About Me
Portfolio
Service Product Furniture & more
Services
Contact
Email LinkedIn Instagram
Sephora Secondary Packaging System Redesign

We redesigned Sephora's secondary packaging and developed new programs to promote eco-friendly practices and enhance customer expectations.

CASE STUDY
RESEARCH
DESIGN
3D MODELING
Client
Personal Project
Duration
Nov 2023 - Dec 2023
Team
Connie Huang | Jolie Nguyen | Raiy Admassu
Role
Lead Designer - Research, Visual Design, Product Design, 3D Modeling
Crutches
Intro

"Rethinking Packaging for a Sustainable, Engaging Future"

The way consumers interact with brands is evolving. With the rise of e-commerce, packaging is no longer just about delivering a product—it's about delivering an experience. With the interest in Beauty and the habits of online shopping, it leads us to rethink about the unboxing experience of Sephora's online service. Our goal was to redesign Sephora's secondary packaging to reflect its brand identity, reduce waste, and create an unforgettable unboxing experience.

Overview

Where Luxury Meets Sustainability: Transforming Sephora's secondary packaging to redefine the unboxing experience.

2 New Services + 1 New Shipping Box Design
Crutches
Saving the Earth

Practice recycling and reducing waste!

Crutches
Feeling Luxurious

Redefine your unboxing experience!

Reusable Packaging

New shipping box design to reduce waste!

Discover (01)

About Packaging

Packaging design impacts more than just the product it contains. Through our futures wheel, we mapped out how innovative packaging could reduce shipping costs, minimize the carbon footprint, and enhance brand identity. This visualization became the foundation for our design strategy—every improvement would not only reduce waste but also increase brand value and customer satisfaction.
Mechanism

Have you ever received a package like this?

Sephora’s current standardized packaging, while efficient from a logistics standpoint, creates a negative unboxing experience. Customers are left with oversized boxes filled with paper wraps, which not only disappoints but also contradicts Sephora's sustainability goals.

demo
Design Opportunity

Beauty (Re)Purposed Program

Sephora recognized the problem that most beauty packaging isn’t accepted through curbside recycling programs, and thus, they launched this program for customers to return their empty packaging and give the packaging a second life.

We saw this opportunity and wanted to bring the same attention to Sephora's secondary packaging.
Mechanism
Market Analysis

Woola analyses 42 standardized packaging from big scale e-commerce companies, including Amazon, Sephora, and Rituals:

The Pain Points
Sizing

50% of the packages were oversized.

Recyclability

50% of the packages were not recyclable.

Circularity

Only 2 out of 42 used circular packaging (return program).

Branding

Limited to printed logo as brand identity.

The Problem of Sephora's Secondary (Standardized) Packaging

While prioritizing cost and efficiency, Sephora overlooks the user experience and environmental consequences.

Decorate
Survey Takeaways
"It's just a box with the purchased items thrown in."
"It doesn't match the aesthetic of some high-end brands they sell."

- Average Rating: 3/5

- Positive: Customers enjoyed the free samples and fast delivery, with some describing the unboxing as "exciting." But this mainly focused on their purchase rather than the packaging.

- Negative: A common complaint was that products seemed to be "just thrown in," with little organization or presentation, leading to a lackluster experience.


Takeaways from Subject Matter Expert (SME) Interview

Companies main goal is to ensure product protection and cost-efficiency.

We conducted interviews with 2 subject matter experts (SME) to gain insights into the current packaging methods and challenges faced by the company.

Company 1 - QBER
Packaging Options:
- Uses standardized packaging to ship products in varied size
- 3-4 sizes of boxes
- Cardboard Boxes and Bubble Wraps

There is a recognition of the need for improvement in the packaging system, but the current method is deemed the most economical. QBER attempted to use eco-friendly materials like honeycomb paper but was limited due to higher costs and storage difficulties.

Company 2 - DND
Packaging Options:
- Individual Packaging - cardboard boxes and foam/cardboard inserts

Tailored to the product size (done through drop testing).

- Smaller Products - cardboard boxes and bubble bags/paper trays

Packaging multiple units of the same product in one box, with customized packaging tailored to the product's size and surface finish, including the selection of appropriate protective materials.

Constraints

- Higher Costs: The use of more eco-friendly materials is often more expensive, limiting their adoption.

- Storing Challenges: Storage difficulties arise with different packaging materials, especially when aiming for environmentally friendly options.

User Research

Sephora's targeted consumers are individuals of all races, seeking an inclusive beauty experience with personalized services, expert advice, and a product line that caters to a diverse clientele.
Sephora's targeted consumers are mainly women within the 24-36 age range.
women of various skin tones
Concept Development (02)
Design Criteria/ Prioritization Matrix
Fixed Design Criteria

These criteria are essential for the success of the new packaging design and cannot be compromised.

1. Maintain Sephora's Sales and Profitability
2. No Inconvenience to Customers
3. Promote Sustainability
4. Deliver an Excellent User Experience and Unboxing Service
5. Align with Sephora's Brand Identity
Flexible Criteria

These criteria can be adjusted depending on feedback, costs, or logistical challenges.

1. Customization Options
2. Material Innovations
3. Return Logistics and Circular Economy Integration
4. Modify Packaging Sizes and Versatility
Pain Points
Pain Points

ISSUES OF SEPHORA'S CURRENT PACKAGING

Based on the research, we identified the following pain points:
1. Missed Opportunities for Eco-Friendly Innovation
2. Inconsistent Sustainability Efforts
3. Oversized Packaging
4. Storage Challenges
5. Unimpressive Unboxing Experience
Concept Development (02)

Develop programs that are environmentally conscious while also aligning with customer expectations.

after doing the research, we narrowed down the design intent to the following:

Objectives
Brand Identity

Reflecting Sephora's brand identity to address environmental issues.

Customer Loyalty

Encouraging customer retention and loyalty through sustainable packaging initiatives.

Minimize Waste

Reducing waste from oversized packaging to minimize environmental impact.

Prolong Shelf Life

Creating packaging with aesthetic appeal and durable materials to extend the packaging's shelf life.

Final Outcome (03)

Service 01/Circular Package Program

Sephora's Circular Package Program provides an eco-friendly alternative to traditional cardboard packaging. Customers receive their orders in reusable boxes that can be returned for points, encouraging a sustainable and rewarding shopping experience. The program aims to reduce waste and promote a circular economy, making it easier for customers to contribute to a greener planet.
Mechanism
Mechanism

Service 02/Circular Package Program

For customers seeking an elevated unboxing experience and a touch of personalization, Sephora's Personalized Premium Packaging offers a beautifully arranged, reusable box. This service allows customers to customize their box with engravings like their name or favorite quote, making it a keepsake for storing belongings. While this premium service includes additional fees, it offers a unique, luxurious, and sustainable packaging option that enhances the overall shopping experience.

New Packaging Design

New Shipping Box Design Concept
To enhance logistics efficiency, our new shipping box is designed to be both durable and easily collapsible, allowing it to be effortlessly flattened for convenient storage and transportation. This design ensures ease of handling for both customers and logistics teams.
Material Used
We utilize recycled plastic sourced from Sephora’s existing Beauty Repurposed Program, promoting sustainability by repurposing plastic waste into functional packaging materials.
Built-in inflatable airbag
For added product protection, we’ve replaced traditional paper wraps with a built-in inflatable airbag system within the box. This airbag can be easily inflated and deflated with each use, effectively filling empty spaces and providing superior protection for items during transit. It offers a sustainable, space-saving solution for protecting products without the need for excess materials.
Mechanism

Usability Testing

We conducted usability testing with 10 participants in the target demographic to evaluate the user experience of our service system.

1. Return Options for Sephora's Circular Packaging Program
01. Deposit System

Customers are required to pay a refundable deposit for the packaging when they place the order. This deposit is returned to them once the packaging is sent back in good condition.

Pain Points:
1. Financial Burden on Customers

Users were uneasy about having extra money deducted from their bank account, feeling burdened by the responsibility to return the box in perfect condition.

2. Anxiety Over Damages

Testers were anxious about possibly losing their deposit.

3. Sense of Obligation

The deposit system added stress, making users feel obligated and detracting from the shopping experience.


Key Quotes:
"I just don't want an extra amount of money got deducted from my bank account."
02. Compensation System 🏅

Instead of paying a deposit, customers are compensated or rewarded with pointsbased on the condition of the box when they return it.

Positive Feedback:
1. No Upfront Financial Commitment:

Users preferred this system as it eliminates the anxiety of an upfront cost.

2. Incentivizes Participation:

Earning rewards or points for returning packaging motivates users, making them more likely to engage with the program.


Key Quotes:
"I feel more comfortable with the idea of getting something in return without having to pay anything extra upfront."