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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. Is that natural? Encouraging women to choose safe and healthy personal care products Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 2. 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 Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 3. 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 Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 4. Research recap Mapping barriers Based on personal conversations, feedback from class, and my own observations and experiences
  • 5. 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 Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 6. 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” Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 7. Research recap Barriers to buying natural products Those who DON’T buy natural products Those who DO buy natural products Don’t work Don’t work as well as well Brand 39% 36% Loyalty Cost 79% 67% Not sure what’s natural 43% Brand Not sure Just never Cost Loyalty what’s natural considered 50% 44% 43% 50% Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 8. Research recap Barriers to buying natural products Those who DON’T buy natural products Those who DO buy natural products Don’t work Don’t work as well as well Brand 39% 36% Loyalty Cost 79% 67% Not sure what’s natural 43% Brand Not sure Just never Cost Loyalty what’s natural considered 50% 44% 43% 50% Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 9. Research recap Barriers to buying natural products Those who DON’T buy natural products Those who DO buy natural products Don’t work Don’t work as well 36% Brand Loyalty Focus area as well 39% Cost 79% 67% Not sure what’s natural 43% Brand Not sure Just never Cost Loyalty what’s natural considered 50% 44% 43% 50% Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 10. Research recap Photo activity and interviews 3 freshmen women: 2 design students and 1 business student Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 11. 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.” Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 12. 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” Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 13. 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 Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 14. Research recap Main takeaways A lot of young women have never even considered buying natural products. “Natural” Value Confused Cost is important, but young woman are willing to under- trumps about pay more if the product is perceived to be worth it. considered price ingredients 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. Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 15. Project ideas Ideas to draw attention Pros: » Easy-to-make » Simple message » Could provoke to look up website Challenges: » Fairly traditional approach; maybe boring Poster 1 Poster 2 » Could get lost among many posters Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 16. Project ideas Ideas to draw attention http://www.youtube.com/oceanking97 Pros: Challenges: » Unexpected » Technical difficulty? » Makes you want to pass on to friends » Don’t want to copy YouTube Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 17. Project ideas Ideas to draw attention 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”? Large-scale object Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 18. Project ideas Ideas to draw attention 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 Mirror decals provocative enough to get people to notice Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 19. Project ideas Ideas to help remember ingredients Pros: » Useful » Doesn’t currently exist (to my knowledge) Challenges: » How would people find the objects? » Bracelet: not sure how Wallet-sized card Bracelet realistic (materials, cost) Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 20. Project ideas Systemic approach (idealistic...unrealistic?) large Mirror Poster or Video or object or decals + Website + Wallet card or bracelet Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010
  • 21. Next steps 1. Pick one approach 2. Make it Carnegie Mellon University // Social Impact by Design // Jenny Shirey // November 1, 2010