What innovative packaging ideas could Coty implement for its Rimmel London lipsticks to improve user experience?

Introduction

To improve the user experience of Rimmel London lipsticks, we need to explore innovative packaging ideas for Coty. This challenge presents an opportunity to enhance brand perception, increase customer satisfaction, and potentially drive sales through thoughtful design improvements. I'll approach this by first clarifying our objectives, then analyzing user segments and pain points, before proposing and evaluating solutions.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about the target demographic for Rimmel London lipsticks. Could you provide more information about our primary user base, such as age range, lifestyle, and purchasing habits?

Why it matters: Understanding our core users will guide our packaging innovations to meet their specific needs and preferences. Expected answer: Young adults, 18-35, fashion-conscious, budget-minded consumers. Impact on approach: Would focus on trendy, Instagram-worthy designs that are also affordable to produce.

• Considering user behavior, I'm curious about how our customers typically interact with the lipstick packaging. Do we have any data on pain points in the current user experience, from purchase to disposal?

Why it matters: Identifies specific areas where packaging improvements could have the most impact. Expected answer: Issues with cap security, difficulty in identifying shades quickly, concerns about hygiene. Impact on approach: Would prioritize solutions addressing these specific pain points.

• Examining our product lifecycle, where does Rimmel London stand in terms of market share and brand perception compared to competitors? Are we looking to reposition or reinforce our current market standing?

Why it matters: Determines whether our packaging innovations should aim for disruption or refinement. Expected answer: Mid-tier brand looking to elevate perception without significant price increases. Impact on approach: Would focus on premium-feel innovations that don't substantially increase production costs.

• Considering external factors, what sustainability goals or regulations might impact our packaging decisions in the near future?

Why it matters: Ensures our innovations are future-proof and aligned with broader industry trends. Expected answer: Increasing pressure for recyclable or biodegradable packaging materials. Impact on approach: Would incorporate eco-friendly materials and designs into our solutions.