The Beauty Blueprint

— understanding the nuances of beauty rituals

— length & type

4 months
Design Research

— role

Industrial Designer

— team

2 Industrial Designers

— context + brief

As leaders in the bath industry, Kohler Co aims to provide a higher level of gracious living for those who are touched by their products and services.

The purpose of this design research is to understand the nuances in beauty care rituals, routines and habits in order to identify the needs and gaps that can be graciously addressed in the grooming experience.

The following report embodies a compilation of key insights from thorough market and product analysis, and user segment traits and preferences documentation.

Market Study

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— analysis

The market for make up and bath organizers is divided into two segments: higher end and lower end.

Higher end organizers are characterized by a finer selection of materials and range between USD $49.99 to $119.99. These primarily attract the minimal user who values aesthetics over functionality and tends to pay a premium for a luxurious feel through material finishes and design.

On the other hand, lower end organizers are made from cheaper materials and range between USD $9.99 to $49.99. These provide more extensive storage functionality and usability, catering to the maximal user who prioritizes functionality over aesthetics.

Lower End

Higher End

Product Offering Analysis

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Product Storage + Visibility

Organization + User Behavior

— analysis

In beauty care, organization plays an integral role as it directly impacts the efficiency and enjoyment of beauty rituals. The storage and visibility of beauty products are inextricably linked, and a delicate balance must be struck to prevent negative consequences such as product forgetfulness and disarray. While organization products with elevated visibility may offer a curated selection, they often lack practical storage and may not be suitable for users with extensive collections.

User behavior is a crucial factor in determining the ideal organization of beauty products. Maximal users with complex beauty routines require ample storage to maintain order while minimal users prioritize aesthetics and prefer visually appealing products over those with significant storage. Interactions and experiences in the beauty care market must carefully consider the interplay between product storage, visibility, organization, and user behavior to meet the diverse needs of customers.

Current Solutions

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— analysis

Current beauty and grooming services boast a plethora of innovative solutions aimed at fulfilling an array of aesthetic and functional needs. From lighting alternatives and organizational aids to magnifying mirrors and virtual assistants, these products offer an array of functionalities that cater to the ever-evolving demands of consumers.

Ranging from mobile applications and voice-activated controls to touch-based interfaces, these cutting-edge services aim to offer opportunities to elevate the user experience through a multitude of channels, including portable devices, vanity setups, operating systems, and retail stores. However, these volume of optioons can often be difficult to incorporate as a recurring habit and create decision paralysis at the time of purchase.

Target Demographic

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Finacial Investment by User Type

Time Investment by User Type

— analysis

Consumers are split into two distinct user types: minimal and maximal. Minimal users focus on a smaller and purposeful product lineup by valuing quality over quantity and investing modestly in both time and money. Conversely, maximal users have a more extensive product portfolio by investing heavily in both time and money towards their beauty care rituals.

The average beauty consumer owns 40 cosmetic products and spends $25-$50 per month on makeup. Conversely, users who routinely invest in their appearance spend approximately $180 per month. On average, consumers spend 55 minutes daily with maximal users likely allocating more time to their beauty care routine. These figures vary amongst the two user type highlighting the heterogeneity of consumer preferences and behaviors within the target demographic.

User Types

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— analysis

The substantial difference between the two user types' approach to their skincare and vanity setup highlights the importance of individual preferences and the significance of personal style in these contexts.

Minimal users prioritize quality over quantity and meticulously curate their shelf by choosing only the most effective, high-quality products and favoring a simple, clutter free space. On the other hand, maximal users have a more experimental approach by embracing a plethora of products with various steps for versatility and aiming for a easily accessible, practical vanity setup.

User Lifestyles

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Types of Care

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— analysis

In the realm of beauty care, there are various types from skin, makeup to hair care that carry their own distinct set of needs. These needs, such as access to water, good lighting, effective visibility, organization, and ample space, vary in their level of importance per care type and can greatly impact the efficiency of a beauty care routine.

Currently, consumers lack a comprehensive solution in the grooming space that accommodates all types of beauty care needs simultaneously resulting in inefficient beauty care routines with less than optimal results.

Skin Care

Skin care is a delicate, ongoing process that requires a deep understanding of one's skin type and conditions. For effectiveness, it is crucial to understand the various types factors that can affect the skin yielding in continuous evaluation and intentional adjustments. The impact of external factors, such as UV exposure and increased pollution, must also be considered as well as maintaining proper hygiene practices, such as keeping hands and tools clean.

To achieve optimal results, it is important to find the adequate combination of products, sequence and method of application that take into account one's age, condition, and external factors.

Maintaining a positive mindset, motivation and confidence is key as it can encourage progress and acceptance of minor imperfections. Skin care is a journey that requires patience, commitment, and a deep appreciation for the art of self-care.

Make Up

Makeup is a form of self-expression that requires a delicate balance of artistry and technical skill. Achieving a quick everyday look versus a special occasion look requires a mastery of routine and versatility.

For cohesion, lighting and color matching sit at the heart of makeup application. The lighting in which one applies makeup must be carefully evaluated to ensure that it complements the natural light of the destination. Additionally, one must match skin tones, outfits and color palettes to their product selection.

Users might seek out tutorials for inspiration or trending techniques, which require technical skill to execute and correct on the spot. Even as a time consuming task, users have to also prioritize cleanliness and sanitation of make up tools after each use for pristine application and skin health.

Hair Care

Hair care is an art form that thrives with a keen understanding of one's hair type and the necessary treatments to maintain its health and beauty. Each hair type has unique styling needs, and the process of changing hair styles, color, and length demands a nuanced approach to care.

The task of styling can be intricate by requiring the division of hair into sections, the management of wet or shedded hair, and the precise application of various products, tools and techniques. The management of tools and accessories presents its own set of challenges, as tangled wires and mislaid items can impede the process. The use of heated tools must be approached with caution, as they pose a potential danger.

Ample time and adequate space is essential to allow for the full range of arm movements and product placement required to style hair to desired preference.

Product Packaging + Organization Patterns

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— analysis

Varying packaging standards in beauty products pose a challenge for effective storage in bathrooms and vanity spaces.

Firstly, the visibility of products is crucial to ensure users can easily see the different products, their colors and finishes. Secondly, accessibility is necessary to make sure that products are within reach, easy to return to their designated spots, and follow a logical layout that aligns with the user's routine. Lastly, hygiene is a critical factor to obtain a clean and well-maintained environment, space to air dry and manage beauty tools.

These packaging types limit organization layout patterns and can range from vertical, flat stacked, front facing, which must be taken into consideration to ensure both visibility and accessibility are achieved while still maintaining hygiene in the space.

Beauty Routines

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— analysis

Both morning and night routines consist of multiple steps that take place all around the living space from the sink, vanity to the shower. This continuous back and forth can be time consuming and disruptive for the user.

Beauty care is rooted in self care thus it is crucial to minimize disruption and find opportunities to make rituals more seamless for holistic, optimal results.

— insights

All types of beauty care require multiple steps all throughout the minimal to maximal spectrum. Minimal users stick to the foundational and essential steps, highlighted in the image, but maximal users will enjoy additional steps to achieve more intricate results.

Maximal users, such as influencers, skin care amateur and enthusiasts, dermatologists, and esthetecians, own 2-4 products
per routine step whereas minimal users will own 1 product per step. The average cost for a skin care routine ranges from $150 to $350.

Maximal users like make up bloggers, makeup amateurs and enthusiasts, makeup artists avergae
4-5 products per routine step. The average cost for a makeup routine for this segment is $920.

User Journey

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Key Insights: Behavior

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— analysis

Currently, the organization of beauty products is led by size rather than by order of routine steps. Additionally, beauty routines do not happen at the same space in the home increasing time and effort required.

Access to water for make up, skin and hair care is crucial and needed at different portions of the routine while maintaining optimum cleanability in the space. Users need better hierarchy for product organization to access every day products while maintaining special occassion products visible.

Ideally, consumers have access to customizable steps such as lighting control and steamed or hot towels that increase the luxury and relaxation of the routine. For a seamless routine, a simple set up and put away process will yield the most efficiency.

Key Insights: Consumer

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— analysis

Consumers would benefit from routines that consist of one stop versus multiple stops, and an environment that makes their grooming experience simple yet not troublesome.

The volume of products can cause forgetfulness of inventory or even expiration, so the product organization should be visible, easy to find options like color, shade, product or brand, and prioritized by style such as every day makeup, night out makeup, day or night skin routine, etc.

The beauty care experiences thrives when it is sympathetic with its user and serves as a connecting point for thr outside world to and from home.

Key Insights: Trends

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— analysis

Socio-economic and market trends can greatly define the future and path consumer experiences will evolve into. According to reporters like WGSN, the beauty industry will focus on wellness and inclusitivity to achieve holistic health through 100% sustainable practices.

In the coming years, society will lean towards working with the body rather than against it by exercising, eating more plant based diets and prioritizing taking care of the mind and relaxing. Parallely, technology will look into solutions powered by biotechnology (genes, cells, DNA), such as tactile tech, and synchronicity between digital and physical experiences while emphasizing on the senses for the human touch.*

How might we curate a grooming environment that embodies the essence of beauty care?

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Design Values Proposal

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— concept direction

Based on these learnings, this beauty blueprint breaks down three recommended value systems to guide the direction of future products and services in this space: Flow, Honest, and Portal. These design values will ensure the grooming experience is poised, determined, and energized to yield a gracious, harmonious environment for the consumer.

Flow

Seamless Journey

Honest

Authentic Wellness

Portal

Gateway to Your Day

— Given the nature of this project, further insights, process and research details can only be revealed in an interview setting.

2018 for Kohler Co.