y influenSwing urchasing dec Tooull ONA > Faced cing the lip irgloss is clear isions Mood

CONSUMER INSIGHT Putting the ‘personal’ into personal care

f ease o ar ’s ye the incr 25% - ace at thislth and sp a r e floo ken by h ducts CES ta -focused pro fitness

LUSH Emotional Brillian ce - Consumers pick the make-up shades that match their desired emotional state using the Emotional Brilliance colour wheel.

Jul 2011

rganic? in rganic? Plug find phone and can e appcessory cies etic frequen ture, as nd tempera levels and d radiation -organic non by nitrate left

U Autologous Stem cells are extracted and processed to create custom-blended serums and moisturisers that regene rate the skin.

STORYBOA RD

ect CC Colour Control Cosmetics’ new genera tion of CC formulated for Asian skin.

es hardware apps) with exciting es) opens up ones. sing” smartph

Kit

: John Aquin

r Adaptive Cosmetics

es ble,

Starter

cosmetics Mood cosmetics chang e the colour or textur e to correspond with an individual’s emotio nal state, whilst Neuro are designed to impro cosmetics ve people’s mood and mental wellbeing. Image credit

s that adapt to user’s skin tone providing additional benefits such sturisation, SPF protec tion and oothing and healing properties, are onvenient as they combi ne multiple ts into one, and save time and effort

LIVES

nerals

Bare Mi

2012

ochemistry

ER INSIGHT

ts in produc l-sized s, starter e of tria A rang of beauty boxe anging m are ch the for vel kits care, fitting tra d l an na kits aging of perso encour l the field needs while ough tria al als ange thr individu individu ge exch knowled ack – helping ts. db uc fee od d pr an ct ir perfe the d fin

, an In Iransing youth auty increa tion bal be lo g la e u l in Th pop ersona anges s and p dustry and chmer pattern care in ted $21 consu ely to fuel ra e k li ) of gen re th D a S w ro (U her g care billion ental retail DNA furtand skinic ng eGenet incremin 2011, in th rompti code matc rkeht, p R and an a value h the m More brands are AG C f o % e 7 of whicing markets lookin a g to techno valu edlogies thate analys emerg xpeectDNA lion byitor than skin deep, compa bupiland 1% the skin’s 8 .6 make4 nies d are n R e o ll IR e taking a more holistic fuapproa rom to create the perfec ch 15. Eu tonal, to skin care, offering produc produ2 ct.0 ts that ati nourish the body from Intern 2012 the inside out. And brands are educat st u g u ing A consumers throug

Making it Personal

edits (top to bottom):

of anguage nging L The Cha ly na t of perso desire Beau guage anies ual lan

in capsules, Kg captures fragrances The scenter from Studio and revisit them scents like photographs allowing users to store later.

Perfumes are a great medium for creating smells capable of evoking memories. Karl Lagerfields perfume Paper Passion, evokes the smell of new book, whilst Bobbi Brown’s Beach captures the essence of summer.

NYU students Nien Lam and Sue Ngo created a range of clothing that e detects carbon monoxid and visually displays its presence through graphics printed on the shirts. om, echromi.com, www.suengo.com absolut.com/unique, hauslaboratories.c bobbibrown.co.uk Image credits (left page): (top to bottom) downy.com, wallpaper.com studio-kg.com, (Right page): (top to bottom) designboom.com,

15/16

DESIGN

Hello Welcome to Extract, a series that explores different sectors and asks ‘what will they look like in the future?’ In this edition, we focus on personal care, a sector which has seen dramatic change over the last few years and will grow even more in the next ten. From products that help keep our teeth clean to those that claim to keep us looking youthful, the personal care market has something for everyone. But these products are not just ‘skin deep’, they deliver on emotional levels, building confidence, defining cultural rituals or providing new experiences. Here, we look at the new products and (future) technologies that enable real-time monitoring, evaluation and prediction as well as how brands are attempting to engage peoples’ emotions through sight, sound and touch. We hope you enjoy our thoughts and observations. Until next time, PDD

INDUSTRY NEWS

Leading consumers to their own devices Sales of personal care devices, especially those focusing on skincare, have risen dramatically in the last few years, topping $1 billion in the US alone last year. From skin-cleansing devices such as the Clarisonic Mia to newer gadgets claiming to rejuvenate ageing skin (CACI’s home Microlift tool for facial toning), more people are bringing the salon experience home. This Do-It-Yourself (DIY) trend is driven by recessional sensibilities as well as the desire for personalisation, as consumers seek a little luxury at more affordable prices.

In the crowded formulation market (gels, crèmes, lotions), some brands are looking to devices to help them differentiate. This trend is likely to grow as more formulation specialists look to leverage their established distribution network and build their customer base by extending the brand halo to include devices that deliver their trusted products. However, devices can do more than deliver formulations—they can be used to analyse skin health and help guide people towards relevant products. Dove and Boots in-store skin analysis

devices connect consumers with the most appropriate products for them. MonaVie’, a company that sells vitamins and supplements, created a device that detects antioxidant levels in the body by scanning the skin. And Fujitsu’s smartphone monitors a user’s skin over time, predicting the appearance of wrinkles, allowing people to pre-emptively manage their skin health. As the wellbeing and fitness monitoring markets grows, prediction and intervention will help give consumers control over their health as well as their appearance.

The global beauty and personal care industry generated $21 billion (USD) of incremental retail value in 2011, of which the emerging markets fuelled 81%

In Iran, an increasing youth population and changes in consumer patterns are likely to fuel further growth in the skincare market, prompting a 7% growth rate (CAGR) and an expected value of IRR4.6 billion by 2015.

Euromonitor International, August 2012

03/04 INDUSTRY NEWS

Anti-aging skincare brand Dermelect move into the colour cosmetics market with the first peptide-infused, anti-aging, anti-brittleness nail polish formula. Wwd.com, July 2012

A range of trial-sized products in the form of beauty boxes, starter kits and travel kits are changing the field of personal care, fitting individual needs while encouraging knowledge exchange through trial and feedback – helping individuals find their perfect products.

The Changing Language of Beauty The verbal and visual language of personalcare packaging is evolving as companies aim to communicate clearly and provide more personalised experiences. Some brands are moving away from more generic notions of beauty (relying on words such as “beautiful”, “sexy”, “professional” and “natural) towards more emotionally-resonant words such as “arty”, “confident” and “balanced.”

Manifesto HairCare - Aimed at girls aged 12-14, this packaging concept developed by a student caters to the special styling needs of the “punk” or “emo” subculture, appealing to their rebellious, non-conformist nature. Institut Esthederm Adaptasun Face Lotion Ditching the typical SPF ratings, this sun protection and tanning lotion has a simple star-based rating system (2 stars for European sun, 3 stars for tropical sun) and a formulation which works with one’s skin to provide a safer tan whilst protecting skin from damage.

Bare Minerals Starter Kit

25% - the increase of floor space at this year’s CES taken by health and fitness-focused products Euromonitor International, August 2012

Image credit: (top to Bottom) Dermelect, Bare minerals, Manifesto haircare, Institut esthederm

CONSUMER TRENDS

Making it Personal How to choose the perfect product from the hundreds on shelf and the thousands on-line? As people are confronted with more choices, brands are creating personalised products to give consumers a compelling reason to choose them over the competitors. Personalisation has moved beyond the packaging to penetrate

the product itself. Advances in biochemistry mean that products can now adapt to the userâ&#x20AC;&#x2122;s skin tone, cellular structure, and emotional state. As the do-it-yourself trend gains momentum, brands are developing products that allow people to take personal care into their own hands. Realising that beauty is more than skin deep,

companies are taking a more holistic approach to skin care, offering products that nourish the body from the inside out. Brands are educating consumers through products and services that analyse skin condition and recommend the appropriate treatments.

Biochemistry Colour Adaptive Cosmetics Creams that adapt to userâ&#x20AC;&#x2122;s skin tone while providing additional benefits such as moisturisation, SPF protection and often soothing and healing properties, are more convenient as they combine multiple products into one and save time and effort in trying to find the right shade to match skin colour.

Skin Perfect CC Colour Control Silkygirl Cosmetics new generation of CC creams is formulated for Asian skin.

Maybelline Fit Me Colour-match technology goes mass market with Maybelline Fit Me range of cosmetics, featuring translucent gels and pigment matching.

Biggest target audienceYounger female consumers attach most importance to customisation/personalisation Datamonitor, Jul 2011

Smashbox Camera Ready BB Cream SPF Tinted cream formula in 5 shades that moisturizes, primes, perfects, controls oil, and protects with SPF 35 UVA/UVB.

05/06 CONSUMER INSIGHT

Image credits : (top to bottom) Maybelline FitMe, Smashbox camera ready, Silkygirl skin perfect

DNA and Genetic code match

U Autologous Stem cells are extracted and processed to create custom-blended serums and moisturisers that regenerate the skin.

More brands are looking to technologies that analyse DNA and the skin’s make-up to create the perfect product.

Mood Cosmetics and Neurocosmetics Mood cosmetics change the colour or texture to correspond with an individual’s emotional state, whilst Neurocosmetics are designed to improve people’s mood and mental wellbeing.

73% Of consumers attach importance to individuality and being able to express oneself Datamonitor, Jul 2011

LUSH Emotional Brilliance - Consumers pick the make-up shades that match their desired emotional state using the Emotional Brilliance colour wheel.

Too Faced Mood Swing Lip Gloss Too Faced Mood Swing lip gloss is clear when applied, but its heat-responsive technology reacts to body temperature, reflecting the wearer’s mood through different shades of pink.

Do it yourself Make-Your-Own From the Nespresso coffee-capsule system to at-home beauty treatments, DIY products allow people to recreate professional experiences in the comfort of their own home. But the make-your-own (MYO) movement takes DIY to another level. Rather than simply re-creating an experience, MYO products let people select the ingredients going into the products, giving consumers reassurance about the quality of ingredients and ultimate control over the final product. Naturalis - The new Naturalis by Rowenta allows consumers to mix their own skin care products in the comfort of their home. People can control the composition of a range of cleansers (milks, peels, masks) and moisturisers (day creams, body cream, hand crème, lip balm) following a recipe book which includes advice about different skin types and routines to follow.

Image credits - (top to bottom): U Autologous, Lush, Two faced mood swing, Rowenta naturalis

Mix and Match As the economy slows in many markets, many people are looking for ways to stretch their disposable income as far as possible whilst limiting wasteful spending, such as buying a product and using all of it rather than throwing part of it away. Consequently, products that offer flexibility—allowing consumers to select exactly what they want and how much are seen as both more convenient and better value for money. BACH Personalised Remedies - Bach produces homeopathic products,

including the famous Rescue Remedy, prepared from the flowers of wild plants, trees and bushes. The remedies work by treating the individual rather than the disease or its symptoms. The Remedy Chooser, an online application, allows customers to personalise the remedies even further and have them delivered to their home. Bobbi Brown Custom Palette - Build

a personalised palette of 3, 4, or 6 products by selecting the desired eye and cheek shades.

Holistic approach Beauty from the inside out As people become more aware that the skin reflects the health of the whole body, more companies are creating products that nourish from the inside out. SpaceNK Apothecary - In addition to high-quality skincare, fragrances, and cosmetics, SpaceNK also offers dietary supplements designed to nourish and rejuvenate the skin from the inside, as described in its Wellbeing section, “Feel good on the inside and you’ll look your best on the outside”. Body and Eden - California-based Body and Eden provides tonics and elixirs made from organic whole fruits and veggies and high-nutrient green superfoods such as spirulina, chlorella, and barley grass, which are meant to purify and cleanse the body.

7 in 10 global consumers (72%) believe that physical attractiveness is very important in creating a feeling of wellness or wellbeing. Datamonitor, Jul 2011

07/08 CONSUMER INSIGHT

Image credits - (top to bottom) BachRemedies, Bobbibrown, BodyandEden

Natural Personal Care Consumer desire for natural, locally-sourced produce and sustainable products is growing, as is their willingness to pay more for eco-conscious products that donâ&#x20AC;&#x2122;t compromise on performance.

Phenome

Using nature as its inspiration, Phenome applies the latest scientific knowledge to create natural, organic cosmetics that are free from synthetic ingredients, sourced from renewable plants, and grown by communities who are fairly paid for their work.

52% of men and 48% of women (aged 18-34) who buy beauty products express interest in apps that could help them pick products based on their needs. Enhanced shopping features are of growing interest to these technology-savvy consumers. Mintel Oxygen Reports, Jan 2013

Education Facilitated decision making and Convenience Consumers are looking for services that help them find products that best reflect their individuality and are most compatible with their skin, hair and body type.

No7 Matchmade Foundation Service

A handheld device that determines the exact tone of peopleâ&#x20AC;&#x2122;s skin and recommends, with the help of a consultant, the best foundation shade. MAc make-up

MAC make up artists offer instant help and consultation through live chats and email.

18-34 Year olds in the US want personalised help when picking products. Mintel Oxygen Reports, Jan 2013

In Latin America and Asia Pacific, consumer spending on beauty products is increasing, while in North America and Western Europe, spending has slowed. This gap is likely to become bigger as worldwide spending patterns change. Datamonitor, Nov 2012

Taboo Topics From nail fungus, to dandruff, to genital hygiene, brands that treat taboo topics with sensitivity and a sense of humour put people at ease and make them more comfortable talking about and trying new products. Summer's Eve - Summerâ&#x20AC;&#x2122;s Eve advertising campaign

(Hail to the V!) links sexual empowerment with genital cleansing products in an attempt to de-stigmatise feminine hygiene.

Image credits - (top to bottom) Phenome, No7 matchmade foundation, Summers Eve

FUTURE PERSONA: ZOE Constantly connected hyper brand conscious tech savvy and powerful influencERS OF their parents purchasing decisions Navigating the tricky landscape between childhood and adolescence, the tweens of the future (8 to 12 years old) will be more tech savy, more informed and more demanding than their current-day counterparts. Longing to be seen as more of a teenager than a child, they reject products aimed at children and prefer to spend more time with their friends than family. Their powerful influence on parents spending patterns combined with a rejection of blatant marketing, makes them an interesting, if challenging demographic. The parent factor also can’t be ignored; purchases will still need their stamp of approval!

THE STORYBOARD Zoe and a group of friends are at a sleepover trying out new beauty products. Zoe: “My best friend is a ‘secret agent’ for a beauty brand which sends her the latest make-up and beauty products to test with her friends” Zoe’s Friend: “My friends and I don’t like products that are too frilly and pink, but it still needs to look glamorous and not plain like some of my mum’s stuff”

01 Beauty products are now usually paired with ‘works well with’ products or other suggestions that will enhance wellbeing. For example a new blusher may also suggest eating carrots and other foods that produce a natural glow for more long-term radiance.

03 09/10 FUTURE PERSONA

“I make sure that my mum gives me the right food and I try to exercise as much as I can as I know it takes a combination of things to feel and look good. My mum constantly tries to promote health over beauty, so this pleases her.”

THE PERSONA > About Personas Personas offer a creative way of exploring the needs of future consumers. In this scenario, Zoe is a tween in 2025. How could your products and services cater to her needs and aspirations, whilst also appealing to her parents?

Hi, I’m Zoe and I’m 10 years old . It was my birthday last week and because I am top of the class my pare nts got me a brand new smartphone (my old one used to be my Dad’s). I love chatting to my friends online but we usually tr y to meet up at the shopp ing mall. My -focused and parents are ve although scho ry education ol comes ea music. I don’ sily to me, m t play an inst y real love is ru m ent yet, but I guitar lessons am hoping to soon. get some

Zoe is a ‘you ng adult’ livin g in Abu Dha - Is kind and bi, she… considerate an d is very clos - Is thinking ab e to her mum out the future identity more and is trying to figur e out her - Uses social media to com m un ic - Likes to have ate and intera ct with her fri control and m ends ake her own choices Zoe’s mum is on a blogging forum with friends discussing their daughters’ interest in beauty and comparing the latest products.

“Jessica and I do our beauty regime together now, I can teach her things and she also gives me tips”

“I can see Ella has more confidence recently and feels a bit more in control of her acne”

“Lucy really wants to borrow my bracelet for her party but it contains a wireless sensor which I am using to monitor and compare myself to the ‘wellbeing network’-it may skew my results if I lend it to her”

Zoe and a friend have recently bought a face buffing product that they are not sure what to do with, but have heard some of the girls in the classes above them talking about it. They take a photo of the packaging with their phones which triggers an avatar projection instructing them how to use it. . Avatar speaking: “Tie back your hair and rest your chin on the chin rest. Close your mouth and eyes and press the ‘buff’ button. Relax as you enjoy a pampering session your friends will be jealous of”

Image credits: PDD

STUDIO SOUNDBITES

Male Grooming at PDD The market for male grooming products is booming as more men become conscious of their appearance. How do the guys at PDD compare? Although they think they donâ&#x20AC;&#x2122;t do anything out of the ordinary, some of their regimes and habits and the reasoning behind them might surprise you...

Time spent on personal grooming per sector:

Industrial design

10mins

30 mins

Engineering 19mins

Medical

Admin

17mins

26mins

Model making 8mins

81% % of mosturiser users

61L

95% 11/12 STUDIO SOUNDBITES

270L

Ratio of those showering to those bathing and the resulting water usage.

‘‘ I pluck and trim ears, eyebrows, & nose – I’m over 30 and running to just stand still ’’

“ I keep my hair short to save on water usage “

“ I trim my tash when the Marmite lingers “ “ I don’t use Antiperspirant deodorant as its bad for you “

“ 1 day a week I take time to trim my nails – but not too short I need them for model making “ “ I shave every 2 weeks or just before a race……. but my ankles are too far to reach “

Image credits: PDD

“ I use Cocoa butter moisturiser “

SENSORSHIP – DIGITAL MINDERS THAT MONITOR OUR EVERYDAY LIVES

As sensing technology becomes more affordable and accessible, how can it help us in our pursuit of health and happiness? Tech 01: The maker’s revolution Cheap, flexible, programmable micro controllers are introducing new audiences to the world of electronics, supported by online communities of ‘makers’. Application: “Please water me” Botanicalls represent a new direction in emotive technology, enabling plants to reach out by sending tweets asking for help. Similar sensors could allow our own bodies to broadcast concerns “Please, no more coffee!”.

Tech 02: Appcessories Combining software (apps) with hardware peripherals (accessories) opens up exciting new avenues for “sensing” smartphones. 30

Health Wellbeing

13/14 TECHNOLOGY INNOVATIONS

Application : 100% organic? Is that apple really organic? Plug in Lapka to your smartphone and find out. This smartphone appcessory can detect electromagnetic fields (EMFs); humidity and temperature, as well as background radiation levels and concentrations of nitrate left by non-organic fertilisers.

Image credits (top to bottom): All illustrations-PDD, botannicals.com, mylapka.com.

Tech 03: We <3 data Applications are using data-logging to help users keep track of their progress, providing motivation to reach new levels. Application: Frightful fitness Spectrek, an augmented reality ghosthunting game, encourages players to run around using their smartphone to find and catch virtual ghosts. Gamified rewards and new challenges add fun to keeping fit.

Tech 04: High-tech textiles New generations of lightweight, flexible and power-efficient technologies open up possibilities for smaller, wearable and less obtrusive devices. Application: Analytical underwear Myontech makes sports clothing embedded with sensors that relay information to smart devices about an athlete’s performance in real time. The same tech may one day inform us when we encounter free Wifi access or suggest tips for better posture.

90 80 70 60 50 40 30 20 10

Tech 05: Here comes the swarm Swarms in nature are extremely complex and flexible systems, able to delegate and distribute data-gathering and analysis efficiently. Application: Motor mouth These autonomous cars share real time information of road conditions, including analysing potential hazards. Swarming devices might one day learn from the collective by repeating successful behaviours and avoiding fatal failures.

Tech 06: Atomisation Just as handwriting with pen and paper morphed into word-processing on a computer (an example of the digitalisation of tangible objects), bytes from the digital world are being represented as atoms in the real world. Application: The proverbial wallet Developed by students from MIT, this wallet monitors the user’s current bank balance and relays changes through tactile feedback. The wallet ‘buzzes’ when a transaction is made, swells when the account is healthy and physically resists opening when a predetermined spending limit is reached.

Image credits (top to bottom): All Illustrations-PDD, news.com.au., androidtapp.com, engadget.com

DESIGN

INTERESTING TRENDS FOR 2013 All day, every day, we use sight, sound, taste, smell and touch to tell us about the world. These senses allow us to make split-second decisions about the products we buy and the way we interact with them. Personal care products seek to engage all these senses, making a more immersive, memorable experience. We take a look outside the common realms of personal care and explore how the world of design is evoking and exciting four of our key senses; sight, sound, touch and smell.

Touch

Products are breaking the mould, changing expectations of how they feel and react when handled. Welcome to an era of surprising and intriguing objects which create new and exciting engagements. From eating utensils, which challenge the traditional role of cutlery, playing on the senses in order to enrich the eating experience, to mobile phone screens which bulge and deform to offer the user tactile feedback. Garniers new range of moisturisers comes in a variety of tailor-made textures to suit differing skin types.

Morfoze hexagonal soap creates an unusual experience by morphing the form of an everyday object which has always maintained the same smooth form. Tableware as sensorial stimuli is a project by designer Jinhyun Jeon which focuses on ways of making eating a much richer experience. The project was inspired by the phenomenon of synesthesia, a neurological condition where stimulus to one sense can affect one or more of the other senses. Celines 2013 footwear collection features fur, a fabric not commonly found in footwear yet one which creates a striking aesthetic.

15/16 DESIGN

Image credits: Left page (top to bottom) reviewsbydb.com, thedieline.com, shoebaloo.com, jjhyun.com Right page (top to bottom) quietmark.com, PDD, nissan.co.uk

Sound Sounds can immediately evoke an image of a product or interaction. The sound of an opening Coke can or the whistle of a kettle, it’s these associations which provide familiarity and reassurance. We have seen a range of products which play with these connections to give users an enhanced experience.

The most notable trend in sound for 2013 is...silence. Recognising that consumers are seeking a break for the aural assaults of everyday products, Quiet Mark, a new, not-forprofit company, awards ‘quiet marks’ to products that meet low noise levels. Brands such as Samsung, Panasonic and LG have already signed up, seeking certification for their products.

THE CIVIC MUSICAL ROAD

A surprising and fun use of sound is the Civic musical road by Honda which uses grooves cut into the road to make the tyres of passing cars resonate to the tune of the Lone Ranger.

Silence may be golden, but it can also be dangerous. Electric cars are often so quiet that pedestrians don’t notice them. In 2010, Japan and the US issued guidelines for embedding warning sounds in electric vehicles. In response, manufacturers have designed sounds into their cars. For example, Nissan have engineered sound for the Nissan Leaf, which sounds more like an approaching spaceship than a combustion engine. EV tones, an online download service, provides sounds that can sync with electric cars.

Sight Sight is the sense most relied upon by brands to attract consumersâ&#x20AC;&#x2122; attention. Designers are pushing the boundaries to create unexpected visual experiences that go beyond simply making a product attractive. Absolut new range, Absolut Unique, uses splash guns and complex colour algorithms to create millions of bottles, with no two alike.

Fame, Lady Gagaâ&#x20AC;&#x2122;s new perfume, uses advanced fragrance technology to change the liquid from black (when in the bottle), to clear (when sprayed). A team of designers and scientists from Cambridge University developed E-chromi, genetically engineered bacteria capable of secreting a range of coloured pigments. This technology has many possible applications, such as a pro-biotic yoghurt that could be used for personalised disease monitoring.

NYU students Nien Lam and Sue Ngo created a range of clothing that detects carbon monoxide and displays its presence visually through graphics printed on the shirts.

17/18 DESIGN

Smell Certain scents can evoke vivid memories and are capable of transporting us back to a familiar time or place. From products with increasingly unusual fragrances to aids for capturing aromas, smell is taking centre stage. Chinese student Li Jingxuan created a concept device that captures both the aroma and image of a meal, enabling users to print the picture and smell onto a postcard that they can share with friends.

Procter and Gamble â&#x20AC;&#x2DC;scenterâ&#x20AC;&#x2122; on their Downy Unstopables product, allows shoppers to sample the scent in store, creating a more interactive point-of-purchase experience.

The scenter from Studio Kg captures fragrances in capsules, allowing users to store scents like photographs and revisit them later.

Perfumes are a great medium for creating smells capable of evoking memories. Karl Lagerfields perfume Paper Passion, evokes the smell of new book, whilst Bobbi Brown Beach captures the essence of summer.

Image credits (left page): (top to bottom) absolut.com/unique, hauslaboratories.com, echromi.com, www.suengo.com (Right page): (top to bottom) designboom.com, downy.com, wallpaper.com studio-kg.com, bobbibrown.co.uk

PDD is a product and service design innovation consultancy. Our multi-disciplinary team combines insight, trends, strategy, design, engineering, prototyping and production management to create exciting solutions to the complex challenges our clients face in a rapidly changing world. Leveraging our experience across medical, consumer, transport, FMCG, service, communication and industrial sectors, weâ&#x20AC;&#x2122;re able to spark innovation through the cross-fertilisation of ideas of different sectors. PDD would like to thank all the contributors that made this possible; Jamie Buckley, Alex Crook, Jon Freeman, Josh Richards, Oliver Brunt, Milly Roberts, Oliver Stokes and Julian Swan and also all the kind companies that allowed us to use their images as part of the issue. You can learn more about PDD on our website www.pdd.co.uk

NEXT ISSUE We hope that you enjoyed this issue and feel inspired. Look out for our next issue, which will be all things related to the Home.

past issues In the meantime please contact us if you would like to take a look at any of our past issues

Transport This edition of Extract presents a flavour of future travel experiences by looking at them from different points of departure.

EXTRACT TRANSPORT EDITION

www.pdd.co.uk

Consumer electronics This edition looks at how peoples relationships with consumer electronics will evolve and adapt in the future.

EXTRACT CONSUMER ELECTRONICS EDITION

www.pdd.co.uk

EXTRACT_COVER_FINAL.indd 1-2

18/05/2012 09:57

London studio + 44 (0)20 8735 1111 contact@pdd.co.uk www.pdd.co.uk Hong Kong studio + 852 2997 6151 contact@pdd.com.hk www.pdd.com.hk

Socialise