Challenge

Our team worked with Flawless, which is a local make-up brand, in order to implement a  personalized lipstick. Thus, we decided that distinguishing the characteristics would give us an  outlook about the type of lipsticks that can be used in our work as we noticed that most of the  clients had never been satisfied with the product because of the tone and the texture. This huge  business had never been harnessed.

The team was composed of 5 Marketing students coordinated by Ph.D. Victoria Jurado and it had  an estimated deadline of 4 months. Besides, the work was equitably divided between the 5 team  members.

Selection

Ms. Victoria Jurado made us the recommendation to choose a tool of the Design Thinking  program. Then, throughout a short discussion, the team decided that mind mapping was the best  option because it would give us an outlook of the preferences of the consumers based on their  needs and their lifestyle. Furthermore, mind mapping allowed us to understand what consumers  think about the product.

Application

We divided the consumers into two groups in order to apply mind mapping as our product is also  addressed to men. The first group was composed of 16 women older than 16 years, and the  second one was composed of 16 men older than 16 years. Thus, we obtained two mind maps.

First and foremost, we collected all the ethnographic information obtained from our clients  considering the type of brand's consumer. Each mind map involved 40 guest people that were  interested in this type of lipstick and that fulfill characteristics of Flawless consumers. From those  40 people, we made 5 teams, each one composed of 8 members, in order to have a conversation  with them and understand why they chose a certain topic of interest. Then, we asked them to  write about what they consider good or bad in the product. After that, each team told us the topic  of interest. Most of the clients based on a specific characteristic of the lipstick; for example, the  texture and the lifestyle.

Insight

When applying the mind mapping tool we reached to many ideas that were not considered at the  beginning of the project, such as the lifespan, the presentation, and the smell of the lipstick. Men  considered that a lipstick must be colorful to achieve its purpose; meanwhile, women pointed out  that a natural color is more acceptable because of their skin tone. From this, it was suggested the  production of a book with recommendations to the consumer according to the skin tone, type of  skin, and lifestyle not only to achieve a personalized lipstick but an ideal lipstick for everyone.

Approach

As it was mentioned before, throughout the ideas and the information obtained from the  consumers we decided to create a book of recommendations and to implement the following  steps:

1. Texture: Liquid or stick  2. Color: 12 different, among them intense red, purple, and fuchsia.  3. Smell: candy, very sugar, and orange caramel.  4. Presentation: Elegant (black), futuristic (gray, blue, and brown), feminist (pink with

designs), and childish (animal shapes).


Challenge Our team worked with Flawless , which is a local make - up brand , in order to implement a personalized lipstick . Thus , we decided that distinguishing the characteristics would give us an outlook about the type of lipsticks that can be used in our work as we noticed that most of the clients had never been satisfied with the product because of the tone and the texture . This huge business had never been harnessed . The team was composed of 5 Marketing students coordinated by Ph.D. Victoria Jurado and it had an estimated deadline of 4 months . Besides , the work was equitably divided between the 5 team members . Selection Ms. Victoria Jurado made us the recommendation to choose a tool of the Design Thinking program . Then , throughout a short discussion , the team decided that mind mapping was the best option because it would give us an outlook of the preferences of the consumers based on their needs and their lifestyle . Furthermore , mind mapping allowed us to understand what consumers think about the product . Application We divided the consumers into two groups in order to apply mind mapping as our product is also addressed to men . The first group was composed of 16 women older than 16 years , and the second one was composed of 16 men older than 16 years . Thus , we obtained two mind maps . First and foremost , we collected all the ethnographic information obtained from our clients considering the type of brand 's consumer . Each mind map involved 40 guest people that were interested in this type of lipstick and that fulfill characteristics of Flawless consumers . From those 40 people , we made 5 teams , each one composed of 8 members , in order to have a conversation with them and understand why they chose a certain topic of interest . Then , we asked them to write about what they consider good or bad in the product . After that , each team told us the topic of interest . Most of the clients based on a specific characteristic of the lipstick ; for example , the texture and the lifestyle . Insight When applying the mind mapping tool we reached to many ideas that were not considered at the beginning of the project , such as the lifespan , the presentation , and the smell of the lipstick . Men considered that a lipstick must be colorful to achieve its purpose ; meanwhile , women pointed out that a natural color is more acceptable because of their skin tone . From this , it was suggested the production of a book with recommendations to the consumer according to the skin tone , type of skin , and lifestyle not only to achieve a personalized lipstick but an ideal lipstick for everyone . Approach As it was mentioned before , throughout the ideas and the information obtained from the consumers we decided to create a book of recommendations and to implement the following steps : 1 . Texture : Liquid or stick 2 . Color : 12 different , among them intense red , purple , and fuchsia . 3 . Smell : candy , very sugar , and orange caramel . 4 . Presentation : Elegant ( black ) , futuristic ( gray , blue , and brown ) , feminist ( pink with designs ) , and childish ( animal shapes ) .