Driving Cruelty-Free Cosmetics Adoption with UX Strategy
Project Overview
Ethirea is a cruelty-free ethical cosmetics brand envisioned under Cruelty-Free International to combat animal testing.
Key Task
I led e-commerce UX and brand strategy, tailoring real-time product info to empower decisions, and guided a five-member UX team.
Role
User Experience Strategist (Group of 5 - Academic Project)
Toolkit: Astra, Canva, Figma, Photoshop
Context:
Reasons people still buying ‘Non Cruelty-free’ products:
Low consumer awareness (only 35% can identify cruelty-free products), unclear labeling, lack of transparency, brand resistance, and scattered information.
88% of the top 50 beauty brands that sell in the USA, conduct or fund animal testing.
(Source)
What is animal testing?
Using non-human animals in experiments to study biological processes and test products, to determine safety or efficacy for humans.
Who tests on animals?
Major cosmetic brands and research laboratories conduct these tests.
Why do they test on animals?
Animal testing is used to meet regulatory requirements and assess potential human reactions to ingredients.
Desk Research Insights
Over 100 million animals,
including rats, mice, guinea pigs, and rabbits—are used in lab experiments annually in the United States alone.
Source
5% of the total hazardous waste,
is generated by Animal testing generating large amounts of hazardous waste, which must be carefully disposed of to prevent environmental contamination.
Source
About 15% of industrial pollution,
is contributed by the pharmaceutical and chemical sectors, which include cosmetic testing, releasing toxic chemicals into water bodies and affecting ecosystems.
Source
We spoke to 12 ardent Cosmetic Consumers to see what motivates their purchases? We learnt their decision drivers:
Purchase Considerations: Buyers prioritize convenience, product desirability, and budget-friendly options.
Awareness Levels: Awareness of animal testing and cruelty-free products varies widely among buyers.
Ethical Practices: Preference for organic and sustainable products exists, but understanding is limited.
Confusing Certifications: Many buyers are unclear about the meaning of certifications like "cruelty-free" and "paraben-free."
Loyalty Influencers: Social media popularity and peer recommendations often outweigh scrutiny of ethical practices.
Influencer Impact: Buyers heavily rely on trusted brands and social media for guidance on cruelty-free products.
Problem Statement:
How might we build trust and awareness around cruelty-free products through engaging, influential experiences?
To find a potential solution space, we started to analyze the Stakeholders contributing towards Animal Testing and what Value they bring to the table.
What entities affect the Cosmetic Industry and Animal Testing?
Ethical Considerations: Highlights dilemmas in balancing animal welfare with scientific needs.
Stakeholder Roles: Shows how researchers, public, and regulatory bodies interact.
Regulatory Impact: Details the influence of laws and policies on experimentation practices.
Scientific and Alternative Methods: Connects traditional research with evolving non-animal alternatives.
Once, we knew our Stakeholders, we analyzed the current and an idealized Consumer Experience Waveline
The gaps in the experiences evolved as the potential solution spaces.
The Opportunity Spaces led us to derive a targeted Solutions Ecosystem
Introducing
(1) Launch Campaign Ad
As the first step in establishing Ethirea’s presence, a targeted launch ad will focus on the brand's core values. This campaign will introduce Ethirea across social media platforms, laying the foundation for brand recognition and trust.
(2) Website
As the second step in Ethirea’s campaign, the website will be launched as the central hub for all things cruelty-free. It will provide users with detailed information, a curated selection of products, updates on recent developments, and the latest industry policies, complementing the initial social media launch.
Shop Page
About Us Page
(3) AI Chatbot
As the third step in the Ethirea launch, an AI chatbot will be introduced to handle and educate users on any questions, doubts, or information related to cruelty-free products. This chatbot, powered by machine learning and continuous updates, will provide personalized assistance, helping users explore Ethirea, understand the impact of cruelty-free practices, and find the right products tailored to their needs.
(4) ‘Cruelty Free’ Universal Logo
The fourth step involves introducing a universal logo that represents cruelty-free products. This logo will be prominently featured across social media platforms to educate and help consumers easily identify cruelty-free products. The logo aims to prevent confusion from existing variations of similar symbols and will be a key visual in establishing brand recognition and trust.
(5) Product Packaging Design
The fifth step focuses on designing Ethirea’s home brand product packaging. This packaging will reflect Ethirea’s commitment to sustainability and cruelty-free practices, incorporating the universal logo and clear labeling. The design will ensure that the brand’s values are communicated effectively, both visually and through detailed product information, enhancing consumer trust and brand identity.
(6) Social Media and Influencer Strategy
The sixth step involves launching a comprehensive social media and influencer tie-up strategy. This will include sending curated PR packages to beauty influencers for collaboration posts on platforms like Instagram, initiating makeup challenges to drive user-generated content (UGC), and providing incentives like donations toward stopping animal testing. This strategy aims to build transparency, increase brand awareness, and foster engagement with Ethirea's cruelty-free mission.
(7) Pop-Up Store Launch
The final step in the Ethirea launch strategy is introducing pop-up stores in high-traffic malls and commercial spaces frequented by cosmetic consumers. These immersive, nature-inspired stores will use sound and visual aids to entice and educate visitors on the importance of cruelty-free products. The sensory experience will reinforce Ethirea’s brand values, making the shopping experience both informative and memorable.
Grasslands Concept to show the habitat of animals
The pop-up store will feature soothing nature sounds and ‘applause’ or ‘awww’ sound prompts to enhance the sensory experience and educate consumers on the importance of cruelty-free products.
This video is best viewed with audio on.Envisioning a Conclusion.
Personal Takeaways
Discovery: Realized the power of authentic storytelling in building brand trust and engagement.
Mistakes: Initially underestimated the importance of visual consistency across all brand touchpoints.
Improvements: Focus on developing a cohesive visual identity and regularly gather user feedback to ensure the brand message resonates effectively.
Tradeoffs and Affordances
Tradeoffs:
Cost: Higher costs due to ethical sourcing and certification.
Market Reach: Limited by varying international regulations.
Affordances:
Trust: Enhanced consumer trust through clear labeling.
Education: Increased awareness via packaging and campaigns.
Engagement: High engagement through interactive and educational content.
