A New Design of One-Handed Lipstick Packaging

A New Design of One-Handed Lipstick Packaging

by

Thanyatorn Fongsatitkul

A thesis submitted in partial fulfillment of the requirements for the

degree of Master of Engineering in

Industrial and Manufacturing Engineering

Examination Committee: Assoc. Prof. Erik L.J. Bohez (Co-chairperson)

Dr. Huynh Trung Luong (Co-chairperson)

Prof. Barbara Igel

Dr. Mongkol Ekpanyapong

Nationality: Thai

Previous Degree: Bachelor of Engineering in Industrial Engineering

Chiang Mai University

Thailand

Scholarship Donor: Royal Thai Government Fellowship

Asian Institute of Technology

School of Engineering and Technology

Thailand

May 2017

ii

ACKNOWLEDGEMENTS

The author would like to express her thanks and appreciation to her advisor, Assoc.

Prof. Erik L.J. Bohez for his worth guidance, valuable recommendation and great

support during the period of this research, which encourages the author to successfully

complete this thesis.

Sincere thanks are conveyed to Dr. Huynh Trung Luong, Prof. Babara Igel and Dr.

Mongkol Ekpanyapong for their valuable suggestion and support while developing this

methodology as members of thesis examination committee. The author is thankful to

Mr. Somchai Taopanich in assisting the operation of 3D printer for the creation of

prototype.

Special thanks are also dedicated to the School of Engineering and Technology, Asian

Institute of Technology, Thailand, and the Royal Thai Government for their financial

support.

iii

ABSTRACT

This research principally aims to initiate a new design of one-handed environmental-

friendly lipstick packaging. The study has followed the proposed 12-step approach of a

quick, effective, customer‟s need, quality function deployment (QECN-QFD) developed

by Thanyatorn F. and et.al (2017). It firstly starts with questionnaire design and

distribution, collection and data analysis. A focus group of 5-knowledgeable people was

organized to help discussing and listing the quality dimension of one-handed lipstick

packaging. The result of 6 dimensions was achieved and used as basis for laying out the

survey questionnaire focusing on positive/negative critical incidents. The 12-question

was distributed with 33 respondents and analyzed as shown in Appendix A1-1 and

Appendix A1-2, respectively. The results were calculated and used for eliminating the

non-relevant questions. The remaining questions were further used as a basis for

designing the satisfaction survey questionnaire of about 20 questions (Appendix B1-1).

The results from the satisfaction survey and analysis with 94 respondents (Appendix

B2-2) can identify the actual customer needs and the resulted requirements were

transformed into engineering characteristics. Then, the results are analyzed by QFD

method and the possible ways of packaging are designed which minimize the non-used

content of the lipstick compartment to save world ecology. After that, the new lipstick

compartments design compared with several available options by calculating the scores

according to the required criteria. Then, choose the best solution for one-handed lipstick

packaging with environmental-friendly one. The details can be given visually through

sketches using Solid Work Program and create a prototype of the designed one-handed

environmental-friendly lipstick packaging using 3-D Printer. The round-shape body

prototype is smooth for holding in the palm of hand. The opening mechanism using

flipping at the top-cap made it easy to be opened by one-hand. The slide- up button is

convenient to push up with several steps of locking making it suitable and perfect usage

at all ongoing day; especially, for traveler, women on the go, teenager, and elder. The

detached ring at the sleeve that can be twisted and pulled off easily, will minimize the

waste of lipstick content of about 30%. This packaging is also designed to be reused by

freezing the lipstick content before replacing.

Keywords: Survey Questionnaire, One-handed, Environmental-friendly, Lipstick

packaging, Quality Function Deployment

iv

TABLE OF CONTENTS (Cont’l)

CHAPTER TITLE PAGE

TITLE PAGE i

ACKNOWLEDGEMENTS ii

ABSTRACT iii

TABLE OF CONTENTS iv

LIST OF FIGURES vii

LIST OF TABLES viii

LIST OF ABBREVIATIONS ix

1 INTRODUCTION 1

1.1 Background 1

1.2 Understanding the lipstick 3

1.3 Characteristics of lipstick 5

1.4 The ingredient of lipstick 5

1.5 Cross-section of various type of lipstick 7

1.6 Statement of the problem 8

1.7 Study objectives 8

1.8 Scope and limitation 8

2 LITERATURE REVIEW 9

2.1 Survey questionnaire 9

2.2 Methods supporting QFD 10

2.3 Comparison of process/steps/stakeholders for two

case studies

12

2.4 A quick-easy-customer‟s needs quality function

deployment (QECN-QFD) for a new product

development: one-hand lipstick

14

3 METHODOLOGY 16

3.1 Steps and approaches for new design of one-handed

lipstick

3.1.1 Hybrid QFD method (step1-3)

3.1.2 Telrad‟s methodology (step 4-10)

3.1.3 QFD process (step 11-12)

3.2 Survey customer requirements for new design

lipstick

3.2.1 Mission statement

3.2.2 Proposed process/steps/stakeholders suitable

for a quick and effective customer‟s needs

QFD, namely; (QECN-QFD supporting tool)

3.3 Quality function deployment (QFD)

3.3.1 Origination and purpose of QFD

3.3.2 Functions of QFD

3.3.3 Building a house of quality

3.3.4 The customer requirements

3.4 New design of one-handed lipstick packaging

16

16

16

16

17

17

18

19

19

19

19

19

20

v

TABLE OF CONTENTS

CHAPTER TITLE PAGE

4 RESULTS AND DISCUSSIONS 21

4.1 A Quick and effective customer‟s needs QFD

(QECN-QFD) supporting tool

4.1.1 Step 1: Issue required by customer‟s needs

on one-handed lipstick

4.1.2 Step 2: Survey questionnaire design: close-

ended questions with 33 respondents

4.1.3 Step 3: Questions set up and engineering

characteristics set up

4.1.4 Step 4: Give relationships between

questions and engineering objective by

putting symbols

4.1.5 Step 5: Eliminate the question according to

the procedure

4.1.6 Step 6: Distribution of survey questionnaire

4.1.7 Step 7: Data collection and analysis

4.1.8 Step 8: Respondents give satisfaction‟s

level and count the number of respondents

per level

4.1.9 Step 9: Calculate the average of category (Cj) and response quality (Qk) 4.1.10 Step 10: Compare Cj and Qk and search for

variation of each Cj and got usable

engineering spec for design propose

4.1.11 Step 11: Usable engineering specifications

for one-handed lipstick

4.1.12 Step 12: Using QFD Process for the best

possible solution for one-hand lipstick


4.2.1 Customer needs and importance

4.2.2 Analyze and initiate the propose the new

design lipstick packaging

4.2.3 Production specification

4.2.4 Relationship matrix

4.2.5 Competitive assessment

4.2.6 Technical assessment

4.2.7 Correlation matrix

4.2.8 Concept generation

4.2.9 Concept selection

4.2.9.1 Concept screening

4.2.9.2 Concept scoring

4.2.9.3 Concept selection

4.2.9.4 Functionality


21

21

21

22

24

28

29

29

29

31

33

34

34

34

34

35

36

36

37

39

40

41

43

56

57

58

58

61

vi

TABLE OF CONTENTS

CHAPTER TITLE PAGE

5 CONCLUSIONS AND RECOMMENDATIONS 63

5.1 Conclusions

5.2 Recommendations

63

65

REFERENCES 66

APPENDICES 68

vii

LIST OF FIGURES

FIGURE TITLE PAGE

Figure 1.1 Some designs of lipstick cases 2

Figure 1.2 The product waste of lipstick 3

Figure 1.3 The type of lipsticks categorized by formulation 5

Figure 1.4 The formulation of lipstick chemistry 6

Figure 1.5 Several styles of lipstick cross-section shape 7

Figure 2.1 Framework of a quick-easy-customer‟s needs quality

function deployment (QECN-QFD)

15

Figure 3.1 Framework of packaging design for one-handed lipstick 16

Figure 4.1 Internal consistency analysis and response quality 33

Figure 4.2 House of quality 35

Figure 4.3 Correlation matrix 41

Figure 4.4 Clarify problem 42

Figure 4.5 Combination table 43

Figure 4.6 Drawing of selected design no. 10 using Solid work program 58

Figure 4.7 One-hand lipstick parts 59

Figure 4.8 Flip cap opening method 59

Figure 4.9 Slide-up and down mechanism 60

Figure 4.10 Twist off the sleeve 60

Figure 4.11 New design prototype of environmental-friendly one-hand

lipstick packaging

61

viii

LIST OF TABLES

TABLE TITLE PAGE

Table 2.1 Definition and advantages/disadvantages of

supporting methodology for QFD

11

Table 2.2 Comparison of both case studies in terms of

processes/steps/stakeholders/remarks

12

Table 3.1 Mission statement 17

Table 3.2 QECN-QFD supporting tool process 18

Table 4.1 Criteria relationship matrix 24

Table 4.2 Usable customer needs and engineering objectives 34

Table 4.3 The importance of customers‟ need 34

Table 4.4 Criteria of specification attribute 36

Table 4.5 Specifications 36

Table 4.6

Table 4.7

Criteria relationship matrix

Relationship matrix

36

37

Table 4.8

Table 4.9

Table 4.10

Table 4.11

Table 4.12

Table 4.13

Table 4.14

Ranking of score of sale impact

Competitive assessment

Normalization score of customer‟s needs

Technical assessment

Criteria of correlation matrix

Concept screening matrix

Concept scoring matrix

38

38

39

40

40

56

57

ix

LIST OF ABBREVIATIONS

AHP Analytic Hierarchy Process

CBR Case-based Reasoning

CNs Customer Needs

Cj Average of category

FDA Food and Drug Administration

FRs Functional Requirements

HQFD Hybrid Quality Function deployment

HoQ House of Quality

NPD New Product Development

PIR Performance Importance Ration

QECN A quick and effective customer‟s need QFD

QFD Quality Function deployment

Qk Response quality

VOCs Voice of customers

1

CHAPTER 1

INTRODUCTION

1.1 Background

Lipstick is one of the most commonly used cosmetic products. There are certainly a lot

of ladies and a few gentlemen applying the lipstick for their good looking and

moisturizing their lips. Lipstick has revealed some interesting trivia through its

evolution. Women will use up to 9 pounds of lipstick in their lifetime. A poll in 2007

reported that 82% of women felt less confident in workplace and in dating if they did

not wear their lipsticks. In a 2010 poll on women surveyed showed that 40% owned

more than 20 sticks and throw about 10% of their unused lipstick away due to the

difficulty or inconvenient of using. Likewise, the most popular cosmetic item which all

women have in her bag is lipstick (15.5%), while, the second order is the press powder

(13.9%) (Did you know these lipsitck facts?, 2016). However, the lipstick sales

statistically increase. Some world-wide cosmetic companies claim to sell one lipstick

per second (Business Thai, 2008).

Apparently, almost all working woman need to apply lipstick before going to work.

They want to be more attractive in any place. To be beautiful in whole day, it is

necessary to reapply the lipstick several times during the day to moisturize and

compensate loosing lipstick on the lip. Lipstick is loosed after 3 or 4 hours, especially

after lunch time or eating something greasy and oily. So, the users want to reapply

quickly to make their lip refresh and attractive again. Therefore, it is necessary for

woman to carry lipstick in their purse all the day. However, there is still very limited

product available in the market that can accommodate and best fit to their need.

It is worthy to note that the appearance of lipstick is very important for woman since

they will use it in public area. Today women who touch their lipstick in public are a

breach of etiquette. Thinking of more innovative as customer demand, convenience, and

performance in their purchases must be included. The packaging of lipstick is

challenged for engineer to serve the convenient of women in public with a quick apply.

There will be some changes or modification to the case of lipstick with a new design

package of lipstick specially for working woman, teenager and elderly. The uses with

one-hand open and apply are the answer. In addition, minimizing the left-over content

will save the cost and the world ecology.

For several decades, the conventional lipsticks have been used in the same shape or

packaging with the cover cap and twisting roller. They have not been changed for a long

time while the other cosmetics have a big change. Some design was applied to the

exterior of the case to make them more attractive, for example; attaching mirror or

brush. Putting more function together is the idea of marketers to encourage potential

customer to buy and keep them for collection after the ultimate using. The only changed

that we founded just out look of the packaging not the function.

Nowadays, new product development (NPD) is one of the most crucial factors for

business success. The manufacturing firms cannot afford the resources in the long

development cycle and the costly redesigns. Good product planning is crucial to ensure

the success of NPD, while the Quality Function deployment (QFD) is an effective tool

2

to help the decision makers to determine appropriate product specifications in the

product planning stage. Traditionally, in the QFD, the product specifications are

determined by a rather subjective evaluation, which is based on the knowledge and

experience of the decision makers. Having examined the traditional QFD

methodologies, several shortcomings have been found. The first one is the input of

ambiguous voice of customers (VOC) into QFD. Decisions made in the design stage of

product development are often made on the basis of incomplete, ill-structured and vague

information (Haque B.U., Belecheanu R.A., & Barson R.J., et al., 2000). As customer

requirements is the input of QFD, it is very important to classify the customer

requirements in a systematic way. However, there is a lack of systematic methods for

companies. Thanyatorn (2017) has been carrying a special study report on Quality

Function Deployment (QFD) questionnaire design: Literature Review. It covered the

literature of survey questionnaire, the principles including a structuring survey basics

classification, question wordings, types and checklists and also the Quality Function

Deployment (QFD) for finding the real customer‟s needs. Two case studies were

illustrated and analyzed as followed: (1) Developing a technical drawing pencil (Hybrid

QFD Framework for New Product Development); this methodology aims to analyze the

questionnaire by using an application of Hybrid Quality Function Deployment (HQFD.

Many supporting tools are proposed to overcome the shortcomings of QFD

methodologies namely Case-based Reasoning (CBR), Analytic Hierarchy Process

(AHP), Fuzzy logic, Kano questionnaire; and (2) The acoustic properties of a desk

phone (Telrad‟s questionnaire methodology); this methodology can generate or

eliminate the questionnaire according to the project objectives/needs. It requires the

help and supports of behavioral specialist to compile the engineering objectives and the

weight scores for calculating the response quality of all objectives. Then, comparing the

average response quality to those of the average of customer satisfaction score was

made to evaluate the effectiveness (good and bad) so as to check the consistency of the

engineering objectives In conclusion, considering the strength and weakness of each

case and comparison, the customer‟s needs and satisfaction, and time limitation, it is

therefore appropriate to combine the strengths of each case by as applying the Hybrid

QFD (case studyII-step 1-3) with Telrad‟s questionnaire (case study I), namely; QECN-

QFD supporting tool used in this study for a new design of one-handed lipstick

packaging.

Figure 1.1 Some designs of lipstick cases

Nowadays, the major problem of lipstick is how to use the remaining content at the

bottom of the compartment. It is concerned as the product waste. The modification to

minimize the unused lipstick left over is the proposed idea.

3

Figure 1.2 The product waste of lipstick 1.2 Understanding the lipstick (Lipsticks & its characteristics, 2012)

Lipstick is the most commonly shoplifted item come in small package. The main

purpose of the lipstick is to give moist the appearance of the mouth, to brighten the face

and add polish to the look and it has staying power every time.

1.2.1 Types of lipsticks

There are many types of lipsticks and they can be used according to your mood

or shape of your lips. Here are some types of lipsticks with basic characteristics.

1.2.1.1 Moisturizing lipsticks

These lipsticks moisturize lips because of ingredients like vitamin E, glycerin

and aloe. Other benefits of using moisturizing lipsticks are wet and very shiny lips.

1.2.1.2 Satin and Sheer lipsticks

These lipsticks also moisturize and nourish lips and make it shiny and glossy.

Sheer and satin lipsticks have high oil ingredients and they can appear darker in the

package than they are on lips.

1.2.1.3. Matte lipstick

These lipsticks have effect of flat and not shiny lips. Also it is recommended to

combine products with vitamin E and aloe with mate lipsticks.

1.2.1.4. Cream lipsticks

Lipstick with cream formula is not so shiny, but it has smooth effect on lips.

You can use lip gloss afterward for desire look. Cream lipsticks contain more wax in

order to protect lips, but also can cause effect of dry lips.

1.2.1.5. Pearl and Frosted lipstick

Frosted lipstick makes lips sparkle and glisten. Pearl and frosted lipstick reflects

light and makes very shiny effect on your lips. Negative effects are that can cause lips

feel heavy, crack and dry. It is recommended to moisturize your lips before use this

lipsticks.

1.2.1.6. Gloss lipstick

Gloss is very popular lipstick for women with thin and small lips because make

lips shine and enhance the dimension of depth. Gloss can be combined with traditional

lipstick.

4

1.2.1.7. Long wearing and transfer resistant lipsticks

These lipsticks have formula that keep lips look perfect from 4 to 8 (or more).

They are long lasting until you eat something greasy or oily. Some of them contain

moisturizer to balance the dryness of lips.

Moisturizing lipsticks

Satin and Sheer lipsticks

Matte lipstick

Cream lipsticks

Pearl and Frosted lipstick

5

Gloss Lipstick

Long wearing and transfer resistant lipsticks

Figure 1.3 The type of lipsticks categorized by formulation

1.3 Characteristics of lipstick

Lipsticks are basically dispersions of coloring matter in a base consisting of a suitable

blend of oils, fats and wax suitably perfumed and flavored, molded in the form of a

stick and enclosed in a case. Whatever the format, the lipstick must have following

characteristics.

It should cover the lips adequately with some gloss for long time.

It should make the lip soft.

The film must adhere firmly to the lips without being brittle and tacky.

It should have a good degree of indelibility.

It should have high retention of color intensity.

Should be completely free from brittleness and be non-drying.

It should be non-irritating.

It should have a desirable degree of plasticity.

It should have a pleasant odor and flavor.

It should have smooth and shiny appearance.

Freedom from bloom or sweating.

1.4 The ingredient of lipstick

There are three main categories: Satin, Semi-Matte & Matte and the components for

manufacturing are simple: Waxes for structure, Oils for moisture, Butters for slip and of

course Pigment for color. The market dictates what ingredients are trending in each

category from year to year but the basic elements remain the same. Lipsticks consist of

the following ingredients (Lipstick's Raw material & its Characteristics, 2012).

6

Figure 1.4 The formulation of lipstick chemistry

1.4.1 Waxes

The three most common waxes used in creating lipsticks are as candelilla, carnauba and

beeswax. The most popular wax to use is beeswax, followed by the two plant based

waxes. Each one is unique in its characteristics and what it brings to the development

process.

1.4.1.1 Candelilla: This wax creates a film and shine and also enables lipstick to

settle while providing the product with extra body.

1.4.1.2 Carnuba: This wax gives your lipstick structure

Comes in yellow flakes

Also has a characteristic smell that is derived from the plant

It is a hard wax with the highest melting point of 82◦C

1.4.1.3 Bees Wax: This wax is the oldest and most tried and true used in a lipstick.

It is also the base for candles and other personal care items. It gives creaminess to the

lipstick and helps to deposit the product onto the lips. It also aids in protecting the lips

and gels together oils, which is why it deposits colors on the lips and creates a balm like

texture.

7

1.4.2 Oils

The oils in a lipstick help balance out the rigid feel of a wax. It is important to use

heavier oils to hold the waxes together much like a glue. The heavier the oil, the stickier

the product but it helps the product stay on longer and they have more protectant

properties.

1.4.3 Butters

These are additives that can help with structure and application. They have a melting

point that is close to your temperature which is important for slip and application.

1.4.4 Pigments

The pigments and dyes, though they make up only a minor percentage of the lipstick‟s

composition, are certainly the most important, as they impart the color of the lipstick.

Pigments are coloured compounds that are insoluble, whilst dyes are more commonly

either liquids themselves, or soluble. By covering the lips with a colored layer.

Commonly used dye; Staining dyes (soluble dye); Fluoroscein, eosi. Insoluble dyestuff

and lake colors: Ca, barium, Al and strontium

1.4.5 Flavor

The essential factors of lipstick are pleasant smell, luster, color, stability, safety,

adhesion, and extensibility. A panel test is the most popular and direct method to

understand what customers prefers. Usually customers are concerned very much about

the feel, color, and lasting effects of lipsticks. There was a revolution in lipsticks after

1980, both in shape and ingredients. On the one hand, lipsticks were sold in a slim

design, with elliptical and even multiple-sided cross-sections. On the other hand, new

ingredients were introduced to improve the function of the lipsticks (lida & Fragrance,

1992).

1.5 Cross-section of various type of lipstick

There are several styles of lipstick cross-section shape depending on the design purpose.

The slide cutting shape make it easy to apply and more attractive for the costumer to

purchase. However, after using for a while, it will turn flat but there is not a big

difference in the benefit of using. Furthermore, the high-end market brand usually put

their logo on the top; for example; showing company branding and sign of

authentication.

Figure 1.5 Several styles of lipstick cross-section shape

8

1.6 Statement of the problem

Women do not have much time to apply lipstick frequently; especially, in the public.

They may seek for the lipstick that is convenient to use, save time and can be operated

with one hand. When you eat something greasy or oily, some of them are gone so they

need to reapply frequently. Even in the winter, they need the lipstick that contains

moisturizer to balance the dryness of lips. Moreover, another issue/problem is how to

minimize the waste product stuck (left-over) in the bottom of compartment,

approximately 1 in 4 of the content that was normally thrown away.

As noted, the existing or conventional design of lipstick has a significant problem that

the user cannot use it ultimately with a 25% left-over. It is, therefore, the main idea of

this research is to initiate the eco- and convenient – design of lipstick with the concept

of minimal left-over and one-hand lipstick to increase portability and convenience of

the lipstick container.

1.7 Study objectives

The main objectives of the study is to design the packaging of lipstick that can be used

with one-hand and environmental-friendly using a Quick and Effective Customer‟s

Needs Quality Function Deployment (QECN-QFD)

1.8 Scope and limitation

The survey of current design of lipstick including the information in the report is

not obtained from one specific company. It is derived from various sources,

gathering together to be used for this study.

The travelers, woman on the go, the elderly, and the teenage are the targets of

this customer‟s needs and satisfaction survey questionnaires.

This study focuses on designing the lipstick‟s case that can be used with one-

hand and environmental-friendly.

9

CHAPTER 2

LITERATURE REVIEW

2.1 Survey questionnaire

The survey questionnaires present a group of questions to a topic who with his/her

responses will provide data to a researcher (Parasuraman, 1991). On the surface, it

seems a fairly simple task to write up a group of questions to collect information, but

there are many traps that should be avoided to develop a good survey questionnaire. We

will focus here on describing some of the key elements in designing a survey

questionnaire, and then highlighting some tips and tricks to for creating a good survey

questionnaire.

However, for the respondent's perspectives, survey questions can be confusing if words

or phrasing used make the questions unclear. Also, survey‟s respondents will find it

frustrating when the answer‟s options are provided that do not include the answer that

best fits for their situation. Survey questions can also be too difficult or boring for

respondents, thereby increasing what is termed "respondent fatigue." If this occurs,

respondents may give up or put down the survey and never come back to it, which

reduces the sample size. Inaccurate responses or concern about answering the question

may also occur due to perceived bias or loss of privacy about a personal issue. All of

these obstacles may reduce the potential for conducting an analysis using high quality

data.

To analyze the survey questionnaire, the Quality Function deployment (QFD) has

widely been used as an effective tool to help the decision makers to determine

appropriate product specifications in the product planning stage. QFD utilizes a house

of quality (HoQ) – a matrix providing a conceptual map for the design process. QFD

can be done depending on the data collection. According to Sullivan (1986b), QFD is a

concept of translating customers‟ needs into technical requirements for each stage of

product development and production (i.e. marketing strategy, processing process

development, prototype evaluation, production and sales) (What and how about Quality

Function deployment (QFD), 1996). On the other hand, QFD is a structured tool,

implemented by a mixed-disciplinary team, for planning and designing products

according with customer expectations.

Many supporting tools and methodologies are proposed to overcome the shortcomings

of QFD methodologies. In traditional QFD methodologies, the interrelationships among

engineering characteristics are always ignored in the determination of the target values

of engineering characteristics. It leads to the inaccuracy of the target values of the

engineering characteristics, as each engineering characteristic is not an independent

factor that is interrelated to other characteristics. In order to tackle the shortcomings of

traditional QFD methodologies mentioned, a Hybrid Quality Function Deployment

(HQFD) framework is proposed (Tsai, Chin, & Yang, 2012).

10

In the HQFD, Case-based Reasoning (CBR), Analytic Hierarchy Process (AHP) and

fuzzy logic are applied in an integrated manner. CBR is a technique of artificial

intelligence to seek solutions for new problems by making use of similar cases

encountered in the past (Kolodner J., 1993). CBR can support QFD in a more structured

way that similar QFD figures based on historical cases can be efficiently searched to

initiate a new case. AHP is employed to determine the importance of customer

requirements with pairwise comparisons (Chuang P.T., 2001). Fuzzy logic is adopted to

transfer linguistic data to crisp scores, which are then used to calculate overall customer

satisfaction (Bouchereau V. and Rowlands H., 2000).

Telrad‟s questionnaire methodology is also proposed to generate or eliminate the

questionnaire according to the project objectives. It requires the help and supports of

behavioral specialist to compile the engineering objectives and the weight scores for

calculating the response quality of all objectives. It‟s very important to classify the

customer requirements in a systematic way but there is a lack of systematic methods

and the degrees of the relationships between customer attributes and engineering

characteristics (Kim K.J., et al, 2000). This special study reviews literature of survey

questionnaire, the principles including a structuring survey basics classification,

question wordings, types and checklists and also the Quality Function Deployment

(QFD) for finding the real customer‟s needs. It aims to review the principles, literature

of survey questionnaire and QFD for finding the real customer‟s needs and to illustrate

and compare the methodologies used in each case study in terms of

advantages/disadvantages, supporting methodology, and process and suggest the

suitable one.

2.2. Methods supporting QFD

Its initial use of a questionnaire to obtain technical data from customers was a major

flop. There was an incompatibility between the engineering function‟s needs and the

customers‟ capability to respond in technical terms. Development of a more rigorous

approach: a questionnaire methodology using quality function deployment (QFD) was

initiated. QFD provides a means for translating customers‟ needs into the appropriate

technical requirements. Definitions and advantages/disadvantages of several methods

supporting QFD were illustrated in Table 2.1.

11

Table 2.1 Definition and advantages/disadvantages of

supporting methodology for QFD

12

2.3. Comparison of process/steps/stakeholders for two case studies

Nowadays, new product development (NPD) is one of the most crucial factors for

business success. The manufacturing firms cannot afford the resources in the long

development cycle and the costly redesigns. Good product planning is crucial to ensure

the success of NPD, while the Quality Function deployment (QFD) is an effective tool

to help the decision makers to determine appropriate product specifications in the

product planning stage. Traditionally, in the QFD, the product specifications are

determined by a rather subjective evaluation, which is based on the knowledge and

experience of the decision makers. It is interesting to notice that questionnaires are

commonly used to collect data for many different reasons, such as to learn people‟s

opinions, determine customers‟ satisfaction, or identify employees‟ needs. Typically,

they are used when there is not a more objective way to obtain data (Glushkovsky,

Florescu, Hershkovits, & Sipper, 1995). In this paper, two case studies were illustrated,

compared, and analyzed as: (1) Acoustic properties of a desk phone (Telrad‟s

questionnaire methodology); (2) Developing a technical drawing pencil (Hybrid QFD

Framework for New Product Development) and used as a baseline to propose the new

innovation of method for supporting QFD.

As the customer requirement is the baseline of the product development, the ability to

correctly understand and address customer needs is an important key to the success of

any product development effort, particularly in an environment of time-based

competition (Curtis and Ellis, 1998). The difficulty in understanding and defining

customer needs is one of the common problems across the companies (Dimancescu S.

and Dwenger K., 1996). In order to reduce the failure, a systematic way to acquire and

analyze the customer requirements must be developed during the product planning

stage. The importance of customer requirements could be analyzed properly. It,

however, does need an effective mean to collect the data. All

processes/steps/stakeholders involved of each methodology were illustrated in and

compared with some certain remarks in Table 2.2

Table 2.2 Comparison of both case studies in terms of processes/steps/stakeholders

/remarks

Processes Telrads Hybrid Remarks

Step1 Questions

set up and

Engineering

characteristics

set up

Researcher set

up

1.Expert or

knowledge people

have a focus

group to list the

quality

dimensions about

the product

2. No engineering

characteristics set

up yet

Telrads has some

disadvantage of using

only individual opinion or

experience while Hybrid

has an advantage of

acquiring a group of

knowledgeable and

experienced ones

13

Step2 Give

relationships

between

questions and

engineering

objective

by putting

symbols

Researcher or

knowledgeable

people

-

Step3 Eliminate

the question

according to

the procedure

Researcher -

Step4 Conclude

the

remaining usable

question

Researcher -

Step5 Survey Give to the

customer to

collect the data

Set up the

questions to let

the target

customers to list

the positive

examples under

each quality

dimension and

then collect the

data

Time-consuming method

Step6 Weigh the

score to give the

important of

customer‟s need

Using the

customer

satisfaction to

determine the

importance of

each customer‟s

need

Using AHP to

determine relative

importance of

each customer‟s

need

The AHP method is judged

that can comes 2 ways

1. Single: It‟s not

sophisticate to interpret the

data but it‟s the judgment

from one people that can

make more mistakes.

2. Group: It‟s quite difficult

to interview in terms of

questionnaire because it has

to ask about consistency

ratio (C.R.) and different

opinions about the weight of

each criterion can

complicate the matters. So,

the face to face interview is

suitable. By the way. The

time limitation cannot

choose this way.

Step7 Determine

of the

engineering

characteristics

Using the

customer

satisfaction to

calculate

Engineering

characteristics

retrieval from

case library or

1. Hybrid method needs take

large storage space for all the

cases accumulated in the

CBR. But in the lipstick‟s

14

response quality

and internal

consistency

analysis

CBR case, it is quite a new

initiative and there is less

cases of historic ones to be

used and applied for the

hybrid method at this step.

2. The product should be then

tailored and matched with the

customer‟s need. So,

customer involvement is very

important and appropriate in

this step.

Step8 Case

adaption and

evaluation to

determine the

target value of

engineering

characteristics

- The equations

applied in

different models

(Fuzzy logic)

Hybrid method needs also a

CBR as an input for

processing the model. It also

requires data base for

knowledge management by

IT inference in helping the

decision making of

uncertainty. The model did

not mentioned the detail in

the paper and quite

complicate to be used and

sometimes cannot explain the

results “Black Box”

2.4. A quick-easy-customer’s needs quality function deployment (QECN-QFD) for

a new product development: one-hand lipstick (Thanyatorn, F, et al., 2017)

The marketing research has followed the diagram process of about 6 steps: Define the

problem and research objectives; develop the research plan; collect the information;

analyze the information; present the finding; and make the decision. The heart of QFD

is to involve the customer‟s needs and satisfactions in which the traditional QFD still

have shortcomings the input of ambiguous voice of customers as used QFD. To help

tackle these shortcomings, it is then important to have the customer‟s needs

involvement as much as we can by using the methodologies of the case study II (Hybrid

QFD) and those of the case study I (Telrad‟s questionnaire methodology: The

elimination and addition procedure) for the steps 1-3 (ie. required issues and survey

questionnaire/satisfactions) and step 4-12 (data analysis); namely, A quick-easy-

customer‟s needs quality function deployment (QECN-QFD), as shown in the Figure

2.1, respectively. In addition, considering in terms of easy-to-use (not sophisticated),

convenience, and time limitation, the combination of Telrad‟s questionnaire

methodology with an application of elimination and addition procedure and first part of

hybrid QFD is suitable and better to be used as the input (designing the good

questionnaire) for the Quality Function Deployment (QFD).

15

Figure 2.1 Framework of a quick-easy-customer’s needs quality function

deployment (QECN-QFD)

1. Design questionnaire: Let the focus group to list the quality dimensions: issue required by customer‟s need on one-handed lipstick

2. Let the target customers to list the positive examples under each quality dimension

3. Questions set up and Engineering

characteristic set up

4. Give relationships between questions and engineering objective by putting symbols

5. Eliminate the question according to the procedure

6. Distribution of survey questionnaire

7. Data collection and analysis

8 Respondents give satisfaction‟s level and count the number of respondents per level.

9. Calculate the average of category (Cj) and response

quality (Qk)

10. Compare Cj and Qk and search for variation

of each Cj and got usable engineering spec

for design purpose

11. Usable engineering

specifications for one-handed lipstick

12. Using QFD Process for the Best possible solution for one-handed lipstick

16

CHAPTER 3

METHODOLOGY

This chapter describes the methodology to achieve objective of the study is presented.

As regards the topic, packaging design for one-handed lipstick is focusing on how to

design the packaging of lipstick that can be used with one-hand and environmental

friendly. The process is schematically summarized in Figure 3.1

Figure 3.1 Framework of packaging design for one-handed lipstick

Study data and objective.

First of all, studying the current packaging of lipstick in terms of shape, type, size, price,

ingredients and customer satisfaction published by manufacturers, distributors, and

dealers were initiated. Studying a technical data represent the scientific or technical

information that recorded in any forms or presented in terms of meaning, raw materials,

type of lipstick are also made. Then, the problem is came up when analyzing the current

packaging. The literature is reviewed to show about how to design the good questionnaires

and how to design the one-handed lipstick packaging. Moreover, the data and technical get

attractive and customer requirement from customers are studied. Then, the objective and

limit the scope are defined. Next, how to compare the one-handed lipstick and conventional

lipstick which one is better for environmental-friendly is studied.

Package design and QFD.

Second, possible ways of one-handed lipstick packaging are designed. Lists of the possible

solutions for one-handed lipstick packaging are specified with pros and cons of each

solution. QFD is used as the method to understand about what customers need and serve

them what they are needed. As the result, the best solution shows up from QFD with the

best score.

3.1 Steps and approaches for new design of one-handed lipstick

3.1.1 Hybrid QFD method (step1-3)

3.1.2 Telrad’s methodology (step 4-10)

3.1.3 QFD process (step 11-12)

STUDY

CURRENT

DESIGN

DESIGN THE

GOOD

QUESTIONNAIRE

AND SURVEY

COLLECT

DATA AND

USING QFD

PROBLEM

BEST POSSOBLE

SOLUTION

(NEW DESIGN)

17

3.2 Survey customer requirements for new design lipstick

Create the questionnaire to collect data in 2 versions: Thai and English for 30

respondents with non-probability sampling for Thai woman. There are 3 parts: (1)

Demographic data (2) Woman consumption habits and (3) Idea, attitudes and

suggestions. The intention is to record the user experiences and opinions as accurately

as possible to assist the packaging development efforts. The data will be collected and

analyzed by Quality Function Deployment (QFD). The outcome of survey to the market

will support this thesis.

The questionnaire was designed to measure attitudes, motivation and actual needs of

users. The results from the general part were used to build up a profile of an average

user. Thus, provide a better understanding of their background and motivations, while

the second and third part focused on commuting behavior and suggestions. That

measuring user„s preferences and product perception were to identify actual user needs

and respective importance. The questions that ask for getting the information from user

relate to the product and package. Some questions relate to the product asking about

“How often do you apply to top up your lipstick during a day?” or “Will you use the

remaining content at the bottom and why?”

3.2.1 Mission statement

Identify customers‟ needs is the most important activity for product development. This

process can judge the survival of the product. The first step to define the scope and

opportunity in the market is creating Mission statement as shown in Table 3.1. Then, we

gather the raw data from customers. In this research, we use questionnaire survey to

collect the data. After we get enough data, we convert to be customers‟ needs and make

a priority to each customer‟s need.

Table 3.1 Mission statement

Product Description: A lipstick that easy to use and more

convenient with one-handed lipstick

Key Business Goal: 40% gross margin

50% market share

3 months for develop prototype

Primary Market: Adults of all ages, focus on woman on

the go

Secondary Market: Travelers, Elderly, Teenagers

Assumptions: Easy to use

Easy to carry

Using only one hand

Stake Holders: Cosmetics manufacturer, Users,

Suppliers, Retailers

18

3.2.2 Proposed process/steps/stakeholders suitable for a quick and effective

customer’s needs QFD, namely; (QECN-QFD supporting tool)

Considering the strength and weakness of each case and comparison, the customer‟s

needs and satisfaction, and time limitation, it is therefore appropriate to combine the

strengths of each case by applying the Hybrid QFD (case studyII-step 1-3) with Telrad‟s

questionnaire (case study I) as shown in Table 3.2, known as QECN-QFD supporting

tool, which is easier to identify the customer requirements before going as the input of

QFD.

Table 3.2 QECN-QFD supporting tool process

Proceses Steps Stakeholder

Question decomposition

(opened-end questions)

1. Design questionnaire: Let the focus

group to list the quality dimensions:

issue required by customer‟s need on

one-handed lipstick

Expert

(Knowledgeable

people) Respondents

(customer‟s need)

2. Let the target customers to list the

positive examples under each quality

dimension

Expert

(Knowledgeable

people), Researcher

3. Questions set up and Engineering

characteristic set up

Researcher

4. Give relationships between

questions and engineering objective by

putting symbols

Expert

(Knowledgeable

people), Researcher

5. Eliminate the question according to

the procedure

Researcher

Questionnaire survey

(Closed question) and Data

analysis

6. Distribution of survey questionnaire Researcher,

Respondents

(customer‟s need)

7. Data collection and analysis Researcher,

Respondents

(customer‟s need)

8 Respondents give satisfaction‟s level

and count the number of respondents

per level.

Researcher,

Respondents

(customer‟s need)

9. Calculate the average of category

(Cj) and response quality (Qk)

Researcher

10. Compare Cj and Qk and search for

variation of each Cj and got usable

engineering spec for design purpose

Researcher

Final Supporting QFD

(Engineering characteristics)

Step11 Usable engineering

specifications for one-handed lipstick

Researcher

Step12 Using QFD process for the best

possible solution for one-hand lipstick

Researcher

19


3.3.1 Origination and purpose of QFD

In the Foreword for J. Terninko‟s book Step by Step QFD (Terninko, 1997), B. King

wrote, „„In the 1960s, Quality Control and Quality Improvement had a distinctively

manufacturing flavor in Japan. In the late 1960s and early 1970s, Joji [Yoji] Akao and

others went to work on improving the design process so that when the new product was

introduced to manufacturing, it was high quality from the beginning. The process for

improving design was called Quality Function Deployment (QFD). From 1975 to 1995,

this tool/process was integrated with other improvement tools to generate a mosaic of

opportunities for product developers.‟‟

3.3.2 Functions of QFD

The major work of conducting QFD is to focus on filling a number of translation

matrices from the customers‟ requirements into the detailed control of operations step-

by-step.

The translation process of QFD is as followed:

Product Planning

Part Planning

Process Planning

Production Planning

3.3.3 Building a house of quality

Identify customer needs

Rate the importance of those needs

Do competitive analysis

Rate a new design

Calculate improvement ratios

Identify sale impact

Establish the hierarchy of customer needs

Generate product specifications

Establish the needs-specifications matrix

Determine the influence of each specification

Identify specification correlation

3.3.4 The customer requirements

In order for any company to stay in business they must sell their products/services and

be able to rely on repeat business. This can only be done with a backbone of continual

satisfaction on behalf of the customer. In turn, customer satisfaction can only be

achieved if we can fulfill the customers‟ requirements. Hence, the gathering and use of

customer requirements is the foundation of QFD.

20

It follows, therefore, that the first area that must be understood in QFD is that of

customer requirements. As QFD is a technique for translating the customer

requirements into a product design, it must be able to gather these requirements. It is

essential, however, that the requirements we gather are the true customer requirements.


Conceptual and detailed Design Using Solid Work Program: the results from the survey

can identify the actual customer needs and the resulted requirements were transformed

into engineering characteristics. Then, the results are analyzed by QFD method and the

possible ways of packaging are designed which minimize the non-used content of the

lipstick compartment to save world ecology. After that, the new lipstick compartments

design compared with several available options by calculating the scores according to

the required criteria. Then, choose the best solution for one-handed lipstick packaging

with environmental-friendly one. The details can be given visually through sketches

using Solid Work Program and create a prototype of the designed one-handed lipstick

packaging using 3-D Printer.

21

CHAPTER 4

RESULTS AND DISCUSSIONS

4.1 A Quick and effective customer’s needs QFD (QECN-QFD) supporting tool

The heart of QFD is to involve the customer‟s needs and satisfactions in which the

traditional QFD still have shortcomings the input of ambiguous voice of customers as

used QFD. To help tackle these shortcomings, it is then important to have the

customer‟s needs involvement as much as we can by using the methodologies of the

case study II (Hybrid QFD) and those of the case study I (Telrad‟s questionnaire

methodology: The elimination and addition procedure) for the steps 1-3 (i.e. required

issues and survey questionnaire/satisfactions) and step 4-10 (data analysis) as shown in

the Figure 3.2 mentioned earlier, respectively. The proposed supporting tool was known

as a quick, effective, customer‟s need, quality function deployment (QECN-QFD).

4.1.1 Step 1: Issue required by customer’s needs on one-handed lipstick (Small

group discussion). Let the focus group of 5 knowledgeable people to lists the quality

dimensions: Followed by 12 open-ended questions (See Appendix A1-1)

Quality Dimension

1. Performance

2. Features 3. Reliability

4. Conformance 5. Aesthetics 6. Perceived Quality

4.1.2 Step 2: Survey questionnaire design: close-ended questions with 33

respondents. Let the target customers to list the positive examples under each quality

dimension (See Appendix A1-2) and then groups them (12 questions) which will be

inputted into the QFD.

Quality Dimensions Positive Performance 1. Reusable lipstick case

2. Easy to hold (doesn‟t roll) 3. Refillable lipstick case

4. Safety to use (case doesn‟t smear)

Features 1. Opening methods (Twist up, Sliding up

and down and Flip-open cap)/Short opening

time

2. Light weight

3. Lock methods

Conformance 1. Material meet industry standards and

specifications

2. Environmental-friendly

Reliability 1. Be durable

2. Long-life usage

3. Have a certification (Certified by FDA,

22

ISO9001:2008 or etc.)

Aesthetics 1. Modern and beautiful lipstick case

2. Multi-color lipstick case

3. Luxury design

Perceived Quality 1. Reasonable price match with quality

2. Brand name comes with high quality

lipstick case

3. Easy to use

4. Reduce lipstick waste

4.1.3 Step 3: Questions set up and engineering characteristics set up

Engineering Objectives

Dim

ensi

on o

f li

pst

ick c

ase

Wei

ght

of

lipst

ick

Tim

e to

com

ple

te a

pply

ing

Min

imum

tim

e to

open

lid

or

twis

t up

Lif

e ti

me

Thic

knes

s of

lip

stic

k c

ase

E

ase

of

repla

cem

ent

case

Cost

R

esis

tance

to t

he

envir

onm

ent

Rec

eives

Cer

tifi

cati

on

The

shap

e of

lipst

ick

cas

e

P

ackag

ing d

ura

bil

ity

T

her

mal

Conduct

ivit

y

T

he

resi

stan

ce t

o s

crat

ches

Wat

er p

rote

ctio

n o

f P

ackag

ing

Questions 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

1 Reusable lipstick

case

2 Easy to hold

3 Refillable lipstick

case

4 Safety to use

(Good

protection/doesn‟t

smear)

5 Easy opening

methods

6 Reduce lipstick

waste

7 Light weight

8 Lock methods

9 Material industry

standards and

specifications:

Have a

certification

(Certified by

FDA,

ISO9001:2008 or

23

etc.) 10 Environmental-

friendly

11 Durable

12 Long-life usage

13 Modern and

beautiful lipstick

case

14 Multi-color

lipstick‟s case

15 Luxury design

16 Reasonable price

suitable with

quality

17 Brand name

comes with high

quality lipstick

case

18 Easy to use

19 How often have

you used lipstick

during a day?

20 How long does it

take for you to

use up one

lipstick?

21 How long you

keep for the

lipstick case?

22 Do you really

need a mirror for

reapplying a

lipstick?

23 Have you ever

been concerned

about the weight

of lipstick

carrying in your

purse? (Portable)

24 What size of the

lipstick case do

you like?

25 What shape of

lipstick case do

you like?

24

4.1.4 Step 4: Give relationships between questions and engineering objective by

putting symbols

Table 4.1 Criteria relationship matrix

Relationship Symbols Score

Strong relationship 9

Medium relationship 3

Weak relationship 1

No relationship - 0


Dim

ensi

on o

f li

pst

ick c

ase

Wei

ght

of

lipst

ick

Tim

e to

com

ple

te a

pply

ing

Min

imum

tim

e to

open

lid

or

twis

t up

Lif

e ti

me

Thic

knes

s of

lipst

ick c

ase

E

ase

of

repla

cem

ent

case

Cost

R

esis

tance

to t

he

envir

onm

ent

R

ecei

ves

Cer

tifi

cati

on

T

he

shap

e of

lipst

ick

cas

e

P

ackag

ing d

ura

bil

ity

T

her

mal

Conduct

ivit

y

T

he

resi

stan

ce t

o s

crat

ches

W

ater

pro

tect

ion

of

Pac

kag

ing

Questions 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

1 Reusable lipstick

case

2 Easy to hold


case

4 Safety to use

(Good


smear)

5 Easy opening

methods

v

6 Reduce lipstick

waste

7 Light weight

8 Lock methods

9 Material industry

standards and

specifications:

Have a

certification

(Certified by

FDA,

ISO9001:2008 or

etc.)

25

10 Environmental-

friendly

11 Durable

12 Long-life usage

13 Modern and

beautiful lipstick

case

14 Multi-color

lipstick case

15 Luxury design

16 Reasonable price

suitable with

quality

17 Brand name

comes with high

quality lipstick

case

18 Easy to use

19 How often have

you used lipstick

during a day?

20 How long does it

take for you to

use up one

lipstick?

21 How long you

keep for the

lipstick case?

22 Do you really

need a mirror for

reapplying a

lipstick?

23 Have you ever

been concerned

about the weight

of lipstick

carrying in your

purse? (Portable)

24 What size of the

lipstick case do

you like?

25 What shape of

lipstick case do

you like?

26


Dim

ensi

on o

f li

pst

ick c

ase

Wei

ght

of

lipst

ick

Tim

e to

com

ple

te a

pply

ing

Min

imum

tim

e to

open

lid

or

twis

t up

Lif

e ti

me

Thic

knes

s of

lipst

ick c

ase

E

ase

of

repla

cem

ent

case

Cost

R

esis

tance

to t

he

envir

onm

ent

R

ecei

ves

Cer

tifi

cati

on

T

he

shap

e of

lipst

ick

cas

e

P

ackag

ing d

ura

bil

ity

T

her

mal

Conduct

ivit

y

T

he

resi

stan

ce t

o s

crat

ches

W

ater

pro

tect

ion

of

Pac

kag

ing

Questions 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

1 Reusable

lipstick case

2 Easy to hold

3 Refillable

lipstick case

4 Safety to

use (Good

protection/d

oesn‟t

smear)

5 Easy

opening

methods

v

6 Reduce

lipstick

waste

7 Light

weight

8 Lock

methods

9 Material

industry

standards

and

specificatio

ns:

Have a

certification

(Certified

by FDA,

ISO9001:20

08 or etc.)

10 Environmen

tal-friendly

11 Durable

12 Long-life

usage

13 Modern and

27

beautiful

lipstick case

14 Multi-color

lipstick case

15 Luxury

design

16 Reasonable

price

suitable

with quality

17 Brand name

comes with

high quality

lipstick case

18 Easy to use

19 How often

have you

used

lipstick

during a

day?

20 How long

does it take

for you to

use up one

lipstick?

21 How long

you keep

for the

lipstick

case?

22 Do you

really need

a mirror for

reapplying a

lipstick?

23 Have you

ever been

concerned

about the

weight of

lipstick

carrying in

your purse?

(Portable)

24 What size

of the

lipstick case

do you like?

28

4.1.5 Step 5: Eliminate the question according to the procedure

After eliminating the questions according to the procedure, there are 15 questions left

and 10 questions were eliminated from 25 questions. The remaining questions were

further used as a basis for designing the satisfaction survey questionnaire of about 20

questions (Appendix B1-1).


Dim

ensi

on o

f li

pst

ick c

ase

Wei

ght

of

lipst

ick

Tim

e to

com

ple

te a

pply

ing

Min

imum

tim

e to

open

lid

or

twis

t up

Lif

e ti

me

Thic

knes

s of

lipst

ick c

ase

E

ase

of

repla

cem

ent

case

Cost

R

esis

tance

to t

he

envir

onm

ent

R

ecei

ves

Cer

tifi

cati

on

T

he

shap

e of

lipst

ick

cas

e

P

ackag

ing d

ura

bil

ity

T

her

mal

Conduct

ivit

y

T

he

resi

stan

ce t

o s

crat

ches

W

ater

pro

tect

ion

of

Pac

kag

ing

Questions 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

1 Reusable lipstick

case

2 Easy to hold


case

4 Safety to use

(Good


smear)

5 Easy opening

methods

v

6 Reduce lipstick

waste

7 Light weight

9 Material industry

standards and

specifications:

Have a

certification

(Certified by

FDA,

ISO9001:2008 or

etc.)

25 What shape

of lipstick

case do you

like?

29

10 Environmental-

friendly

11 Durable

13 Modern and

beautiful lipstick

case

18 Easy to use

23 Have you ever

been concerned

about the weight

of lipstick

carrying in your

purse? (Portable)

24 What size of the

lipstick case do

you like?

25 What shape of

lipstick case do

you like?

4.1.6 Step 6: Distribution of survey questionnaire

4.1.7 Step7: Data collection and analysis (See Appendix B2-2):

The results from the satisfaction survey and analysis with 94 respondents can identify

the actual customer needs and the resulted requirements were transformed into

engineering characteristics

4.1.8 Step 8: Respondents give satisfaction’s level and count the number of

respondents per level


Dim

ensi

on o

f li

pst

ick c

ase

Wei

ght

of

lipst

ick

Tim

e to

com

ple

te a

pply

ing

Min

imum

tim

e to

open

lid

or

twis

t up

L

ife

tim

e

Thic

knes

s of

lipst

ick c

ase

E

ase

of

repla

cem

ent

case

Cost

R

esis

tance

to t

he

envir

onm

ent

R

ecei

ves

Cer

tifi

cati

on

T

he

shap

e of

lipst

ick

cas

e

P

ackag

ing d

ura

bil

ity

T

her

mal

Conduct

ivit

y

T

he

resi

stan

ce t

o s

crat

ches

W

ater

pro

tect

ion

of

Pac

kag

ing

Answer Frequency per category

Questions 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 1 2 3 4 5

1 Reusable

lipstick case

2 4 35 31 22

2 Easy to hold 0 4 20 39 31

3 Refillable

lipstick case

0 7 23 37 27

30

4 Safety to use

(Good

protection/do

esn‟t smear)

0 4 15 27 48

5 Easy opening

methods

0 2 25 36 31

6 Reduce

lipstick waste

1 7 16 29 41

7 Light weight 2 3 15 33 41

8 Material

industry

standards and

specifications

:

Have a

certification

(Certified by

FDA,

ISO9001:200

8 or etc.)

0 2 14 34 44

9 Environment

al-friendly

0 4 16 31 43

10 Durable 0 4 19 32 39

11 Modern and

beautiful

lipstick case

0 4 15 32 43

12 Easy to use 0 2 11 24 57

13 Have you

ever been

concerned

about the

weight of

lipstick

carrying in

your purse?

(Portable)

0 6 18 29 41

14 What size of

the lipstick

case do you

like?

0 5 29 43 17

15 What shape

of lipstick

case do you

like?

0 12 24 42 16

Finally, it was decided that a linear, weighted scale of 1 to 5 (1 is worst and 5 is best)

would be used for all 15 questions. The pilot testing phase did not reveal any

discrepancies in the questionnaire, so data were collected from about 94 customers.

31

The right side of Table above shows the frequency distribution of the participants‟

responses. Since the same response scale was used for all of the questions, the average

category response was obtained using the equation:

where i = category value (i = 1, ..., 5), fij = response for category i of question j, and cj

= average category of question j

For example, the average category response for question 1 was c1 = (1 x 2 + 2 x 4 + 3

x35 + 4 x 31+ 5 x 22) / (2 + 4 + 35 + 31 + 22) = 3.7

4.1.9 Step 9: Calculate the average of category (Cj) and response quality (Qk)

(See the equation of the average of category (Cj) and response quality (Qk)


Dim

ensi

on o

f li

pst

ick

case

Wei

ght

of

lipst

ick

Tim

e to

com

ple

te

apply

ing

Min

imum

tim

e to

open

lid o

r tw

ist

up

Lif

e ti

me

Thic

knes

s of

lipst

ick

case

E

ase

of

repla

cem

ent

case

Cost

R

esis

tance

to t

he

envir

onm

ent

R

ecei

ves

Cer

tifi

cati

on

T

he

shap

e of

lipst

ick

cas

e

P

ackag

ing d

ura

bil

ity

T

her

mal

Conduct

ivit

y

T

he

resi

stan

ce t

o

scra

tch

es

W

ater

pro

tect

ion

of

Pac

kag

ing

A

ver

age

of

cate

gory

(C

j)

Question

s 1 2 3 4 5 6 7 8 9 10 11 12 13 1

4

1

5

1 Reusable

lipstick

case

3.7

2 Easy to

hold 4.0

3 Refillabl

e lipstick

case

3.9

4 Safety to

use

(Good

protectio

n/doesn‟t

smear)

4.3

5 Easy

opening

methods

4.0

6 Reduce

lipstick

waste

4.0

7 Light

weight 4.1

32

8 Material

meet

industry

standards

and

specifica

tions:

Have a

certificat

ion

(Certifie

d by

FDA,

ISO9001

:2008 or

etc.)

4.3

9 Environ

mental-

friendly

4.2

10 Durable 4.1

11 Modern

and

beautiful

lipstick

case

4.2

12 Easy to

use 4.4

13 Have

you ever

been

concerne

d about

the

weight

of

lipstick

carrying

in your

purse?

(Portable)

4.1

14 What

size of

the

lipstick

case do

you like?

3.8

15 What

shape of

lipstick

case do

you like?

3.7

Response

quality

(Qk)

3.9 3.9 4.2 4.2 4.0 4.0 4.0 3.9 4.2 4.2 4.1 4.1 4.2 4.

1

4.

2

33

Then, the response quality to each engineering objective was evaluated using the

equation:

where Wjk = relationship of question j vs. engineering objective k:

For example, the response quality to objective 1 was calculated as Q1 = (3 x 3.7 + 9 x

4.0 + 9 x 3.9+ 9 x 4.0+ 3 x 4.0+ 1 x 4.1+ 3 x 4.1 + 9 x 4.1 +9x 3.8 +9 x 3.7) / (3 + 9 +9

+ 9 + 3 + 1 + 3+ 9 +9 +9) = 3.9, meaning that the quality is 4 on the scale of 1 to 5.

4.1.10 Step 10: Compare Cj and Qk and search for variation of each Cj and got

usable engineering spec for design propose

Figure 4.1 Internal consistency analysis and response quality

3.9 3.9 4.2 4.2 4.0 4.0 4.0 3.9 4.2 4.2 4.1 4.1 4.2 4.1 4.2 1.0

2.0

3.0

4.0

5.0

RES

PO

NSE

QU

ALI

TY (Q

K)

ENGINEERING OBJECTIVES (K)

Internal Consistency Analysis and Response Quality

Internal Consistency Analysis and Response Quality

34

4.1.11 Step 11: Usable engineering specifications for one-handed lipstick

The final QFD construction after eliminating the questions according to the procedure,

there are 15 questions left and 7 engineering objectives.

Table 4.2 Usable customer needs and engineering objectives

Customer needs Engineering Objectives

Reusable lipstick case Dimension of lipstick case

Easy to hold (does not roll) Weight of lipstick

Refillable lipstick case Time to complete applying

Safety to use (Good protection/does not smear) Minimum time to open lid or

twist up

Easy opening methods Life time

Reduce lipstick waste Resistance to the environment

Light weight The resistance to scratches

Follow material industry standards and specifications:

Have a certification (Certified by FDA, ISO9001:2008 or etc.)

Environmental-friendly

Durable

Modern and beautiful lipstick case

Easy to use

Portable

Compact size

Compact shape

4.1.12 Step 12: Using QFD Process for the best possible solution for one-hand

lipstick


4.2.1 Customer needs and importance

After getting the Voice of Customer based on the survey, needs of the customer are

listed and summarized. From the survey provided (see Appendix B), the preference of

the customers ranges from 1 to 5 which indicate the least attractive features to the best

attractive ones. However, in this study, only the score from 3 and above will be taken

into consideration and used for Quality Function Deployment (QFD). For giving the

importance of the issues, the scale ranging from 5 to 9 are used. The higher the value is,

the higher its importance will be. The importance of customers‟ needs are shown in

Table 4.3

Table 4.3 The importance of customers’ need

No. Customer’s need Importance

1 Reusable lipstick case 5

2 Easy to hold (does not roll) 5

3 Refillable lipstick case 5

4 Safety to use (Good protection/doesn‟t smear) 5

35

5 Easy opening methods 9

6 Reduce lipstick waste 7

7 Light weight 7

8 Follow material industry standards and specifications:

Have a certification (Certified by FDA, ISO9001:2008 or etc.) 9

9 Environmental-friendly 9

10 Durable 5

11 Modern and beautiful lipstick case 9

12 Easy to use 9

13 Portable 5

14 Compact size 5

15 Compact shape 5

All these priorities of needs are used further in creating the Quality of Deployment

(QFD)

4.2.2 Analyze and initiate the propose the new design lipstick packaging

Quality Function Deployment is an important method to find the relation between

customers‟ needs and specifications. Furthermore, it can be used to assess the technique

and competitor and evaluate the status of the company. Thus, using this technique will

help understanding more about the existing situation of competitor.

After conducting the voice of customers (VOCs) and interpreting them as the

customers‟ needs and gave the priority by using the scale ranging from 1 to 10, where 1

represents the least important of customer needs and 10 represents the most important,

to each customers‟ needs that is shown in Table 4.3

Figure 4.2 House of quality

3 Relationship

Matrixes

Imp

ort

ance

o

f N

ee

ds

1 Needs

5 Technical Assessments

4 Competitive Assessments

2 Specifications

6 Correlation

Matrix

36

4.2.3 Production specification

The produced specifications are identified according to each customer‟s need.

Moreover, the specifications are given the units and attribute of each specification by

using criteria in Table4.4. The final specifications are shown in Table 4.5

Table 4.4 Criteria of specification attribute

Attribute of Specification Symbol

Higher the better

Lower the better

Target the best

Table 4.5 Specifications

No. Specifications Units Attribute

1 Dimension of lipstick cm x cm x cm

2 Weight of lipstick g

3 Time to complete

applying second

4 Minimum time to open

lid or twist up

second

5 Life time year

6 Resistance to the

environment n/a

7 The resistance to

scratches

scratches units

4.2.4 Relationship matrix

Relationship Matrix represents the relation between each customer‟s need and each

specification. The criteria score and the relationship matrix were shown in Table 4.6 and

Table 4.7, respectively.

Table 4.6 Criteria relationship matrix

Attribute of Specification Score

Strong relationship 9

Moderate relationship 3

Possible relationship 1

No relationship (Blank)

37

Table 4.7 Relationship matrix

Specifications

Customers’ needs Import

ance

Dim

ensi

on o

f li

pst

ick

Wei

ght

of

lipst

ick

Tim

e to

com

ple

te

apply

ing

Min

imum

tim

e to

open

lid o

r tw

ist

up

Lif

e ti

me

Res

ista

nce

to t

he

envir

onm

ent

The

resi

stan

ce t

o

scra

tch

es

1. Reusable lipstick case 5 3 1 9 1

2. Easy to hold (does not roll) 5 9 3 1

3. Refillable lipstick case 5 9 1 9 1

4. Safety to use (Good

protection/does not smear) 5 3

5. Easy opening methods 9 9 9 9 9

6. Reduce lipstick waste 7 3 9 9

7. Light weight 7 1 9

8. Follow material industry

standards and specifications: Have

a certification (Certified by FDA,

ISO9001:2008 or etc.)

9

9

1

9. Environmental-friendly 9 3 9 3

10.Durable 5 3 9 3 9

11. Modern and beautiful lipstick

case 9 9 9

12. Easy to use 9 9 9

13. Portable 5 9 9

14. Compact size 5 9 9 9

15. Compact shape 5 9 9 9

4.2.5 Competitive assessment

This assessment aims to compare between a conventional product and that of the

competitor and estimate the expected value of the product. In this step, a survey of the

conventional product in the market and evaluate the strength and weakness is needed.

The assessment uses the scale ranging from 0 to 9 which represents the lowest and the

highest level of serving, respectively.

After the evaluation, calculating the improvement ratio can be done by using today‟s

value divided by future‟s value and then assigning the sale impact and finally

calculating the score by using the importance multiply with improvement value and the

sale impact. There scores are finally made and used to prioritize/rank the needs of

customers as illustrated in Table 4.8 and 4.9, respectively .

38

Table 4.8 Ranking of score of sale impact

Sale Impact

1 No Impact

1.1 Small Impact

1.3 Big Impact

Table 4.9 Competitive assessment

Customers’ needs

Import

ance

Our

pro

duct

Tod

ay

Com

pet

iter

1

(Sti

ks

Cosm

etik

s)

Com

pet

iter

2

(Avon C

osm

etic

s)

Our

pro

duct

in t

he

futu

re

Impro

vem

ent

Rat

io

Sal

e im

pac

t

Sco

re

1. Reusable lipstick case 5 4 4 4 5 1.25 1 6.25

2. Easy to hold (does not roll) 5 5 4 6 6 1.20 1 6

3. Refillable lipstick case 5 4 4 4 5 1.25 1 6.25

4. Safety to use (Good

protection/does not smear) 5 5 5 6 6 1.20 1 6

5. Easy opening methods 9 4 6 7 7 1.75 1.3 20.475

6. Reduce lipstick waste 7 4 6 8 7 1.75 1.1 13.475

7. Light weight 7 5 5 7 8 1.20 1.1 9.24

8. Follow material industry

standards and specifications: Have

a certification (Certified by FDA,

ISO9001:2008 or etc.)

9 7 7 7 7 1.00 1.3 11.7

9. Environmental-friendly 9 7 8 8 8 1.14 1.3 13.34

10. Durable 5 6 8 6 6 1.00 1 5

11. Modern and beautiful lipstick

case 9 7 6 7 7 1.00 1.3 11.7

12. Easy to use 9 5 6 7 7 1.40 1.3 16.38

13. Portable 5 4 4 7 7 1.75 1 8.75

14. Compact size 5 7 6 8 7 1.00 1 5

15. Compact shape 5 5 4 7 7 1.40 1 7

39

Table 4.10 Normalization score of customer’s needs

Customers’ needs Overall

weight

Normalized

score Rank

1. Reusable lipstick case 6.25 4.26% 9

2. Easy to hold (does not roll) 6.00 4.09% 10

3. Refillable lipstick case 6.25 4.26% 9

4. Safety to use (Good protection/does not smear) 6.00 4.09% 10

5. Easy opening methods 20.75 14.13% 1

6. Reduce lipstick waste 13.48 9.18% 3

7. Light weight 9.24 6.29% 6

8. Follow material industry standards and specifications:

Have a certification (Certified by FDA, ISO9001:2008 or

etc.) 11.70 7.97% 5

9. Environmental-friendly 13.34 9.08% 4

10. Durable 5.00 3.40% 11

11. Modern and beautiful lipstick case 11.70 7.97% 5

12. Easy to use 16.38 11.15% 2

13. Portable 8.75 5.96% 7

14. Compact size 5.00 3.40% 11

15. Compact shape 7.00 4.77% 8

Total 146.835 100%

4.2.6 Technical assessment

The assessment compares the existing specifications in the market and aims to

identify the target of our product. The highest rank specifications should be strongly

related to the customer‟s needs and represent the important features of the product as

shown in Table 4.11

40

Table 4.11 Technical assessment

S1 S2 S3 S4 S5 S6 S7

Score 386.30 231.81 310.14 326.50 387.90 190.67 120.48

Percent 19.77% 11.87% 15.87% 16.71% 19.85% 9.76% 6.17%

Rank 2 5 4 3 1 6 7

Units millimeter g second second year swipes

scratches

units

Stiks

cosmetiks

12.7mm x

20.3mm x

76.2mm

5.7 5 3 2 712 n/a

Avon

cosmetics

17mm x

17mm x

92mm

1.8 3 2 2 225 n/a

Target value 20mm x

20mm x

90mm

4.0 3 2 2 500 n/a

4.2.7 Correlation matrix

The correlation matrix presents the relation among each specification. The

criteria are shown in Table 4.12, and the correlation matrix is show in Figure 4.3. The

purpose of correlation matrix is to trade-off about concentration of each specification.

For example, the relationship of “Dimension of lipstick” and “Weight” has relationship.

It means that if providing more dimension of lipstick, it will affect the weight of

lipstick.

Table 4.12 Criteria of correlation matrix

Relationship Symbol

Positive Relationship +

Negative Relationship -

No Relationship (Blank)

41

The Correlation is below:

Figure 4.3 Correlation matrix

4.2.8 Concept generation

A product concept is an approximate description of the technology principle and

form of the product. It will express as a sketch or as a rough three dimension model and

is often accompanied by a brief textual description. Concept generation process begins

with the customer needs and target specification.

• Identify problem from QFD

• Find the solution of each sub-problem

• Select the solutions and create designs

1. Clarify problem

Decomposition by key customer need was selected as a tool to clarify the

problem. Thus, the problem are shown in Figure 4.4

S1: Dimension of lipstick

S2: Weight of lipstick

S3: Time to complete applying

S4: Minimum time to open lid or twist up

S5: Life time

S6: Resistance to the environment

S7: The resistance to scratches

S1 S2 S3 S4 S5 S6 S7

42

Figure 4.4 Clarify problem

2. Search Externally

An external search is an information-gathering process. It should be performed

to find the existing concepts relating to both the overall problem and to the problems

identified during the problem clarification step. Implementing the existing solution can

be easier, cheaper, and much faster than developing a new solution.

3. Search Internally

Searching internally, also known as brainstorming is the use of personal

knowledge and creativity to generate the solution concepts. This activity may be the

most open-minded and creative of any in new-product development. It is a process of

retrieving a potentially useful piece of information from one‟s memory and then

adapting that information to the problem at hand.

4. Explore Systematically

After finishing the external and internal searching, idea was organized by using

classification trees and combination tables to help synthesize solution fragments

systematically. Combination tables was selected to be used in this product as for

considering the selected combination of components as shown in Figure 4.5

5. Reflect on the solutions and process

Identifying the problem as the results from the Quality of Deployment (QFD) by

selecting the high score of customer‟s needs as the first, second and third order,

respectively. Sub-problem 1 is Easy opening method. Due to our product realize about

the convenient and using one hand, therefore, the solutions are the different types of

opening method. Sub-problem 2 is easy /convenient to use. This problem has two

solutions. The first solution is specific shape and another solution is mechanism. Sub-

problem 3 is to reduce lipstick waste. We divide the solution following usage. Thus, the

solutions will separate. There are two solutions for reducing lipstick waste: Peel the

Easy to use

Design Problem

Reduce lipstick

waste Easy opening

method

43

tube off and Detach/ twist off the plastic ring are the solution of this problem. All these

solutions are represented in Figure 4.5.

4.2.9 Concept selection

Through concept generation based on each solution on customer needs. The next

process is concept selection. It is the process that can be used to select the most suitable

design through evaluation criteria.

Easy opening

method

Easy to use

Reduce lipstick waste Shape Mechanism

Slide up

Round shape

Twist Mechanism

Peel the tube off

Square shape

Flip-open

Slide-up

Mechanism

Detach/twist off the plastic ring

Oval shape

Figure 4.5 Combination table

http://www.premiumbeautynews.com/IMG/jpg/448x400_ileos_ral_one_hand.jpg









44

Design1: The solution for design 1

Easy opening

method

Easy to use


Slide up

Round shape

Twist Mechanism

Peel the tube off

Square shape

Flip-open

Slide-up

Mechanism


Oval shape

1 2 3 4

5

6

7

8 9

Design 1: This case is assembled with a

combination of option no.3, 4, 5, and 6. The

square-shape case has some friction to help

supporting the opening with the twist

mechanism. Reducing lipstick waste can be

done through peeling the tube off the ring. The

cap lid makes it easy to flip up by one hand.





















45


Easy opening

method

Easy to use


Slide up

Round shape

Twist Mechanism

Peel the tube off

Square shape

Flip-open

Slide-up

Mechanism


Oval shape

Design 2: This case is assembled with a

combination of option no.3, 5, 6, and 9. The

square-shape case has some friction to help

supporting the opening with the twist

mechanism. Reducing lipstick waste can be done

through twisting and pull off the plastic ring. The


1 2 3 4

5

6

7

8 9




















46


Easy opening

method

Easy to use


Slide up

Round shape

Twist Mechanism

Peel the tube off

Square shape

Flip-open

Slide-up

Mechanism


Oval shape

1 2 3 4

5

6

7

8 9

Design 3: This case is assembled with the option

no.2, 3, 4, and 6. The round-shape case is smooth for

holding in the balm of hand making it convenient for

the twist mechanism. Reducing lipstick waste can be

done through peeling the tube off the ring. The cap lid

makes it easy to flip up by one hand.





















47


Easy opening

method

Easy to use


Slide up

Round shape

Twist Mechanism

Peel the tube off

Square shape

Flip-open

Slide-up

Mechanism


Oval shape

1 2 3 4

5

6

7

8 9

Design 4: This case is assembled with the option no.2,

3, 6, and 9. The round-shape case is smooth for holding

in the balm of hand making it convenient for the twist


through detaching or twist and pull off the sleeve

plastic ring. The cap lid makes it easy to flip up by one

hand.





















48


Easy opening

method

Easy to use


Slide up

Round shape

Twist Mechanism

Peel the tube off

Square shape

Flip-open

Slide-up

Mechanism


Oval shape

1 2 3 4

5

6

7

8 9


no.4, 5, 6, and 8. The square-shape case has some

friction to help supporting the opening with the

slide-up mechanism. Reducing lipstick waste can

be done through peeling the tube off the ring. The






















49


Easy opening

method

Easy to use


Slide up

Round shape

Twist Mechanism

Peel the tube off

Square shape

Flip-open

Slide-up

Mechanism


Oval shape

1 2 3 4

5

6

7

8 9

Design 6: This case is assembled with the option no.5,

6, 8, and 9. The square-shape case has some friction to

help supporting the opening with the slide-up


through detaching or twisting and pull off the sleeve

plastic ring. The cap lid makes it easy to flip up by one

hand.





















50


Easy opening

method

Easy to use


Slide up

Round shape

Twist Mechanism

Peel the tube off

Square shape

Flip-open

Slide-up

Mechanism


Oval shape

1 2 3 4

5

6

7

8 9

Design 7: This oval-shape case is assembled with

the option no. 4, 6, 7, and 8. Slide up and down

mechanism is applied in conjunction with

flipping up the lid by one-hand. Reducing

lipstick waste can be done through peeling the

tube off.





















51


Easy opening

method

Easy to use


Slide up

Round shape

Twist Mechanism

Peel the tube off

Square shape

Flip-open

Slide-up

Mechanism


Oval shape

1 2 3 4

5

6

7

8 9

Design 8: This oval-shape case is assembled with

the option no.6, 7, 8, and 9. Slide up and down

mechanism is applied in conjunction with flipping

up the lid by one hand. Reducing waste can be

done through twisting and pulling the tube off.





















52


Easy opening

method

Easy to use


Slide up

Round shape

Twist Mechanism

Peel the tube off

Square shape

Flip-open

Slide-up

Mechanism


Oval shape

1 2 3 4

5

6

7

8 9


no. 2, 4, 6, and 8. The round-shape is smooth for

holding in the balm of hand making it convenient

for the slide-up mechanism. Reducing waste can

be done through peeling the tube off the ring. The






















53


Easy opening

method

Easy to use


Slide up

Round shape

Twist Mechanism

Peel the tube off

Square shape

Flip-open

Slide-up

Mechanism


Oval shape

1 2 3 4

5

6

7

8 9


no. 2, 6, 8, and 9.The round-shape case is smooth

for holding in the balm of hand making it

convenient for the slide-up mechanism. Reducing

waste can be done through twisting and pull off

the plastic ring. The cap lid makes it easy to flip

up by one hand.





















54


Easy opening

method

Easy to use


Slide up

Round shape

Twist Mechanism

Peel the tube off

Square shape

Flip-open

Slide-up

Mechanism


Oval shape

1 2 3 4

5

6

7

8 9

Design11: This oval-shape case looks like an

egg. The design is assembled with the option

no. 1, 4, 7, and 8. Slide up and down

mechanism is applied in conjunction with the

automatic cut off lid. Reducing waste can be

done through peeling the tube off.






















55


Easy opening

method

Easy to use


Slide up

Round shape

Twist Mechanism

Peel the tube off

Square shape

Flip-open

Slide-up

Mechanism


Oval shape

1 2 3 4

5

6

7

8 9

Design 12: This oval-shape case looks like an

egg. The design is assembled with the option

no.1, 7, 8, and 9. Slide up and down

mechanism is applied in conjunction with the

automatic cut off lid. Reducing waste can be

done through twisting and pulling the tube off.






















56

Finally, the results from survey can identify the actual customer‟s needs and the resulted

requirements were transformed into engineering characteristics. Then, the results are

analyzed by QFD method and the possible ways of packaging are designed which

minimize the non-used content of the lipstick compartment to save world ecology. The

details can be given visually through sketches.

4.2.9.1 Concept screening

This method is used when quantitative comparisons are difficult and usually requires

some sorts of reference concept for relative evaluation

First, the criterions were divided into 15 customer needs. After that the 12 designs were

put into a Concept Screening Matrix (Table 4.11) and one of designs was selected as a

reference. Then each design was scored as +1, 0 or -1 for each criterion.

From Table 4.13, the 4 designs which are design 3, 4, 9 and 10 were chosen. These

designs had the total score 5, 7, 7 and 9.

Table 4.13 Concept screening matrix

Criteria Design

Reference 2 3 4 5 6 7 8 9 10 11 12

Customer needs

1.Easy opening

method 0 0 0 0 0 0 0 0 0 0 1 1

2.Convenient to use 0 0 1 1 0 0 -1 -1 1 1 0 0

3.Reduce lipstick

waste 0 1 0 1 0 1 0 1 0 1 0 1

4.Environmental-

friendly 0 0 0 0 0 0 0 0 0 0 0 0

5.Modern and

beautiful lipstick

case

0 0 1 1 0 0 -1 -1 1 1 -1 -1

6.Follow material

industry standards

and specifications

0 0 0 0 0 0 0 0 0 0 0 0

7. Light weight 0 0 1 1 0 0 1 1 1 1 1 1

8. Portable 0 0 1 1 0 0 -1 -1 1 1 -1 -1

9. Safety to use 0 0 -1 -1 0 0 0 0 -1 -1 0 0

10.Compact shape 0 0 1 1 0 0 -1 -1 1 1 -1 -1

11.Reusable lipstick

case 0 0 0 0 1 1 1 1 1 1 0 0

12.Refillable

lipstick case 0 0 0 0 1 1 1 1 1 1 0 0

13. Easy to hold 0 0 1 1 0 0 -1 -1 1 1 -1 -1

14. Durable 0 0 0 0 0 0 0 0 0 0 0 0

15. Compact size 0 0 0 0 0 0 0 0 0 0 0 0

Total 0 2 5 7 2 4 -2 0 7 9 -2 -1

Criteria: 0 = Equally importance, 1 = More importance, -1 = Less importance

57

4.2.9.2 Concept scoring

This method is weighted ranking of measurement criteria and used when only a few

alternatives are being considered. It required quantitative comparisons of concepts and

can still be quiet subjective due to choices of weights and ranks.

First, the important rates were given for each criterion. After that they were converted to

the percentage by dividing the sum of important rates and multiplied one hundred. The

weight scores are calculated by multiply the raw scores by the criteria weights. The total

score for each design is the sum of the weight scores.

Table 4.14 Concept scoring matrix

Criteria

Design

Important

rating

Weight

(%) 3 4 9 10

Customer needs

1.Easy opening

method 5 5.050 4 4 4 4

2.Convenient to use 5 5.050 4 4 5 5

3.Reduce lipstick

waste 5 5.050 4 5 4 5

4.Environmental-

friendly 5 5.050 5 5 5 5

5.Modern and

beautiful lipstick case 9 9.092 3 3 2 2

6.Follow material

industry standards and

specifications

7 7.070 3 3 3 3

7. Light weight 7 7.070 3 3 5 5

8. Portable 9 9.092 4 4 4 4

9. Safety to use 9 9.092 3 3 5 5

10.Compact shape 5 5.050 3 3 3 3

11.Reusable lipstick

case 9 9.092 3 3 5 5

12.Refillable lipstick

case 9 9.092 3 3 4 5

13. Easy to hold 5 5.050 3 3 4 4

14. Durable 5 5.050 3 3 2 2

15. Compact size 5 5.050 3 3 3 3

Total 99 100 3.34 3.39 3.89 4.04

Criteria for importance rate = 1 to 9, Criteria for each design = 1 to 5

58

4.2.9.3 Concept selection

From the result of concept generation, concept screening, and concept scoring methods,

it can be seen that the best solution of all design candidates is the design no. 10 with the

overall highest score, well satisfying and contributing to all of those evaluation criteria.

A part from winning of scoring methods, which we have concerned in terms of

customers‟ needs, manufacturability, and ability to commercialized, in other aspects

were also monitored reasons as: Firstly; this design has a good design which is

somewhat similar to those ordinary lipsticks; Secondly, this product does not look

unfamiliar and it can be comfortably used by users and it also matches with our tagline

“Easy opening”, “reduce lipstick waste” very well; and Lastly, it‟s easy to produce in

manufacturing, almost no increasing product cost.

Figure 4.6 Drawing of selected design no. 10 using Solid work program

(Assembly: Sleeve/Case)

In conclusion, the results from the survey can identify the actual customer needs and the

resulted requirements were transformed into engineering characteristics. Then, the

results are analyzed by QFD method and the possible ways of packaging are designed

which minimize the non-used content of the lipstick compartment to save world

ecology. After that, the new lipstick compartments design compared with several

available options by calculating the scores according to the required criteria. Then,

choose the best solution for one-handed lipstick packaging with environmental-friendly

one. The details can be given visually through sketches using Solid Work Program and

create a prototype of the designed one-handed lipstick packaging using 3-D Printer (Da

Vinci 1.0 Aio).

4.2.9.4 Functionality

The new design of one-handed lipstick, as shown in Figure 4.7, aims to satisfy the

customer‟s needs by initiating an easy opening method, a reduction of lipstick waste,

and an ease to be used with one hand. The customers will, therefore, not to face the

59

problem of difficulty in opening the cap any time as they want to use it with an easier

flip cap method. Moreover, this one-handed lipstick has the sleeve that can reduce the

lipstick waste which is stuck inside. Along with the mechanism for applying the one-

handed lipstick, we have designed the technique, called a slide-up mechanism with a

lock step in the sleeve part (See Figure 4.9) which can pull the sleeve, enabling the

customer for changing a new refillable sleeve. This can provide the opportunity for the

customers to remain using it as the reusable lipstick case. A cap has been also provided

for opening the lipstick case manually along with the slide-up mechanism.

Figure 4.7 One-hand lipstick parts

The function of one-handed lipstick can be explained as followed:

Opening the cap by one hand with a flip cap

Customers can open the cap/lid of lipstick by using only one hand. The finger

will give the force to open the cap up. The function is shown in Figure 4.8

Figure 4.8 Flip cap opening method

60

Applying lipstick with a slide-up and down mechanism

This one handed lipstick has a step lock along with a slide-up mechanism.

Customers can lock in every step of their slide-up and- down with one hand.

Moreover, they can pull out the sleeve with a slide down to change the new one

(refillable sleeve) and also can keep the lipstick case as a reusable one. This

mechanism is illustrated in Figure 4.9.

Figure 4.9 Slide-up and down mechanism

Twist off the sleeve of lipstick

Customers can twist off the part of the lipstick‟s sleeve to help applying more

lipstick content that were stuck inside by using the twist-off technique like the

cap of water. The function is shown in Figure 4.10

Figure 4.10 Twist off the sleeve

61


This one hand lipstick design come with the assembled of various parameters

derived from QFD to match the customer‟s needs. The prototype was generated using

the 3D Printer as shown in Figure 4.11.

Figure 4.11 New design prototype of environmental-friendly one-hand lipstick

packaging

Prototype of One-hand lipstick packaging

There are two pieces of component

(Outer case and sleeve)

Outer case

Sleeve

62

The round-shape body is smooth for holding in the palm of hand. The opening

mechanism using flipping at the top-cap made it easy to be opened by one-hand. The

slide- up button is convenient to push up with several steps of locking making it suitable

and perfect usage at all ongoing day; especially, for traveler, women on the go,

teenager, and elder. In addition, for those people who are seeking for environmental

friendly lipsticks, it will be satisfied with this attractive design case. The detached ring

at the sleeve that can be twisted and pulled off easily, will minimize the waste of

lipstick content of about 30%. This packaging is also designed to reuse by freezing the

lipstick content before replacing. As a result from the survey, some of the women will

reuse the cases or keep them for collection after ultimate usage. This survey also

showed that they intended to buy this innovation as well.

We finally hope that this adorable packaging can inspire the marketing experts to

encourage potential customers to pay more attention on buying this one-hand and

environmental friendly lipstick instead of considering only the formulation.

63

CHAPTER 5

CONCLUSIONS AND RECOMMENDATIONS

5.1 Conclusions

This research principally aims to initiate a new design of one-handed lipstick

packaging. It firstly starts with questionnaire design and distribution, collection and data

analysis. A focus group of 5-knowledgeable people was organized to help discussing

and listing the quality dimension of one-handed lipstick packaging. The result of 6

dimensions was achieved and used as basis for laying out the survey questionnaire

focusing on positive/negative critical incidents. The 12-question was distributed with 33

respondents and analyzed as shown in Appendix A1-1 and Appendix A1-2,

respectively. The results were calculated and used for eliminating the non-relevant

questions. The remaining questions were further used as a basis for designing the

satisfaction survey questionnaire of about 20 questions (Appendix B1-1). The results

from the satisfaction survey and analysis with 94 respondents (Appendix B2-2) can

identify the actual customer needs and the resulted requirements were transformed into

engineering characteristics. Then, the results are analyzed by QFD method and the

possible ways of packaging are designed which minimize the non-used content of the

lipstick compartment to save world ecology. After that, the new lipstick compartments

design compared with several available options by calculating the scores according to

the required criteria. Then, choose the best solution for one-handed lipstick packaging

with environmental-friendly one. The details can be given visually through sketches

using Solid Work Program and create a prototype of the designed one-handed lipstick

packaging using 3-D Printer. The results of this study, including the use of a quick,

effective, customer‟s need, quality function deployment (QECN-QFD) developed by

Thanyatorn F, and et.al (2017) with 12-step approach, can be summarized and

concluded as followed:

5.1.1 A quick and effective customer‟s need QFD, namely; QECN-QFD supporting tool

(1) Analysis of the methods used in the case study I and II were illustrated and

compared in terms of methodology, supporting methods, and processes (Table 4) to

search for the suitable designated questionnaire methodology and better outcomes of

Quality Function Deployment (QFD).

(2) To help tackle these shortcomings, it is then important to have the customer‟s

needs involvement as much as we can by using the methodologies of the case study II

(Hybrid QFD) and those of the case study I (Telrad‟s questionnaire methodology: The

elimination and addition procedure) for the steps 1-3 (ie. required issues and survey

questionnaire/satisfactions) and step 4-12 (data analysis) as shown in the Figure 2

mentioned earlier, respectively.

(3) It is therefore appropriate to propose the new QFD supporting tool and

methodology, known as “A Quick-Easy-Customer‟s Needs Quality Function

Deployment (QECN-QFD) for A New Product Development” such as a one-handed

lipstick. The final QFD construction after eliminating the questions according to the

procedure, there are 15 questions left and 7 engineering objectives, which could be

further used as the important inputs for the QFD Process for the best possible solution

for one-hand lipstick.

64

5.1.2 Quality Function Deployment

(1) Customer needs and importance: After getting the Voice of Customer based

on the survey, needs of the customer are listed and summarized. From the survey

provided (see Appendix B), the preference of the customers ranges from 1 to 5 which

indicate the least attractive features to the best attractive ones only the score from 3 and

above will be taken into consideration and used for Quality Function Deployment

(QFD). For giving the importance of the issues, the scale ranging from 5 to 9 are used.

The higher the value is, the higher its importance will be. After conducting the voice of

customers (VOCs) and interpreting them as the customers‟ needs and gave the priority

by using the scale ranging from 1 to 10, where 1 represents the least important of

customers‟ needs and 10 represents the most important, to each customers‟ needs.

(2) Production Specification and Relationship Matrix: The produced

specifications are identified according to each customer‟s need. Specifications are given

the units and attribute of each specification by using setting criteria, resulting in the

final specifications and relationship Matrix which represents the relation between each

customer‟s need and each specification. The criteria score and the relationship matrix

were initiated.

(3) Competitive and Technical Assessment: A survey of the conventional product

in the market and evaluate the strength and weakness are needed. The assessment uses

the scale ranging from 0 to 9 which represents the lowest and the highest level of

serving, respectively. Calculating the improvement ratio can be done by using today‟s

value divided by future‟s value and then assigning the sale impact and finally

calculating the score by using the importance multiply with improvement value and the

sale impact. These scores are finally made and used to prioritize/rank the needs of

customers. The technical assessment compares the existing specifications in the market

and aims to identify the target of our product. The highest rank specifications should be

strongly related to the customer‟s needs and represent the important features of the

product.

(4) Correlation Matrix: The correlation matrix presents the relation among each

specification (Dimension of lipstick, Weight of lipstick, Time to complete applying,

Time to open lid or twist up, Life time, Resistance to the environment, and resistance to

scratches). The criteria and the correlation matrix were established. The purpose of

correlation matrix is to trade-off about concentration of each specification.

(5) Concept Generation/Selection/Scoring: A product concept is an approximate

description of the technology principle and form of the product. It will express as a

sketch or as a rough three dimension model and is often accompanied by a brief textual

description. Concept generation process begins with the customer needs and target

specification: Identify problem from QFD; Find the solution of each sub-problem; and

Select the solutions and create designs. Through the concept generation based on each

solution on customer needs was initiated. The next process is the concept selection. It is

the process that can be used to select the most suitable design according to the

evaluation criteria. Followed by the Concept Scoring, this method is weighted ranking

of measurement criteria and used when only a few alternatives are being considered. As

the first step, each criterion were rated basing on its importance. Next they were all

65

converted to the percentages. The weight scores were calculated by multiplying the raw

scores by the criteria weights. The total score for each design is the sum of the weight

scores.

5.1.3 New design of one-handed lipstick packaging

(1) Conceptual and detailed Design Using Solid Work Program: the results from

the survey can identify the actual customer needs and the resulted requirements were

transformed into engineering characteristics. Then, the results are analyzed by QFD

method and the possible ways of packaging are designed which minimize the non-used

content of the lipstick compartment to save world ecology. New lipstick compartments

design compared with several available options were established by calculating the

scores according to the required criteria. Then, choose the best solution for one-handed

lipstick packaging with environmental-friendly one. The details can be given visually

through sketches using Solid Work Program and create a prototype of the designed one-

handed lipstick packaging using 3-D Printer.

(2) Production Creation using 3-D Printer: The round-shape body is smooth for

holding in the palm of hand. The opening mechanism using flipping at the top-cap made

it easy to be opened by one-hand. The slide- up button is convenient to push up with

several steps of locking making it suitable and perfect usage at all ongoing day;

especially, for traveler, women on the go, teenager, and elder. The detached ring at the

sleeve that can be twisted and pulled off easily, will minimize the waste of lipstick

content of about 30%. This packaging is also designed to reuse by freezing the lipstick

content before replacing.

5.2 Recommendations

5.2.1 Considering in terms of easy-to-use (not sophisticated), convenience, time

limitation, and full-scale of customer‟s needs participation via on-line word survey

questionnaire, we therefore propose the new QFD supporting tool and methodology,

known as “A Quick-Easy-Customer‟s Needs Quality Function Deployment (QECN-

QFD) for A New Product Development: one-hand lipstick.”. It can be applied to design

other new cosmetic products such as 3-in-1 shower gel, facial wash with shaving foam

or hybrid products for the face that incorporate elements of make-up, skincare and sun

protection.

5.2.2 Further study on The „6 Ps of Marketing' for one-hand environmental-friendly

lipstick, covering product, price, place (distribution), and promotion (e.g. advertising),

people, and performance should be carried out..

5.2.3 Some certain points of the prototype relating to one-hand environmental-friendly

lipstick packaging needed to be addressed as followed: (1) Different types of plastic

used in the prototype creation should be further experimented; (2) Different types of

lipstick content should also be investigated in terms of effectiveness, durability, and

suitability for re-using of the one-hand environmental-friendly lipstick package.

66

REFERENCES

Akao Y . (1990), Quality function deployment: integrating customer requirements into

product design, Cambridge, Mass.: Productivity Press.

Bouchereau V . & Rowlands H. (2000), “Methods and techniques to help quality

function deployment (QFD)”, Benchmarking: An International Journal, vol.7, No.1,

pp.8-19.

Business Thai. (2008). The cosmetic market in Thailand. Retrieved from Kasikorn

research center: http://www.kasikornresearch.com/portal/site/Kresearch

Chuang P.T. (2001), “Combining the Analytic Hierarchy Process and Quality Function

Deployment for a Location Decision for a Requirement perspective”, Int. J. Adv.

Manuf. Technol., vol.18, pp.842-849

Curtis C.C. and Ellis L.W., (Sept/Oct, 1998), “Satisfy customers while speeding R&D

and Did you know these lipsitck facts? (2016). Retrieved September 24, 2016, from

lipsource.com: http://lipsource.com/lipstick-facts

Dimancescu S. and Dwenger K. (1996), “World-Class New Product Development:

Benchmarking best practices of agile manufacturers”, American Management

Association (AMACOM) 1996

European journal of operational research: Volume 143, issue 3, 16 DEC 2002Quality

Function Deployment: A literature Review by Loi-Kaw Chan, Ming-Lu Wai

Department of management sciences, City university of Hong Kong, 83 Tat Chee

Avenue, Kowloon, Hong Kong

Glushkovsky, E. A., Florescu, R. A., Hershkovits, A., & Sipper, D. (1995). Avoid a

Flop:Use QFD With Questionnaires. Israeli electronics company.

Haque B.U., Belecheanu R.A., & Barson R.J., et al. (2000), “Towards the Application

of Case Based Reasoning to Decision-Marking in Concurrent Product Development

(Concurrent Engineering)”, Knowledge-Based System, vol.13, pp.101-112.

Hill, A., 1994. Quality function deployment. In: Lock, D. (Ed.), Gower Handbook of

Quality

Management, second ed. Gover, Brook- field, VT, pp. 364–386 (Chapter 21).

Kim, T., & Kim, T. (2012). Oned-hand lipstick container. Retrieved October 9, 2016,

from https://www.google.ch/patents/US20110070012

Kim K.J., Moskowitz H., & Dhingra A., et al. (2000), “Fuzzy Multicriteria Models for

Quality Function Deployment”, European Journal of Operational Reasoning, vol.121,

pp.504-art993), Case-Based Reasoning, Morgan Kaufmann publishers, Inc.

Lida, I., & Fragrance, J. (1992). Recent trend of development of lipsticks viewed from

the point of touch and make-up effect. 20, 22-28.

67

Lipstick's Raw material & its Characteristics. (2012, September). Retrieved September

24, 2016, from http://cosmetology-study.blogspot.com/2012/09/lipsticks-raw-materials-

its.html

Parasuraman, A. Marketing Research - 2nd Editions. Addison-Wesley Publishing

Company, Inc., 1991.

Sullivan LP (1986b) Quality function deployment. Quality Prog 19(6):39-50

Fongsatitkul, T. (2017). Special study on Quality Function Deployment (QFD)

questionnaire design: Literature review. Bangkok

What and how about Quality Function deployment (QFD) (Vols. 46-47). (1996). The

Netherlands, MB Eindhoven, The Netherlands: International Journal of production

economics.

Y.C. Tsai, K.S. Chin, J.B. Yang, (2002) "A Hybrid QFD Framework for New

Product Development", Asian Journal on Quality, Vol. 3 Issue: 2, pp.138-158

http://www.emeraldinsight.com/author/Tsai%2C+YC

http://www.emeraldinsight.com/author/Tsai%2C+YC

http://www.emeraldinsight.com/author/Chin%2C+KS

http://www.emeraldinsight.com/author/Yang%2C+JB

68

APPENDICES QUESTIONAIR

“A study on new design of sustainable lipstick packaging”

Introduction: I am a student of Asian Institute of Technology (AIT), Bangkok. I am

doing a master degree in Industrial Engineering research project on new design of

lipstick primary package. Your contribution is really appreciated. I hereby assure you

that all the information will be used for academic purpose only and will be kept

confidentially. Thank you for you very much.

Appendix A

AppendixA1-1

Part 1: Demographic data

1. Gender □ Male □ Female

2. Age (years): □16-19 □20-29 □30-39 □40-49 □50-59 □Above 60

3. Educational qualification:

□ High school □ Undergraduate □ Graduate □ Post graduate

□ Professional

4. Occupation

□ Student □ Private sector □ Government /State enterprise sectors

□ Business owner □ Housewife □ Others

5. Monthly income (Baht)

□ 6,000-15,000 □ 35,001-55,000 □ 75,001-95,000

□ 15,001-35,000 □ 55,001-75,000 □ >95,000

Part 2: Consumption habits

6. Please list out the examples of positive performance of one-handed lipstick.

7. Please list out the examples of positive features of one-handed lipstick.

8. Please list out the examples of positive conformance of one-handed lipstick

9. Please list out the examples of positive reliability of one-handed lipstick

10. Please list out the examples of positive aesthetics of one-handed lipstick

11. Please list out the examples of positive received quality of one-handed lipstick

12. Another requirement about the product?

69

AppendixA1-2

Summary of Respondents from Survey (survey 1)


Nationality Age (years)

Educational qualification Occupation

Monthly income (Baht)


6. Please list out the examples of POSITIVE PERFORMANCE of one-handed lipstick?

Doesn't roll

70

Doesn't roll

Easy to use

Reusable lipstick's case

No need to roll lipstick

Case of lipstick can be recycled

Not roll

Reusable lipsticks

Environmental friendliness

Easy to hold

Package

Good mechanism

Able to convenience use (easy use) with only one hand

The cover will not lose.

Don't problem about cover case fall in down and broken.

Refill case

Reusable lipstick case

Brand new case

The case itself should be small and easy to use by one hand

Easy to use

Case protection from dirty or safety to use

Easy to hold that the case not easy to slip to fall down

Ease to hold

Reusable case or refill

Refill, long life case

Not dirty case to use and can refill

Not easy to slip and ease to hold

Refill or reuse case are better

Not difficult to hold

Safety to use

Easy to hold

7. Please list out the examples of POSITIVE FEATURES of one-handed lipstick?

Lock method

Lock method

Lock method

Lock method

Opening method

Opening method

Opening method

Opening method

Opening method

Ease to open

Ease to open

Opening lipstick by using only one hand

The cover of lipstick case should strong when it is fallen on the floor.

Has a mirror

Opening method

Easy to use (do not worry about losing lipstick case)

Slide up and down

Doesn't roll lipstick case just push up to open

It looks like a pen.

Easy to use and spent a short time for open.

Good opening method

71

Easy use

Look modern

Bottom pushing

Light weight, suitable size or portable

Suitable case, light weight

New method to open that easy to open

Portable, light weight

Good mechanism

Light weight to carry

Light weight

8. Please list out the examples of POSITIVE CONFORMANCE of one-handed

lipstick? (For example, meet specifications or industry standards.)

Workmanship

Workmanship

Meeting specifications or industry standards

Follow specified standard

Materials meet industry standards

Meeting industry standards

Meeting specifications

Industry standard and the source of ingredients are reliable

High quality

Industry standards

Industry standards

Safety to use

Easy to open by only one hand just push up then the lipstick will pop-up ready to use

It should be the standard size.

New design of one-handed lipstick has product safety more than old design. It can protect

partial into the inner case old model.

No need

Follow the industry standards

Follow the standard

Hygiene and safety

Conformance depends on durability of button. No need to produce cap

Should be good for environment

Follow standard

Material meeting the standard

Safety to use

Friendly environment

Meet specification standard

Environment

Material is safe

Follow industry standard

Environment friendly

Meet standard

9. Please list out the examples of POSITIVE RELIABILITY of one-handed lipstick?

(Consistency of performance over time, average time for the unit to fail)

Consistency of performance over time

Consistency of performance over time

Be durable

Be durable

Durable

72

Durable

Have a certification

Long-life usage

All day hydration with a smooth luxurious finish and full coverage

Don't stimulate my allergy

QC and quality check

Safety, certified by FDA

Feature look interesting, hardly to found on mess market currently.

I have no idea because i never use this kind of lipstick.

The package same to durable

6 months

The lipstick case should be more durable

Can be used along its product

Strong case, not easily crack

Use by only one hand so low possibility to drop while using

Long life case, strong case or durable case

Received certificated or ISO

Have some guarantee from organization

Durable case

Strong and durable case

Guarantee from ISO

Have certificate

Long life case, strong case

Durable to long life case

Durable

Have guarantee from ISO or organization

10. Please list out the examples of POSITIVE AESTHETICS of one-handed lipstick?

Modern

Modern

Modern

Modern

Modern

Modern

Beautiful

Beautiful

Beautiful and modern

More color

The details of product are more modern and special than other normal lipsticks

Beautiful and can be used to make up in various styles

Multi-color

Luxurious design

Appearance of packaging

Unique and attractive

Light wt.

Usable feature able for adjust with any situation

It is cool.

Creative ideas and new surprise, it can make customers fun .

Modern lipstick case

Modern

Look modern.

Luxury design

Varieties of colors case, beautiful case

73

Modern case or adding something to make more attractive such as mirror

Attractive design, modern

New design

Multi-color of case

Case not dirty or scratch, beautiful case

Multi-color

11. Please list out the examples of POSITIVE PERCEIVED QUALITY of one-handed

lipstick? (The quality attributed to a good or service based on indirect measures)

Price

Price

Price

Price

Price

The price isn't different from other lipsticks but providing more quality materials and easy to use

Price should be fitted with the quality of lipstick

Price and high quality

Brand nameluxury brand with low price

Price match with quality

Brand

Lead the market due to it could be the first lipstick that people never found before become a

trendy, easy to use and carry.

The cover that fit with the body with easy hand move

It makes from high quality material

Convenient

Reasonable with the price

Packaging

Question and example not clear

Good quality of lipstick.

Short time to open or use

Good case, ease to use

More convenient

Easy to use

Short time to open

More convenient case to use and open

Good case

Ease to use it

High quality Easy to use

Reasonable quality, good case and convenient to apply

12. Another requirements about the product?

N/A (Not available)

N/A

N/A

N/A

N/A

N/A

N/A

N/A

Easy to use

Easy to use

Reasonable price

Reasonable price

74

This is a good product however, the function isn't quite interesting compared with other lipsticks.

I think it could be possible to create multi-colored in one stick.

Should have various colors of lipstick and ingredients should not harm to user (human health)

No have

Have more pigments and color. It should consider the lip care.

Easy to use in one hand

Easy to use and light weight, color of case/design

Added more design to be fit with every age range.

The re-use of handles are good for world and users but the handles should not be the source of

bacteria or dirtiness.

I would like to more color of case and you should make color of case same each the lipstick

color because it easy to choose

Soft weigh, easy to keep in handbag

Need convenient and easy to use

Price, durable,

Making decision to purchase lipstick does not depend on function of the case but on the quality

of lipstick

Easy to apply

Convenience

Take time not too much to use

Easy

Portable lipstick

More convenient

Appendix B

AppendixB1-1


1. Gender □ Male □ Female

2. Age (years): □16-19 □20-29 □30-39 □40-49 □50-59 □Above 60

3. Educational qualification:

□ High school □ Undergraduate □ Graduate □ Post graduate

□ Professional

4. Occupation

□ Student □ Private sector □ Government /State enterprise sectors

□ Business owner □ Housewife □ Others

5. Monthly income (Baht)

□ 6,000-15,000 □ 35,001-55,000 □ 75,001-95,000

□ 15,001-35,000 □ 55,001-75,000 □ >95,000


(Worst ) □ 1 □ 2 □ 3 □ 4 □ 5 (Best)

6. Please give the satisfaction score if the one-handed lipstick has "Reusable lipstick's

case"

75

7. Please give the satisfaction score if the one-handed lipstick has a function of "Easy to

hold"

8. Please give the satisfaction score if the one-handed lipstick has "Refillable lipstick's

case"

9. Please give the satisfaction score if the one-handed lipstick has a function of "Safety

to use (Good protection/doesn't smear)"

10. Please give the satisfaction score if the one-handed lipstick has "easy opening

method"

11. Please give the satisfaction score if the one-handed lipstick has "Reduce waste

lipstick"

12. Please give the satisfaction score if the one-handed lipstick has "Light weight"

function.

13. Please give the satisfaction score if the one-handed lipstick has a function of

"Portable" function.

14. Please give the satisfaction score if one-handed lipstick "following industry

standards and specifications"

15. Please give the satisfaction score if one-handed lipstick is "environmental-friendly"

16. Please give the satisfaction score if one-handed lipstick has "Durable"

17. Please give the satisfaction score if one-handed lipstick has "Modern and beautiful

lipstick's case"

18. Please give the satisfaction score if one-handed lipstick is "easy to use"

19. Please give the satisfaction score if one-handed lipstick has "compact size"

20. Please give the satisfaction score if one-handed lipstick has "compact shape"

21. Please give the satisfaction score if the one-handed lipstick using "Twist up to open"

22. Please give the satisfaction score if the one-handed lipstick using "Sliding up to

open"

23. Please give the satisfaction score if the one-handed lipstick using "Flip-open cap to

open"

24. Please give the satisfaction score if the one-handed lipstick using “Square shape”

25. Please give the satisfaction score if the one-handed lipstick using “Round shape”

26. Please give the satisfaction score if the one-handed lipstick using “Oval shape”

27. If one-hand lipstick is available in the market, you intend to buy this innovation

lipstick or not. Why?

76

AppendixB1-2

Summary of Respondents from Survey (survey 2)

Part 1: Demographic data Nationality Age (years)

Educational qualification Occupation

Monthly income (Baht)

77


6. Please give the satisfaction score if the one-handed lipstick has "Reusable lipstick's

case"

7. Please give the satisfaction score if the one-handed lipstick has a function of "Easy to

hold"

8. Please give the satisfaction score if the one-handed lipstick has "Refillable lipstick's

case"

78

9. Please give the satisfaction score if the one-handed lipstick has a function of "Safety

to use (Good protection/doesn't smear)"

10. Please give the satisfaction score if the one-handed lipstick has "easy opening

method"

11. Please give the satisfaction score if the one-handed lipstick has "Reduce lipstick

waste"

79

12. Please give the satisfaction score if the one-handed lipstick has "Light weight"

function.

13. Please give the satisfaction score if the one-handed lipstick has a function of

"Portable" function.

14. Please give the satisfaction score if one-handed lipstick "following industry

standards and specifications"

80

15. Please give the satisfaction score if one-handed lipstick is "environmental-friendly"

16. Please give the satisfaction score if one-handed lipstick has "Durable"

17. Please give the satisfaction score if one-handed lipstick has "Modern and beautiful

lipstick's case"

81

18. Please give the satisfaction score if one-handed lipstick is "easy to use"

19. Please give the satisfaction score if one-handed lipstick has "compact size"

20. Please give the satisfaction score if one-handed lipstick has "compact shape"

82

21. Please give the satisfaction score if the one-handed lipstick using "Twist up to open"

22. Please give the satisfaction score if the one-handed lipstick using "Sliding up to

open"

23. Please give the satisfaction score if the one-handed lipstick using "Flip-open cap to

open"

83

24. Please give the satisfaction score if the one-handed lipstick using “Square shape”

25. Please give the satisfaction score if the one-handed lipstick using “Round shape”

26. Please give the satisfaction score if the one-handed lipstick using “Oval shape”

84

27. If one-hand lipstick is available in the market, you intend to buy this innovation

lipstick or not. Why?

Its comfortable can use it every time

Just to test out the new innovation

Looks cool and good for the earth environment

This design is perfect for me.

It is interesting

Since it is the new innovation, I would like to see if it is more convenient to use as well as its

interesting design.

Because of the functions that are good for people especially working-aged who have limited

time to use cosmetics while they are going to their workplace.

I though one hand lipsticks have already had in the market.

When I make up, I have to give a time with my makeup. So if lipstick can be used in one hand

this innovation is unnecessary for me.

I will buy it because It's a durables goods and easy to use.

I love lipstick

Normally i buy the lipstick depends on quality and color the packaging doesn’t matter for me

Easy to use

Coz it's light weight and beautiful case

It can help to save environment and also save money

I will buy it if reasonable cost and engaging colour

Maybe

Easy to open (do not roll)

Because it is environmental friendly package and meet the industrial standard. In addition, it is

easy to use because of modern design.

Just want to try for new experience, if it's okay i think i will re-purchase or change all my new

lipstick to the package like this

Environmental friendly and clean, Reusable case, I will definitely use it if i don't need to consider

the brand quality of the lipstick.

I want to try something new innovation with environmentally-friendly :)

Maybe, depends on color, materials, is it sheer or matt or shimmer, etc.

Interest to use the new one

To try new features

It will be handy and easier for us to use

Depend on brand, material and color

Why don't i try something new?, but it's depends on the quality of product and color of lipstick

matched with my favor :)

Looks interesting

I never use it.

Convenient

A New Design of One-Handed Lipstick Packaging

Documents

Transcript of A New Design of One-Handed Lipstick Packaging