Nikhil Sathyan

PGP/23/033
Skin care conscious individuals represent a niche market
attractive segment for developing customized masks
Prateek Pradhan
“ Skin care is very essential
because of my job nature”
Think and feel ?
• Age: 28 My skin is burning by wear this mask
• Location: Bangalore for long hours
• Occupation: Field news reporter
• Income: > Rs. 80000
• Status: Single

Hear ? See ?
Family members • Skin care ads
GOALS Personality traits
• Passionate worrying seeing • Mask marks
• Becoming a news anchor skin condition on face in the
• Motivated
for an international news
channel
• Extroverted and marks on mirror
• Fashionista face
Say and do ?
FRUSTRATIONS I can’t wear this mask anymore.
• Frustrated with skin FAVORITE BRANDS
Removes masks in between because
marks because of long of skin irritation
period of wearing mask
• No time to attend to
grooming needs because
of hectic reporting
Key insights from design thinking tools
DESIGN BRIEF
DESIGN CRITERIA
Project Assess needs of employees and develop a
description prototype for a user friendly mask

Intent scope Initial scope will focus on a niche segment on

Design goal To produce a ‘User- NAPKIN PITCH
customers for immediate market adoption friendly re-usable
and later on extending to other segments corona mask’ for the
age group 20-30 Need Approach
Unmet need: Skincare • A mask that could
Exploration 1. What are the attractive customer while wearing masks, rejuvenate skin and
questions segments within 20-30 age group ? User • Easy to use lack of time for taking offers protection as
2. Can a user friendly mask be developed to perceptions • Protection care of skin well
meet the needs of that segment Customers: On ground • Partnerships with
• Comfortability
news reporters initially. cosmetic companies
Later may target police, and mask
Target users 20-30 age group, find niche segments within.
Physical • Reusability healthcare and other on manufacturers,
attributes • Minimum damage the field professionals plenty of whom
Research Identify professional groups on the field in to skin already exists
plan 20-30 age group and assess their needs • Durable and
washable
Expected Skin irritation from wearing face mask to be Benefit Other service
outcomes a common problem • Rejuvenation of providers
Functional • Discourage users damaged skin • Face creams – takes
Success • Needs of professional groups that could attributes from touching • Saves time for time
metrics be converted into a market opportunity face/ enhances grooming • Saloons/beauty
• Existing technology that can be leveraged • Motivates individuals
comfortability parlors – expensive
using design thinking to satisfy the needs to wear masks – and current situation
overall community warrants physical
Project A team of skin care experts, mask will benefit distancing
Constraints • Price: < Rs.200
planning designers and marketing professionals • Immediate
to conduct exploration phase for a commercialization
month time
Generation of prototypes

• Mask with infused • Outer mask with flaps on Infusion pad

skin rejuvenation edges to hold the infusion pad need not offer
Source of Idea: • Outer mask – reusable and protection
A type of face ingredients
Issues offer protection
mask for reducing
• Mask has to be
skin puffiness
using coolant disposed every time
• Mask material has to
filled thick mask is
already in use be compatible with • Outer mask
infusion as well as • Inner Infusion
offer protection pad
Key product features delivering superior value to target
segment

Inserted into
the outer mask

Disposable pad
Reusable outer mask with
• Disposed at end of day
folding at edges for inserting
• Recurring revenue
pad
• Infused with aloe vera and
• Reduces cost for customers
other skin rejuvenating
ingredients
 BioKare Masks Nikhil S

— Communicating safe
— Co developing aloe- - Inner pad — Beauty conscious
— Cosmetics usage of masks
vera infused pads Rejuvenates skin
company for — Offering skin care individuals to be
— Initial market testing - Encourages
developing infused tips targeted first
— Awareness individuals to wear — Individuals who are
pads
generation for skin masks
— Third party continuously on
care - Double layer
manufacturer for the field like news
offering greater
reusable outer reporters, police,
protection
masks healthcare workers
- Reusable mask
— Distributors etc to be targeted
saves money
— E-Commerce once market
— Tailors for stitching - Variants of infusion
For ad and marketing websites adoption takes
flaps for reusable pad (Aloe vera,
campaign — Own website place
masks to insert pads lemon, blue berry
development — Medical shops
— Quality checking etc can be offered)
— Model agencies experts
— Media partners
— Celebrities

― R&D for developing infused pad (40%) Sale of Reusable outer mask (less frequently)
― Manufacturing of masks and pads (30%) Sale of infused pads (very frequently since not reusable) (in
― Promotion (30%) packs of 30)