Bumi Responsible Beauty

Sustainable-beauty compacted body wash concept designed while co-oping at Procter & Gamble.

Context

• Sustainable products are only 16% of the market, yet bring in 50% of market growth.

Opportunity

• Identify a structure for communicating a sustainable brand to sustainable minded consumers.

Audience

• Sustainable-minded millennial and Gen Z women

• “The planet is precious, I need brands to reduce their impact and have sustainably sourced ingredients.” 

Insight 1: Places to start sustainable messaging

1.) Branding

2.) Home Page

3.) Scroll down

4.) Tab/Click

Insight 2: Design

• Clean layouts felt contemporary and authentic

• Pallets

  • Earthy 

  • Pastels / Low Contrast

  • Bright and Bold

Insight 3: Bigger Problem

• Issues sustainable brands helped solve

Consumer Testing: Competitive brands’ websites

• How consumers respond to competing brands’ online approaches

• 3 sustainable-beauty brands

  • Different messages

  • Different package claims

  • Different aesthetics

• 30 sustainability-minded consumers 

  • Women 18 - 35

  • Any income level 

  • Screener: “The planet is precious, I need brands to reduce their impact and have sustainably sourced ingredients.” 

By Humankind 

Positive:

• Earthy color pallet

• Natural and minimalist product photography

• Evidence supporting claims

Negative:

• Too much sustainability messaging distract from:

  • Products they’re selling

  • Price 

  • Product performance 

Love, Beauty, and Planet

Positive:

• Product performance info

• Bright colors and imagery

• Fun and engaging packaging

Negative:

• Large claims without stats felt gimmicky and untrustworthy

• Wanted both ingredients AND packaging transparency

Bite

Positive:

• Addressed learning curve

• Homepage addressed all messaging points

• Minimalist layout and fresh pastel colors

Negative:

• No product experience or performance info

Content Structure

• Trends and consumer insights applied to our brand’s communication strategy

Low-fi

Mid-fi

Hi-fi

Lo-fi

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Hi-fi

Low-fi

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Hi-fi

Consumer Testing: Logo

15 sustainable-beauty minded consumers 

Insights

• Sunflower option was natural, approachable, and trustworthy

Package Design 

Front 

• Identity 

• Sustainability and point of Difference 

• Ingredient Transparency

Back 

• Directions 

• Plant-base Recycled Packaging 

• Ingredients List