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Summary


What is the future of skincare?

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Summary


What is the future of skincare?

Tend

An app that offers a personalized and holistic approach to skincare.

COMPETITION | 4 WEEKS | INNOVATION


 

SCOPE

Inventing the Future Skincare Experience

In my final semester of grad school, I gathered a group of Brand Marketers to participate in a competition for L'Oréal where we had to make a 5 minute video pitching a future skincare experience.


ROLE

Brand Marketing Consultant

Project Management: Managed the project among team members, mentors, and L'Oréal coach, resulting in being placed among the top 10 teams in America.

Brand Strategy: Pulled the key insight that Skin Fanatics take measurable aspects of health seriously by looking at an analogous culture of wearable technology.

Brand Marketing: Developed a plan to scale the solution worldwide by forecasting success up to 24 months before, during, and after launch.


RESULT

My Favorite Outputs

Brandstorm 2019 National Finalist: Selected among the top 10 out of 75 teams in America and got flown to New York City by L'Oréal to pitch the idea again to the Active Cosmetic Division.

App Concept for Tend: Developed the concept for our future skincare experience after pulling a key insight that Skin Fanatics take measurable health aspects seriously by looking at an analogous culture of wearable technology.

Launch Plan: Created a plan to scale the solution by considering the events before, during, and after launch in a 24 month time frame.

 
 
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Strategic Work


Taking care of your skin requires more than applying products.

Strategic Work


Taking care of your skin requires more than applying products.

 

INTRODUCTION

Taking care of your skin requires more than applying products.

We believe that the industry has been looking at skincare all wrong. Our skin is not an accessory. It’s our biggest organ, and it comes in contact with the rest of the world everyday.  Beauty might be a benefit of skincare, but it’s just a byproduct.


RESEARCH

Methodologies

  • People:

    • Interviews with Skincare Fanatics, n=10

    • Survey on Health-Conscious Consumers of Skincare, n=253

  • Category:

    • Competitive audit of skincare apps.

  • Culture:

    • Analogous inspiration: wearable devices

Key Findings

  • People: Skincare Fanatics don’t feel confident that they have all the skincare information they need.

  • Brand: L’Oréal Active Cosmetics provide credible information backed by science.

  • Culture: Skincare is associated with beauty, not wellness.


LEARNINGS

Takeaways

75% of people who are interested in skincare don’t feel like they have all of the information they need, and that’s because all they know about skincare is products. We need to show people that caring for their skin is a holistic experience and an important part of a healthy lifestyle. They

There’s a clear consumer need for information and guidance. L’Oréal has the opportunity to become an information leader. Not only is the Active Cosmetics Division a credible source grounded in scientific conviction, but L’Oréal also has access to cutting edge technology, like Modiface.

Insight

Health-Conscious Consumers take measurable aspects of health seriously. Today, health-conscious consumers are already tracking so much data such as exercise, diet, and sleep.

 
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Creative Work


Insight

Health-Conscious Consumers take measurable aspects of health seriously.

Strategy

Make skincare measurable.

Creative Work


Insight

Health-Conscious Consumers take measurable aspects of health seriously.

Strategy

Make skincare measurable.

 

STRATEGY

Make Skincare Measurable

Even though people are tracking all of this information, they aren’t thinking of it in the context of skincare.


CONCEPT

Skin Health Tracking

Introducing Tend by L’Oréal Active Cosmetics, a holistic and personalized approach to caring for your skin. Skin Fanatics already care about taking care of their skin, but they aren’t thinking about how the things they do everyday can affect their skin.

Tend by L’Oréal Active Cosmetics is an app that analyzes the data that they are already tracking in conjunction with personal and environmental factors that impact their skin goals.

 

L'Oréal Brandstorm 2019 video submission by the VCU Brandcenter Team.

 

Success


Success

Health is the future of beauty.

Success


Success

Health is the future of beauty.

 

SUCCESS

Skincare becomes measurable.

With tend, skincare becomes measurable. We are able to take all of these different inputs, ranging from external factors to personal factors, and give people the means to monitor progress overtime. And ultimately, we’re addressing the consumer need for information and guidance by giving people a holistic understanding of skincare.


Even though Tend is free to consumers, it is an invaluable innovation for L’oreal. It gives us the opportunity to collect massive amounts of consumer data for CRM, marketing strategies, and to fuel future innovations for L’oreal.

 
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An invaluable innovation for L’Oreal.

To test the concept of Tend, we’re going to grow a user base from China, US, Brazil, and France where there is an over index of health conscious consumers who are interested in skincare. After testing, we will scale Tend worldwide. Three months after launch L’Oreal will be able to analyze consumer data to help better understand your customers. The end goal is to collect data to fuel future innovations that further consumer’s understanding of their skin health.

 
 
 

team

(shown from left to right)

Taylor Click - Brand Marketer

Viviana Molina Burbano - Brand Marketer

Paul Atienza - Brand Marketer

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