Reflection - Learning Launch       Challenge    I am a green beauty entrepreneur and I formulate organic natural skincare and haircare.   The green beauty movement has been gaining more and more customers as everyone gets  more conscious on relevant topics such as harmful chemicals, sustainability, vegan ingredients  etc.  But somehow, we noticed people still would prefer products made with mainly synthetic  ingredients instead of supporting a small business that takes advantage of nature’s healing  powers. The reasons are different for different people, for some it’s the cost effectiveness  (synthetic ingredients are cheaper) or for others it’s because the other product is a hedonistic  brand (luxury-oriented) etc.    Selection    Our target audience is more the second type of persona therefore our goal is to test and find a  way through a learning soft launch if changing the outer packaging would change the  experience of people and to make them have a “luxury experience” also while buying organic  sustainable, eco-friendly products.      Implementation    We made some research and it results that according to a survey of 4,487 female internet users  aged between 16-64 in eight key markets, including the UK, showed that almost half, 43%,  would pay more if packaging was environmentally friendly. Around two-thirds, 67%, think that  packaging should be environmentally friendly, and 56% would pay more if the products were  made with natural /organic ingredients. So, people are willing to consider products with the  above qualities and they need somehow of an experience while they buy these products.  So, in this case a through customer-centric approach is required to really understand what  would drive more people to buy natural, organic, eco-friendly products.  The goal is to make them feel special and knowledgeable about what they’re buying (on the  contrary of conventional cosmetics where the average person does not know how to read a  label or to recognize ingredients in it.). The reason why we chose the outer packaging is  because it’s much cheaper to play around with the packaging that the formula itself of the  product. If you change the formula, precious expensive ingredients can be wasted during the  learning launch. So, we decided to test our assumptions after many design thinking sessions by  producing a small batch of products with a new “luxury packaging” including glass bottles,  personalized quotes on the packaging, eco-friendly grass paper, decorative flowers and leaves  and a “Product ID postcard” inside the package explaining in common language what the

product is about. Making unpacking a pleasant natural experience and also giving a sense of  belonging to the planet itself by reducing plastic and with 100% compostable packaging.    Insights & Approach    Along with the product we sent out a short questionnaire (QR code on the postcard) to quantify  if the changed experience had changed indeed the mentality of being a lifelong customer of  such products. After the small batch of products was marketed, it was sold out in couple of days  and we offered a special discount on their next purchase to those that took the questionnaire  who gave us more insights into the psychology of such customer. Such technique expanded our  horizon on how important it is to sell not only products but to sell special unique experiences so  we can apply the learning lessons on all of our products.  The next approach to take is to bring into the picture more luxury rare ingredients into the  formulations and test once again the feeling around those products, would customer be able to  pay more for a pricey but special product containing more expensive ingredients?


Reflection - Learning Launch Challenge I am a green beauty entrepreneur and I formulate organic natural skincare and haircare . The green beauty movement has been gaining more and more customers as everyone gets more conscious on relevant topics such as harmful chemicals , sustainability , vegan ingredients etc . But somehow , we noticed people still would prefer products made with mainly synthetic ingredients instead of supporting a small business that takes advantage of nature ’s healing powers . The reasons are different for different people , for some it ’s the cost effectiveness ( synthetic ingredients are cheaper ) or for others it ’s because the other product is a hedonistic brand ( luxury - oriented ) etc . Selection Our target audience is more the second type of persona therefore our goal is to test and find a way through a learning soft launch if changing the outer packaging would change the experience of people and to make them have a “ luxury experience ” also while buying organic sustainable , eco - friendly products . Implementation We made some research and it results that according to a survey of 4,487 female internet users aged between 16 - 64 in eight key markets , including the UK , showed that almost half , 43 % , would pay more if packaging was environmentally friendly . Around two - thirds , 67 % , think that packaging should be environmentally friendly , and 56 % would pay more if the products were made with natural /organic ingredients . So , people are willing to consider products with the above qualities and they need somehow of an experience while they buy these products . So , in this case a through customer - centric approach is required to really understand what would drive more people to buy natural , organic , eco - friendly products . The goal is to make them feel special and knowledgeable about what they ’re buying ( on the contrary of conventional cosmetics where the average person does not know how to read a label or to recognize ingredients in it . ) . The reason why we chose the outer packaging is because it ’s much cheaper to play around with the packaging that the formula itself of the product . If you change the formula , precious expensive ingredients can be wasted during the learning launch . So , we decided to test our assumptions after many design thinking sessions by producing a small batch of products with a new “ luxury packaging ” including glass bottles , personalized quotes on the packaging , eco - friendly grass paper , decorative flowers and leaves and a “ Product ID postcard ” inside the package explaining in common language what the product is about . Making unpacking a pleasant natural experience and also giving a sense of belonging to the planet itself by reducing plastic and with 100 % compostable packaging . Insights & Approach Along with the product we sent out a short questionnaire ( QR code on the postcard ) to quantify if the changed experience had changed indeed the mentality of being a lifelong customer of such products . After the small batch of products was marketed , it was sold out in couple of days and we offered a special discount on their next purchase to those that took the questionnaire who gave us more insights into the psychology of such customer . Such technique expanded our horizon on how important it is to sell not only products but to sell special unique experiences so we can apply the learning lessons on all of our products . The next approach to take is to bring into the picture more luxury rare ingredients into the formulations and test once again the feeling around those products , would customer be able to pay more for a pricey but special product containing more expensive ingredients ?