tween box - carnegie mellon school of design · its subscribers a box of four to five selected...
TRANSCRIPT
![Page 1: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/1.jpg)
Tween BoxMackenzie Dunn & Robyn Lambert
![Page 2: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/2.jpg)
Birchbox is an online monthly subscription service that sends its subscribers a box of four to five selected samples of makeup, or other beauty related products.
![Page 3: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/3.jpg)
![Page 4: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/4.jpg)
American families assume personal care products are regulated and the chemicals are tested, but they are not.
![Page 5: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/5.jpg)
Only 200 out of 80,000 chemicals have been tested by the FDA.
Some of these chemicals have been found to cause cancer and reproductive health problems.
![Page 6: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/6.jpg)
Future Signals You already sell cosmetics that are organic, clean and free of harsh chemicals, what are you using that for?
Chemicals will be regulated eliminating harsh chemicals that countries outside of the USA have already eliminated.
![Page 7: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/7.jpg)
Diagram of Doom Slide
Regular Exercise Clean Eating Clean Living
Healthy Products
Clean Cosmetics
Clean Decor
![Page 8: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/8.jpg)
Customers will be moving to clean living, why not do it now?Birchbox needs to expand products and customer base.
![Page 9: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/9.jpg)
How do you make this shift? We recommend that you target mothers and their daughters.
![Page 10: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/10.jpg)
![Page 11: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/11.jpg)
- Pivotal moment when they start wanting to wearing make-up
- Ages 8 - 13
- Influenced by media, their peers, and their mothers
![Page 12: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/12.jpg)
- Have to decide how to introduce cosmetics into their daughters lives
- Look to blogs and advice columns
- Set limits and teach their daughters how to use makeup correctly.
![Page 13: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/13.jpg)
![Page 14: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/14.jpg)
We want Birchbox to develop a monthly kit that is targeted at girls ages 8-13 and their mothers. This kit includes tips that help girls discover make-up in a safe and fun way with chemical free makeup provided by Birchbox.
![Page 15: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/15.jpg)
Look to their mothers for advice and products.
The daughters make-up decisions affect their mothers to think differently.
![Page 16: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/16.jpg)
Advice girls receive from their mothers stays with them their entire life.
Affects brand and buying decisions.
![Page 17: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/17.jpg)
Assurance products are good quality and age appropriate
Reliable Service
Teaches good practices for their growing daughters
![Page 18: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/18.jpg)
Trying good, trendy, and new products
Learning fun experimenting
Learning how to use makeup properly
![Page 19: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/19.jpg)
User Experience
![Page 20: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/20.jpg)
1. Onboarding
![Page 21: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/21.jpg)
Onboarding
Mother decides daughter should
wear makeup
Daughter wants to wear makeup
They hear about Birchbox
They go to Birchbox.com
Mother builds profile for her
daughter
![Page 22: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/22.jpg)
Many mothers turn to blogs when faced with parenting questions.
We want to use blog influencers to spread the word about Birchbox.
Parenting Blogs
![Page 23: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/23.jpg)
When young women start to wear make up many turn to youtube makeup stars for instruction.
We want to leverage this and use these youtube celebrities as a way to get word out to young women.
Youtube Tutorials
![Page 24: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/24.jpg)
2. Selection
![Page 25: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/25.jpg)
Suggested box
Customized Box
Do-it-yourself Box
Birchbox product Box
![Page 26: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/26.jpg)
The Suggested Box
Instruction SheetHow to use productIngredientsFuture tips
CosmeticsPersonalizedAge appropriateHair/skin type
![Page 27: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/27.jpg)
Moms want control over what their daughters are exposed to. After a mother selects a box she is able to customize it to what she thinks is appropriate for her daughter
Suggested box
Customized Box
Do-it-yourself Box
Birchbox product Box
![Page 28: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/28.jpg)
Do-It-Yourself Product Line
- Teaches girls what goes into their makeup
- Mother daughter bonding
- Cheap production
- Adding an edge to Birchbox
Suggested box
Customized Box
Do-it-yourself Box
Birchbox product Box
![Page 29: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/29.jpg)
Birchbox product Box
Do-it-yourself Box
Birchbox Product Line
- Gives Birchbox an opportunity to develop a Birchbox product line
- Building a customer base through young women
- Develop loyal customers from a young age
Suggested box
Customized Box
![Page 30: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/30.jpg)
3. Delivery
![Page 31: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/31.jpg)
Get box in mail
Mother and Daughter use products together
Order a new box
Order the products
![Page 32: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/32.jpg)
Box arrives at family house Mom shows daughter box Goes through contents of box
Mom and daughter learn about products
Daughter uses cosmetics independently
Next box arrives month later
![Page 33: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/33.jpg)
Birchbox would need to sell clean products, develop a DIY kit for education and endorse the new product appropriate for target customers.
![Page 34: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/34.jpg)
The Benefits
New market share with tweens and mothers
Influence mothers and daughters
Make life long customers
A positive change in the industry
![Page 35: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/35.jpg)
We propose Birchbox to make a product line, DIY kit and special box for teenage girls and their mothers to learn and use safe cosmetics to stay trendy, expand customer base, and promote good health for the future of the cosmetic industry and Birchbox as a growing business.
![Page 36: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/36.jpg)
We propose Birchbox to make a product line, DIY kit and special box for teenage girls and their mothers to learn and use safe cosmetics to stay trendy, expand customer base, and promote good health for the future of the cosmetic industry and Birchbox as a growing business.
![Page 37: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/37.jpg)
We propose Birchbox to make a product line, DIY kit and special box for teenage girls and their mothers to learn and use safe cosmetics to stay trendy, expand customer base, and promote good health for the future of the cosmetic industry and Birchbox as a growing business.
![Page 38: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/38.jpg)
We propose Birchbox to make a product line, DIY kit and special box for teenage girls and their mothers to learn and use safe cosmetics to stay trendy, expand customer base, and promote good health for the future of the cosmetic industry and Birchbox as a growing business.
![Page 39: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/39.jpg)
Thanks. Questions?
![Page 40: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/40.jpg)
GRAVE YARD
![Page 41: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/41.jpg)
- Advice girls receive from their mothers stays with them their entire life.
- Affects brand and buying decisions.
- The daughters make-up decisions affect their mothers
![Page 42: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/42.jpg)
Future Signals People will start to be aware of the products that them and their families are using.
![Page 43: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/43.jpg)
Thanks. Questions?
![Page 44: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/44.jpg)
Onboarding
The Product
The experience
![Page 45: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/45.jpg)
The Threats
Competitors | Sephora, Makeup Counters, Amazon
System changing | You need to work with what your customers want. Mom’s everywhere are concerned about their children’s health and wellbeing, an instinct you don’t need to introduce, just embrace.
Staying ahead of the market | New products are necessary for you to stay ahead of your competitors. You have already made great progress to assure that your product is better than any of the “copy cats”. Making your own product may be the way to do it.
![Page 46: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/46.jpg)
Sephora
An innovation lab, similar to our idea, aims to work ahead of the market to make the best customer experience. This new idea can help launch BirchBox further from the competition earning you more sellers of high quality products, customers and attain what makes BirchBox, BirchBox.
![Page 47: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/47.jpg)
Cosmetics are Ubiquitous
On average, women use 12 personal care products a day, exposing themselves to 168 chemical ingredients. Men use on average 6, exposing themselves to 85 unique chemicals daily.
![Page 48: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/48.jpg)
Why is this bad?
American families assume personal care products are regulated and the chemicals are tested, but they are not. Unfortunately, the personal care products industry remains largely unregulated. Only 200 out of 80,000 chemicals have been tested by the FDA. Some of these chemicals have been found to cause cancer and affect reproductive health problems.
![Page 49: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/49.jpg)
Future Signals The future is here, just not evenly distributed
People are starting to care about the products they are using. They use something for a long time and get to know a product, but when we find out that there is something wrong to what we use that may affect us or even worse, the ones we love, we make the change.
![Page 50: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/50.jpg)
![Page 51: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/51.jpg)
![Page 52: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/52.jpg)
![Page 53: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/53.jpg)
![Page 54: Tween Box - Carnegie Mellon School of Design · its subscribers a box of four to five selected samples of makeup, or other beauty related products. American families assume personal](https://reader033.vdocument.in/reader033/viewer/2022053018/5f1fd8a7ddb52250044a407d/html5/thumbnails/54.jpg)