1516.

ME432: TECHNOLOGY, INNOVATION AND ENTREPRENEUSHIP

FINAL PROJECT MAKE YOURSELF UP
STUDENTS:
GATHA HAUCK 15100113
DANILO SOUZA
15100104
FERNANDO COSTA 15100065
MANUELA ROCHA 15100056
THATIANE TOMAZ 15100097
PROGRAMME: SCIENCE WITHOUT BORDERS

Make Yourself Up
Summary

1.

Introduction

Nowadays, the influence of media on society dictates the lifestyle that each
person should follow. With the advancement of technology in an increasingly
globalized world, this imposition of how to live becomes increasingly evident. An
increasingly subject matter are the beauty standards imposed. For this reason, the
beauty industry is one of the most promising. However, customers are more
demanding, making companies to invest in innovative products to stand out in
front of your competitors.
Childhood and adolescence are periods of personality formation. Children
and adolescents face behavioural changes and are influenced to follow the
standards imposed to feel accepted by society. They grow up with standards that
have been set even before they are born and are constantly changing.
Children are able to access information and news faster than ever. For this
reason, they have a more mature thinking, different from how this age group acted
before. Because of this, an adaptation by companies to satisfy this new market
without losing the essence of that age is required.
The market of products aimed at children has some peculiarities. In this
segment, it is necessary to please the parents, since it is a phase of financial and
especially emotional dependency. According to researches, children and
adolescents have their parents as a model and end up inspiring them. An example
of this is that girls arouse interest in makeup and learn how to use it with their
mothers. In addition, it needs to attract the desire of parents to purchase a
product that in addition to please the kids be helpful and beneficial for their
health. Another important aspect of this is the public interest in the technology
and interaction through social networks
As a result of what has been stated above, it is necessary to understand that
children and youth are more demanding and complex. It needs to create
innovative products satisfying consumer and maintain loyal to the brand.

2.

Customer Requimerents

Capitalism causes buying interest in people. However, the consumer market is

more demanding and looking for differentiated products. For this reason, the
companies need to be constantly renewing and seeking ways that make them
unique in view of their competitors.
When we talk about the beauty market, it is necessary to seek something
beyond the aesthetic. Nowadays, people look for something that is not only
beautiful but also functional. Accessing to the quality information and adaptation

of products to the problems faced by society today, are relevant in the buying
interest of awakening.
Concerns related to skin care is evident. We live in a society that seeks
facial treatments and prioritizes not only the beauty. People look for protection
against ultraviolet rays ever more harmful, in addition to the dryness caused by
climate change.
Moreover, there is a concern about the safety in use. With this in mind, the
most sought after makeup were lipstick, eye shadow, blush and powder, they are
the least likely to harm the skin, are easy to use by children and call more attention
to be more colourful
By the ease of access to information and popularization of technology, the
consumer market requires products with technological innovation. They are part
of "Generation Z", known as Digital Natives. This new generation defines how
humanity relates and consume. It is common to use smartphones, tablets and
other technologies. They share and receive information constantly, especially
through social networks. Entertainment forms of this new generation differ from
traditional one.
For this reason, the products need to adapt to the new era. That means
the innovation has to go beyond the physical products, but also meet the
technological needs of the public. In addition, parents can have greater control
over the activities shared by children, especially through social networks.

3. Prototype Description and

Evaluation
After analysing the requirements of consumers and current products
available in the market, we try to create a product that not only meets the
requirements, but also bring something new. We seek to introduce in the market
an innovative product, surprising customers and to arouse consumer desire for
something that neither imagined they want.

3.1 Brand Loyalty

Thinking about the importance of customer loyalty to the brand, we have

established that the make-up line will need to be renewed seasonally. Every
season will come six new shadow eye colors, four colors of lipstick, four colors of
lip-gloss and two blush. These products were chosen for being the most used for
this age group because they are easy to apply and for not harming the skin, as
mentioned in "customers requirements."

The varieties of colors per season can be found in the exhibit.

3.2 Autonomy
The product will not be sold in a sealed package with fixed makeup.
Is there a place to fit palette with three refills shadows, two lipsticks or lip gloss
and blush. So the customer has the autonomy to choose the colors that please
him. It also enables better parental control over what the child will use color.
The idea of manufacture of the product sold in parts was developed from
three main aspects: the incentive to save; affordable prices; constant contact with
the brand. The first aspect is related to the stimulation for the child to manage
their own money and buy new products launched. The price is accessible to
children because it is cheaper to buy small parts of a product suite. The third
aspect is due to the fact that the child will expect the news of the brand and also
receive tips on the application, which will be explained below.

3.3 Technology
In addition to the makeup, we developed an application, called Make
Yourself App. This tool will provide tutorials and makeup tips to avoid common
mistakes among children, such as excessive colours. In addition, they can share
their own experiences with their friends via photos or videos. It will also be
possible to test colon combinations on virtually an "avatar" before application.
The application is not intended only for children but also for parents. They
will receive their share, in addition to receiving the release news. This will also
provide greater contact between parents and children.
To participate in the application it will be necessary a registration. To
complete it, the client must have a code in this product, valid for the child and the
responsible. This code will have to be renewed every three months, it motivates a
constant acquisition.

3.4 Health

As quoted in "Customer Requirements", there must be a product that has

not only an aesthetic importance, but also take care of the health of the user. For
this reason, all make-ups do not have fasteners, so the child can withdraw it only
with water. In the application there will be tips on the importance of removing the
substance to not clog the skin pores.
Besides the absence of fasteners, the whole palette will come with
moisturizer to be used before makeup. This moisturizer is important to protect the
skin against effects of cold and possess UVA / UVB protection.
All products are easy to apply, a fact that helps the child to not get hurt.
Shadow refill will come with a cushioned brush and there will be no sharp
products such as pencil for the eye contour.

3.5 Design
Analysing the materials in the current market, we concluded that possess a
very childish design that does not appeal the new personality of children. So we
developed a pack a bit more "mature" and at the same time not losing the essence
child. The palette will have a rectilinear design and will not have many great
colours and designs. Instead, put a background colour and small designs such as
hearts or flowers, varying by season.
The palette will be sized square: width 9 cm, height 2 cm and length 15 cm.
The fixed items in all the palettes are: a brush to shade with pads at the two ends
(5 cm long, 0.8 in width and height 0.3), a brush for blush (5 cm length, 2 cm width
and 0.3 height) and a circular facial moisturizer (3 in diameter and 1.5 cm height).
There will place for three refills shadow circular (1.5 cm diameter and 0.5 in
height), a blush space (3 in diameter and 0.5 cm height) and a space for lipstick or
gloss (6 cm length and 1.5 cm in diameter).
For the customer to assemble his palette buying refills separately, the
spaces will have to plug a magnet. This facilitates the handling and personalization
and prevents makeup from coming loose easily.
Palettes possess a pin to fit one under the other and a lock so it does not
disengage easily, so the child can have as many palettes like. There will be a lid for
the upper palette, which fits over all palettes by pressure, thus the assembly can
be moved easily.
So that the customer does not need to disassemble the set to use one of the
makeup in a central palette, it may be slid to the side, after unlock them.

The product design drawings can be found in the exhibit.

4.

Business Model

A. Costumer Segment:
The consumer market is restricted, since the product was developed for
children between seven and twelve years old. There is also the need to please
those responsible for children. We intend to distribute the makeup in pharmacies,
cosmetics shops and department stores.

B. Unique Value Proposition

The unique value proposition is the fact that consumers can customize the
palette according to personal taste and convenience. This means that customers
can choose the colors to be embedded in the case. This factor enables the
parental control in the optimal use of makeup in children.
Moreover, customer loyalty will be guaranteed by the constant news of
colors that we will release according to the seasons. In addition, we plan to launch
special lines with children's issues, such as movies and artists. The idea is to
create a product line to follow the children for a long period of time, which can
lead to future customers to other lines of our makeups.
In addition, our products go beyond aesthetics, we are also worried about
the health of users. Our makeup line counts with UVA and UVB filters,
moisturizers - which lessens the damage caused by the cold - and have no fixer,
which facilitates the removal of the product. Once the line was designated to
children, the makeup rely on substances specially developed for their sensitive
skin.

Furthermore, the line will count with the Make Yourself App, an app
exclusive for customers who purchase our products. Such technological resource
will assist us on customer feedback about the brand. There will be a space on it
were the client can write suggestions, complaints or comments about the product.
This platform will also be a possibility of marketing, because through it the
company will release updates to their existing customers, as well as periodic
tutorials. The tool will be available for smartphones and tablets.

C. Intelectual Property Strategy

In order to protect and safeguard the name and design of our product, it will be
made a record of our brand in Ireland. If there is acceptance in other countries
and the possibility of expanding our brand happens, the record would also be
made to ensure our rights.
Furthermore, to ensure the privacy of our clients and the quality of our app, a
code would be set in each product in order to allow access to only authorized
clients.

D. Regulatory Affair Strategy

Through tests conducted under different conditions of use, it was
possible to ensure the effectiveness of our product to ensure the safety of users .
The regulation of products that affect health of users is governed by different rules
in order to avoid any problems that may come with its use.

E. Distribution Channels
We will use two main distribution channels: online sales and physical
stores. Online shopping will be conducted through the official website of the
brand with delivery option for the whole country. Physical sales will be made
through our partners, such as pharmacies, cosmetics shops and department
stores.

F. Customer Relationships
The relationship with the customer is an important aspect for the success
of sales. A lack in communication can lead to conflicts such as: lack of knowledge
about the benefits of the product, customer's downgrade on the news and a lack
of company awareness of problems occurred with the product.

Taking advantage of the influence of technology on people's lives today,

this relationship will be done through the Make Yourself App. With this tool, the
company will be able to transmit the news, and to receive feedback from
customers.
G. Revenue Stream + Reimbursement
Our main source of revenue will be the sale of the makeups. The esthetic
market has shown promising, taking into consideration the beauty standards
imposed on society. The use of makeup is becoming more common in women of
all ages. For this reason, we believe that our revenue will be promising based only
on makeup.
However, depending on the app acceptance, we plan to use it as a new
source of revenue. We would open a space to partnership through advertisements
from companies that also work for the child beauty market.
The refund policy is simple; we provide a thirty-day warranty covering
manufacturing damage. In addition, if the child does not adapt to our products or
have some kind of allergic reaction, we will refund.
H. Key Resourse
Statistical analysis is one of the key resource to the decision of our final
product. The company searched to know which products children give more
attention, when talking about makeup. At the same time, we seek to know the
parents' opinion about this. Through the analysis of all the survey data, we set up a
product in order to combine the desirability of consumption of parents and
children.
In addition, teams of engineers and chemists have been used for the
development of products suitable for the sensitive skin of children. Another
function of this team was to investigate and produce methods that could make the
products attractive for children - containing UV filters and moisturizers. However,
the main challenge for the engineers was to produce such a complete make-up in
a cheap way.
I. Key Activities
The company's policy is based on product innovation and constant
maintenance of quality. We seek professionals who are always on hand to look for
new technologies to be deployed. In addition, we take care to adapt to new
generations of customers - in addition to maintaining the loyalty with previous
generations.

We know the importance of innovation in our products and we prioritize

customer feedback. Being in continuous contact with them helps us to understand
what needs to be improved or changed in our production lines.
Besides that, we need a publicity team who understands our passion for
makeup and who can translate what we could provide to customers. We care
about every detail and this concern needs to be transmitted to consumers so that
way they will feel confident and valued by the brand.
J. Key Partnership
We need to make partnerships with companies to deliver our online
products purchased. Such partnership should serve the entire country and also
should accomplish these activities with quality and low cost, through companies
such as DPD.
In addition, we need physical partners who can sell our makeup.
Pharmacies such as Boots and department stores such as Penney 's are good
partnerships, since they are present throughout the whole country and serve a big
public.

K. Cost Strucure
The company's cost structure is related to the development and maintenance
of online platforms both to the official website of the brand when for the
application, such tools need to be in constant innovation to keep the customer
interested. Furthermore, costs with specialized research and work teams for
discovery and / or develop new products.
Another important factor is the product delivery logistics - for reseller partners
and for the products purchased online, as well. It should be noted that an amount
must be allocated to physical partners who resell our products. Besides the brand
advertisement in the media and the launch of new lines of makeup.

5.

Conclusion

For the product to reach sales success is essential to analyse the current
situation of the consumer market, like the behaviour and desires of the target
audience. The makeup developed has the objective of integrating current
characteristics of the society, such as technological advancement, virtual
socialization, health concerns and children's earlier maturing. The set of Make
Yourself Up line characteristics resulted in an innovative and versatile product.
During the last decades, there were drastic changes in the society due to
technological advance and the fall of the patriarchal model. These changes
indirectly generated more mature and independent children, future leaders. Then,
we opted for a product that makes these children feel in control, choosing the
purchase details.
Parents will feel comfortable with the use of makeup by children; because they
will know that, they will not have impaired health. Children receive health advice
by the app, which will help them grow up thinking critically about healthy habits.
This company's concern with the health of their customers will make they feel
sympathy for the brand, which leads to a preference at the time of purchase.
In addition, the introduction of the company in the technological environment
is essential to strengthen the brand in the XXI century. The tendency is a constant
technological advancement, without losing the concern with interpersonal
relationships. Therefore, the Make Yourself App application will be a differential
against competitors, a symbol of innovation and adaptation

6.

Exhibit

7.
8. 6.1 Canvas
9.
10.

11.
Key Partners

Key
Activities

Commercial
Partners
(cosmetic
stores and
pharmacies);

Distribution and
sales of
developed
products;

Value Proposition

Possibility of
customization in
the order of
makeup;

Change of colors
according to
seasons and
special editions;

Social media
companies.
Key
Resources

Developers of
App;

Introduction of
filter and
moisturizing in the
makeup
composition;

Online platform;

Stationary
Cost Structure

Application usage
as a means of
learning and

Customer
Relationships

Customer
Segments

Community
(possibility of
exchange of
information
between users
and developers).

Girls with an
average age
between 7 and 12
years old;

Channels

Direct sales
channel (website);

Indirect sales
channel
(pharmacies and
partner stores).
Revenue Streams

Development of online platform;

Selling products;
Percentage of the sales of products for trading
partners;

Parents interested
in the proper use
of child makeup;

Cosmetic stores,
department stores
and pharmacies.

12.6.2 Product Design

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6.3 Make Yourself App Design

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6.4 Estimated Price

87. Lipstick

89. Gloss

91. Eyeshadow

93. Blush

95. Palette(with moisturizing and two

brushes)
97.
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88.
3,0
0
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3,0
0
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2,0
0
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3,5
0
96.
6,0
0

116.
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119.

6.5 Colors for Each Station of the Year

120.
121.

Summer

122.

Eyeshadows

123.

124.

Lipstick and Gloss

125.
126.

Blush

127.

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129.

Autumn

130.

Eyeshadows

131.

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Lipstick and Gloss

136.
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Blush

138.
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Winter

141.

Eyeshadows

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Lipstick and Gloss

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Blush

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Spring

154.

Eyeshadows

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Lipstick and Gloss

157.
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163.

Blush