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SIBD Presentation 2: "Is That Natural?"

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This is my interim project for my Social Impact by Design class at Carnegie Mellon University. My project focuses on encouraging young women to choose safe and healthy (chemical-free) personal care …

This is my interim project for my Social Impact by Design class at Carnegie Mellon University. My project focuses on encouraging young women to choose safe and healthy (chemical-free) personal care products. This presentation shows the research I've done so far and various concept ideas for the final project.

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  • 1. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Is that natural? Encouraging women to choose safe and healthy personal care products
  • 2. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Project statement This project focuses on encouraging young women to pay attention to the ingredients in their personal care products. I want to empower women, through helping them question product claims, and pointing them toward resources to increase their knowledge. Ultimately, I hope this will lead more young women to consider the benefits of choosing safer, healthier personal care products. Personal care products: anything someone puts on her face, hair, or body
  • 3. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Research recap Research so far 1. Mapping out perceived barriers 2. Survey 3. Photo activity and interviews 4. Interview with Lani Lazarri, founder and President of Simple Sugars
  • 4. Research recap Mapping barriers Based on personal conversations, feedback from class, and my own observations and experiences
  • 5. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Research recap Survey 55 respondents, all women from School of Design 32 undergrads (5 freshmen, 8 sophomores, 12 juniors, 7 seniors) 23 grads Questions explored... ...how women rank various factors when buying personal care products ...whether they buy natural products (according to their own definition) ...how they know what is natural ...what might prevent them from buying natural products
  • 6. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Research recap Survey results What’s important to undergrads: Most important: cost, “I like the brand,” and recommendations from friends Not important: product ingredients—ranked last by most “Do you buy natural products?” 44% of undergrads said “no” or “not very often” “How do you know that a product is natural?” 89% “The label says it’s natural” 50% “I check the ingredients”
  • 7. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Research recap Barriers to buying natural products Those who DON’T buy natural products Those who DO buy natural products Brand Loyalty 79% Brand Loyalty 50% Cost 50% Cost 67% Not sure what’s natural 43% Not sure what’s natural 44% Just never considered 43% Don’t work as well 36% Don’t work as well 39%
  • 8. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Research recap Barriers to buying natural products Those who DON’T buy natural products Those who DO buy natural products Brand Loyalty 79% Brand Loyalty 50% Cost 50% Cost 67% Not sure what’s natural 43% Not sure what’s natural 44% Just never considered 43% Don’t work as well 36% Don’t work as well 39%
  • 9. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Research recap Barriers to buying natural products Those who DON’T buy natural products Those who DO buy natural products Brand Loyalty 79% Brand Loyalty 50% Cost 50% Cost 67% Not sure what’s natural 43% Not sure what’s natural 44% Just never considered 43% Don’t work as well 36% Don’t work as well 39% Focus area
  • 10. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Research recap Photo activity and interviews 3 freshmen women: 2 design students and 1 business student
  • 11. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Research recap Interviews: common themes Perceived value > price in dollars “I don’t want to spend more than $10 to $12 on products... but I’ll spend more money on makeup” “Price goes with quality” Personal recommendations are very important Trusted sources: friends, sisters, moms, hairdresser, dermatologist “My friends and I go shopping together” Willing to try new products; passionate about favorites “This [VS lotion] is my favorite scent... when I found out it was discontinued I stocked up” Usually don’t look at ingredients “I wouldn’t know what to look for” or “I don’t understand [the ingredients]” “I should start looking at ingredients... I just don’t have time.”
  • 12. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Research recap Interviews: common themes Trusting of product claims “There’s so many ways you can interpret ‘natural’... if it has extract of oil, it seems ok” “The packaging has a lot to do with whether you think it’s natural” (regarding trust) “If I were really into it, I might do some research” “The Aveeno looks pure... but it doesn’t look like it’s strong enough to prevent breakouts”
  • 13. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Research recap Interview with Lani Lazarri, 17 Background Started her own line of homemade body scrubs, “Simple Sugars,” at age 13 Personal need for products that wouldn’t aggravate her eczema Now “chemical-free is my personal thing” Young women & natural products “A lot of my friends don’t care [about natural products]” Market research shows that college-age girls have the most disposable income and are very interested in new products
  • 14. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Research recap Main takeaways A lot of young women have never even considered buying natural products. Cost is important, but young woman are willing to pay more if the product is perceived to be worth it. There’s a lot of confusion about ingredients, and reluctance to look at the ingredients in products. I want to encourage young women to pay attention to the ingredients in their personal care products. “Natural” under- considered Value trumps price Confused about ingredients
  • 15. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Project ideas Ideas to draw attention Poster 1 Poster 2 Pros: »» Easy-to-make »» Simple message »» Could provoke to look up website Challenges: »» Fairly traditional approach; maybe boring »» Could get lost among many posters
  • 16. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Project ideas Ideas to draw attention http://www.youtube.com/oceanking97 Pros: »» Unexpected »» Makes you want to pass on to friends Challenges: »» Technical difficulty? »» Don’t want to copy YouTube
  • 17. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Project ideas Ideas to draw attention Large-scale object Pros: »» Unexpected »» Could put on the Cut (near The Fence) »» Interesting conjunction between natural/nature Challenges: »» Weather issues »» Would people actually read the “fine print”?
  • 18. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Project ideas Ideas to draw attention Mirror decals Pros: »» Again, unexpected »» Placement on mirror seems appropriate (most personal care products are kept in or used in bathroom) Challenges: »» Not sure how long they’d stay up »» Need for short, pithy message that’s provocative enough to get people to notice
  • 19. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Project ideas Ideas to help remember ingredients Wallet-sized card Bracelet Pros: »» Useful »» Doesn’t currently exist (to my knowledge) Challenges: »» How would people find the objects? »» Bracelet: not sure how realistic (materials, cost)
  • 20. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Project ideas Systemic approach (idealistic...unrealistic?) + + Website orWallet card Bracelet or or orPoster Video Large Object Mirror decals
  • 21. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010 Next steps 1. Pick one approach 2. Make it