The proposal was building a product service system for Les Comestiques, a cosmetic brand from Carrefour group, in order to improve their relationship focusing on the people from Generation Z.
This generation was born between 1996 and 2012, they are from a digital native generation: they have never known a world without the Internet, smartphones or iPods and, because of that, they are hyper aware.
The team could interviewed 8 different teenagers for the public research and which aspects we could improve for the new product. After the interviews and desk research, we could understand better the public we were talking to and we decided to build a product that could be mixed in differents ways depending on the customer's personal taste, making an unique product.
After the interviews, it was perceived that they: don’t see difference between genders, embrace diversity, high importance of the friendship network, consciousness about their objectives, but only in the short term. High importance given to body care and wellbeing, self education with tutorials and blogs, prefers brands that are original and represents their personality, self-motivated to run their own professional businesses.