L’Oreal Brandstorm
Entering this competition, the goal was to rethink male beauty and care. Identifying unmet needs, and using technology, while being inclusive and sustainable.
Meet the Team
Going into this project, you needed a team of three to enter. Knowing this, I understood a team that had a diverse set of skills would allow for more unique idea generation and expertise. I first contacted my classmate Rafael from college, knowing his focus on computer science would be helpful in understanding what technologies we could implement. Secondly, when looking at participants wanting to join the team, it was important to understand how to market our product. Therefore we were fortunate enough to find Emily, who is a marketing specialist.
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Data Analyst Consultant
Specialized in Python, C+, and SQL. Experienced in utilizing AI in apps or websites to enhance user experience.
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Account Executive
Experienced in executing creative content strategies, as well as an expert in digital marketing and content creation.
Shaving
Shaving seemed like the most obvious focus for men’s grooming, but as we dug deeper, we found different results.
Due to its sizeable demographic appeal, one of the first areas we focused on was men’s shaving. We found that between 2017-2022, men’s shaving was the underperforming category within men’s grooming, declining by 3% in retail value at constant price term. This was mainly due to the pandemic. Additionally, men’s razors also saw a sharper decline compared to pre-shave and post-shave products because of an increase in environmental concerns regarding disposable razors. Unfortunately, we found that the forecast CAGR (Compound Annual Growth Rate) is expected to be flat between 2022-27, which led to us focusing our efforts elsewhere.
Men's Shaving Evolution: Performance by Region 2017-2027
Skincare
As we delved deeper into the men’s beauty and care industry, we found that skincare was emerging as a rapidly growing market—a shift driven by several key factors:
Growing comfort in discussing skincare as stigma around men’s grooming continues to fade.
Increased awareness and education on skincare benefits, largely fueled by social media.
A shift in mindset, with more men taking pride in their appearance.
As men became more informed about skincare, their concerns began to vary by age. However, common themes emerged—blackhead removal, sensitive skin, and wrinkle prevention (particularly among older demographics). These insights became essential in shaping our project, helping us prioritize our efforts and refine our approach.
Top 5 Skin Concerns: Male by Generation 2022
Gen Z
Millenials
Gen X
Baby Boomers
#1
Wrinkles
Blackheads
#3
Blackheads
Blackheads
Blackheads
Wrinkles
#2
Blemish/acne prone
Sensitive
Acne pits
Blemish/acne prone
Sensitive
Sensitive
#4
Dark circles
Acne pits
Dark spots
Dark spots
#5
Sensitive
Dark circles
Blemish/acne prone
Fine lines
South Korea’s Standard
As we looked into solutions for treating facial skin concerns, our research brought us to South Korea, which is known for being a global leader in skincare and has a strong male consumer base. Facial masks stood out, with 43.8% of South Korean men using them at home.
In comparison, the U.S. is still an emerging market for men’s cosmetic face masks, and there’s very little statistical data available. That gap pointed to a real opportunity for growth.
This showed that facial masks have already found success in more established markets and could have potential in newer ones. However, to move forward, we needed to do more research to figure out which markets would actually be the best fit.
Sheet Mask Usage Among Male Consumers at Home
Markets
We conducted research into the global marketplace for facial products, to see where facial products were widely used, where they weren’t, and why.
We found the three largest-performing markets were China, South Korea, and the US, with China significantly outperforming everyone, with a 1,200 million retail value in 2022. From here, we delved into understanding why these markets performed the way they did.
We found that in China and South Korea, skincare is deeply ingrained into their culture with strong social acceptance for male grooming. The USA and the UK have a growing market, but it has been slow due to a historic focus on shaving. Additionally, China, South Korea, and the USA have large populations with disposable income dedicated to personal care, contributing to higher retail sales.
Emerging markets like India, Indonesia, and Thailand, as indicated by their CAGR, have large populations but previously had smaller skincare markets. This was due to their developing economies, where skincare was considered a luxury rather than a necessity.
Men's Skin Care: Performance by Top 10 Countries, 2022
Masks
We analyzed three existing mask products to understand the current market landscape and assess their potential for our concept.
The first was BeautyPro, a brand focused on sustainability with biodegradable masks made from bamboo fiber. These masks decompose within three months and feature a paper-printed design with a thin food-grade plastic lining.
Next, we examined Conserving Beauty, which offers dissolvable face masks made from water-soluble fiber. These masks leave no waste or microplastics, making them an innovative solution for sustainability-conscious consumers.
Lastly, we explored Sharr Mask, a nanofiber mask designed for enhanced absorption. Unlike traditional masks, it adheres to the skin as a thin film, allowing users to apply makeup over it while it remains in place.
Each of these products provided unique insights into material innovation, sustainability, and user experience, helping shape our approach.
Feasibility
Through our research, we began evaluating the feasibility of using facial masks. We focused on two key aspects: the types of masks available and how they could be integrated into a larger product concept.
In exploring different mask types, we revisited the markets where they were most popular, such as China and South Korea. Understanding trends within the male consumer base was crucial—especially in emerging markets, where many men were unfamiliar with facial masks. This meant the product needed to be simple and intuitive to use. At the same time, we had to align with our design challenge objectives, ensuring the solution prioritized inclusivity, sustainability, and technology.
After looking into existing mask products and seeing the potential to use current technology, we shifted our focus to finding a more innovative way to bring face masks to market. To stand out, we needed an approach that would specifically connect with a male audience.
During brainstorming, we explored a few different ideas. One was a recommendation app that could analyze skin concerns and suggest the right facial mask. Another was an in-person service where specialists would assess skin types and recommend products. While we came up with several concepts, we started to notice that many of them felt too similar to what already existed.
That’s when we realized the real opportunity wasn’t in changing the product itself—it was in rethinking how it was marketed and introduced. And that idea didn’t have to stop with facial masks.
Ideation
Pivot
We pivoted our focus toward a concept emphasizing technology, personalized recommendations, and, importantly, social connection.
Our New Product
We saw potential in developing an app (despite how common the idea might seem) because men aged 20-34 were already accustomed to shopping for cosmetics online rather than in person. This digital-first approach made an app a natural fit for engaging this demographic.
However, we didn’t want to create just another recommendation engine that suggested products based solely on user-inputted skin concerns. Instead, we envisioned a more dynamic, data-driven approach, factoring in elements like local weather conditions, a facial scan for personalized analysis, and even a scan of the user’s current skincare products to identify inefficiencies. This level of detail would ensure precise, highly tailored recommendations—whether for face masks, sprays, or other skincare products.
But we didn’t stop there. Social connection had to be a core feature. After analyzing various social media platforms, we landed on a hybrid approach: a forum-based feed combined with a matching system—similar to dating apps, but for skincare.
The idea was simple: users could match with people who shared similar skin conditions, allowing them to exchange recommendations based on real experiences. Additionally, we introduced the concept of matching with skincare influencers, giving users insight into the products they use, the ability to message them, and an extra layer of confidence in their purchases.
Beyond one-on-one connections, we also wanted a more casual forum experience, where users could browse discussions, discover trends, and engage with the community at their own pace. This blend of personalized matchmaking and open conversation made the app feel both tailored and socially engaging.
A key insight from our research revealed that 27% of men discover new grooming products through social media, highlighting the significant influence of online platforms and word-of-mouth in shaping their purchasing decisions. As one study put it, "Male consumers are easily swayed by recommendations from friends, dermatologists, or stylists."
This finding was instrumental in reshaping our product concept to leverage these social dynamics effectively.
The next question we needed to answer was whether it was technically feasible to integrate all these features into one seamless experience.
Fortunately, our research led us to L’Oréal’s existing AI technology, Skin Genius, which already performed facial scans and provided product recommendations. This discovery meant that rather than building everything from scratch, we could use existing technology to create a realistic, scalable solution. With feasibility and growth potential now within reach, we had a solid foundation to move forward with our design challenge.
Skin Genius
With our concept finalized, I began prototyping in Figma, drawing inspiration from existing skincare apps and social platforms to guide the design. Reference boards helped shape the user interface, ensuring a seamless integration of key features like product recommendations, the matching system, and the community feed. Each design choice aimed to balance usability, aesthetics, and engagement, creating an experience that felt both intuitive and compelling.
Prototype
Chat
The chat screen prioritized easy connections by displaying matches at the top, allowing users to see shared skin concerns, location, skin type, and overall match percentage.
Below that, influencer matches followed the same format but with one main difference: we envisioned a partnership where influencers would upload short instructional videos in exchange for having their social media linked on their profile. This way, they gained exposure while users benefited from expert guidance tailored to their skin concerns.
To keep interactions balanced, users could freely chat with their matches, while influencer conversations had a cooldown to prevent overwhelming them and ensure more meaningful engagement.
Inbox
The inbox functioned as a space for users to chat with their matches, setting this app apart from anything else on the market. Unlike other match-based platforms, which primarily focus on dating, this feature was designed to foster meaningful connections centered around skincare.
One challenge I anticipated was maintaining long-term engagement. Once users established a routine, they might not feel the need to continue using the feature. To address this, I introduced a “friendship mode,” allowing users to find long-term skincare buddies who could check in with each other over time.
Looking ahead, I envisioned expanding the matching system beyond just skincare. A future iteration could include “lifestyle matches,” connecting users not only based on skin concerns but also on factors like diet, sleep habits, and stress levels. This would push the app toward a broader wellness focus—something to consider down the line as additional features are developed.
Home
The home screen blends elements from match-based apps like Tinder with the forum-style discussions of Reddit to create an engaging and social experience.
Matches are prioritized at the top, aligning with our research that shows young men (18-27) are heavily influenced by word of mouth. By connecting users with others who share similar skin concerns or interests, they are more likely to trust and adopt recommended products.
Below the matches, the discussion feed is designed for quick readability, displaying key details such as the title, brief context, and engagement metrics. To enhance user interaction, the feed can be sorted by popularity, recency, or controversy, allowing users to explore conversations that align with their preferences.
Scan
The scan feature was designed to be both intuitive and functional, serving two main purposes: analyzing the user’s face to detect skin concerns and scanning existing skincare products to evaluate their effectiveness.
Using a similar interface similar to Snapchat or Instagram filters, the scan required only a quick camera access permission. Users could simply position their phone in front of their face or hover over their products, letting the app process the information in real time. This seamless experience ensured that skincare recommendations were not just personalized but also data-driven, helping users make informed decisions about their routines.
Profile
The profile page served as the central hub for all personal information. Here, users could track their skin’s progress over time, comparing past and present scans to see changes in dryness, sensitivity, and even external factors like air pollution.
Beyond tracking, the profile also provided a personalized skincare routine tailored to the user’s goals and scan data. To make the shopping experience seamless, it included a section where users could revisit products they had liked from matches or discussions, making it easier to purchase recommended items without having to search for them again.
As of now, I am redesigning this prototype independently and will update the project once I have completed the journey mapping.
Thank you for reading and understanding my thought process.