< 2020 Capstone Gallery

My Foundation

My foundation is a cosmetic line that works with the customers exact skin tone to create a personalized foundation delivered directly to the customer in a reusable bottle. Inspired by the amount of waste that traditional beauty products produce, my foundation gives the customer everything they could ask for in a foundation so they can keep their bottle and simply reorder their product minus the extra packaging. Through advanced technology my foundation is able to create a unique code for every customer's skin tone so that no one is left out. The future of cosmetics is clean beauty, sustainability and inclusivity.


research

Fall term I did extensive research on the Clean Beauty industry. I wanted to see what sustainable efforts were already being made in this market and how I could potentially push them further. I also needed to figure out what it was my audience truly wanted and valued. From my research I discovered that my audience’s first priority was finding a product that worked for them, regardless of how sustainable the packaging was. I also learned that while there were a few clean beauty brands that were taking sustainable actions, the price points and color selections were not ideal for my audience. These discoveries led to the creation of my foundation.

6 2

solution

My foundation is a cosmetic line that works with the customers exact skin tone to create a personalized foundation delivered directly to the customer in a reusable bottle. My foundation gives the customer everything they could ask for in a foundation so they can keep their bottle and simply reorder their product minus the extra packaging. Through advanced technology my foundation is able to create a unique code for every customer’s skin tone so that no one is left out. The future of cosmetics is clean beauty, sustainability and inclusivity.


how it works

Web Wireframe 19

The first step in receiving your my foundation formula is to get coded with our my match mirrors, available at any Sephora location. You are then able to customize right away in store or online at home my taking the find my match quiz on our website. Once you have completed the quiz the foundation will ship to you in your reusable bottle. Once your product reaches the letters of your name on the bottle it will be time to reorder your formula. To reorder you simply log in to your account and reorder your formula. Your formula will be sent to you in a compostable bio-plastic that you can easily dispose of in your compost or yard debri bin. My foundation values sustainability and knows that sustainable habits are the future.


Newmockup 2
Glowglow2 2

Using state of the art technology my foundation delivers the mymatch mirror. This machine is able to match your exact skin tone using the reflective light in your skin. Simply sit facing the screen and wait for it to shine a soft light to process your color code. This code will consist of 4 digits of number and/or letters. You are able to change your color code as many times as you’d like. Mymatch mirrors are available in store at all Sephora location. The my foundation family loves that everyone is unique and believe that our customers deserve a product that matches them perfectly.

Watch to see how a customer would receive their code and customize their formula at a myfoundation counter.

Watch to see a customer view the website and customize their formula.

packaging

The packaging for this project was made to really highlight the audience member and function by creating zero waste. By using the color code of the product for the base of the package it further conveys that this is just for them and that they are unique. The box opens to reveal the product and a card explaining how to reorder. Their name is also printed directly on their bottle to add a sense of ownership over their product and remind them of the long term sustainability commitment they are making to this brand. Additionally the name placement serves as an indication that it is time to reorder their formula. The formula packets and the stickers attached to them are made using bio plastic materials that are compostable so that no waste is created from this product.



Branding


campaign

my foundation honors everyone’s individuality, from skin tone to favorite song, we are all unique and that’s what makes us beautiful. We value diversity and truly getting to know our models and where they come from. The my foundation poster campaign is a nationwide campaign that features women from our target audience wearing the product. All ads contain a short interview with our models to show that every audience member is unique.

Outdoor Street Poster Mockup

Thank you for viewing my capstone project!

Kimmelman Profile

Hana Kimmelman

Hi I’m Hana! I am graduating with a BFA in Graphic Design. I love collaborating with other creatives, traveling, hiking, reading and of course, oat milk! My interests include branding, photo styling, and package design.

Visit Beyond Page Visit My Portfolio