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CONTEXT

The current linear economy model (take-make-dispose) has led to resource scarcity and a surge in waste generation. The health, beauty, and skincare industries generate significant plastic waste, with the pharmaceutical industry alone producing over 300 million tons of plastic waste annually, half of which is single-use. The beauty industry contributes over 120 billion units of plastic packaging waste each year, with 95% of it discarded after a single use.

ISDIN, a B-Corp certified company, is committed to sustainability and has set ambitious goals for 2030, including eco-designing more than 95% of its packaging, using a minimum of 25% recycled materials, and achieving zero waste in all production facilities. 

ROLE

Service Designer

TEAM

Dev Vijh, Heena Barhate, Sri Laxmi Pakhala, Suvarsha Rai

Design Research |Service Design | Project Management | UX Design

PROBLEM

How might we design a service that significantly reduces packaging waste in the beauty, and skincare industries by involving all stakeholders in supply chain and leveraging emerging technologies?

SOLUTION

Harmony by ISDIN fosters a circular economy in beauty packaging with a refill and recycle model. The AI-driven service offers personalized refillable bundles, ensures supply chain transparency, and incentivizes sustainable behaviors, helping ISDIN achieve high business outcomes with minimal environmental impact.

WHAT WAS OUR APPROACH?

We chose these research methods to ensure a comprehensive understanding of the packaging waste issue and to develop effective, user and planet-centered solutions.  Our research enabled us to identify gaps and gather insights (on user experience, behaviours, trends) from different stakeholders and visualize complex interactions and relationships in the supply chain in user, business and planetary context.

DIVING INTO RESEARCH
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RESEARCH THEMES
COMPLEXITY OF THE SYSTEM

Creating a stakeholder map helped us understand the complexity and stakeholders involved in our research and solution, from figuring out inventions and partnerships. Our solution would need to strategically consider key operational partners, distribution networks, communication channels, and broader societal and environmental contexts.

UNDERSTANDING THE VOICE OF THE CUSTOMER

An intention-action gap occurs when our values, attitudes or intentions don’t match our actions. Many of us have a strong desire to be more sustainable and protect our planet, however, our actions often don’t live up to our intentions. For example, Despite the majority of people saying they want sustainable products, only a minority routinely buy them.

BRIDGING INTENTION-ACTION GAP THROUGH HABIT LOOP

Cue

Prompting recycling behavior can redirect consumers towards sustainable routines. This includes placing recycling bins prominently, providing educational materials on take-back programs, or incorporating reminders into beauty product packaging.

Routine

The behavior itself is often driven by convenience, habit, or lack of awareness about sustainable options. Incentives such as rewards, discounts, or recognition for recycling efforts, along with clear instructions and accessible recycling facilities, can encourage sustainable habits.

Reward

Rewards reinforce behavior. Traditional recycling may lack immediate or significant rewards, hindering motivation. Aligning rewards with consumers' values, such as discounts, loyalty points, or social recognition, can effectively incentivize behavior change for ISDIN.

INSIGHTS FROM INTERVIEWS

Consumers

  • Gap Between sustainable values and practices for consumer

  • Cost and convenience impact on Sustainable choices

  • Eco-fatigue and consumer disillusionment

  • Power of influencer and peer endorsements

Recycling companies

  • Balancing sustainability with consumer expectations and manufacturing constraints.

  • Impact of Partnerships with Recycling Firms

  • Consumer Demand for Transparency and Trust

  • Personalization & Customization through customer and supply chain data

Beauty companies

  • Challenges in Sorting and Recycling Beauty Packaging

  • Need for Improved Consumer Education on Recycling

  • Economic Incentives to Boost Recycling Participation

How might we
incentivize consumer participation in beauty packaging waste management with a rewards system that provides meaningful benefits and feedback to reinforce sustainable habits?
IDEATION & BRAINSTORMING
OUR GOALS
SOLUTION

Harmony by ISDIN promotes a circular economy in beauty packaging through a mixed model of refill and recycle. 

Our AI-driven service offers personalized refillable product bundles intending on keeping the beauty packaging with customers for long time.

We provide support and guidance through clear recycling instructions via QR codes so the experience is convenient. All the while rewarding customers through the Love ISDIN points program for their eco-friendly choices letting them see the impact they have created with their efforts through the AI system. 

Harmony is not just about reducing waste; it’s about transforming our relationship with packaging. By integrating AI and sustainable practices, ISDIN can make better decisions to optimize sustainability and supply chain efforts. Our future partnership with PACT ensures efficient recycling processes, and our continuous feedback loop allows us to improve and adapt to new sustainability challenges

SERVICE DESIGN BLUEPRINT
SOLUTION OVERVIEW
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