Yiwen Qu

Following L’Oréal Group’s sustainability commitment,

the To-Morrow plan collaborates with L’Oréal China to propose an end to end sustainable beauty consumption experience for L’Oréal’s customers in China, and eventually aims to empower a positive circle of sustainable beauty in Chinese market.

Hi, I'm Yiwen Qu, a service and industrial designer.

As a designer originated from Shanghai, China, I am professionally educated and trained across the globe. After gaining a Bachelor's of Fine Arts degree in Industrial Design at Rochester Institute of Technology in U.S, I am currently pursuing a Master of Arts degree in Service Design

at Royal College of Art in London, U.K, graduating in July 2021. During the summer of 2020, I interned as a retail designer in L'Oréal China

With an open international perspective, skilful communication abilities, and keen observation of details, I am passionate and confident to be a designer who proposes real innovations and solutions for the users and society.

I design to solve problems, propose fresh inspirations, and make lives better.

The To-Morrow Plan — In this project, we are collaborating with L’Oréal China to raise inspiration on how beauty sustainability can be achieved in China. We believes customers’ improved recognition is the key. By establishing compelling company attitudes, comprehensive incentives, transparent information, and customized guidelines, the To-Morrow plan aims to cultivate customers’ habits on beauty sustainability, and eventually empower a positive circle of sustainable beauty.

Today’s VICIOUS circle of beauty sustainability — From our research, we discover a vicious circle: consumers do not pay attention to sustainability, therefore this factor is less critical. The market then look down the subject, and shrinks the chance for consumers to touch on the topic. at last, sustainability keeps getting ignored. Our progressive research later shows the detailed reasons that lead consumers’ disregards include lack of awareness on the value of contribution, lack of interest, and lack of participation guidance.

The promotion of the To-Morrow Plan — The service starts from a promotion design for establishing compelling company attitudes and outputting incentives from company’s side. First, 25 brands under L’Oréal China will unite for a beauty sustainability revolution. Then, an advertising video is launched to communicate the service spirit: enabling beauty for you and our tomorrow. Lastly, one product from each brand will be upgraded to a new fully- biodegradable packaging, bringing the customer new sustainable experience and knowledge.

The To-Morrow APP — The service also includes an App to implement transparent information and customized guidelines. The AR allows users to scan a product, see its sustainability performance, and add them to product records. In records, products are documented as various using status. customized guidelines are offered based on these status. Users’ contribution brings material and social credits, which can be redeemed for physical products and used for helping commonwealth projects. Feedbacks are provided as spirit incentives.

To-Morrow Vision: the VIRTUOUS circle that we are building — The To-Morrow Plan builds up and cultivate customer’s new demands on sustainable beauty consumption. We aims to empower a virtuous circle of sustainable beauty in China: with more people experiencing the sustainable beauty consumption, their improved recognitions allow them to appreciate this subject. Sustainable beauty then becomes more competitive, and L’Oréal will be more motivated to emphasize on this. More and more customers can be influenced and L’Oréal will earn greater reputation and profits.

The To-Morrow Plan in the real world — The prototypes and validations shows that L'Oréal will benefit from the project. Its social impact and reputation will increase, and the company will become a better co-operator of the government. On the marketing side, the plan will raise the bond of L'Oréal's brands in people’s minds, cultivating their dependency on L’Oréal. This isn’t a profitable plan, but it can keep running under a controlled input.

Please see the full version of the project through the following link: https://

Yiwen Qu

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Royal College of Art