Neutrogena Skin360
Company Johnson & Johnson Consumer Inc.
Introduction Date January 5, 2018
Project Website http://www.skin360app.com
Why is this project worthy of an award?
Neutrogena Skin360 and SkinScanner tool is the world’s first dermatologist-grade at-home skin analysis tool. This product is demystifying skincare by allowing consumers to track their skin health above and below the surface and received personalized skincare advice - all made possible using a $50 tool that slides right over a user’s iPhone. Simply put, Neutrogena is putting a dermatologist in your pocket. Shopping for skincare products can be an overwhelming and confusing experience for skin care consumers, because they are uncertain about what their skin really needs. Neutrogena Skin360 is a connected technology that helps us provide our consumer with personalized analyses and information she needs in real time so she can make decisions that will help her achieve her best skin ever. To bring this cutting-edge technology out of the dermatologist office and into consumers' hands, we collaborated with start-up Fitskin, Inc. on the development of the beauty tool and mobile app. The SkinScanner tool fits over the user's phone, and utilizes precision technology to reveal key metrics of skin health that are invisible to the naked eye. Built with 8 high-powered lights, a 30x magnification lens, and highly-accurate sensors, the SkinScanner captures the size and appearance of pores, the size and depth of fine lines and wrinkles, and measures the skin's moisture levels. Each time the skin is scanned, the beauty tool feeds the data to the Neutrogena Skin360 app, which leverages Neutrogena's wealth of scientific research and expertise to analyze the results. It then provides the user with her scores for pores, lines and wrinkles, and moisture as well as an overall Skin360 Score that forms the basis of a personalized product regimen and weekly customized skincare advice. This score allows the user to understand how her skin changes over time and track how her skincare products are working in order to better care for her skin. As more data is analyzed, the app uses machine learning to improve analysis and recommendations, getting more precise and intelligent. We then provide this data back to users, allowing them to compare their Skin360 Score with users in different regions or age groups. Johnson & Johnson has a mission of enhancing people's lives through technology, and Neutrogena Skin360 does just that. Neutrogena Skin360 is a game-changing innovation in beauty, bringing a service previously only available at a dermatologist office to the homes of our consumers. In the US, 67% of women ages 13-55 have never visited a dermatologist to discuss issues related to their facial skin. This tool is making this technology accessible at an affordable $50 price point, allowing our consumers to achieve their best skin ever.
What else would you like to share about your design? Why is it unique and innovative?
Not only has the design of Neutrogena Skin360 been groundbreaking for Johnson & Johnson, but the approach in which we’re coming to market is innovative for us a company as well. For the first time ever, we’re offering consumers a unique product to purchase from Neutrogena.com that they cannot get anywhere else. When Neutrogena Skin360 launches this summer, thousands of consumers who’ve signed up to be notified will have the ability to purchase directly from Neutrogena.com and have the SkinScanner shipped to their homes. As part of Neutrogena Skin360, we’re also innovating with new business models. All users will be given an exclusive 25% off and free shipping offer on the products recommended to them in the app. It’s part of our approach to make Skin360 more than a product, but rather an entire ecosystem dedicated to improving our consumers’ skin health. Because Neutrogena Skin360 is focused on delivering a personalized skin care experience for consumers, we’ve been including our customers at every step along the way. From concept development to app design, we’re leveraging usability tests with Neutrogena shoppers to make design improvements on a regular basis. We are even leveraging the user-inputted waitlist data from our website to inform our inventory decisions at launch. This is just part of how we are leveraging data in new and exciting ways. The response to the product has been exceedingly positive. We unveiled Neutrogena Skin360 and the SkinScanner tool at CES 2018 in Las Vegas, and won a Best of CES award from USA Today’s Reviewed.com, and received over 2.5 billion earned media impressions. Most importantly, the product is resonating with our consumers, who can’t wait to get their hands on one later this year.
Who worked on the project?
Molly Garris – Senior Manager, Digital Skincare Tyler Rochwerg – Digital Production Specialist Erin Wolf Valich – Senior Manager, Public Relations
View the project video: https://www.youtube.com/watch?v=pT8NVRViy5M
NEW Organic Baby-care Brand Launch
Why is this project worthy of an award?
We believe MADE of is worthy of an award first and foremost because of the intent behind the brand. As former executives at a brand now worth over a billion dollars centered on a charitable movement, we didn’t take our payouts and go on vacation – we poured those dollars, hearts and souls into something truly game changing – the world’s first baby care brand to offer certified organic and non-GMO products to parents. We believe customer centricity should be award winning if done the right way. Our founding team is responsible for some of the largest growth ever witnessed in the history of retail and ecommerce. We are data first and digital first, building scalable strategies by listening to the consumer and reacting in real time. When developing this brand, we decided to take our entire opinion out of the equation for everything from our belief system all the way down to the illustrations on our packaging design. Enlisting a panel of over 5,000 new and expecting mothers, we used highly qualitative engagement methods coupled with quantitative research to literally have their opinions and feedback shape every decision we made – so an award would be not for us, but for those moms. We believe that changing an industry should be awarded. Consumer products are a multi-billion dollar industry. MADE OF was created with a big bold mission in mind – not only to show consumers what we are made of, but what the entire industry should be doing to show consumers what all products are made of. Our movement, backed by thousands of moms, is built on a concept we call Ultimate Transparency, which discloses to the consumer every single step of the product development lifecycle and we are the first in the world to do it. What that means for the consumer is they have unrestricted access to view the actual certificates documenting the sources of all of the ingredients in every single product we make, down to the level of the farm. Our customers also have the ability to see how we certify each ingredient, whether it’s vegan certification, organic certification, non-GMO certification, etc. Our customers also have an ability to see how we test by our disclosure of the actual test results from an independent lab, which also happens to be the largest consumer testing lab in the world. Finally, the consumer can see exactly where we formulate and manufacture our products, leaving nothing to hide. We created this process in the hopes it will inspire other brands within the consumer products industry to take steps to become more transparent to the millennial mom. Transparency is not just a trend, it’s here to stay, particularly with the new consumer and especially with new millennial moms. We created a baby care brand with a commitment to transparency because in our view there is nothing more important than ensuring the safety of a new generation.
What else would you like to share about your design? Why is it unique and innovative?
Our design for MADE OF was created and evolves with the shift in preference, trend, demographic and psychographic of the consumer through our approach, which combines systems thinking with design thinking. First, our strategy involved using our panel of new and expecting moms to help us create a differentiated positioning in the market. Since first interactions within consumer products typically happen in a retail environment at the point of sale, we had to figure out how to make a store our petri dish. Looking at the landscape of competitive products we took conventional, synthetic, natural and organic offerings off the shelf, stripped them of the colors and design associated with their labels, and shared them with our panel – the results were staggering. The bulk of these products claimed exactly the same things – safe, natural, non-toxic, eco-friendly among others… all claims that cannot be backed up by science or a certification. In crafting our unique value proposition, we worked to ensure everything we said on our packaging stood out and was crystal clear to the consumer, thus disclosing exactly what we were made of. After crafting our initial packaging theme, we had to simulate the conditions in which a consumer would actually engage with our product, of course without having any product. In the spirit of true growth hacking, we collectively spend days in retail environments knocking our competitors off the shelf and putting our products in place, permission from the retailer is something we will not comment to. What we had observed with our eyes and the GoPro down the aisle to quantify our findings, was the consumer was engaging with our product 3X more than the category average, not only increasing the dwell time in the aisle (a major driver of in store conversion) but she was dramatically increasing the use of their mobile device in one hand while our product was in the other. Some of this can be attributed to the fact that it’s a new brand, but the bulk of the interaction stemmed from the fact that we designed our product to be omnichannel, prompting the consumer to join the journey of ultimate transparency at madeof.com. The consumption, which we observed at the session- level due to location and timing, focused on content related to product-level disclosures found on our product detail pages. These consumers were also consuming content related to product effectiveness. Lastly, our prior venture was responsible for over $50 million in charitable contributions, over 5,000 American jobs, many of which in manufacturing along with thousands of dollars and hours committed to eco-friendly and sustainable practices. These roots served as guiding principles for our own supply chain. From a packaging and product development perspective, everything we do and everything we make is sourced and created in America – from product manufacturing down to the pumps, tubes and boxes we use to ship products to consumers. Our beliefs happen to align with our consumers beliefs here and will always be an important element to our being.
Who worked on the project?
Bryan Danknich | Creative Director | Mint Design Inc. Mike Calkins | Principal | Mint Design Inc. Igor Bekker | co-Founder | MADE OF
View the project video: https://vimeo.com/252520313
Nike's “The Ten” with Virgil Abloh
Company NIKE, Inc.
Introduction Date August 21, 2017
Project Website https://www.nike.com/us/en_us/c/go/the-ten
Why is this project worthy of an award?
Virgil Abloh’s relationship to Nike began long before he first visited the company’s world headquarters in October 2016 to start a new collaboration. As a teenager, living in Rockford, Illinois, he and his friends sketched shoe ideas and mailed them to Nike. “We were enamored with Air Jordans,” says Abloh, who is now 36 and based between Milan and Chicago. “Michael Jordan was larger than life — he was Superman to me. My entire design background and ethos came from the ‘90s.” Abloh took his early design education — drawn from athletic footwear, hip-hop and rock album covers and graffiti, he says — and merged it with formal training in architecture and engineering. Now a successful creative director, DJ, designer and founder of the brand, OFF-WHITE, Abloh blurs the lines of various creative processes, rewriting the rules of fashion and design and injecting humor and DIY elements into his practice. During the first visit, he rebuilt a pair of triple-black Air Force 1 Low shoes using an X-ACTO knife and drew on them with markers, initiating one-offs for his staff to wear at that December’s Design Miami/, where he presented OFF-WHITE furniture. This exercise became a quick turn of 12 Air Force 1s, all handmade by Matt Kilgore at Nike’s Blue Ribbon Studios. (Kilgore is the son of Bruce Kilgore, who designed the original Air Force 1 in 1982.) Abloh wanted the tongue’s inner foam exposed, a silver Swoosh with thick, obvious stitching and text nodding to the shoe’s origins in Beaverton, Oregon. Establishing this reconstructed design language, combined with Abloh’s urgency to fulfill a life-long dream, would ultimately lead to The Ten, a collaborative exploration of 10 Nike footwear silhouettes. The 10 shoes were divided into two themes. The first, “REVEALING,” was designed to look accessible: hand-cut, open-source and reconstructed. It includes the Air Jordan I, Nike Air Max 90, Nike Air Presto, Nike Air VaporMax and Nike Blazer Mid. The second, “GHOSTING,” was designed with translucent uppers to further the idea of revealing and unite the second set of silhouettes through common material. It includes the Converse Chuck Taylor, Nike Zoom Fly SP, Nike Air Force 1 Low, Nike React Hyperdunk 2017 and Nike Air Max 97.
What else would you like to share about your design? Why is it unique and innovative?
“What we're talking about here is larger than sneakers, it’s larger than design culture,” says Abloh. “It’s nothing short of state-of-the-art design. These 10 shoes have broken barriers in performance and style. To me, they are on the same level as a sculpture of David or the Mona Lisa. You can debate it all you want, but they mean something. And that's what's important.”
Who worked on the project?
Virgil Abloh - Designer Drieke Leenknegt - VP, Influencer Marketing Fraser Cooke - Senior Director, Influencer Marketing & Product Collaboration Paul Chang - Senior Director, North America Influencer Marketing
View the project video:
Nike Unlaced
Company NIKE, Inc.
Introduction Date March 27, 2018
Project Website https://www.nike.com/us/en_us/c/unlaced
Why is this project worthy of an award?
Nike is thinking about women’s sneakers differently, and a big proof point of that includes the U.S. and U.K. digital launch of Nike Unlaced, which is a global dot-com and physical retail destination where women can find a thoughtful selection of footwear, inclusive of expanded sizes, high-performance styles and exciting collaborations. The selection of product on Nike Unlaced will be updated as often as weekly, redefining how a brand serves women through access and choice of product like never before, a deeper relationship fueled by personalized styling and the best of Nike curated for women. Nike Unlaced will debut industry defining innovation and design – that leads with the female consumer. Recent examples include the 1 Reimagined Collection, which saw a creative collective of 14 female designers reimagine two of Nike’s most iconic silhouettes – the AJ1 and AF1 – through the lens of the female consumer and her infinite diversity. The sold-out white-white collection returns to Unlaced this Summer; distorting traditional sneaker colors; with a new palette that is inspired by the power of the collective – and is unapologetically female. To curate In addition to the Unlaced edit these types of seasonal assortments and product offerings, Nike’s industry leading expertise teamed up with creatives and athletes known for their fashion and sneaker authority to determine the styles, colors and silhouettes that will make up each season’s offeringsa portion of the offerings. The first being European stylist Julia Sarr-Jamois. These experts, chosen for their global connectivity and city based insight into global fashion and design capitals, like Julia, will be featured in weekly stories, profiles or photo diaries on sneaker style and culture as well as how-to-wear tutorials. And every month, one of them will reveal a customized shoe they worked on with Nike designers (limited units will be available for purchase) and offer customization ideas. Nike Unlaced opens access to Nike’s best sneakers and style, regardless of footwear size, while serving her entire lifestyle with unlimited performance options, industry-leading innovation and iconic collaborations. Nike Unlaced is a fantasy sneaker destination for women. A global concept; t, Nike Unlaced will be curated by influential creatives and stylists representing the creative energy of Nike’s key cities. The digital execution of Unlaced launched March 2018, with physical locations opening in summer 2018. Key offerings include: • High heat product she’s always coveted, such as Nike’s collaboration with Virgil Abloh. • Removing barriers, with unisex sizing available throughout. • The latest innovative performance platforms, in an array of colors so she can style as she wants. • Product she wants to stand for, in the styles she loves such as product that leads with sustainability like the Nike Flyleather innovation in iconic silhouettes such as the Cortez and AF1. Cortez.
What else would you like to share about your design? Why is it unique and innovative?
For more than 40 years, Nike has served female athletes. This effort includes supporting barrier-breaking athletes, from rebel runner Joan Benoit Samuelson (the first woman to claim marathon gold) to record-setting tennis great Serena Williams (owner of 23 major titles). Countless other star athletes have also reached the pinnacle of their sport with Nike — on the basketball court, the track, the football pitch and beyond — and each helps to progress opportunities for women in sport. Nike also encourages the progress of professional and everyday athletes through innovation. Women’s-specific design solutions have ranged from a consistent offering of footwear to recent developments that aim to broaden women’s access to sport, such as the Nike Pro Hijab (https://news.nike.com/news/nike-pro-hijab) and plus-sizing for athletic apparel (https://news.nike.com/news/the-nike-plus-size-collection). All three of these elements — athletes, innovation and product — come together in 2018 as Nike initiates four new ways of thinking about sneakers for women. Nike Unlaced offers the best of Nike curated for women. Nike’s industry leading expertise on sneakers collaborates with globally respected stylists for a defining point of view on sneakers and style. What Nike Unlaced has brought together represents the best of sneakers and style. Curators from global style capitals will shape Nike Unlaced through city trend and insight. Nike Unlaced allows us to share our passion for sport with a destination and curation that celebrate style.
Who worked on the project?
Amy Montagne - VP, GM Global Categories Julie Igarashi - VP, Nike Brand Design Barbara Guinet - VP, Nike Women Brand Jaclyn Pangilinan - Strategist, Nike Women Jennifer Myron - Merchandising, Nike Women Maria Vu - Creative Director, Brand Design, Nike Women Jo Taylor - Global Communications
View the project video: https://we.tl/a2mfvpeumH
Nordgreen Watches - Fine Danish Designer Watches That Give Back To The Society
Why is this project worthy of an award?
Danish design is characterized by minimalism, simplicity and functionality. We at Nordgreen have decided to launch a new collection of truly unique Danish designer watches, but at a price-point which will make the products affordable to most. True Danish design-items do usually come with a high price-tag; however, since Nordgreen is on a mission to proliferate Danish design and values on a global scale, we have decided to cut the cost significantly and send the products directly to our consumers through a novel direct-to-consumer (B2C) cross-border e-commerce approach. In order to create a truly unique collection of Danish designer watches, we have partnered up with Jakob Wagner, who is a Scandinavian designer famous for creating exceptional designs, that embed most Scandinavian values. Jakob has previously designed products for top brands such as Bang & Olufsen, HAY, Muuto, Montana, Alessi, and Moroso, Montana, and he do likewise have a permanent collection at MoMa in New York City. Lastly, Jakob is also an active member of the jury in the Danish Design Awards as a function of his substantial experience as a contemporary designer. Jakob is what we define as “a curious designer”. He likes to explore user behaviour. Interaction - is of course, everything. He likes to look at everything when he designs a product. He puts it in a very nice way: "when your design is just right, where it is the simplest expression of an idea, where nothing can be added, nor taken away, then it attains integrity. When this happens, individuals and objects form a special relationship, with us becoming happier every time we use it”. For further information about Jakob and how he has been working with Nordgreen, please read the following two articles published by The Huffington Post and Scandinavia Standard: 1) https://www.huffingtonpost.com/entry/a-celebration-of-fine-scandinavian-design-and-giving_us_5a4d1d8ae4b06cd2bd03e40f 2) http://www.scandinaviastandard.com/stop-and-start-time-with-designer-jakob-wagner/ The watch collection which was designed by Jakob was so successful, that the project raised $270,000 on Kickstarter in just 30 days (see campaign here: https://www.kickstarter.com/projects/1743565867/nordgreen-luxury-scandinavian-design-watches), which resulted in Nordgreen becoming the largest fashion campaign ever coming out of Denmark, and the 10th largest ever coming out of Europe. The success was primarily a function of the unique product designs as well as Nordgreen’s Scandinavian heritage and story. Also, beside offering the customers beautiful affordable designer products, Nordgreen does also have a unique Giving Back Programme, which allows all customers to log onto the Nordgreen website through the serial number which can be found on the caseback of every watch. Here, all customers are able to donate to one out of three causes, all of which will be fully funded by Nordgreen (all of the causes are within health, education, and environment, which are all three elements which are truly valued by the Danish society and social system). At the moment, the customers are able to either give 1 month of education to a child in India, two months of clean water supply to a family in the Central African Republic, or preserve 200sqm of rainforest in Latin America.
What else would you like to share about your design? Why is it unique and innovative?
Each Nordgreen watch model is organized around a certain design thought, which is connected to the Scandinavian lifestyle and heritage. At the moment, there are three models, which are entitled 1) The Philosopher, 2) The Native, and 3) The Infinity. Nordgreen's Philosopher is designed to celebrate our ability to think differently, learn from the past, act now, and create a better future. The asymmetric second hand that appears to continuously slice through time is designed to remind of exactly this. The watch is acting as an instrument of time. The conical shaped case has a wider base than face, creating a sharp two piece dial that draws our eye to the centre of the timepiece, to the now! The elevated watch case, clean brushed look, and tugging lugs provide the finishing touches to the watches unique design. Our inter-changeable Italian leather straps allow you to customise your Philosopher to every style. Carry it with you and the stories you'll create with the timeless Philosopher makes it one to keep hold of for the grand-children. The Native is slightly more simple compared to the Philosopher. Inspired by the city of Copenhagen, The Native was designed with balance in mind. Why? Because as Scandinavian's have found, balance is the secret to a happy life. Jakob Wagner, wanted to bring The Native back to the founding roots of a watch with a brilliantly classic look which has been redefined for the modern being. The clean dial, subtle, light grey minute mark, and rounded lugs define the watches classic intentions. The perfectly balanced designer watch is suitable for men, women, boys and girls. The Native is the perfect timepiece for most people across this planet – that’s why we call it The Native. The third and last model – The Infinity – is for us a pure piece of contemporary art. Jakob Wagner’s biggest source of inspiration in general is nature – and the same source of inspiration has gone in to The Infinity. He wanted to connect The Infinity with the evolution of nature, removing the complexities that modern civilisations have brought to Earth. In doing this, we have arrived at pure simplicity, leaving just the essentials, represented by the removal of the lugs, the date, and the fine detail of the hourly marks. While the deep curvature of the dial reminds us of infinite time and space, affirmed by the extended hourly marks that glide up to the edge of the dial. Nordgreen’s three collections are indeed truly unique. Although the watches might look like other minimalistic timepieces on the surface of things, when looking in the aesthetics and the granular details of the watches in more detail, it becomes evident that all models indeed are truly distinctive.
Who worked on the project?
Vasilij Brandt - Co-Founder and Chief Growth Officer Pascar Sivam - Co-Founder and Chief Executive Officer Jakob Wagnre - Chief Designer
View the project video: https://vimeo.com/256973036
