B.ULB: An Integrated Beauty Recycling Service

Abstract

Background The effort towards sustainable development worldwide promises a more sustainable future. Of all problems, many address the environmental issue caused by plastic overusage. The beauty industry is not an exception because it is highly reliant on plastic. A beauty recycling campaign, also known as cosmetic recycling campaign, is one of the participatory campaigns established by cosmetic brands to reduce plastic waste, lessen carbon footprint, and promote the upcycling of plastic materials. The potential that this campaign holds for environmental protection is evident. With active consumer participation, people can expect positive change occurring in their surroundings. However, related studies in its consumer awareness, participation rate, and effectiveness remain at an insufficient level. Therefore, this study conducts user research on beauty recycling campaigns to suggest a service called B.ULB. The service name derives from its goal to enlighten cosmetic users on their current beauty consumption and navigate sustainable beauty practices. B.ULB offers comprehensive management of the beauty recycling campaign that tackles the existing problems of low awareness and information delivery. Methods First, the existing campaigns and studies were examined through desk research and literature review. Second, to gather user requirements and establish the design concept, surveys and semi-structured interviews were carried out. Based on the needs and requirements, two representative personas, two user journey maps, and a service blueprint were designed to develop a service model. Result User research showed that the awareness of the beauty recycling campaign is low among beauty consumers, especially female students in their 20s. However, their willingness to participate in the campaign turned out to be high, if it is more simple, convenient, and useful. Conclusion This paper is significant for revealing the problems embedded in the current recycling system of empty cosmetic containers from the perspective of users, which has been less debated over the past decade but calls for serious consideration and active engagement of both companies and consumers of the cosmetic industry.