a new design of one-handed lipstick packaging
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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
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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.
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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
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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
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2.4 A quick-easy-customer‟s needs quality function
deployment (QECN-QFD) for a new product
development: one-hand lipstick
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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
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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 Quality function deployment (QFD)
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
4.3 New design of one-handed lipstick packaging
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TABLE OF CONTENTS
CHAPTER TITLE PAGE
5 CONCLUSIONS AND RECOMMENDATIONS 63
5.1 Conclusions
5.2 Recommendations
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REFERENCES 66
APPENDICES 68
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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)
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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
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LIST OF TABLES
TABLE TITLE PAGE
Table 2.1 Definition and advantages/disadvantages of
supporting methodology for QFD
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Table 2.2 Comparison of both case studies in terms of
processes/steps/stakeholders/remarks
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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
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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
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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
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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.
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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.
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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
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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).
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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.
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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
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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.
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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).
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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.
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Table 2.1 Definition and advantages/disadvantages of
supporting methodology for QFD
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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 Quality function deployment (QFD)
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.
3.4 New design of one-handed lipstick packaging
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
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
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/doesn‟t
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
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
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).
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
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/doesn‟t
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
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
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)
Engineering Objectives
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 Quality function deployment (QFD)
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
44
Design1: The solution for design 1
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
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
Design2: The solution for design 2
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
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
cap lid makes it easy to flip up by one hand.
1 2 3 4
5
6
7
8 9
46
Design3: The solution for design 3
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
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
Design4: The solution for design 4
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
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
mechanism. Reducing lipstick waste can be done
through detaching or twist and pull off the sleeve
plastic ring. The cap lid makes it easy to flip up by one
hand.
48
Design5: The solution for design 5
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
1 2 3 4
5
6
7
8 9
Design 5: This case is assembled with the option
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
cap lid makes it easy to flip up by one hand.
49
Design6: The solution for design 6
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
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
mechanism. Reducing lipstick waste can be done
through detaching or twisting and pull off the sleeve
plastic ring. The cap lid makes it easy to flip up by one
hand.
50
Design7: The solution for design 7
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
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
Design8: The solution for design 8
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
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
Design9: The solution for design 9
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
1 2 3 4
5
6
7
8 9
Design 9: This case is assembled with the option
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
cap lid makes it easy to flip up by one hand.
53
Design10: The solution for design 10
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
1 2 3 4
5
6
7
8 9
Design 10: This case is assembled with the option
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
Design11: The solution for design 11
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
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
Design12: The solution for design 12
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
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
4.3 New design of one-handed lipstick packaging
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
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Chuang P.T. (2001), “Combining the Analytic Hierarchy Process and Quality Function
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and Did you know these lipsitck facts? (2016). Retrieved September 24, 2016, from
lipsource.com: http://lipsource.com/lipstick-facts
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Avenue, Kowloon, Hong Kong
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Flop:Use QFD With Questionnaires. Israeli electronics company.
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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
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Lipstick's Raw material & its Characteristics. (2012, September). Retrieved September
24, 2016, from http://cosmetology-study.blogspot.com/2012/09/lipsticks-raw-materials-
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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)
Part 1: Demographic data
Nationality Age (years)
Educational qualification Occupation
Monthly income (Baht)
Part 2: Consumption habits
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
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
(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
Part 2: Consumption habits
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
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