Never End
sustainable cosmetic packaging designed for Maybelline New York
We redesigned the packaging of two best-selling products from Maybelline New York, liquid lipstick and foundation, to create a more sustainable version called Never End. This new packaging incorporates sustainable materials and an upcycling and refilling system.
Role
Design Researcher, Industrial Designer (pair project)
Expertise
Design Research, Industrial design, Visualization, Prototyping
Project Focuses
Material Research, Brand Research, System Development
Timeline
Sep 2022 - Oct 2022 (1 mo.)
Chosen products from Maybelline New York
WHAT & WHY
Following interviews with experts in the cosmetic industry, we have chosen to concentrate on the packaging of liquid lipstick and foundation. These two products, identified as having fewer manufacturing constraints and being highly purchased by consumers, have a notably higher environmental impact. This strategic focus allows us to address areas where we can make a significant and meaningful difference.
MAYBELLINE'S BRAND LANGUAGE & FOCUS RESEARCH
Maybelline New York is renowned for its emphasis on fast beauty and embracing a diverse community. This philosophy is reflected in the design of their product packaging, which often features bold colors and embodies a 'Get Ready' vibe, resonating with the brand's dynamic and inclusive ethos.
CHALLENGES
Cost-Effective
Convenient for Consumers
Easy to Manufacture
Based on our brand research and expert interviews, we've identified three key challenges for the new packaging design. Firstly, it needs to be cost-effective, as Maybelline New York is a drugstore cosmetic brand with a relatively low price point. Secondly, the packaging modifications should maintain the convenience of the shopping experience typical in drugstores, which is generally quick and straightforward. Lastly, the new design must not overly complicate the manufacturing process, ensuring it remains streamlined and efficient.
WHO - GEN Z (15-25)
Following an analysis of design requirements and an evaluation of Maybelline's brand language, we determined that our target demographic is Gen Z, which aligns with Maybelline's primary customer base.
Gen Z, sources: IZEA
DESIGN GUIDELINE & REQUIREMENTS
Target Brand: Maybelline New York
Target Age: 15-25 years old
Target Trends: Refillable, Minimalism, End of life management
Requirements: Should fit in Maybelline New York’s brand language and respond to the challenges iden
Having identified our target customers, we conducted research on current and emerging trends in packaging design, cosmetics, and popular design elements. Based on this information, we established our design statement: "Design Sustainable & Refillable Packaging for Cosmetic Products" for the age group of 15-25 years old.
MATERIAL RESEARCH
Beeswax for lids
Glass for bottles
During the redesign process, we investigated various materials to enhance the sustainability of the packaging. We compared options such as paper, wood, and bamboo, and ultimately decided to use beeswax for the lids. Beeswax is an easy-to-manufacture material that has natural anti-bacterial properties, which are beneficial for cosmetic products. We opted to retain the original glass material for the bottles to facilitate our upcycling and refilling process.
SKETCHES
RENDERING
UPCYCLING SYSTEM PROCESS MAP
This process map illustrates the upcycling system, outlining the steps consumers follow to return used products. It details how to correctly place items in designated bins, categorized by packaging shape. Additionally, the map highlights the incentive program, where consumers earn discounts on future purchases for participating in upcycling, thereby encouraging long-term sustainable behavior.
REFILLING SYSTEM PROCESS MAP
The process map for the refilling system offers Maybelline New York a clear overview of the product reuse and refill cycle. The process involves collecting used products, cleaning and replacing any non-reusable parts, then refilling and resealing them for resale. This cyclical system is designed not only to minimize waste but also to enhance the sustainability profile of Maybelline New York, creating a more eco-conscious brand footprint.