A New Design of One-Handed Lipstick Packaging

Thanyatorn Fongsatitkul

A thesis submitted in partial fulfillment of the requirements for the degree of Master of Engineering in Industrial and Manufacturing Engineering

Examination Committee: Assoc. Prof. Erik L.J. Bohez (Co-chairperson) Dr. Huynh Trung Luong (Co-chairperson) Prof. Barbara Igel Dr. Mongkol Ekpanyapong

Nationality: Thai Previous Degree: Bachelor of Engineering in Industrial Engineering Chiang Mai University Thailand

Scholarship Donor: Royal Thai Government Fellowship

Asian Institute of Technology School of Engineering and Technology Thailand May 2017

ACKNOWLEDGEMENTS

The author would like to express her thanks and appreciation to her advisor, Assoc. Prof. Erik L.J. Bohez for his worth guidance, valuable recommendation and great support during the period of this research, which encourages the author to successfully complete this thesis.

Sincere thanks are conveyed to Dr. Huynh Trung Luong, Prof. Babara Igel and Dr. Mongkol Ekpanyapong for their valuable suggestion and support while developing this methodology as members of thesis examination committee. The author is thankful to Mr. Somchai Taopanich in assisting the operation of 3D printer for the creation of prototype.

Special thanks are also dedicated to the School of Engineering and Technology, Asian Institute of Technology, Thailand, and the Royal Thai Government for their financial support.

ABSTRACT

This research principally aims to initiate a new design of one-handed environmental- friendly lipstick packaging. The study has followed the proposed 12-step approach of a quick, effective, customer‟s need, quality function deployment (QECN-QFD) developed by Thanyatorn F. and et.al (2017). It firstly starts with questionnaire design and distribution, collection and data analysis. A focus group of 5-knowledgeable people was organized to help discussing and listing the quality dimension of one-handed lipstick packaging. The result of 6 dimensions was achieved and used as basis for laying out the survey questionnaire focusing on positive/negative critical incidents. The 12-question was distributed with 33 respondents and analyzed as shown in Appendix A1-1 and Appendix A1-2, respectively. The results were calculated and used for eliminating the non-relevant questions. The remaining questions were further used as a basis for designing the satisfaction survey questionnaire of about 20 questions (Appendix B1-1). The results from the satisfaction survey and analysis with 94 respondents (Appendix B2-2) can identify the actual customer needs and the resulted requirements were transformed into engineering characteristics. Then, the results are analyzed by QFD method and the possible ways of packaging are designed which minimize the non-used content of the lipstick compartment to save world ecology. After that, the new lipstick compartments design compared with several available options by calculating the scores according to the required criteria. Then, choose the best solution for one-handed lipstick packaging with environmental-friendly one. The details can be given visually through sketches using Solid Work Program and create a prototype of the designed one-handed environmental-friendly lipstick packaging using 3-D Printer. The round-shape body prototype is smooth for holding in the palm of hand. The opening mechanism using flipping at the top-cap made it easy to be opened by one-hand. The slide- up button is convenient to push up with several steps of locking making it suitable and perfect usage at all ongoing day; especially, for traveler, women on the go, teenager, and elder. The detached ring at the sleeve that can be twisted and pulled off easily, will minimize the waste of lipstick content of about 30%. This packaging is also designed to be reused by freezing the lipstick content before replacing.

Keywords: Survey Questionnaire, One-handed, Environmental-friendly, Lipstick packaging, Quality Function Deployment

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TABLE OF CONTENTS (Cont’l)

CHAPTER TITLE PAGE

TITLE PAGE i ACKNOWLEDGEMENTS ii ABSTRACT iii TABLE OF CONTENTS iv LIST OF FIGURES vii LIST OF TABLES viii LIST OF ABBREVIATIONS ix

1 INTRODUCTION 1 1.1 Background 1 1.2 Understanding the lipstick 3 1.3 Characteristics of lipstick 5 1.4 The ingredient of lipstick 5 1.5 Cross-section of various type of lipstick 7 1.6 Statement of the problem 8 1.7 Study objectives 8 1.8 Scope and limitation 8

2 LITERATURE REVIEW 9 2.1 Survey questionnaire 9 2.2 Methods supporting QFD 10 2.3 Comparison of process/steps/stakeholders for two 12 case studies 2.4 A quick-easy-customer‟s needs quality function 14 deployment (QECN-QFD) for a new product development: one-hand lipstick

3 METHODOLOGY 16 3.1 Steps and approaches for new design of one-handed 16 lipstick 3.1.1 Hybrid QFD method (step1-3) 16 3.1.2 Telrad‟s methodology (step 4-10) 16 3.1.3 QFD process (step 11-12) 16 3.2 Survey customer requirements for new design 17 lipstick 3.2.1 Mission statement 17 3.2.2 Proposed process/steps/stakeholders suitable 18 for a quick and effective customer‟s needs QFD, namely; (QECN-QFD supporting tool) 3.3 Quality function deployment (QFD) 19 3.3.1 Origination and purpose of QFD 19 3.3.2 Functions of QFD 19 3.3.3 Building a house of quality 19 3.3.4 The customer requirements 19 3.4 New design of one-handed lipstick packaging 20

TABLE OF CONTENTS

CHAPTER TITLE PAGE

4 RESULTS AND DISCUSSIONS 21 4.1 A Quick and effective customer‟s needs QFD 21 (QECN-QFD) supporting tool 4.1.1 Step 1: Issue required by customer‟s needs 21 on one-handed lipstick 4.1.2 Step 2: Survey questionnaire design: close- 21 ended questions with 33 respondents 4.1.3 Step 3: Questions set up and engineering 22 characteristics set up 4.1.4 Step 4: Give relationships between 24 questions and engineering objective by putting symbols 4.1.5 Step 5: Eliminate the question according to 28 the procedure 4.1.6 Step 6: Distribution of survey questionnaire 29 4.1.7 Step 7: Data collection and analysis 29 4.1.8 Step 8: Respondents give satisfaction‟s 29 level and count the number of respondents per level 4.1.9 Step 9: Calculate the average of category 31 (Cj) and response quality (Qk) 4.1.10 Step 10: Compare Cj and Qk and search for 33 variation of each Cj and got usable engineering spec for design propose 4.1.11 Step 11: Usable engineering specifications 34 for one-handed lipstick 4.1.12 Step 12: Using QFD Process for the best 34 possible solution for one-hand lipstick 4.2 Quality function deployment (QFD) 34 4.2.1 Customer needs and importance 34 4.2.2 Analyze and initiate the propose the new 35 design lipstick packaging 4.2.3 Production specification 36 4.2.4 Relationship matrix 36 4.2.5 Competitive assessment 37 4.2.6 Technical assessment 39 4.2.7 Correlation matrix 40 4.2.8 Concept generation 41 4.2.9 Concept selection 43 4.2.9.1 Concept screening 56 4.2.9.2 Concept scoring 57 4.2.9.3 Concept selection 58 4.2.9.4 Functionality 58 4.3 New design of one-handed lipstick packaging 61

TABLE OF CONTENTS

CHAPTER TITLE PAGE

5 CONCLUSIONS AND RECOMMENDATIONS 63 5.1 Conclusions 63 5.2 Recommendations 65

REFERENCES 66

APPENDICES 68

LIST OF FIGURES

FIGURE TITLE PAGE

Figure 1.1 Some designs of lipstick cases 2 Figure 1.2 The product waste of lipstick 3 Figure 1.3 The type of lipsticks categorized by formulation 5 Figure 1.4 The formulation of lipstick chemistry 6 Figure 1.5 Several styles of lipstick cross-section shape 7 Figure 2.1 Framework of a quick-easy-customer‟s needs quality 15 function deployment (QECN-QFD) Figure 3.1 Framework of packaging design for one-handed lipstick 16 Figure 4.1 Internal consistency analysis and response quality 33 Figure 4.2 House of quality 35 Figure 4.3 Correlation matrix 41 Figure 4.4 Clarify problem 42 Figure 4.5 Combination table 43 Figure 4.6 Drawing of selected design no. 10 using Solid work program 58 Figure 4.7 One-hand lipstick parts 59 Figure 4.8 Flip cap opening method 59 Figure 4.9 Slide-up and down mechanism 60 Figure 4.10 Twist off the sleeve 60 Figure 4.11 New design prototype of environmental-friendly one-hand 61 lipstick packaging

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LIST OF TABLES

TABLE TITLE PAGE

Table 2.1 Definition and advantages/disadvantages of 11 supporting methodology for QFD Table 2.2 Comparison of both case studies in terms of 12 processes/steps/stakeholders/remarks Table 3.1 Mission statement 17 Table 3.2 QECN-QFD supporting tool process 18 Table 4.1 Criteria relationship matrix 24 Table 4.2 Usable customer needs and engineering objectives 34 Table 4.3 The importance of customers‟ need 34 Table 4.4 Criteria of specification attribute 36 Table 4.5 Specifications 36 Table 4.6 Criteria relationship matrix 36 Table 4.7 Relationship matrix 37 Table 4.8 Ranking of score of sale impact 38 Table 4.9 Competitive assessment 38 Table 4.10 Normalization score of customer‟s needs 39 Table 4.11 Technical assessment 40 Table 4.12 Criteria of correlation matrix 40 Table 4.13 Concept screening matrix 56 Table 4.14 Concept scoring matrix 57

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LIST OF ABBREVIATIONS

AHP Analytic Hierarchy Process CBR Case-based Reasoning CNs Customer Needs Cj Average of category FDA Food and Drug Administration FRs Functional Requirements HQFD Hybrid Quality Function deployment HoQ House of Quality NPD New Product Development PIR Performance Importance Ration QECN A quick and effective customer‟s need QFD QFD Quality Function deployment Qk Response quality VOCs Voice of customers

CHAPTER 1

INTRODUCTION

1.1 Background

Lipstick is one of the most commonly used cosmetic products. There are certainly a lot of ladies and a few gentlemen applying the lipstick for their good looking and moisturizing their lips. Lipstick has revealed some interesting trivia through its evolution. Women will use up to 9 pounds of lipstick in their lifetime. A poll in 2007 reported that 82% of women felt less confident in workplace and in dating if they did not wear their lipsticks. In a 2010 poll on women surveyed showed that 40% owned more than 20 sticks and throw about 10% of their unused lipstick away due to the difficulty or inconvenient of using. Likewise, the most popular cosmetic item which all women have in her bag is lipstick (15.5%), while, the second order is the press powder (13.9%) (Did you know these lipsitck facts?, 2016). However, the lipstick sales statistically increase. Some world-wide cosmetic companies claim to sell one lipstick per second (Business Thai, 2008).

Apparently, almost all working woman need to apply lipstick before going to work. They want to be more attractive in any place. To be beautiful in whole day, it is necessary to reapply the lipstick several times during the day to moisturize and compensate loosing lipstick on the lip. Lipstick is loosed after 3 or 4 hours, especially after lunch time or eating something greasy and oily. So, the users want to reapply quickly to make their lip refresh and attractive again. Therefore, it is necessary for woman to carry lipstick in their purse all the day. However, there is still very limited product available in the market that can accommodate and best fit to their need.

It is worthy to note that the appearance of lipstick is very important for woman since they will use it in public area. Today women who touch their lipstick in public are a breach of etiquette. Thinking of more innovative as customer demand, convenience, and performance in their purchases must be included. The packaging of lipstick is challenged for engineer to serve the convenient of women in public with a quick apply. There will be some changes or modification to the case of lipstick with a new design package of lipstick specially for working woman, teenager and elderly. The uses with one-hand open and apply are the answer. In addition, minimizing the left-over content will save the cost and the world ecology.

For several decades, the conventional lipsticks have been used in the same shape or packaging with the cover cap and twisting roller. They have not been changed for a long time while the other cosmetics have a big change. Some design was applied to the exterior of the case to make them more attractive, for example; attaching mirror or brush. Putting more function together is the idea of marketers to encourage potential customer to buy and keep them for collection after the ultimate using. The only changed that we founded just out look of the packaging not the function.

to help the decision makers to determine appropriate product specifications in the product planning stage. Traditionally, in the QFD, the product specifications are determined by a rather subjective evaluation, which is based on the knowledge and experience of the decision makers. Having examined the traditional QFD methodologies, several shortcomings have been found. The first one is the input of ambiguous voice of customers (VOC) into QFD. Decisions made in the design stage of product development are often made on the basis of incomplete, ill-structured and vague information (Haque B.U., Belecheanu R.A., & Barson R.J., et al., 2000). As customer requirements is the input of QFD, it is very important to classify the customer requirements in a systematic way. However, there is a lack of systematic methods for companies. Thanyatorn (2017) has been carrying a special study report on Quality Function Deployment (QFD) questionnaire design: Literature Review. It covered the literature of survey questionnaire, the principles including a structuring survey basics classification, question wordings, types and checklists and also the Quality Function Deployment (QFD) for finding the real customer‟s needs. Two case studies were illustrated and analyzed as followed: (1) Developing a technical drawing pencil (Hybrid QFD Framework for New Product Development); this methodology aims to analyze the questionnaire by using an application of Hybrid Quality Function Deployment (HQFD. Many supporting tools are proposed to overcome the shortcomings of QFD methodologies namely Case-based Reasoning (CBR), Analytic Hierarchy Process (AHP), Fuzzy logic, Kano questionnaire; and (2) The acoustic properties of a desk phone (Telrad‟s questionnaire methodology); this methodology can generate or eliminate the questionnaire according to the project objectives/needs. It requires the help and supports of behavioral specialist to compile the engineering objectives and the weight scores for calculating the response quality of all objectives. Then, comparing the average response quality to those of the average of customer satisfaction score was made to evaluate the effectiveness (good and bad) so as to check the consistency of the engineering objectives In conclusion, considering the strength and weakness of each case and comparison, the customer‟s needs and satisfaction, and time limitation, it is therefore appropriate to combine the strengths of each case by as applying the Hybrid QFD (case studyII-step 1-3) with Telrad‟s questionnaire (case study I), namely; QECN- QFD supporting tool used in this study for a new design of one-handed lipstick packaging.

Figure 1.1 Some designs of lipstick cases

Nowadays, the major problem of lipstick is how to use the remaining content at the bottom of the compartment. It is concerned as the product waste. The modification to minimize the unused lipstick left over is the proposed idea.

Figure 1.2 The product waste of lipstick

1.2 Understanding the lipstick (Lipsticks & its characteristics, 2012)

Lipstick is the most commonly shoplifted item come in small package. The main purpose of the lipstick is to give moist the appearance of the mouth, to brighten the face and add polish to the look and it has staying power every time.

1.2.1 Types of lipsticks There are many types of lipsticks and they can be used according to your mood or shape of your lips. Here are some types of lipsticks with basic characteristics. 1.2.1.1 Moisturizing lipsticks These lipsticks moisturize lips because of ingredients like vitamin E, glycerin and aloe. Other benefits of using moisturizing lipsticks are wet and very shiny lips. 1.2.1.2 Satin and Sheer lipsticks These lipsticks also moisturize and nourish lips and make it shiny and glossy. Sheer and satin lipsticks have high oil ingredients and they can appear darker in the package than they are on lips. 1.2.1.3. Matte lipstick These lipsticks have effect of flat and not shiny lips. Also it is recommended to combine products with vitamin E and aloe with mate lipsticks. 1.2.1.4. Cream lipsticks Lipstick with cream formula is not so shiny, but it has smooth effect on lips. You can use lip gloss afterward for desire look. Cream lipsticks contain more wax in order to protect lips, but also can cause effect of dry lips. 1.2.1.5. Pearl and Frosted lipstick Frosted lipstick makes lips sparkle and glisten. Pearl and frosted lipstick reflects light and makes very shiny effect on your lips. Negative effects are that can cause lips feel heavy, crack and dry. It is recommended to moisturize your lips before use this lipsticks. 1.2.1.6. Gloss lipstick Gloss is very popular lipstick for women with thin and small lips because make lips shine and enhance the dimension of depth. Gloss can be combined with traditional lipstick.

1.2.1.7. Long wearing and transfer resistant lipsticks These lipsticks have formula that keep lips look perfect from 4 to 8 (or more). They are long lasting until you eat something greasy or oily. Some of them contain moisturizer to balance the dryness of lips.

Moisturizing lipsticks

Satin and Sheer lipsticks

Matte lipstick

Cream lipsticks

Pearl and Frosted lipstick

Gloss Lipstick

Long wearing and transfer resistant lipsticks

Figure 1.3 The type of lipsticks categorized by formulation

1.3 Characteristics of lipstick

Lipsticks are basically dispersions of coloring matter in a base consisting of a suitable blend of oils, fats and wax suitably perfumed and flavored, molded in the form of a stick and enclosed in a case. Whatever the format, the lipstick must have following characteristics.  It should cover the lips adequately with some gloss for long time.  It should make the lip soft.  The film must adhere firmly to the lips without being brittle and tacky.  It should have a good degree of indelibility.  It should have high retention of color intensity.  Should be completely free from brittleness and be non-drying.  It should be non-irritating.  It should have a desirable degree of plasticity.  It should have a pleasant odor and flavor.  It should have smooth and shiny appearance.  Freedom from bloom or sweating.

1.4 The ingredient of lipstick

There are three main categories: Satin, Semi-Matte & Matte and the components for manufacturing are simple: Waxes for structure, Oils for moisture, Butters for slip and of course Pigment for color. The market dictates what ingredients are trending in each category from year to year but the basic elements remain the same. Lipsticks consist of the following ingredients (Lipstick's Raw material & its Characteristics, 2012).

Figure 1.4 The formulation of lipstick chemistry

1.4.1 Waxes

The three most common waxes used in creating lipsticks are as candelilla, carnauba and beeswax. The most popular wax to use is beeswax, followed by the two plant based waxes. Each one is unique in its characteristics and what it brings to the development process.

1.4.1.1 Candelilla: This wax creates a film and shine and also enables lipstick to settle while providing the product with extra body.

1.4.1.2 Carnuba: This wax gives your lipstick structure

 Comes in yellow flakes  Also has a characteristic smell that is derived from the plant  It is a hard wax with the highest melting point of 82◦C

1.4.1.3 Bees Wax: This wax is the oldest and most tried and true used in a lipstick. It is also the base for candles and other personal care items. It gives creaminess to the lipstick and helps to deposit the product onto the lips. It also aids in protecting the lips and gels together oils, which is why it deposits colors on the lips and creates a balm like texture.

1.4.2 Oils

The oils in a lipstick help balance out the rigid feel of a wax. It is important to use heavier oils to hold the waxes together much like a glue. The heavier the oil, the stickier the product but it helps the product stay on longer and they have more protectant properties.

1.4.3 Butters These are additives that can help with structure and application. They have a melting point that is close to your temperature which is important for slip and application.

1.4.4 Pigments The pigments and dyes, though they make up only a minor percentage of the lipstick‟s composition, are certainly the most important, as they impart the color of the lipstick. Pigments are coloured compounds that are insoluble, whilst dyes are more commonly either liquids themselves, or soluble. By covering the lips with a colored layer. Commonly used dye; Staining dyes (soluble dye); Fluoroscein, eosi. Insoluble dyestuff and lake colors: Ca, barium, Al and strontium

1.4.5 Flavor The essential factors of lipstick are pleasant smell, luster, color, stability, safety, adhesion, and extensibility. A panel test is the most popular and direct method to understand what customers prefers. Usually customers are concerned very much about the feel, color, and lasting effects of lipsticks. There was a revolution in lipsticks after 1980, both in shape and ingredients. On the one hand, lipsticks were sold in a slim design, with elliptical and even multiple-sided cross-sections. On the other hand, new ingredients were introduced to improve the function of the lipsticks (lida & Fragrance, 1992).

1.5 Cross-section of various type of lipstick

There are several styles of lipstick cross-section shape depending on the design purpose. The slide cutting shape make it easy to apply and more attractive for the costumer to purchase. However, after using for a while, it will turn flat but there is not a big difference in the benefit of using. Furthermore, the high-end market brand usually put their logo on the top; for example; showing company branding and sign of authentication.

Figure 1.5 Several styles of lipstick cross-section shape

1.6 Statement of the problem

Women do not have much time to apply lipstick frequently; especially, in the public. They may seek for the lipstick that is convenient to use, save time and can be operated with one hand. When you eat something greasy or oily, some of them are gone so they need to reapply frequently. Even in the winter, they need the lipstick that contains moisturizer to balance the dryness of lips. Moreover, another issue/problem is how to minimize the waste product stuck (left-over) in the bottom of compartment, approximately 1 in 4 of the content that was normally thrown away.

As noted, the existing or conventional design of lipstick has a significant problem that the user cannot use it ultimately with a 25% left-over. It is, therefore, the main idea of this research is to initiate the eco- and convenient – design of lipstick with the concept of minimal left-over and one-hand lipstick to increase portability and convenience of the lipstick container.

1.7 Study objectives

The main objectives of the study is to design the packaging of lipstick that can be used with one-hand and environmental-friendly using a Quick and Effective Customer‟s Needs Quality Function Deployment (QECN-QFD)

1.8 Scope and limitation  The survey of current design of lipstick including the information in the report is not obtained from one specific company. It is derived from various sources, gathering together to be used for this study.  The travelers, woman on the go, the elderly, and the teenage are the targets of this customer‟s needs and satisfaction survey questionnaires.  This study focuses on designing the lipstick‟s case that can be used with one- hand and environmental-friendly.

CHAPTER 2 LITERATURE REVIEW

2.1 Survey questionnaire

The survey questionnaires present a group of questions to a topic who with his/her responses will provide data to a researcher (Parasuraman, 1991). On the surface, it seems a fairly simple task to write up a group of questions to collect information, but there are many traps that should be avoided to develop a good survey questionnaire. We will focus here on describing some of the key elements in designing a survey questionnaire, and then highlighting some tips and tricks to for creating a good survey questionnaire.

However, for the respondent's perspectives, survey questions can be confusing if words or phrasing used make the questions unclear. Also, survey‟s respondents will find it frustrating when the answer‟s options are provided that do not include the answer that best fits for their situation. Survey questions can also be too difficult or boring for respondents, thereby increasing what is termed "respondent fatigue." If this occurs, respondents may give up or put down the survey and never come back to it, which reduces the sample size. Inaccurate responses or concern about answering the question may also occur due to perceived bias or loss of privacy about a personal issue. All of these obstacles may reduce the potential for conducting an analysis using high quality data.

To analyze the survey questionnaire, the Quality Function deployment (QFD) has widely been used as an effective tool to help the decision makers to determine appropriate product specifications in the product planning stage. QFD utilizes a house of quality (HoQ) – a matrix providing a conceptual map for the design process. QFD can be done depending on the data collection. According to Sullivan (1986b), QFD is a concept of translating customers‟ needs into technical requirements for each stage of product development and production (i.e. marketing strategy, processing process development, prototype evaluation, production and sales) (What and how about Quality Function deployment (QFD), 1996). On the other hand, QFD is a structured tool, implemented by a mixed-disciplinary team, for planning and designing products according with customer expectations.

Many supporting tools and methodologies are proposed to overcome the shortcomings of QFD methodologies. In traditional QFD methodologies, the interrelationships among engineering characteristics are always ignored in the determination of the target values of engineering characteristics. It leads to the inaccuracy of the target values of the engineering characteristics, as each engineering characteristic is not an independent factor that is interrelated to other characteristics. In order to tackle the shortcomings of traditional QFD methodologies mentioned, a Hybrid Quality Function Deployment (HQFD) framework is proposed (Tsai, Chin, & Yang, 2012).

In the HQFD, Case-based Reasoning (CBR), Analytic Hierarchy Process (AHP) and fuzzy logic are applied in an integrated manner. CBR is a technique of artificial intelligence to seek solutions for new problems by making use of similar cases encountered in the past (Kolodner J., 1993). CBR can support QFD in a more structured way that similar QFD figures based on historical cases can be efficiently searched to initiate a new case. AHP is employed to determine the importance of customer requirements with pairwise comparisons (Chuang P.T., 2001). Fuzzy logic is adopted to transfer linguistic data to crisp scores, which are then used to calculate overall customer satisfaction (Bouchereau V. and Rowlands H., 2000).

Telrad‟s questionnaire methodology is also proposed to generate or eliminate the questionnaire according to the project objectives. It requires the help and supports of behavioral specialist to compile the engineering objectives and the weight scores for calculating the response quality of all objectives. It‟s very important to classify the customer requirements in a systematic way but there is a lack of systematic methods and the degrees of the relationships between customer attributes and engineering characteristics (Kim K.J., et al, 2000). This special study reviews literature of survey questionnaire, the principles including a structuring survey basics classification, question wordings, types and checklists and also the Quality Function Deployment (QFD) for finding the real customer‟s needs. It aims to review the principles, literature of survey questionnaire and QFD for finding the real customer‟s needs and to illustrate and compare the methodologies used in each case study in terms of advantages/disadvantages, supporting methodology, and process and suggest the suitable one.

2.2. Methods supporting QFD

Its initial use of a questionnaire to obtain technical data from customers was a major flop. There was an incompatibility between the engineering function‟s needs and the customers‟ capability to respond in technical terms. Development of a more rigorous approach: a questionnaire methodology using quality function deployment (QFD) was initiated. QFD provides a means for translating customers‟ needs into the appropriate technical requirements. Definitions and advantages/disadvantages of several methods supporting QFD were illustrated in Table 2.1.

Table 2.1 Definition and advantages/disadvantages of supporting methodology for QFD

2.3. Comparison of process/steps/stakeholders for two case studies

Nowadays, new product development (NPD) is one of the most crucial factors for business success. The manufacturing firms cannot afford the resources in the long development cycle and the costly redesigns. Good product planning is crucial to ensure the success of NPD, while the Quality Function deployment (QFD) is an effective tool to help the decision makers to determine appropriate product specifications in the product planning stage. Traditionally, in the QFD, the product specifications are determined by a rather subjective evaluation, which is based on the knowledge and experience of the decision makers. It is interesting to notice that questionnaires are commonly used to collect data for many different reasons, such as to learn people‟s opinions, determine customers‟ satisfaction, or identify employees‟ needs. Typically, they are used when there is not a more objective way to obtain data (Glushkovsky, Florescu, Hershkovits, & Sipper, 1995). In this paper, two case studies were illustrated, compared, and analyzed as: (1) Acoustic properties of a desk phone (Telrad‟s questionnaire methodology); (2) Developing a technical drawing pencil (Hybrid QFD Framework for New Product Development) and used as a baseline to propose the new innovation of method for supporting QFD.

As the customer requirement is the baseline of the product development, the ability to correctly understand and address customer needs is an important key to the success of any product development effort, particularly in an environment of time-based competition (Curtis and Ellis, 1998). The difficulty in understanding and defining customer needs is one of the common problems across the companies (Dimancescu S. and Dwenger K., 1996). In order to reduce the failure, a systematic way to acquire and analyze the customer requirements must be developed during the product planning stage. The importance of customer requirements could be analyzed properly. It, however, does need an effective mean to collect the data. All processes/steps/stakeholders involved of each methodology were illustrated in and compared with some certain remarks in Table 2.2

Table 2.2 Comparison of both case studies in terms of processes/steps/stakeholders /remarks

Processes Telrads Hybrid Remarks Step1 Questions Researcher set 1.Expert or Telrads has some set up and up knowledge people disadvantage of using Engineering have a focus only individual opinion or characteristics group to list the experience while Hybrid set up quality has an advantage of dimensions about acquiring a group of the product knowledgeable and 2. No engineering experienced ones characteristics set up yet

Step2 Give Researcher or - relationships knowledgeable between people questions and engineering objective by putting symbols Step3 Eliminate Researcher - the question according to the procedure Step4 Conclude Researcher - the remaining usable question Step5 Survey Give to the Set up the Time-consuming method customer to questions to let collect the data the target customers to list the positive examples under each quality dimension and then collect the data Step6 Weigh the Using the Using AHP to The AHP method is judged score to give the customer determine relative that can comes 2 ways important of satisfaction to importance of 1. Single: It‟s not customer‟s need determine the each customer‟s sophisticate to interpret the importance of need data but it‟s the judgment each customer‟s from one people that can need make more mistakes. 2. Group: It‟s quite difficult to interview in terms of questionnaire because it has to ask about consistency ratio (C.R.) and different opinions about the weight of each criterion can complicate the matters. So, the face to face interview is suitable. By the way. The time limitation cannot choose this way.

Step7 Determine Using the Engineering 1. Hybrid method needs take of the customer characteristics large storage space for all the engineering satisfaction to retrieval from cases accumulated in the characteristics calculate case library or CBR. But in the lipstick‟s

response quality CBR case, it is quite a new and internal initiative and there is less consistency cases of historic ones to be analysis used and applied for the hybrid method at this step. 2. The product should be then tailored and matched with the customer‟s need. So, customer involvement is very important and appropriate in this step. Step8 Case - The equations Hybrid method needs also a adaption and applied in CBR as an input for evaluation to different models processing the model. It also determine the (Fuzzy logic) requires data base for target value of knowledge management by engineering IT inference in helping the characteristics decision making of uncertainty. The model did not mentioned the detail in the paper and quite complicate to be used and sometimes cannot explain the results “Black Box”

2.4. A quick-easy-customer’s needs quality function deployment (QECN-QFD) for a new product development: one-hand lipstick (Thanyatorn, F, et al., 2017)

The marketing research has followed the diagram process of about 6 steps: Define the problem and research objectives; develop the research plan; collect the information; analyze the information; present the finding; and make the decision. The heart of QFD is to involve the customer‟s needs and satisfactions in which the traditional QFD still have shortcomings the input of ambiguous voice of customers as used QFD. To help tackle these shortcomings, it is then important to have the customer‟s needs involvement as much as we can by using the methodologies of the case study II (Hybrid QFD) and those of the case study I (Telrad‟s questionnaire methodology: The elimination and addition procedure) for the steps 1-3 (ie. required issues and survey questionnaire/satisfactions) and step 4-12 (data analysis); namely, A quick-easy- customer‟s needs quality function deployment (QECN-QFD), as shown in the Figure 2.1, respectively. In addition, considering in terms of easy-to-use (not sophisticated), convenience, and time limitation, the combination of Telrad‟s questionnaire methodology with an application of elimination and addition procedure and first part of hybrid QFD is suitable and better to be used as the input (designing the good questionnaire) for the Quality Function Deployment (QFD).

1. Design questionnaire: 2. Let the target 4. Give relationships Let the focus group to list customers to list the 3. Questions set up between questions and the quality dimensions: positive examples and Engineering issue required by engineering objective under each quality customer‟s need on one- characteristic set up by putting symbols handed lipstick dimension

8 Respondents give 5. Eliminate the question 6. Distribution of 7. Data collection satisfaction‟s level and according to the procedure survey questionnaire and analysis count the number of respondents per level.

9. Calculate the 10. Compare Cj and Qk 11. Usable 12. Using QFD average of category and search for variation engineering Process for the Best of each Cj and got (Cj) and response usable engineering spec specifications for possible solution for quality (Qk) for design purpose one-handed lipstick one-handed lipstick

Figure 2.1 Framework of a quick-easy-customer’s needs quality function deployment (QECN-QFD)

CHAPTER 3

METHODOLOGY

This chapter describes the methodology to achieve objective of the study is presented. As regards the topic, packaging design for one-handed lipstick is focusing on how to design the packaging of lipstick that can be used with one-hand and environmental friendly. The process is schematically summarized in Figure 3.1

PROBLEM

DESIGN THE STUDY COLLECT BEST POSSOBLE GOOD CURRENT DATA AND SOLUTION QUESTIONNAIRE DESIGN USING QFD (NEW DESIGN) AND SURVEY

Figure 3.1 Framework of packaging design for one-handed lipstick

 Study data and objective.

First of all, studying the current packaging of lipstick in terms of shape, type, size, price, ingredients and customer satisfaction published by manufacturers, distributors, and dealers were initiated. Studying a technical data represent the scientific or technical information that recorded in any forms or presented in terms of meaning, raw materials, type of lipstick are also made. Then, the problem is came up when analyzing the current packaging. The literature is reviewed to show about how to design the good questionnaires and how to design the one-handed lipstick packaging. Moreover, the data and technical get attractive and customer requirement from customers are studied. Then, the objective and limit the scope are defined. Next, how to compare the one-handed lipstick and conventional lipstick which one is better for environmental-friendly is studied.

 Package design and QFD.

Second, possible ways of one-handed lipstick packaging are designed. Lists of the possible solutions for one-handed lipstick packaging are specified with pros and cons of each solution. QFD is used as the method to understand about what customers need and serve them what they are needed. As the result, the best solution shows up from QFD with the best score.

3.1 Steps and approaches for new design of one-handed lipstick

3.1.1 Hybrid QFD method (step1-3) 3.1.2 Telrad’s methodology (step 4-10) 3.1.3 QFD process (step 11-12)

3.2 Survey customer requirements for new design lipstick

Create the questionnaire to collect data in 2 versions: Thai and English for 30 respondents with non-probability sampling for Thai woman. There are 3 parts: (1) Demographic data (2) Woman consumption habits and (3) Idea, attitudes and suggestions. The intention is to record the user experiences and opinions as accurately as possible to assist the packaging development efforts. The data will be collected and analyzed by Quality Function Deployment (QFD). The outcome of survey to the market will support this thesis.

The questionnaire was designed to measure attitudes, motivation and actual needs of users. The results from the general part were used to build up a profile of an average user. Thus, provide a better understanding of their background and motivations, while the second and third part focused on commuting behavior and suggestions. That measuring user„s preferences and product perception were to identify actual user needs and respective importance. The questions that ask for getting the information from user relate to the product and package. Some questions relate to the product asking about “How often do you apply to top up your lipstick during a day?” or “Will you use the remaining content at the bottom and why?”

3.2.1 Mission statement

Identify customers‟ needs is the most important activity for product development. This process can judge the survival of the product. The first step to define the scope and opportunity in the market is creating Mission statement as shown in Table 3.1. Then, we gather the raw data from customers. In this research, we use questionnaire survey to collect the data. After we get enough data, we convert to be customers‟ needs and make a priority to each customer‟s need.

Table 3.1 Mission statement

Product Description: A lipstick that easy to use and more convenient with one-handed lipstick Key Business Goal: 40% gross margin 50% market share 3 months for develop prototype Primary Market: Adults of all ages, focus on woman on the go Secondary Market: Travelers, Elderly, Teenagers Assumptions: Easy to use Easy to carry Using only one hand Stake Holders: Cosmetics manufacturer, Users, Suppliers, Retailers

3.2.2 Proposed process/steps/stakeholders suitable for a quick and effective customer’s needs QFD, namely; (QECN-QFD supporting tool)

Considering the strength and weakness of each case and comparison, the customer‟s needs and satisfaction, and time limitation, it is therefore appropriate to combine the strengths of each case by applying the Hybrid QFD (case studyII-step 1-3) with Telrad‟s questionnaire (case study I) as shown in Table 3.2, known as QECN-QFD supporting tool, which is easier to identify the customer requirements before going as the input of QFD.

Table 3.2 QECN-QFD supporting tool process

Proceses Steps Stakeholder Question decomposition 1. Design questionnaire: Let the focus Expert (opened-end questions) group to list the quality dimensions: (Knowledgeable issue required by customer‟s need on people) Respondents one-handed lipstick (customer‟s need) 2. Let the target customers to list the Expert positive examples under each quality (Knowledgeable dimension people), Researcher 3. Questions set up and Engineering Researcher characteristic set up 4. Give relationships between Expert questions and engineering objective by (Knowledgeable putting symbols people), Researcher 5. Eliminate the question according to Researcher the procedure Questionnaire survey 6. Distribution of survey questionnaire Researcher, (Closed question) and Data Respondents analysis (customer‟s need) 7. Data collection and analysis Researcher, Respondents (customer‟s need) 8 Respondents give satisfaction‟s level Researcher, and count the number of respondents Respondents per level. (customer‟s need) 9. Calculate the average of category Researcher (Cj) and response quality (Qk)

10. Compare Cj and Qk and search for Researcher variation of each Cj and got usable engineering spec for design purpose Final Supporting QFD Step11 Usable engineering Researcher (Engineering characteristics) specifications for one-handed lipstick Step12 Using QFD process for the best Researcher possible solution for one-hand lipstick

3.3 Quality function deployment (QFD) 3.3.1 Origination and purpose of QFD

In the Foreword for J. Terninko‟s book Step by Step QFD (Terninko, 1997), B. King wrote, „„In the 1960s, Quality Control and Quality Improvement had a distinctively manufacturing flavor in Japan. In the late 1960s and early 1970s, Joji [Yoji] Akao and others went to work on improving the design process so that when the new product was introduced to manufacturing, it was high quality from the beginning. The process for improving design was called Quality Function Deployment (QFD). From 1975 to 1995, this tool/process was integrated with other improvement tools to generate a mosaic of opportunities for product developers.‟‟

3.3.2 Functions of QFD

The major work of conducting QFD is to focus on filling a number of translation matrices from the customers‟ requirements into the detailed control of operations step- by-step.

The translation process of QFD is as followed:

 Product Planning  Part Planning  Process Planning  Production Planning

3.3.3 Building a house of quality

 Identify customer needs  Rate the importance of those needs  Do competitive analysis  Rate a new design  Calculate improvement ratios  Identify sale impact  Establish the hierarchy of customer needs  Generate product specifications  Establish the needs-specifications matrix  Determine the influence of each specification  Identify specification correlation

3.3.4 The customer requirements

In order for any company to stay in business they must sell their products/services and be able to rely on repeat business. This can only be done with a backbone of continual satisfaction on behalf of the customer. In turn, customer satisfaction can only be achieved if we can fulfill the customers‟ requirements. Hence, the gathering and use of customer requirements is the foundation of QFD.

It follows, therefore, that the first area that must be understood in QFD is that of customer requirements. As QFD is a technique for translating the customer requirements into a product design, it must be able to gather these requirements. It is essential, however, that the requirements we gather are the true customer requirements.

3.4 New design of one-handed lipstick packaging

Conceptual and detailed Design Using Solid Work Program: the results from the survey can identify the actual customer needs and the resulted requirements were transformed into engineering characteristics. Then, the results are analyzed by QFD method and the possible ways of packaging are designed which minimize the non-used content of the lipstick compartment to save world ecology. After that, the new lipstick compartments design compared with several available options by calculating the scores according to the required criteria. Then, choose the best solution for one-handed lipstick packaging with environmental-friendly one. The details can be given visually through sketches using Solid Work Program and create a prototype of the designed one-handed lipstick packaging using 3-D Printer.

CHAPTER 4 RESULTS AND DISCUSSIONS

4.1 A Quick and effective customer’s needs QFD (QECN-QFD) supporting tool

The heart of QFD is to involve the customer‟s needs and satisfactions in which the traditional QFD still have shortcomings the input of ambiguous voice of customers as used QFD. To help tackle these shortcomings, it is then important to have the customer‟s needs involvement as much as we can by using the methodologies of the case study II (Hybrid QFD) and those of the case study I (Telrad‟s questionnaire methodology: The elimination and addition procedure) for the steps 1-3 (i.e. required issues and survey questionnaire/satisfactions) and step 4-10 (data analysis) as shown in the Figure 3.2 mentioned earlier, respectively. The proposed supporting tool was known as a quick, effective, customer‟s need, quality function deployment (QECN-QFD).

4.1.1 Step 1: Issue required by customer’s needs on one-handed lipstick (Small group discussion). Let the focus group of 5 knowledgeable people to lists the quality dimensions: Followed by 12 open-ended questions (See Appendix A1-1)

Quality Dimension

1. Performance 2. Features 3. Reliability 4. Conformance 5. Aesthetics 6. Perceived Quality

4.1.2 Step 2: Survey questionnaire design: close-ended questions with 33 respondents. Let the target customers to list the positive examples under each quality dimension (See Appendix A1-2) and then groups them (12 questions) which will be inputted into the QFD.

Quality Dimensions Positive Performance 1. Reusable lipstick case 2. Easy to hold (doesn‟t roll) 3. Refillable lipstick case 4. Safety to use (case doesn‟t smear) Features 1. Opening methods (Twist up, Sliding up and down and Flip-open cap)/Short opening time 2. Light weight 3. Lock methods Conformance 1. Material meet industry standards and specifications 2. Environmental-friendly Reliability 1. Be durable 2. Long-life usage 3. Have a certification (Certified by FDA,

ISO9001:2008 or etc.) Aesthetics 1. Modern and beautiful lipstick case 2. Multi-color lipstick case 3. Luxury design Perceived Quality 1. Reasonable price match with quality 2. Brand name comes with high quality lipstick case 3. Easy to use 4. Reduce lipstick waste

4.1.3 Step 3: Questions set up and engineering characteristics set up

Engineering Objectives

case

Packaging

scratches

of of

ime to open lid or open to ime

Ease of replacement of Ease environment the to Resistance Certification Receives of lipstick shape The durability Packaging Conductivity Thermal to resistance The protection Water

Dimension of lipstick of Dimension case lipstick of Weight applying complete to Time Minimum twistup time Life lipstick of case Thickness Cost

Questions 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 1 Reusable lipstick case 2 Easy to hold 3 Refillable lipstick case 4 Safety to use (Good protection/doesn‟t smear) 5 Easy opening methods 6 Reduce lipstick waste 7 Light weight 8 Lock methods 9 Material industry standards and specifications: Have a certification (Certified by FDA, ISO9001:2008 or

etc.) 10 Environmental- friendly 11 Durable 12 Long-life usage 13 Modern and beautiful lipstick case 14 Multi-color lipstick‟s case 15 Luxury design 16 Reasonable price suitable with quality 17 Brand name comes with high quality lipstick case 18 Easy to use 19 How often have you used lipstick during a day? 20 How long does it take for you to use up one lipstick? 21 How long you keep for the lipstick case? 22 Do you really need a mirror for reapplying a lipstick? 23 Have you ever been concerned about the weight of lipstick carrying in your purse? (Portable) 24 What size of the lipstick case do you like? 25 What shape of lipstick case do you like?

4.1.4 Step 4: Give relationships between questions and engineering objective by putting symbols

Table 4.1 Criteria relationship matrix

Relationship Symbols Score Strong relationship 9 Medium relationship 3 Weak relationship 1 No relationship - 0

Engineering Objectives

case

Packaging

of of

ime to open lid or open to ime

Certification

Ease of replacement of Ease environment the to Resistance Receives of lipstick shape The durability Packaging Conductivity Thermal scratches to resistance The protection Water

Dimension of lipstick of Dimension case lipstick of Weight applying complete to Time Minimumt twistup time Life lipstick of case Thickness Cost

Questions 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 1 Reusable lipstick case 2 Easy to hold 3 Refillable lipstick case 4 Safety to use (Good protection/doesn‟t smear) 5 Easy opening v methods 6 Reduce lipstick waste 7 Light weight 8 Lock methods 9 Material industry standards and specifications: Have a certification (Certified by FDA, ISO9001:2008 or etc.)

10 Environmental- friendly 11 Durable 12 Long-life usage 13 Modern and beautiful lipstick case 14 Multi-color lipstick case 15 Luxury design 16 Reasonable price suitable with quality 17 Brand name comes with high quality lipstick case 18 Easy to use 19 How often have you used lipstick during a day? 20 How long does it take for you to use up one lipstick? 21 How long you keep for the lipstick case? 22 Do you really need a mirror for reapplying a lipstick? 23 Have you ever been concerned about the weight of lipstick carrying in your purse? (Portable) 24 What size of the lipstick case do you like? 25 What shape of lipstick case do you like?

Engineering Objectives

case

Packaging

of of

ime to open lid or open to ime

Certification

Ease of replacement of Ease environment the to Resistance Receives of lipstick shape The durability Packaging Conductivity Thermal scratches to resistance The protection Water

Dimension of lipstick of Dimension case lipstick of Weight applying complete to Time Minimumt twistup time Life lipstick of case Thickness Cost

Questions 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 1 Reusable lipstick case 2 Easy to hold 3 Refillable lipstick case 4 Safety to use (Good protection/d oesn‟t smear) 5 Easy v opening methods 6 Reduce lipstick waste 7 Light weight 8 Lock methods 9 Material industry standards and specificatio ns: Have a certification (Certified by FDA, ISO9001:20 08 or etc.) 10 Environmen tal-friendly 11 Durable 12 Long-life usage 13 Modern and

beautiful lipstick case 14 Multi-color lipstick case 15 Luxury design 16 Reasonable price suitable with quality 17 Brand name comes with high quality lipstick case 18 Easy to use 19 How often have you used lipstick during a day? 20 How long does it take for you to use up one lipstick? 21 How long you keep for the lipstick case? 22 Do you really need a mirror for reapplying a lipstick? 23 Have you ever been concerned about the weight of lipstick carrying in your purse? (Portable) 24 What size of the lipstick case do you like?

25 What shape of lipstick case do you like?

4.1.5 Step 5: Eliminate the question according to the procedure

After eliminating the questions according to the procedure, there are 15 questions left and 10 questions were eliminated from 25 questions. The remaining questions were further used as a basis for designing the satisfaction survey questionnaire of about 20 questions (Appendix B1-1).

Engineering Objectives

case

Packaging

of of

lipstickcase

ime to open lid or open to ime

Ease of replacement of Ease environment the to Resistance Certification Receives of lipstick shape The durability Packaging Conductivity Thermal scratches to resistance The protection Water

Dimension of lipstick of Dimension case lipstick of Weight applying complete to Time Minimumt twistup time Life of Thickness Cost

Questions 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 1 Reusable lipstick case 2 Easy to hold 3 Refillable lipstick case 4 Safety to use (Good protection/doesn‟t smear) 5 Easy opening v methods 6 Reduce lipstick waste 7 Light weight 9 Material industry standards and specifications: Have a certification (Certified by FDA, ISO9001:2008 or etc.)

10 Environmental- friendly 11 Durable

13 Modern and beautiful lipstick case 18 Easy to use 23 Have you ever been concerned about the weight of lipstick carrying in your purse? (Portable) 24 What size of the lipstick case do you like? 25 What shape of lipstick case do you like?

4.1.6 Step 6: Distribution of survey questionnaire 4.1.7 Step7: Data collection and analysis (See Appendix B2-2): The results from the satisfaction survey and analysis with 94 respondents can identify the actual customer needs and the resulted requirements were transformed into engineering characteristics 4.1.8 Step 8: Respondents give satisfaction’s level and count the number of respondents per level

Engineering Objectives

case

Packaging

of of Answer Frequency

per category

ime to open lid or open to ime

Conductivity

Ease of replacement of Ease environment the to Resistance Certification Receives of lipstick shape The durability Packaging Thermal scratches to resistance The protection Water

Dimension of lipstick of Dimension case lipstick of Weight applying complete to Time Minimumt twistup time Life lipstick of case Thickness Cost

Questions 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 1 2 3 4 5 1 Reusable 2 4 35 31 22 lipstick case 2 Easy to hold 0 4 20 39 31 3 Refillable 0 7 23 37 27 lipstick case

4 Safety to use (Good 0 4 15 27 48 protection/do esn‟t smear) 5 Easy opening 0 2 25 36 31 methods 6 Reduce 1 7 16 29 41 lipstick waste 7 Light weight 2 3 15 33 41 8 Material industry standards and specifications : Have a 0 2 14 34 44 certification (Certified by FDA, ISO9001:200 8 or etc.) 9 Environment 0 4 16 31 43 al-friendly 10 Durable 0 4 19 32 39 11 Modern and beautiful 0 4 15 32 43 lipstick case 12 Easy to use 0 2 11 24 57 13 Have you ever been concerned about the weight of 0 6 18 29 41 lipstick carrying in your purse? (Portable) 14 What size of the lipstick 0 5 29 43 17 case do you like? 15 What shape of lipstick 0 12 24 42 16 case do you like?

Finally, it was decided that a linear, weighted scale of 1 to 5 (1 is worst and 5 is best) would be used for all 15 questions. The pilot testing phase did not reveal any discrepancies in the questionnaire, so data were collected from about 94 customers.

The right side of Table above shows the frequency distribution of the participants‟ responses. Since the same response scale was used for all of the questions, the average category response was obtained using the equation:

where i = category value (i = 1, ..., 5), fij = response for category i of question j, and cj = average category of question j

For example, the average category response for question 1 was c1 = (1 x 2 + 2 x 4 + 3 x35 + 4 x 31+ 5 x 22) / (2 + 4 + 35 + 31 + 22) = 3.7

4.1.9 Step 9: Calculate the average of category (Cj) and response quality (Qk) (See the equation of the average of category (Cj) and response quality (Qk)

Engineering Objectives

case

of of

)

(

ime to open open to ime

Ease of replacement of Ease the to Resistance Certification Receives of lipstick shape The durability Packaging Conductivity Thermal to resistance The protection Water

Dimension of lipstick of Dimension case lipstick of Weight complete to Time applying Minimumt lidtwist or up time Life lipstick of Thickness case Cost

environment scratches Packaging Question 1 2 3 4 5 6 7 8 9 10 11 12 13 1 1

s 4 5 Average of category category of Average 1 Reusable lipstick 3.7 case 2 Easy to hold 4.0 3 Refillabl e lipstick 3.9 case 4 Safety to use (Good protectio 4.3 n/doesn‟t smear) 5 Easy opening 4.0 methods 6 Reduce lipstick 4.0 waste 7 Light weight 4.1

8 Material meet industry standards and specifica tions: Have a certificat 4.3 ion (Certifie d by FDA, ISO9001 :2008 or etc.) 9 Environ mental- 4.2 friendly 10 Durable 4.1 11 Modern and beautiful 4.2 lipstick case 12 Easy to use 4.4 13 Have you ever been concerne d about the weight 4.1 of lipstick carrying in your purse? (Portable) 14 What size of the lipstick 3.8 case do you like? 15 What shape of lipstick 3.7 case do you like?

Response 4. 4. quality 3.9 3.9 4.2 4.2 4.0 4.0 4.0 3.9 4.2 4.2 4.1 4.1 4.2 1 2 (Qk)

Then, the response quality to each engineering objective was evaluated using the equation:

where Wjk = relationship of question j vs. engineering objective k:

For example, the response quality to objective 1 was calculated as Q1 = (3 x 3.7 + 9 x 4.0 + 9 x 3.9+ 9 x 4.0+ 3 x 4.0+ 1 x 4.1+ 3 x 4.1 + 9 x 4.1 +9x 3.8 +9 x 3.7) / (3 + 9 +9 + 9 + 3 + 1 + 3+ 9 +9 +9) = 3.9, meaning that the quality is 4 on the scale of 1 to 5.

4.1.10 Step 10: Compare Cj and Qk and search for variation of each Cj and got usable engineering spec for design propose

Internal Consistency Analysis and Response Quality

5.0

) QK ( 4.0

3.0

2.0

RESPONSE QUALITY RESPONSE 3.9 3.9 4.2 4.2 4.0 4.0 4.0 3.9 4.2 4.2 4.1 4.1 4.2 4.1 4.2 1.0

ENGINEERING OBJECTIVES (K)

Internal Consistency Analysis and Response Quality

Figure 4.1 Internal consistency analysis and response quality

4.1.11 Step 11: Usable engineering specifications for one-handed lipstick

The final QFD construction after eliminating the questions according to the procedure, there are 15 questions left and 7 engineering objectives.

Table 4.2 Usable customer needs and engineering objectives

Customer needs Engineering Objectives Reusable lipstick case Dimension of lipstick case Easy to hold (does not roll) Weight of lipstick Refillable lipstick case Time to complete applying Safety to use (Good protection/does not smear) Minimum time to open lid or twist up Easy opening methods Life time Reduce lipstick waste Resistance to the environment Light weight The resistance to scratches Follow material industry standards and specifications: Have a certification (Certified by FDA, ISO9001:2008 or etc.) Environmental-friendly Durable Modern and beautiful lipstick case Easy to use Portable Compact size Compact shape

4.1.12 Step 12: Using QFD Process for the best possible solution for one-hand lipstick

4.2 Quality function deployment (QFD)

4.2.1 Customer needs and importance

After getting the Voice of Customer based on the survey, needs of the customer are listed and summarized. From the survey provided (see Appendix B), the preference of the customers ranges from 1 to 5 which indicate the least attractive features to the best attractive ones. However, in this study, only the score from 3 and above will be taken into consideration and used for Quality Function Deployment (QFD). For giving the importance of the issues, the scale ranging from 5 to 9 are used. The higher the value is, the higher its importance will be. The importance of customers‟ needs are shown in Table 4.3

Table 4.3 The importance of customers’ need

No. Customer’s need Importance 1 Reusable lipstick case 5 2 Easy to hold (does not roll) 5 3 Refillable lipstick case 5 4 Safety to use (Good protection/doesn‟t smear) 5

5 Easy opening methods 9 6 Reduce lipstick waste 7 7 Light weight 7 Follow material industry standards and specifications: 8 9 Have a certification (Certified by FDA, ISO9001:2008 or etc.) 9 Environmental-friendly 9 10 Durable 5 11 Modern and beautiful lipstick case 9 12 Easy to use 9 13 Portable 5 14 Compact size 5 15 Compact shape 5

All these priorities of needs are used further in creating the Quality of Deployment (QFD)

4.2.2 Analyze and initiate the propose the new design lipstick packaging

Quality Function Deployment is an important method to find the relation between customers‟ needs and specifications. Furthermore, it can be used to assess the technique and competitor and evaluate the status of the company. Thus, using this technique will help understanding more about the existing situation of competitor.

After conducting the voice of customers (VOCs) and interpreting them as the customers‟ needs and gave the priority by using the scale ranging from 1 to 10, where 1 represents the least important of customer needs and 10 represents the most important, to each customers‟ needs that is shown in Table 4.3

6 Correlation

Matrix

2 Specifications

3 4 1 Needs Relationship Competitive Assessments

of Needs of Matrixes

Importance

5 Technical Assessments

Figure 4.2 House of quality

4.2.3 Production specification

The produced specifications are identified according to each customer‟s need. Moreover, the specifications are given the units and attribute of each specification by using criteria in Table4.4. The final specifications are shown in Table 4.5

Table 4.4 Criteria of specification attribute

Attribute of Specification Symbol Higher the better Lower the better Target the best

Table 4.5 Specifications

No. Specifications Units Attribute 1 Dimension of lipstick cm x cm x cm 2 Weight of lipstick g 3 Time to complete second applying 4 Minimum time to open second lid or twist up 5 Life time year 6 Resistance to the n/a environment 7 The resistance to scratches units scratches

4.2.4 Relationship matrix

Relationship Matrix represents the relation between each customer‟s need and each specification. The criteria score and the relationship matrix were shown in Table 4.6 and Table 4.7, respectively.

Table 4.6 Criteria relationship matrix

Attribute of Specification Score Strong relationship 9 Moderate relationship 3 Possible relationship 1 No relationship (Blank)

Table 4.7 Relationship matrix

Specifications

Customers’ needs

Importance lipstick of Dimension lipstick of Weight complete to Time applying open to Minimumtime lidtwist or up time Life the to Resistance environment to resistance The scratches 1. Reusable lipstick case 5 3 1 9 1 2. Easy to hold (does not roll) 5 9 3 1 3. Refillable lipstick case 5 9 1 9 1 4. Safety to use (Good 5 3 protection/does not smear) 5. Easy opening methods 9 9 9 9 9 6. Reduce lipstick waste 7 3 9 9 7. Light weight 7 1 9 8. Follow material industry standards and specifications: Have 9 1 9 a certification (Certified by FDA, ISO9001:2008 or etc.) 9. Environmental-friendly 9 3 9 3 10.Durable 5 3 9 3 9 11. Modern and beautiful lipstick 9 9 9 case 12. Easy to use 9 9 9 13. Portable 5 9 9 14. Compact size 5 9 9 9 15. Compact shape 5 9 9 9

4.2.5 Competitive assessment

This assessment aims to compare between a conventional product and that of the competitor and estimate the expected value of the product. In this step, a survey of the conventional product in the market and evaluate the strength and weakness is needed. The assessment uses the scale ranging from 0 to 9 which represents the lowest and the highest level of serving, respectively.

After the evaluation, calculating the improvement ratio can be done by using today‟s value divided by future‟s value and then assigning the sale impact and finally calculating the score by using the importance multiply with improvement value and the sale impact. There scores are finally made and used to prioritize/rank the needs of customers as illustrated in Table 4.8 and 4.9, respectively .

Table 4.8 Ranking of score of sale impact

Sale Impact 1 No Impact 1.1 Small Impact 1.3 Big Impact

Table 4.9 Competitive assessment

)

in the the in

Customers’ needs

StiksCosmetiks Cosmetics Avon

Importance Today product Our Competiter1 ( Competiter2 ( product Our future Improvement Ratio impact Sale Score 1. Reusable lipstick case 5 4 4 4 5 1.25 1 6.25 2. Easy to hold (does not roll) 5 5 4 6 6 1.20 1 6 3. Refillable lipstick case 5 4 4 4 5 1.25 1 6.25 4. Safety to use (Good 5 5 5 6 6 1.20 1 6 protection/does not smear) 5. Easy opening methods 9 4 6 7 7 1.75 1.3 20.475 6. Reduce lipstick waste 7 4 6 8 7 1.75 1.1 13.475 7. Light weight 7 5 5 7 8 1.20 1.1 9.24 8. Follow material industry standards and specifications: Have 9 7 7 7 7 1.00 1.3 11.7 a certification (Certified by FDA, ISO9001:2008 or etc.) 9. Environmental-friendly 9 7 8 8 8 1.14 1.3 13.34 10. Durable 5 6 8 6 6 1.00 1 5 11. Modern and beautiful lipstick 9 7 6 7 7 1.00 1.3 11.7 case 12. Easy to use 9 5 6 7 7 1.40 1.3 16.38 13. Portable 5 4 4 7 7 1.75 1 8.75 14. Compact size 5 7 6 8 7 1.00 1 5 15. Compact shape 5 5 4 7 7 1.40 1 7

Table 4.10 Normalization score of customer’s needs

Overall Normalized Rank Customers’ needs weight score

1. Reusable lipstick case 6.25 4.26% 9

2. Easy to hold (does not roll) 6.00 4.09% 10

3. Refillable lipstick case 6.25 4.26% 9

4. Safety to use (Good protection/does not smear) 6.00 4.09% 10

5. Easy opening methods 20.75 14.13% 1

6. Reduce lipstick waste 13.48 9.18% 3

7. Light weight 9.24 6.29% 6

8. Follow material industry standards and specifications: Have a certification (Certified by FDA, ISO9001:2008 or 11.70 7.97% 5 etc.)

9. Environmental-friendly 13.34 9.08% 4

10. Durable 5.00 3.40% 11

11. Modern and beautiful lipstick case 11.70 7.97% 5

12. Easy to use 16.38 11.15% 2

13. Portable 8.75 5.96% 7

14. Compact size 5.00 3.40% 11

15. Compact shape 7.00 4.77% 8

Total 146.835 100%

4.2.6 Technical assessment

The assessment compares the existing specifications in the market and aims to identify the target of our product. The highest rank specifications should be strongly related to the customer‟s needs and represent the important features of the product as shown in Table 4.11

Table 4.11 Technical assessment

S1 S2 S3 S4 S5 S6 S7

Score 386.30 231.81 310.14 326.50 387.90 190.67 120.48 Percent 19.77% 11.87% 15.87% 16.71% 19.85% 9.76% 6.17% Rank 2 5 4 3 1 6 7 Units scratches millimeter g second second year swipes units Stiks 12.7mm x cosmetiks 20.3mm x 5.7 5 3 2 712 n/a 76.2mm Avon 17mm x cosmetics 17mm x 1.8 3 2 2 225 n/a 92mm Target value 20mm x 20mm x 4.0 3 2 2 500 n/a 90mm

4.2.7 Correlation matrix

The correlation matrix presents the relation among each specification. The criteria are shown in Table 4.12, and the correlation matrix is show in Figure 4.3. The purpose of correlation matrix is to trade-off about concentration of each specification. For example, the relationship of “Dimension of lipstick” and “Weight” has relationship. It means that if providing more dimension of lipstick, it will affect the weight of lipstick.

Table 4.12 Criteria of correlation matrix

Relationship Symbol Positive Relationship + Negative Relationship - No Relationship (Blank)

The Correlation is below:

S1 S2 S3 S4 S5 S6 S7

Figure 4.3 Correlation matrix S1: Dimension of lipstick S2: Weight of lipstick S3: Time to complete applying S4: Minimum time to open lid or twist up S5: Life time S6: Resistance to the environment S7: The resistance to scratches

4.2.8 Concept generation

A product concept is an approximate description of the technology principle and form of the product. It will express as a sketch or as a rough three dimension model and is often accompanied by a brief textual description. Concept generation process begins with the customer needs and target specification. • Identify problem from QFD • Find the solution of each sub-problem • Select the solutions and create designs

1. Clarify problem

Decomposition by key customer need was selected as a tool to clarify the problem. Thus, the problem are shown in Figure 4.4

Easy to use

Design Problem

Reduce lipstick Easy opening waste method

Figure 4.4 Clarify problem

2. Search Externally

An external search is an information-gathering process. It should be performed to find the existing concepts relating to both the overall problem and to the problems identified during the problem clarification step. Implementing the existing solution can be easier, cheaper, and much faster than developing a new solution.

3. Search Internally

Searching internally, also known as brainstorming is the use of personal knowledge and creativity to generate the solution concepts. This activity may be the most open-minded and creative of any in new-product development. It is a process of retrieving a potentially useful piece of information from one‟s memory and then adapting that information to the problem at hand.

4. Explore Systematically

After finishing the external and internal searching, idea was organized by using classification trees and combination tables to help synthesize solution fragments systematically. Combination tables was selected to be used in this product as for considering the selected combination of components as shown in Figure 4.5

5. Reflect on the solutions and process

Identifying the problem as the results from the Quality of Deployment (QFD) by selecting the high score of customer‟s needs as the first, second and third order, respectively. Sub-problem 1 is Easy opening method. Due to our product realize about the convenient and using one hand, therefore, the solutions are the different types of opening method. Sub-problem 2 is easy /convenient to use. This problem has two solutions. The first solution is specific shape and another solution is mechanism. Sub- problem 3 is to reduce lipstick waste. We divide the solution following usage. Thus, the solutions will separate. There are two solutions for reducing lipstick waste: Peel the

tube off and Detach/ twist off the plastic ring are the solution of this problem. All these solutions are represented in Figure 4.5.

4.2.9 Concept selection

Through concept generation based on each solution on customer needs. The next process is concept selection. It is the process that can be used to select the most suitable design through evaluation criteria.

Easy to use Easy opening Reduce lipstick waste method Shape Mechanism

Round shape

Twist Mechanism Peel the tube off Slide up

Square shape

Flip-open Slide-up Mechanism Detach/twist off the plastic ring

Oval shape

Figure 4.5 Combination table

Design1: The solution for design 1 Easy to use Easy opening Reduce lipstick waste method Shape Mechanism

1 2 3 4

Round shape 5

Slide up Twist Mechanism Peel the tube off 6 8 9

Square shape 7

Flip-open Slide-up Mechanism Detach/twist off the plastic ring

Oval shape

Design 1: This case is assembled with a combination of option no.3, 4, 5, and 6. The square-shape case has some friction to help supporting the opening with the twist mechanism. Reducing lipstick waste can be done through peeling the tube off the ring. The cap lid makes it easy to flip up by one hand.

Design2: The solution for design 2 Easy to use Easy opening Reduce lipstick waste method Shape Mechanism

1 2 3 4

Round shape

5 Slide up Twist Mechanism Peel the tube off

6 8 9

Square shape

Flip-open Slide-up Mechanism Detach/twist off the plastic ring

Oval shape

Design 2: This case is assembled with a combination of option no.3, 5, 6, and 9. The square-shape case has some friction to help supporting the opening with the twist mechanism. Reducing lipstick waste can be done through twisting and pull off the plastic ring. The

cap lid makes it easy to flip up by one hand.

Design3: The solution for design 3 Easy opening Easy to use method Reduce lipstick waste Shape Mechanism

1 2 3 4

Round shape 5

Slide up Twist Mechanism Peel the tube off 6 8 9

Square shape 7

Flip-open Slide-up Mechanism Detach/twist off the plastic ring

Oval shape

Design 3: This case is assembled with the option no.2, 3, 4, and 6. The round-shape case is smooth for holding in the balm of hand making it convenient for the twist mechanism. Reducing lipstick waste can be done through peeling the tube off the ring. The cap lid

makes it easy to flip up by one hand.

Design4: The solution for design 4 Easy to use Easy opening Reduce lipstick waste method Shape Mechanism

1 2 3 4

Round shape

5 Slide up Twist Mechanism Peel the tube off

6 8 9

Square shape

Flip-open Slide-up Mechanism Detach/twist off the plastic ring

Oval shape

Design 4: This case is assembled with the option no.2, 3, 6, and 9. The round-shape case is smooth for holding in the balm of hand making it convenient for the twist mechanism. Reducing lipstick waste can be done through detaching or twist and pull off the sleeve plastic ring. The cap lid makes it easy to flip up by one

hand.

Design5: The solution for design 5 Easy to use Easy opening Reduce lipstick waste method Shape Mechanism

1 2 3 4

Round shape 5

Slide up Twist Mechanism Peel the tube off

6 8 9

Square shape

Flip-open Slide-up Mechanism Detach/twist off the plastic ring

Oval shape

Design 5: This case is assembled with the option no.4, 5, 6, and 8. The square-shape case has some friction to help supporting the opening with the slide-up mechanism. Reducing lipstick waste can be done through peeling the tube off the ring. The

cap lid makes it easy to flip up by one hand.

Design6: The solution for design 6 Easy to use Easy opening Reduce lipstick waste method Shape Mechanism

1 2 3 4

Round shape

Slide up Twist Mechanism Peel the tube off

6 8 9

Square shape

Flip-open Slide-up Mechanism Detach/twist off the plastic ring

Oval shape

Design 6: This case is assembled with the option no.5, 6, 8, and 9. The square-shape case has some friction to

help supporting the opening with the slide-up

mechanism. Reducing lipstick waste can be done

through detaching or twisting and pull off the sleeve plastic ring. The cap lid makes it easy to flip up by one hand.

Design7: The solution for design 7 Easy to use Easy opening Reduce lipstick waste method Shape Mechanism

1 2 3 4

Round shape

5 Slide up Twist Mechanism Peel the tube off 6 8 9

Square shape

Flip-open Slide-up Mechanism Detach/twist off the plastic ring

Oval shape

Design 7: This oval-shape case is assembled with the option no. 4, 6, 7, and 8. Slide up and down mechanism is applied in conjunction with flipping up the lid by one-hand. Reducing lipstick waste can be done through peeling the tube off.

Design8: The solution for design 8 Easy to use Easy opening Reduce lipstick waste method Shape Mechanism

1 2 3 4

Round shape

5 Slide up Twist Mechanism Peel the tube off

6 8 9

Square shape 7

Flip-open Slide-up Mechanism Detach/twist off the plastic ring

Oval shape

Design 8: This oval-shape case is assembled with the option no.6, 7, 8, and 9. Slide up and down mechanism is applied in conjunction with flipping up the lid by one hand. Reducing waste can be

done through twisting and pulling the tube off.

Design9: The solution for design 9 Easy to use Easy opening Reduce lipstick waste method Shape Mechanism

1 2 3 4

Round shape 5

Slide up Twist Mechanism Peel the tube off 6 8 9

Square shape 7

Flip-open Slide-up Mechanism Detach/twist off the plastic ring

Oval shape

Design 9: This case is assembled with the option

no. 2, 4, 6, and 8. The round-shape is smooth for holding in the balm of hand making it convenient

for the slide-up mechanism. Reducing waste can be done through peeling the tube off the ring. The

cap lid makes it easy to flip up by one hand.

Design10: The solution for design 10 Easy to use Easy opening Reduce lipstick waste method Shape Mechanism

1 2 3 4

Round shape 5

Slide up Twist Mechanism Peel the tube off 6 8 9

Square shape 7

Flip-open Slide-up Mechanism Detach/twist off the plastic ring

Oval shape

Design 10: This case is assembled with the option no. 2, 6, 8, and 9.The round-shape case is smooth for holding in the balm of hand making it convenient for the slide-up mechanism. Reducing waste can be done through twisting and pull off the plastic ring. The cap lid makes it easy to flip up by one hand.

Design11: The solution for design 11 Easy to use Easy opening Reduce lipstick waste method Shape Mechanism

1 2 3 4

Round shape 5

Slide up Twist Mechanism Peel the tube off 6 8 9

Square shape 7

Flip-open Slide-up Mechanism Detach/twist off the plastic ring

Oval shape

Design11: This oval-shape case looks like an

egg. The design is assembled with the option

no. 1, 4, 7, and 8. Slide up and down mechanism is applied in conjunction with the

automatic cut off lid. Reducing waste can be done through peeling the tube off.

Design12: The solution for design 12 Easy to use Easy opening Reduce lipstick waste method Shape Mechanism

1 2 3 4

Round shape

5 Slide up Twist Mechanism Peel the tube off 6 8 9

Square shape 7

Flip-open Slide-up Mechanism Detach/twist off the plastic ring

Oval shape

Design 12: This oval-shape case looks like an egg. The design is assembled with the option no.1, 7, 8, and 9. Slide up and down mechanism is applied in conjunction with the

automatic cut off lid. Reducing waste can be

done through twisting and pulling the tube off.

Finally, the results from survey can identify the actual customer‟s needs and the resulted requirements were transformed into engineering characteristics. Then, the results are analyzed by QFD method and the possible ways of packaging are designed which minimize the non-used content of the lipstick compartment to save world ecology. The details can be given visually through sketches.

4.2.9.1 Concept screening

This method is used when quantitative comparisons are difficult and usually requires some sorts of reference concept for relative evaluation

First, the criterions were divided into 15 customer needs. After that the 12 designs were put into a Concept Screening Matrix (Table 4.11) and one of designs was selected as a reference. Then each design was scored as +1, 0 or -1 for each criterion.

From Table 4.13, the 4 designs which are design 3, 4, 9 and 10 were chosen. These designs had the total score 5, 7, 7 and 9.

Table 4.13 Concept screening matrix

Design Criteria Reference 2 3 4 5 6 7 8 9 10 11 12 Customer needs 1.Easy opening 0 0 0 0 0 0 0 0 0 0 1 1 method 2.Convenient to use 0 0 1 1 0 0 -1 -1 1 1 0 0 3.Reduce lipstick 0 1 0 1 0 1 0 1 0 1 0 1 waste 4.Environmental- 0 0 0 0 0 0 0 0 0 0 0 0 friendly 5.Modern and beautiful lipstick 0 0 1 1 0 0 -1 -1 1 1 -1 -1 case 6.Follow material industry standards 0 0 0 0 0 0 0 0 0 0 0 0 and specifications 7. Light weight 0 0 1 1 0 0 1 1 1 1 1 1 8. Portable 0 0 1 1 0 0 -1 -1 1 1 -1 -1 9. Safety to use 0 0 -1 -1 0 0 0 0 -1 -1 0 0 10.Compact shape 0 0 1 1 0 0 -1 -1 1 1 -1 -1 11.Reusable lipstick 0 0 0 0 1 1 1 1 1 1 0 0 case 12.Refillable 0 0 0 0 1 1 1 1 1 1 0 0 lipstick case 13. Easy to hold 0 0 1 1 0 0 -1 -1 1 1 -1 -1 14. Durable 0 0 0 0 0 0 0 0 0 0 0 0 15. Compact size 0 0 0 0 0 0 0 0 0 0 0 0 Total 0 2 5 7 2 4 -2 0 7 9 -2 -1 Criteria: 0 = Equally importance, 1 = More importance, -1 = Less importance

4.2.9.2 Concept scoring

This method is weighted ranking of measurement criteria and used when only a few alternatives are being considered. It required quantitative comparisons of concepts and can still be quiet subjective due to choices of weights and ranks.

First, the important rates were given for each criterion. After that they were converted to the percentage by dividing the sum of important rates and multiplied one hundred. The weight scores are calculated by multiply the raw scores by the criteria weights. The total score for each design is the sum of the weight scores.

Table 4.14 Concept scoring matrix

Design Criteria Important Weight 3 4 9 10 rating (%) Customer needs 1.Easy opening 5 5.050 4 4 4 4 method 2.Convenient to use 5 5.050 4 4 5 5 3.Reduce lipstick 5 5.050 4 5 4 5 waste 4.Environmental- 5 5.050 5 5 5 5 friendly 5.Modern and 9 9.092 3 3 2 2 beautiful lipstick case 6.Follow material industry standards and 7 7.070 3 3 3 3 specifications 7. Light weight 7 7.070 3 3 5 5 8. Portable 9 9.092 4 4 4 4 9. Safety to use 9 9.092 3 3 5 5 10.Compact shape 5 5.050 3 3 3 3 11.Reusable lipstick 9 9.092 3 3 5 5 case 12.Refillable lipstick 9 9.092 3 3 4 5 case 13. Easy to hold 5 5.050 3 3 4 4 14. Durable 5 5.050 3 3 2 2 15. Compact size 5 5.050 3 3 3 3 Total 99 100 3.34 3.39 3.89 4.04 Criteria for importance rate = 1 to 9, Criteria for each design = 1 to 5

4.2.9.3 Concept selection

From the result of concept generation, concept screening, and concept scoring methods, it can be seen that the best solution of all design candidates is the design no. 10 with the overall highest score, well satisfying and contributing to all of those evaluation criteria. A part from winning of scoring methods, which we have concerned in terms of customers‟ needs, manufacturability, and ability to commercialized, in other aspects were also monitored reasons as: Firstly; this design has a good design which is somewhat similar to those ordinary lipsticks; Secondly, this product does not look unfamiliar and it can be comfortably used by users and it also matches with our tagline “Easy opening”, “reduce lipstick waste” very well; and Lastly, it‟s easy to produce in manufacturing, almost no increasing product cost.

Figure 4.6 Drawing of selected design no. 10 using Solid work program (Assembly: Sleeve/Case)

In conclusion, the results from the survey can identify the actual customer needs and the resulted requirements were transformed into engineering characteristics. Then, the results are analyzed by QFD method and the possible ways of packaging are designed which minimize the non-used content of the lipstick compartment to save world ecology. After that, the new lipstick compartments design compared with several available options by calculating the scores according to the required criteria. Then, choose the best solution for one-handed lipstick packaging with environmental-friendly one. The details can be given visually through sketches using Solid Work Program and create a prototype of the designed one-handed lipstick packaging using 3-D Printer (Da Vinci 1.0 Aio).

4.2.9.4 Functionality

The new design of one-handed lipstick, as shown in Figure 4.7, aims to satisfy the customer‟s needs by initiating an easy opening method, a reduction of lipstick waste, and an ease to be used with one hand. The customers will, therefore, not to face the

problem of difficulty in opening the cap any time as they want to use it with an easier flip cap method. Moreover, this one-handed lipstick has the sleeve that can reduce the lipstick waste which is stuck inside. Along with the mechanism for applying the one- handed lipstick, we have designed the technique, called a slide-up mechanism with a lock step in the sleeve part (See Figure 4.9) which can pull the sleeve, enabling the customer for changing a new refillable sleeve. This can provide the opportunity for the customers to remain using it as the reusable lipstick case. A cap has been also provided for opening the lipstick case manually along with the slide-up mechanism.

Figure 4.7 One-hand lipstick parts

The function of one-handed lipstick can be explained as followed:

 Opening the cap by one hand with a flip cap

Customers can open the cap/lid of lipstick by using only one hand. The finger will give the force to open the cap up. The function is shown in Figure 4.8

Figure 4.8 Flip cap opening method

 Applying lipstick with a slide-up and down mechanism

This one handed lipstick has a step lock along with a slide-up mechanism. Customers can lock in every step of their slide-up and- down with one hand. Moreover, they can pull out the sleeve with a slide down to change the new one (refillable sleeve) and also can keep the lipstick case as a reusable one. This mechanism is illustrated in Figure 4.9.

Figure 4.9 Slide-up and down mechanism

 Twist off the sleeve of lipstick

Customers can twist off the part of the lipstick‟s sleeve to help applying more lipstick content that were stuck inside by using the twist-off technique like the cap of water. The function is shown in Figure 4.10

Figure 4.10 Twist off the sleeve

4.3 New design of one-handed lipstick packaging

This one hand lipstick design come with the assembled of various parameters derived from QFD to match the customer‟s needs. The prototype was generated using the 3D Printer as shown in Figure 4.11.

There are two pieces Prototype of One-hand of component (Outer case and lipstick packaging sleeve)

Sleeve

Outer case

Figure 4.11 New design prototype of environmental-friendly one-hand lipstick packaging

The round-shape body is smooth for holding in the palm of hand. The opening mechanism using flipping at the top-cap made it easy to be opened by one-hand. The slide- up button is convenient to push up with several steps of locking making it suitable and perfect usage at all ongoing day; especially, for traveler, women on the go, teenager, and elder. In addition, for those people who are seeking for environmental friendly lipsticks, it will be satisfied with this attractive design case. The detached ring at the sleeve that can be twisted and pulled off easily, will minimize the waste of lipstick content of about 30%. This packaging is also designed to reuse by freezing the lipstick content before replacing. As a result from the survey, some of the women will reuse the cases or keep them for collection after ultimate usage. This survey also showed that they intended to buy this innovation as well.

We finally hope that this adorable packaging can inspire the marketing experts to encourage potential customers to pay more attention on buying this one-hand and environmental friendly lipstick instead of considering only the formulation.

CHAPTER 5

CONCLUSIONS AND RECOMMENDATIONS

5.1 Conclusions

This research principally aims to initiate a new design of one-handed lipstick packaging. It firstly starts with questionnaire design and distribution, collection and data analysis. A focus group of 5-knowledgeable people was organized to help discussing and listing the quality dimension of one-handed lipstick packaging. The result of 6 dimensions was achieved and used as basis for laying out the survey questionnaire focusing on positive/negative critical incidents. The 12-question was distributed with 33 respondents and analyzed as shown in Appendix A1-1 and Appendix A1-2, respectively. The results were calculated and used for eliminating the non-relevant questions. The remaining questions were further used as a basis for designing the satisfaction survey questionnaire of about 20 questions (Appendix B1-1). The results from the satisfaction survey and analysis with 94 respondents (Appendix B2-2) can identify the actual customer needs and the resulted requirements were transformed into engineering characteristics. Then, the results are analyzed by QFD method and the possible ways of packaging are designed which minimize the non-used content of the lipstick compartment to save world ecology. After that, the new lipstick compartments design compared with several available options by calculating the scores according to the required criteria. Then, choose the best solution for one-handed lipstick packaging with environmental-friendly one. The details can be given visually through sketches using Solid Work Program and create a prototype of the designed one-handed lipstick packaging using 3-D Printer. The results of this study, including the use of a quick, effective, customer‟s need, quality function deployment (QECN-QFD) developed by Thanyatorn F, and et.al (2017) with 12-step approach, can be summarized and concluded as followed:

5.1.1 A quick and effective customer‟s need QFD, namely; QECN-QFD supporting tool (1) Analysis of the methods used in the case study I and II were illustrated and compared in terms of methodology, supporting methods, and processes (Table 4) to search for the suitable designated questionnaire methodology and better outcomes of Quality Function Deployment (QFD). (2) To help tackle these shortcomings, it is then important to have the customer‟s needs involvement as much as we can by using the methodologies of the case study II (Hybrid QFD) and those of the case study I (Telrad‟s questionnaire methodology: The elimination and addition procedure) for the steps 1-3 (ie. required issues and survey questionnaire/satisfactions) and step 4-12 (data analysis) as shown in the Figure 2 mentioned earlier, respectively. (3) It is therefore appropriate to propose the new QFD supporting tool and methodology, known as “A Quick-Easy-Customer‟s Needs Quality Function Deployment (QECN-QFD) for A New Product Development” such as a one-handed lipstick. The final QFD construction after eliminating the questions according to the procedure, there are 15 questions left and 7 engineering objectives, which could be further used as the important inputs for the QFD Process for the best possible solution for one-hand lipstick.

5.1.2 Quality Function Deployment (1) Customer needs and importance: After getting the Voice of Customer based on the survey, needs of the customer are listed and summarized. From the survey provided (see Appendix B), the preference of the customers ranges from 1 to 5 which indicate the least attractive features to the best attractive ones only the score from 3 and above will be taken into consideration and used for Quality Function Deployment (QFD). For giving the importance of the issues, the scale ranging from 5 to 9 are used. The higher the value is, the higher its importance will be. After conducting the voice of customers (VOCs) and interpreting them as the customers‟ needs and gave the priority by using the scale ranging from 1 to 10, where 1 represents the least important of customers‟ needs and 10 represents the most important, to each customers‟ needs. (2) Production Specification and Relationship Matrix: The produced specifications are identified according to each customer‟s need. Specifications are given the units and attribute of each specification by using setting criteria, resulting in the final specifications and relationship Matrix which represents the relation between each customer‟s need and each specification. The criteria score and the relationship matrix were initiated. (3) Competitive and Technical Assessment: A survey of the conventional product in the market and evaluate the strength and weakness are needed. The assessment uses the scale ranging from 0 to 9 which represents the lowest and the highest level of serving, respectively. Calculating the improvement ratio can be done by using today‟s value divided by future‟s value and then assigning the sale impact and finally calculating the score by using the importance multiply with improvement value and the sale impact. These scores are finally made and used to prioritize/rank the needs of customers. The technical assessment compares the existing specifications in the market and aims to identify the target of our product. The highest rank specifications should be strongly related to the customer‟s needs and represent the important features of the product. (4) Correlation Matrix: The correlation matrix presents the relation among each specification (Dimension of lipstick, Weight of lipstick, Time to complete applying, Time to open lid or twist up, Life time, Resistance to the environment, and resistance to scratches). The criteria and the correlation matrix were established. The purpose of correlation matrix is to trade-off about concentration of each specification. (5) Concept Generation/Selection/Scoring: A product concept is an approximate description of the technology principle and form of the product. It will express as a sketch or as a rough three dimension model and is often accompanied by a brief textual description. Concept generation process begins with the customer needs and target specification: Identify problem from QFD; Find the solution of each sub-problem; and Select the solutions and create designs. Through the concept generation based on each solution on customer needs was initiated. The next process is the concept selection. It is the process that can be used to select the most suitable design according to the evaluation criteria. Followed by the Concept Scoring, this method is weighted ranking of measurement criteria and used when only a few alternatives are being considered. As the first step, each criterion were rated basing on its importance. Next they were all

converted to the percentages. The weight scores were calculated by multiplying the raw scores by the criteria weights. The total score for each design is the sum of the weight scores.

5.1.3 New design of one-handed lipstick packaging (1) Conceptual and detailed Design Using Solid Work Program: the results from the survey can identify the actual customer needs and the resulted requirements were transformed into engineering characteristics. Then, the results are analyzed by QFD method and the possible ways of packaging are designed which minimize the non-used content of the lipstick compartment to save world ecology. New lipstick compartments design compared with several available options were established by calculating the scores according to the required criteria. Then, choose the best solution for one-handed lipstick packaging with environmental-friendly one. The details can be given visually through sketches using Solid Work Program and create a prototype of the designed one- handed lipstick packaging using 3-D Printer. (2) Production Creation using 3-D Printer: The round-shape body is smooth for holding in the palm of hand. The opening mechanism using flipping at the top-cap made it easy to be opened by one-hand. The slide- up button is convenient to push up with several steps of locking making it suitable and perfect usage at all ongoing day; especially, for traveler, women on the go, teenager, and elder. The detached ring at the sleeve that can be twisted and pulled off easily, will minimize the waste of lipstick content of about 30%. This packaging is also designed to reuse by freezing the lipstick content before replacing.

5.2 Recommendations

5.2.1 Considering in terms of easy-to-use (not sophisticated), convenience, time limitation, and full-scale of customer‟s needs participation via on-line word survey questionnaire, we therefore propose the new QFD supporting tool and methodology, known as “A Quick-Easy-Customer‟s Needs Quality Function Deployment (QECN- QFD) for A New Product Development: one-hand lipstick.”. It can be applied to design other new cosmetic products such as 3-in-1 shower gel, facial wash with shaving foam or hybrid products for the face that incorporate elements of make-up, skincare and sun protection.

5.2.2 Further study on The „6 Ps of Marketing' for one-hand environmental-friendly lipstick, covering product, price, place (distribution), and promotion (e.g. advertising), people, and performance should be carried out..

5.2.3 Some certain points of the prototype relating to one-hand environmental-friendly lipstick packaging needed to be addressed as followed: (1) Different types of plastic used in the prototype creation should be further experimented; (2) Different types of lipstick content should also be investigated in terms of effectiveness, durability, and suitability for re-using of the one-hand environmental-friendly lipstick package.

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APPENDICES QUESTIONAIR

“A study on new design of sustainable lipstick packaging”

Introduction: I am a student of Asian Institute of Technology (AIT), Bangkok. I am doing a master degree in Industrial Engineering research project on new design of lipstick primary package. Your contribution is really appreciated. I hereby assure you that all the information will be used for academic purpose only and will be kept confidentially. Thank you for you very much.

Appendix A AppendixA1-1

Part 1: Demographic data

1. Gender □ Male □ Female 2. Age (years): □16-19 □20-29 □30-39 □40-49 □50-59 □Above 60 3. Educational qualification: □ High school □ Undergraduate □ Graduate □ Post graduate □ Professional 4. Occupation □ Student □ Private sector □ Government /State enterprise sectors □ Business owner □ Housewife □ Others

5. Monthly income (Baht) □ 6,000-15,000 □ 35,001-55,000 □ 75,001-95,000 □ 15,001-35,000 □ 55,001-75,000 □ >95,000

Part 2: Consumption habits

6. Please list out the examples of positive performance of one-handed lipstick.

7. Please list out the examples of positive features of one-handed lipstick.

8. Please list out the examples of positive conformance of one-handed lipstick

9. Please list out the examples of positive reliability of one-handed lipstick

10. Please list out the examples of positive aesthetics of one-handed lipstick

11. Please list out the examples of positive received quality of one-handed lipstick

12. Another requirement about the product?

AppendixA1-2

Summary of Respondents from Survey (survey 1)

Part 1: Demographic data

Nationality Age (years)

Educational qualification Occupation

Monthly income (Baht)

Part 2: Consumption habits

6. Please list out the examples of POSITIVE PERFORMANCE of one-handed lipstick? Doesn't roll

Doesn't roll Easy to use Reusable lipstick's case No need to roll lipstick Case of lipstick can be recycled Not roll Reusable lipsticks Environmental friendliness Easy to hold Package Good mechanism Able to convenience use (easy use) with only one hand The cover will not lose. Don't problem about cover case fall in down and broken. Refill case Reusable lipstick case Brand new case The case itself should be small and easy to use by one hand Easy to use Case protection from dirty or safety to use Easy to hold that the case not easy to slip to fall down Ease to hold Reusable case or refill Refill, long life case Not dirty case to use and can refill Not easy to slip and ease to hold Refill or reuse case are better Not difficult to hold Safety to use Easy to hold

7. Please list out the examples of POSITIVE FEATURES of one-handed lipstick? Lock method Lock method Lock method Lock method Opening method Opening method Opening method Opening method Opening method Ease to open Ease to open Opening lipstick by using only one hand The cover of lipstick case should strong when it is fallen on the floor. Has a mirror Opening method Easy to use (do not worry about losing lipstick case) Slide up and down Doesn't roll lipstick case just push up to open It looks like a pen. Easy to use and spent a short time for open. Good opening method

Easy use Look modern Bottom pushing Light weight, suitable size or portable Suitable case, light weight New method to open that easy to open Portable, light weight Good mechanism Light weight to carry Light weight 8. Please list out the examples of POSITIVE CONFORMANCE of one-handed lipstick? (For example, meet specifications or industry standards.) Workmanship Workmanship Meeting specifications or industry standards Follow specified standard Materials meet industry standards Meeting industry standards Meeting specifications Industry standard and the source of ingredients are reliable High quality Industry standards Industry standards Safety to use Easy to open by only one hand just push up then the lipstick will pop-up ready to use It should be the standard size. New design of one-handed lipstick has product safety more than old design. It can protect partial into the inner case old model. No need Follow the industry standards Follow the standard Hygiene and safety Conformance depends on durability of button. No need to produce cap Should be good for environment Follow standard Material meeting the standard Safety to use Friendly environment Meet specification standard Environment Material is safe Follow industry standard Environment friendly Meet standard

9. Please list out the examples of POSITIVE RELIABILITY of one-handed lipstick? (Consistency of performance over time, average time for the unit to fail) Consistency of performance over time Consistency of performance over time Be durable Be durable Durable

Durable Have a certification Long-life usage All day hydration with a smooth luxurious finish and full coverage Don't stimulate my allergy QC and quality check Safety, certified by FDA Feature look interesting, hardly to found on mess market currently. I have no idea because i never use this kind of lipstick. The package same to durable 6 months The lipstick case should be more durable Can be used along its product Strong case, not easily crack Use by only one hand so low possibility to drop while using Long life case, strong case or durable case Received certificated or ISO Have some guarantee from organization Durable case Strong and durable case Guarantee from ISO Have certificate Long life case, strong case Durable to long life case Durable Have guarantee from ISO or organization

10. Please list out the examples of POSITIVE AESTHETICS of one-handed lipstick? Modern Modern Modern Modern Modern Modern Beautiful Beautiful Beautiful and modern More color The details of product are more modern and special than other normal lipsticks Beautiful and can be used to make up in various styles Multi-color Luxurious design Appearance of packaging Unique and attractive Light wt. Usable feature able for adjust with any situation It is cool. Creative ideas and new surprise, it can make customers fun . Modern lipstick case Modern Look modern. Luxury design Varieties of colors case, beautiful case

Modern case or adding something to make more attractive such as mirror Attractive design, modern New design Multi-color of case Case not dirty or scratch, beautiful case Multi-color 11. Please list out the examples of POSITIVE PERCEIVED QUALITY of one-handed lipstick? (The quality attributed to a good or service based on indirect measures) Price Price Price Price Price The price isn't different from other lipsticks but providing more quality materials and easy to use Price should be fitted with the quality of lipstick Price and high quality Brand nameluxury brand with low price Price match with quality Brand Lead the market due to it could be the first lipstick that people never found before become a trendy, easy to use and carry. The cover that fit with the body with easy hand move It makes from high quality material Convenient Reasonable with the price Packaging Question and example not clear Good quality of lipstick. Short time to open or use Good case, ease to use More convenient Easy to use Short time to open More convenient case to use and open Good case Ease to use it High quality Easy to use

Reasonable quality, good case and convenient to apply

12. Another requirements about the product? N/A (Not available) N/A N/A N/A N/A N/A N/A N/A Easy to use Easy to use Reasonable price Reasonable price

This is a good product however, the function isn't quite interesting compared with other lipsticks. I think it could be possible to create multi-colored in one stick. Should have various colors of lipstick and ingredients should not harm to user (human health) No have Have more pigments and color. It should consider the lip care. Easy to use in one hand Easy to use and light weight, color of case/design Added more design to be fit with every age range. The re-use of handles are good for world and users but the handles should not be the source of bacteria or dirtiness. I would like to more color of case and you should make color of case same each the lipstick color because it easy to choose Soft weigh, easy to keep in handbag Need convenient and easy to use Price, durable, Making decision to purchase lipstick does not depend on function of the case but on the quality of lipstick Easy to apply Convenience Take time not too much to use Easy Portable lipstick More convenient

Appendix B AppendixB1-1

Part 1: Demographic data

5. Monthly income (Baht) □ 6,000-15,000 □ 35,001-55,000 □ 75,001-95,000 □ 15,001-35,000 □ 55,001-75,000 □ >95,000

Part 2: Consumption habits (Worst ) □ 1 □ 2 □ 3 □ 4 □ 5 (Best) 6. Please give the satisfaction score if the one-handed lipstick has "Reusable lipstick's case"

7. Please give the satisfaction score if the one-handed lipstick has a function of "Easy to hold" 8. Please give the satisfaction score if the one-handed lipstick has "Refillable lipstick's case" 9. Please give the satisfaction score if the one-handed lipstick has a function of "Safety to use (Good protection/doesn't smear)" 10. Please give the satisfaction score if the one-handed lipstick has "easy opening method" 11. Please give the satisfaction score if the one-handed lipstick has "Reduce waste lipstick" 12. Please give the satisfaction score if the one-handed lipstick has "Light weight" function. 13. Please give the satisfaction score if the one-handed lipstick has a function of "Portable" function. 14. Please give the satisfaction score if one-handed lipstick "following industry standards and specifications" 15. Please give the satisfaction score if one-handed lipstick is "environmental-friendly" 16. Please give the satisfaction score if one-handed lipstick has "Durable" 17. Please give the satisfaction score if one-handed lipstick has "Modern and beautiful lipstick's case" 18. Please give the satisfaction score if one-handed lipstick is "easy to use" 19. Please give the satisfaction score if one-handed lipstick has "compact size" 20. Please give the satisfaction score if one-handed lipstick has "compact shape" 21. Please give the satisfaction score if the one-handed lipstick using "Twist up to open" 22. Please give the satisfaction score if the one-handed lipstick using "Sliding up to open" 23. Please give the satisfaction score if the one-handed lipstick using "Flip-open cap to open" 24. Please give the satisfaction score if the one-handed lipstick using “Square shape” 25. Please give the satisfaction score if the one-handed lipstick using “Round shape” 26. Please give the satisfaction score if the one-handed lipstick using “Oval shape” 27. If one-hand lipstick is available in the market, you intend to buy this innovation lipstick or not. Why?

AppendixB1-2

Summary of Respondents from Survey (survey 2)

Part 1: Demographic data

Nationality Age (years)

Educational qualification Occupation

Monthly income (Baht)

Part 2: Consumption habits

6. Please give the satisfaction score if the one-handed lipstick has "Reusable lipstick's case"

7. Please give the satisfaction score if the one-handed lipstick has a function of "Easy to hold"

8. Please give the satisfaction score if the one-handed lipstick has "Refillable lipstick's case"

9. Please give the satisfaction score if the one-handed lipstick has a function of "Safety to use (Good protection/doesn't smear)"

10. Please give the satisfaction score if the one-handed lipstick has "easy opening method"

11. Please give the satisfaction score if the one-handed lipstick has "Reduce lipstick waste"

12. Please give the satisfaction score if the one-handed lipstick has "Light weight" function.

13. Please give the satisfaction score if the one-handed lipstick has a function of "Portable" function.

14. Please give the satisfaction score if one-handed lipstick "following industry standards and specifications"

15. Please give the satisfaction score if one-handed lipstick is "environmental-friendly"

16. Please give the satisfaction score if one-handed lipstick has "Durable"

17. Please give the satisfaction score if one-handed lipstick has "Modern and beautiful lipstick's case"

18. Please give the satisfaction score if one-handed lipstick is "easy to use"

19. Please give the satisfaction score if one-handed lipstick has "compact size"

20. Please give the satisfaction score if one-handed lipstick has "compact shape"

21. Please give the satisfaction score if the one-handed lipstick using "Twist up to open"

22. Please give the satisfaction score if the one-handed lipstick using "Sliding up to open"

23. Please give the satisfaction score if the one-handed lipstick using "Flip-open cap to open"

24. Please give the satisfaction score if the one-handed lipstick using “Square shape”

25. Please give the satisfaction score if the one-handed lipstick using “Round shape”

26. Please give the satisfaction score if the one-handed lipstick using “Oval shape”

27. If one-hand lipstick is available in the market, you intend to buy this innovation lipstick or not. Why?

Its comfortable can use it every time Just to test out the new innovation Looks cool and good for the earth environment This design is perfect for me. It is interesting Since it is the new innovation, I would like to see if it is more convenient to use as well as its interesting design. Because of the functions that are good for people especially working-aged who have limited time to use cosmetics while they are going to their workplace. I though one hand lipsticks have already had in the market. When I make up, I have to give a time with my makeup. So if lipstick can be used in one hand this innovation is unnecessary for me. I will buy it because It's a durables goods and easy to use. I love lipstick Normally i buy the lipstick depends on quality and color the packaging doesn’t matter for me Easy to use Coz it's light weight and beautiful case It can help to save environment and also save money I will buy it if reasonable cost and engaging colour Maybe Easy to open (do not roll) Because it is environmental friendly package and meet the industrial standard. In addition, it is easy to use because of modern design. Just want to try for new experience, if it's okay i think i will re-purchase or change all my new lipstick to the package like this Environmental friendly and clean, Reusable case, I will definitely use it if i don't need to consider the brand quality of the lipstick. I want to try something new innovation with environmentally-friendly :) Maybe, depends on color, materials, is it sheer or matt or shimmer, etc. Interest to use the new one To try new features It will be handy and easier for us to use Depend on brand, material and color Why don't i try something new?, but it's depends on the quality of product and color of lipstick matched with my favor :) Looks interesting I never use it. Convenient