Make-Up Kit Package Design For Active Woman (Risdiyono)

MAKE-UP KIT PACKAGE DESIGN FOR ACTIVE WOMAN

Risdiyono

Department of Mechanical Engineering, Faculty of Industrial Technology, Islamic University of Indonesia Jl.KaliurangKm.14,5 Sleman, Yogyakarta

ABSTRACT

Packaging has a very big role in the success of product. Not only as product’s protector or as , packaging plays critical and essential function of building brand and adding emotional value. Packaging can also represent a significant portion of a product’s selling price. Packaging cost for luxury goods such as perfume and cosmetics is accounted approximately for 30% and even maybe as high as 40% of a product’s selling price. This discusses a comprehensive overview of making a make-up kit package design starting from market analyses to concept generation and prototyping. It is aimed at designing a fashionable, convenience, and environment friendly make-up kit package for active women. Three cosmetic products i.e. facial powder, lipstick and facial blotter are selected to be combined in the kit since they are the most important products needed by active women in a busy time. The shape of tray has been improved to reduce the waste of powder in the edge corner of the tray. Since the kit is made from leather, it is highly possible that it can reduce the occurrence of breaking compact powder when the accidently felt down. The product is also environment friendly since it is refillable. With these entire new features, it is quite confident to say that this product seems to be better compared to the existing products in term of convenience, compact and fashionable.

Keywords :Package Design, Make-Up Kit, Active Women, Eco-Design, Cosmetics.

1. INTRODUCTION damaging UV radiation, and treatment Cosmetic industry is one of the most products to repair or hide skin imperfections dynamic sectors but stable industry in term like acne, wrinkles, dark circles under eyes. of customer and revenue since it is one of the It is arguable that almost all working essential products that every woman has women need to make-up themselves every demand. Besides, cosmetic is one of the time they go for work, since they have to luxury and stable market that many meet friends and colleagues. As they want to manufacturers would like to catch the look beautiful at any time in any place, it is chance. Cosmetics are used to enhance or necessary to have at least one complete protect the appearance or odor of the human making up in the morning then reapplying body. There are many types of cosmetics the facial powder and lipstick several times products available in the market including during the day. The amount of facial powder skin-care creams, lotions, facial powders, and lipstick are often reduced and loosed perfumes, lipsticks, eye and facial make-up, after 3 or 4 hours, especially after lunch permanent waves, hair colors, hair sprays time. Three simple steps are usually madein and gels, deodorants, baby products, bath order to refresh their faces, including oils, bubble baths, bath salts, blotter and so absorbing excess oil, reapplying facial on. However, cosmetics can be classified powder and then applying lipstick. into two main categories i.e. decorative Therefore, it is very important for working cosmetics and care cosmetics. Decorative woman to have a make-up kit for that cosmetics include facial powder, foundation, purpose. However, there are still very lipstick, eyebrow, blush on, eyeliner, limited make-up kit products available in the mascara, etc., while care cosmetics include market that can accommodate and best fit to creams and lotions to moisturize the face and their need. body, sunscreens to protect the skin from

1 Teknoin Vol. 19 No. 1 Maret 2013 : 01- 08

It is worthy to note that the appearance of Packaging is needed to deliver a product the make-up kit is very important factor for to the customers. There is a wide range of working woman since they will use it in packaging application from a for public area. Hence, package design of shampoo to a with shock-absorbing cosmetic product should be considered padding to protect delicate electronic goods. carefully. Packaging can represent a As self-service has become a dominant significant portion of a product’s selling feature in most distribution chains; the price. Packaging cost for luxury goods such packaging of a product has become a major as perfume and cosmetics is accounted element of the product it self. One important approximately for 30% of a product’s selling issue of packaging concerns with the product price, even with some products may be as description. The packaging must convey to high as 40% of a product’s selling price. It is the potential consumer not just what the quite high compared with other type of product is but also what and how it does. products, but it is acceptable cost (Jay, Packaging must also convey a required 2004). So designing package for cosmetics is product image. For example, the package for a big opportunity and a challenge for every expensive facial powder should look very cosmetic manufacturer. Manufacturers and expensive and fashionable. This will lead the marketers are challenged to deliver new user to change the customer behavior from innovative packaging that meets consumers’ buying the new one to refill the powder in needs at more affordable price points. the old luxury package (Kirwan, 2005). Hence, it will be very challenging to design a Burke, et.al, (2011) reported the several new concept of make-up kit dedicated objectives of packaging in the real specifically for working (active) woman. application include :

2. LITERATURE REVIEWS a. Physical protection - The objects 2.1. Packaging enclosed in the package may require Packaging playscritical and essential roles protection from, among other things, not only as product’s protector or as shock, vibration, compression, container, but also as one of factors that temperature, etc. attract consumer demand. For higher level of b. Barrier protection - A barrier from customers, they are willing to compensate oxygen, water vapor, dust, etc., is often their satisfaction and retain the royalty by required. Permeation is a critical factor in dollars with distinguished and outstanding design. Some packages contain desiccants package design. New packaging or oxygen absorbers to help extending development has become a competitive . weapon for marketers. c. Containment or agglomeration - Small There are many definition of packaging; objects are typically grouped together in however it can be summarized that one package for reasons of efficiency. packaging is a science, art and technology of d. Information transmission - Packages enclosing or protecting products for communicate how to use, transport, distribution, storage, sale, and use. recycle, or dispose of the package or Packaging also refers to the process of product. design, evaluation, and production of e. Marketing - The packaging can be used packages. Packaging basically performs four by marketers to encourage potential main functions which are containment and buyers to purchase the product. Package protection, apportionment, unitization, and design has been an important and communication (Hanlon, et.al, 1998). constantly evolving phenomenon for Furthermore it still has more roles for several decades. Marketing marketing function as a silent sale (Griffin, communications and graphic design are 1985).

2 Make-Up Kit Package Design For Active Woman (Risdiyono)

applied to the surface of the package and Lipstick is a cosmetic product containing (in many cases) the point of sale display. pigments, oils, waxes, and emollients that f. Security - Packaging can play an applies color and texture to the lips. important role in reducing the security Lipsticks are made to appeal to the current risks of shipment. Packages can be made fashion trend and come in a wide range of with improved tamper resistance to deter colors. Just as there is no standard to the tampering and also can have tamper- lipstick size and container shape, there are evident features to help indicate no standard types of, or proportions for, tampering. Packages can be engineered to ingredients used. Selecting lipsticks is, as help reduce the risks of package pilferage. with all cosmetics, an individual choice, so Packages may include manufacturers have responded by making a seals to help indicate that the package and wide variety of lipsticks available to the contents are not counterfeit. consumer. However, there is trend in using g. Convenience - Packages can have lipstick color depend on the age and features which add convenience in behavior of each customer in each territories, distribution, handling, stacking, display, example the old woman have a trend in sale, opening, reclosing, use, and reuse. using brown, and young woman like pink lipstick etc. Lipstick is one of the most used 2.2. among cosmetic types (Jay, 2004). In general, the cost for packaging should In this modern lifestyles whereby the be as small as possible since the customers women are often outdoors, there is a need to only need the product inside the package, not provide a product which is able to remove the package itself. However, some products excess skin oil as well as sweat and at the like wine, perfume, jewelry and cosmetics same time suppress the proliferation of are excluded since the appearance of the bacteria. It can be done by facial blotter package has very big emotional value in the which can absorb the sweat and oil, and also customer perception. In general, it can cost to reduce the adverse effects of bacteria on around 30 – 40 % of the total cost. Hence, the skin. It is worthy also to note that the the approach to make the package should not sweat can lose powder on the user face, so start from minimizing cost, but from its before reapply the facial powder it’d better function as well as appearance. to use facial blotter to remove sweat and Three types of make-up products that are bacteria since it consist of an oil absorbent most consumption in the market are facial sheet impregnated with a bactericide. powder, lipstick and facial blotters. Facial powder is a cosmetic powder applied to the 2.3. Cosmetic in Asian Market face to set foundation after application. It The Mall group survey (poll) found that can also be reapplied throughout the day to 80% of working woman, 12 million women minimize shininess caused by oily skin. in Asian countries concerns and put There are two types of facial powder; important on beauty personal care about translucent sheer powder and pigmented facial, clothes and hairstyle. More than 71% powder. Certain types of pigmented facial are willing to pay more for a better life of powders are meant be worn alone with no quality and spend money on cosmetic, base foundation. It comes packaged either as fashion & luggage, shoes, clothes a compact or as loose powder. It can be average at USD 200 per month. For applied with a sponge, brush, or powder cosmetic, 56% of women has spent around puff. Because of the wide variation among USD 150 per time and 4 times per year. human skin tones, there is a corresponding variety of colors of face powder. (Jay, 2004).

3 Teknoin Vol. 19 No. 1 Maret 2013 : 01- 08

3. METHODOLOGY c. The design should be attractive The main objective of this study is to (fashionable) as it will be used in public. define a make-up kit design which can d. The kit should be refillable as the make- satisfy the need of customers. In order to up products inside will not finish in the achieve this objective, the process flow same time. described in figure 1 is considered. Basically, the methodology consists of 3 In order to define the contents of the kits, main steps i.e. defining the concept of make- the practical sequence when the women up kit, product benchmarking and perform a complete make-up of their faces developing new concept design. (in normal condition) and a simple make-up in a busy time (at work) are analyzed. Most women apply the complete make-up at home before they go. Figure2 shows the sequence of a complete make-up process for face.

Figure 1. Process Flow of New Make-Up Kit Design

3.1. Defining The Concept Of Make - Up Figure2. The Sequence of A Complete Face Kit Make-Up Process The functions of the package are basically to protect, contain, carry, and dispense a It is reasonable that after few hours (due product. As time went on, other to some conditions), the make-up will be requirements were added, such as to preserve faded and need to be reapplied. Indeed, not and to measure, and later to communicate all the processes need to be performed. and to display. In this new era, the package Mostly, the woman will only reapply the is called upon to motivate, promote, compact powder and lipstick. This fact leads glamorize, and sometimes to build up or some cosmetic manufacturers to combine even disguise the contents (Hanlon, et.al, compact powder and lipstick together in one 1998). Make-up kit as cosmetic package has case (two-in-one concept). However, it is most of those functions. worthy to note that in practice the women Since the busy women are chosen as a will always remove the oil or sweat from target market of the make-up kit product, the their faces before applying the compact basic needs that should be considered are : powder. Consequently, it is important also to include an oil absorber (mostly face blotter a. The contents should be the most tissue) into the case. Hence, it can be defined important make-up products needed in a that the minimum contents of the kit should busy time. be: compact powder, lipstick, and face b. The kit should be convenient to bring and blotter tissue. to use.

4 Make-Up Kit Package Design For Active Woman (Risdiyono)

3.2. Product Benchmarking 3.2. Identifying The New Product There are many make-up kits available in Requirements the market. However, there is very limited Based on the basic needs analysis number of them dedicated for busy women. aforementioned, the new improved product Some of them consist of too many cosmetic requirements should be considered are : products so that not convenient to bring. On the other hand, the most common compact - Contents : Compact powder + puff, kits only combine compact powder and lipstick, face blotter tissue, mirror. lipstick together in one case (two – in - one - Convenient to bring and to use even for concept). There is no kit which combines the woman who has short finger. compact powder, lipstick and face blotter - Attractive Design (Fashionable, Unique). tissue (three – in - one concept). Hence, in - Refillable. order to benchmark the new concept of - Convenient to refill. make-up kit, the available two – in - one - Reduce waste of powder in the tray. product should be chosen. In this case - The puff is separated from the powder. a“Clinique” brand made in USAis selected. - Smooth touch feeling. As one way to improve the product quality is by adding some pros and / or by reducing 4. CONCEPT DEVELOPMENT AND some cons of the benchmark, the product PROTOTYPING analysis isprovided in table 1. 4.1. Concept Development All thepreviously mentionedrequirements Table 1. Pros And Cons of Two – In - One are used as a guidance to develop the Product of “Clinique” USA as Benchmark conceptual make-up kit design as shown in figure 3. In order to make this new design Brand: Clinique become more convenient to use, the product (USA) configuration is re-arranged so that the overall size is adjusted to be easier to handle Size: 90 x 90 x 20 even for women who have short finger (mm) (consider that the fingers of Asian women are shorter than of American or European). Contents : Compact Clinique product, which is made in USA, has Powder + the dimensions that are convenient for Puff, women who have long finger (for example: Lipstick, Mirror American). Since the main market of the new product is Asian woman, then the t dimensions should be adapted (see figure 4). A simple lock mechanism is used to make the refill system more convenient. There is no glue to stick the powder tray to the case and no need a specific tool to open and to Pros Cons replace (figure 5). Refilling the lipstick and - Attractive - Waste of powder in the tray face blotter tissue is also very easy, just take (Metallic - Inconvenient for the woman the old products and replace by the new one who has short finger Appearance) (figure 6). It is also convenient to bring due - Refillable - No face blotter tissue - The puff always contact to its small size and its most needed contents - Wide Mirror with the powder inside. Bringing face blotter tissue by (convenient) - Hard touch feeling - Unique Design integrating it in the kit is considered more convenient than bringing it separately.

5 Teknoin Vol. 19 No. 1 Maret 2013 : 01- 08

Figure 3. Conceptual Design of New Make - Up Figure 6. Refilling Process of Lipstick and Face Kit Blotter Tissue

In order to reduce waste of powder in the tray, the shape of the tray is modified. The round shape is chosen to reduce the waste in the rectangular corner while the conical shape is considered to reduce the waste in edge bottom corner (figure 7 and figure 8). Furthermore, the puff is designed to be separated with the powder to make sure that the powder will not be affected by the condition of the puff which maybe humid, wet or oily (figure 9).

Figure 4. Dimension Comparison Between Existing Product and The New Design

Figure 7.Waste of Powder In The Tray

Figure 8.Improvement to Reduce Waste of Figure 5.Refilling Process of Cosmetic Powder Powder In The Tray

6 Make-Up Kit Package Design For Active Woman (Risdiyono)

Figure 9.Separation Between Puff and Compact Powder

4.2. Prototyping Prototyping is a process of developing an approximation of the product along one or more dimensions of interest (Chua, 2003). The main purposes of making prototype are :

1. To observe whether the design will work Figure 10. The Conceptual Make-Up Kit Design In CAD Drawing And Its Physical Prototype or not.

2. To look and feel. For secondary package (the package of 3. To see the integration when the the make-up kit), folding is selected components work together. since it is very economical in material cost

as well as in fabrication and assembly. Being Based on the degree to which they are collapsible, it takes a minimum of space in physical, prototypes can be classified as shipment and in storage and, when analytical prototypes and physical collapsed, in disposal and prototypes. The former includes equation landfills. The finest kind of and modeling and simulations while the later embossing can be used to make very includes part prototypes, alpha and beta attractive, which adds value and sales appeal prototypes. Analytical prototypes are to the product (Burke, et.al, 2011). The many generally more flexible than physical functions that any package must serve – prototypes. containing, protecting, selling, and A prototype is believed can reduce the transporting – are all performed very risk of costly iterations and may accelerate effectively by the . Folding other development steps (Cooper, 2001). In cartons are normally of a size that can easily this paper, physical prototype is prepared to be held in one hand. Figure 11 shows the see the real physical approximation of the secondary package of the make-up kit product and to detect unanticipated product. The transparent plastic is phenomena. Figure 10 shows the conceptual incorporated to enable customer to see the design in CAD drawing and its physical color of the product. prototype.

7 Teknoin Vol. 19 No. 1 Maret 2013 : 01- 08

REFERENCES Burke, W., Baer, L., and Pietruszynski, J., 2011, The Big Book of Packaging, Harper Collins Publisher, London. Chua,C.K., Leong, K.F.,and Lim,C.S., 2003, Rapid Prototyping: Principles and Applications, 2nd Edition, World Scientific, Singapore. Cooper, K.G., 2001,Rapid Prototyping Technology: Selection and Application, Marcel Dekker, New York. Griffin, R.C., 1985, Principle of Package Development,Krieger Publishing

Figure 11. The Physical Prototype of Secondary Company,U.S.A. Package Design Hanlon, J.F.,Kelsey, R.J. and Forcinio, H.E., 1998,Handbook of Package 5. CONCLUSION Engineering, 3rd Edition, CRC Press, A comprehensive overview of making a Pennsylvania. make - up kit package design for active Jay,R., 2004. Retail Report: Developing a women, starting from market analyses to Successful POP Display. concept generation, has been presented in CPCPackaging, available online at : this report. The real prototype has also been http://www.cpcpkg.com/magazine/04_0 manufactured. Compared to the existing 1_retailreport.php, retrieved on 22 products, this new concept seems to be better August, 2013. in term of convenience, compact and Kirwan, M.J., 2005,Consultant in Packaging fashionable. Three cosmetic products i.e. TechnologyLondon; facial powder, lipstick and facial blotter are BlackwellPublishing. London, UK. selected since they are the most important products needed by active women in a busy time. The shape of tray has been improved to reduce the waste of powder in the edge corner of the tray. Since the kit is made from leather, it is highly possible that it can reduce the occurrence of breaking compact powder when the case accidently felt down. The product is also environment friendly since it is refillable. With these entire new features, it is quite confident to say that this product will get high impression by customers.

8