Dove Mens 2 in 1 Shampoo

Reimagining Men's 2-in-1 Shampoo for enhanced appeal and sustainability

Role

Designer, Research Lead

Duration

Janurary - May 2024

Team

4 Designers, 1 Mentor

Client

Unilever (Dove Product)

Unilever is a global company with…

Around

$990 million

invested into research

Over

400+

brands located worldwide

Over

$65 billion

turnover in 2022

Their vision is to grow our business, whilst decoupling their environmental footprint from their growth and increasing positive social impact.

In the United States alone, approximately 550 million empty shampoo bottles are discarded annually, enough to fill thousands of football fields. Unfortunately, only a small percentage of these bottles are recycled. Many end up in landfills or oceans, where they can take up to 450 years to decompose.

Their vision is to grow our business, whilst decoupling their environmental footprint from their growth and increasing positive social impact.

In the United States alone, approximately 550 million empty shampoo bottles are discarded annually, enough to fill thousands of football fields. Unfortunately, only a small percentage of these bottles are recycled. Many end up in landfills or oceans, where they can take up to 450 years to decompose.

The Current Bottle

The current Mens 2 in 1 shampoo bottle has a lot of opportunity to rebrand as its packaging doesn't match the minimal aesthetic of other Dove packaging and it has sustainable opportunity changes.

How Might We

create beautiful and desirable B&W* packaging that fulfills our people and planet positive pillars of sustainability?

*B&W = Beauty and Wellness

What does desirably sustainable mean?

Packaging which provides some form of sustainable benefit – whether through reduced plastic or plastic alternatives – while boasting a beautiful and aesthetically appealing design, desirable to the target consumer segment – so much so that consumers prefer to purchase it over less-sustainable packaging.

Users and their habits

To start off, we wanted to know about how our target users make decisions when it comes to buying shampoo and habits for discarding the empty shampoo bottles. Moreover, do they care about the packaging on the bottle?

44 Survey Responses

Sustainability ranks at a moderate importance level of 3 out of 5 for most men

Cost and function are the leading factors that influence their purchasing decisions

They are moderately to more likely to switch to a new shampoo brand, given it's more sustainable

2-in-1 users prioritize: cost, convenience, scent
Non 2-in-1 users prioritize: function, cost scent

8 Interviews

Drawn to labels with lots of green / neutral tones

Indifferent about sustainability, but believe that a more sustainable product usually indicates a more natural product

Prefer bottles with pumps over bottles that require lifting

Prefer keeping the bottle in a permanent spot in their shower for easy use

Other bottles

When you go shopping, you're presented with a variety of options that range from function, bottle shape, and even colors. We wanted to know what else exists in the 2 in 1 shampoo space so we compared Doves bottle with some other popular brands that are popular amongst our survey and interviewees.

Key Takeaways

To start off, we needed a better understanding of the nuances of ad creation and advertising on social media platforms. After doing secondary research on SMBs and their needs, there are three common recurring themes:

Cost Over Looks

Men prioritize affordability and effectiveness over packaging.

Functionality First

Value shampoo that delivers on its promises and meets their hair needs.

Little Concern for Sustainability

Show little interest in sustainability factors when choosing shampoos.

Designs

The New Look

The Bottle Shape

Marketing The New Design

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