Practical design idea

From the research conducted for the creative writing piece and for skincare products, the best idea and the most logical is to create a product for each skin type which are: dry, normal and oily. All genders do have the same/very similar skin but we all have different skin types. Finding your skin type is the basics towards finding a skincare routine therefore, to design this, it would be easier for consumers to find and use a product that is suitable for them.

As I want to reinforce the importance of finding the right product for your skin type, I had an idea to create it so that the design of the packaging and bottle will be of a prescription label as it makes it feel more tailored and unique to the consumer. It would also give a sense of trustworthiness as the design looks medicinal.

Branding name
I wanted the brand name to be about skin or similar as it would fit into the concept of skin types and the prescription label style design. The only words I found that could fit was derma or dermis. Even though it is what I am looking for, it seems too obvious and Derma is an existing brand. It would be better to have something a little more ambiguous.

I looked into words associated with nature and natural skincare and I found the word Bloom means flourish, beauty, renewal and revival. The word sounded honest and made the brand sound organic in which it is ethical because it is a gender-neutral brand. There are many more words associated with 'Bloom' so when the consumer buys the product, they can find their own interpretation of the word and the brand.

Existing gender-neutral skincare designs

From researching into existing gender-neutrally design products from the case studies and other skincare brands, they all share the same elements when designing for all genders:

• Simple solid colours (maximum 3 colours used) - white seems used on all/most designs
• basic packaging shapes
• very minimal/clean design (mainly featuring logo and product description)
• brands seem to focus more/make consumers aware of the products and their benefits rather than having it gender-focused

Research on skin types

https://www.eucerin.co.uk/about-skin/basic-skin-knowledge/skin-types

Consumers that are knowledgeable about skincare would be able to find specific products/ingredients for their skin concerns however, when people do not know much about skincare and only know their skin type, it would be easier to recommend products that are most likely going to work. It would be easier to market products that are suitable for skin types rather than having to read up on ingredients to see what it helps.

Characteristics of each skin type

Dry skin (Xerosis):
Almost invisible pores - produces less sebum
More prone to have wrinkles and fine lines

Normal (Epidermis): 
Fine/small pores - well-balanced sebum production
No or a few imperfections

Oily skin (Seborrhea):
Large pores - produces more sebum than necessary
Greasy/shiny skin

CoP Practical Crit

When I briefed the group about my critical writing essay question, I had asked them if I should re-design existing skincare packaging or create a new brand. They all said that I should create a new skincare brand, as gender-neutral products may affect their existing products being sold. I also preferred the idea to create a new skincare brand as it allows me to produce items that I believe skincare products should be designed for rather than gender.

The other questions I had asked are:

What do you consider as gender-neutral?

• Streetwear - trainers
• Gender-neutral skincare
• Gender neutral/unisex clothing
• 'Simple' skincare

What colours would you associate with gender-neutrality?

• Green
• Natural colours
• Earth tones
• Nude/beige

Do you think packaging shapes influence a certain gender?

• Shower gel/bath products seem to be tall for women like the Imperial Leather or manly like the Lynx shower gel, it looks alien-y.
• Maybe stick to the nature theme again. Create something unique like a leaf shape bottle.
• I think you have to have it so it is a really basic shape with a simple logo.

From the group crit, they have advised me to create something that is simple and plain, using minimal colours or earthy colours.

Skincare survey

Do you use skincare products?

• Yes
• Not really - I clean my skin with face wash
• Yes
• Yes I have a routine
• Sometimes
• No
• I apply cream occasionally
• Definitely 

How do you find the right product for you?

• I research into products, brands, reviews because I don't want my skin to break-out with spots.
• I just go to the shop and look at the skincare section and read what it says and if it sounds good, I'll buy it.
• Research and recommendations mainly.
• I like to read blogs, experiment with skincare and diagnose what skin issues I may be having at the time. If not, I usually buy products to test and if I like them, I keep them as part of my skincare routine.
• I look at what is on offer or what claims to be good for my skin concern at the time.
• I don't really buy or use products but sometimes I will ask to borrow something from my sister.
• I buy whatever is available.
• I like to research into products beforehand and then also look a real customer reviews before I buy.

What do you think about skincare products in retail shops?

• It is an easy option and I think they are really basic in terms results. They also can sell you lies.
• They're helpful and they work so I guess they are good to use.
• I feel like brands try to over-sell consumers.
• I used to buy skincare from Boots and Superdrug but now I can find better and cheaper products that are less harmful for my sensitive skin.
• They are convenient and easy to find.
• I don't like to spend too much time in the skincare section so I would just pick something up or I will ask someone to find me something.
• Easy to find and locate products that are suitable for me.
• Overwhelming. There is a lot and they all claim different things so it is hard to choose sometimes when you can't look online.

What do you feel about the design of skincare products?

• Sexist and stereotypical.
• Polar opposites in terms of colour for male and female products.
• There is so much more skincare for women than there are for men and it is a lot to take in.
• I think it's unnecessary and a little sad.
• The products I have are very dark and masculine which I would say is very stereotypical.
• Very colourful.
• I don't mind it but I understand why it can be problematic.
• It's obvious that it is all about marketing and advertising because men and women's skincare is so different and very sexist.

Would you ever buy skincare products that are designed and marketed at the opposite gender?

• Yes but I do feel a little silly when I do.
• It depends on how it is designed and what it claims to do and if it works.
• I'm not sure. I would if I knew it helped with my skin but I would feel weird about buying it.
• I would if the product worked and if it was cheaper than products aimed at women.
• No, it will make me feel emasculated. 
• I'm not sure if I would buy it but like I said, I do use my sister's skincare products occasionally.
• I don't want to be judged so no.
• Yeah, I wouldn't mind but it will make me feel a little weird.

What do you think about gender-neutrally designed skincare products?

• I think it's a smart and wise idea because I think society is moving into that direction anyway because there gender-neutral in shops like Zara so it's good. It lets people pick up a product and not have to feel judged by what they buy and have to feel like they have to feel a certain way.
• I haven't seen many around and I don't know what it would look like but I wouldn't mind it because skin is all the same anyway.
• Gender-neutral/genderless design is a 'trend' which I think will fit into society really well. People may be confused at first but it's becoming the norm now.
• I think it's a great idea! I already use gender-neutral products so to see them everywhere will be a big leap for society!
• It makes sense because I don't see the difference in skin for men and women.
• The way that society is right now, gender-neutrality is something that should be taken more seriously and I think by designing products to be genderless will be helpful to society.
• I think it would make me feel a little more confident in buying products that are gender-neutral because I don't like the heavily stereotypes that male and female products give off. 
• It should've been brought into society a long time ago. I already know of some gender-neutral skincare brands but they're not the sort where I could nip out and buy it, I have to buy them online. 

From the survey, it shows that consumers believe that existing skincare packaging design is over-done and gender-heavy. Some people are afraid to buy products that are marketed outside their gender therefore, feel like they do have to conform to gender stereotypes. When asked about the opinions of gender-neutrally designed products, everyone agreed that society is moving towards the direction of genderless skincare products and that they would consider buying it.