1.
Life Cycle Thinking & Circular
Economy: A Case Study
Circular Revolution for the cosmetics display industry
Francesco Fullone
darumahq.com

2.
Francesco Fullone
Business & Sustainability Designer
Consulente strategico
Digital Transformation Manager
Manager dell’Innovazione
https://linkedin.com/in/fullo

3.
Setting the stage: Sustainability

4.
OMG! 😱

5.
Sustainability definition
Sustainability is based on a simple principle: Everything
that we need for our survival and well-being depends,
either directly or indirectly, on our natural environment.
Sustainability is the capacity to endure. meet[ing] the needs
of the present generation without compromising the ability
of future generations to meet their needs”
(UN, WCED, 1987: 43)(

6.
Triple bottom line
https://johnelkington.com/archive/TBL-elkington-chapter.pdf
environment
economic
social
equit
able
viable
bearable
sustainability
Corporate Social
Performance
Corporate Social
Responsibility
}

7.
TOP of the PoP
Circular Revolution for the cosmetics display industry

8.
of total GHG emissions of
the cosmetic industry
come from the
PoP/Display production
53kT in Italy - Quantis - Make Up The Future - 2020
20%

9.
A Sustainable Business
transformation can’t be
achieved alone, you have to
work with other companies,
iterating on multiple loops.
BBS Master In Sustainability & Innovation
1. Eco Design & LCA
Using recycled plastics and
with lesser eCO2 per produced
unit. We designed these PoPs
using Design for Disassembly
principles.
5. Recycle & Reuse waste
We collect used PoP and
Brands’ good to recycle and
reuse the plastics in
production
2. Business
Redesign
We rent the good to
the brand in order to
get it back in EOL to
dismantle it and
reuse the material
4. Waste management
& Reduction
We help brands to
redesign their
products’ packaging in
order to collect
disposed/used goods
and extending the life
of thermoplastics
linking disposed packs
with long life durable
PoP by means of
downcycling
3. Digital & Social Innovation
The PoP will add digital services
to increase final customer
interactions and to give
marketing insight to brands and
give to PoP more durability on the
place of sale.
Circular &
Servitized
Business
Model

10.
Step 1.
Eco Design

11.
Eco Design: Life Cycle Design
Why focusing on product design is important?

12.
Eco Design: Life Cycle Thinking
Life Cycle Thinking (LCT) is about going beyond the traditional focus on production site and
manufacturing processes to include environmental, social and economic impacts of a product
over its entire life cycle.
https://www.lifecycleinitiative.org
https://www.sciencedirect.com/topics/earth-and-planetary-sciences/life-cycle-assessment

13.
Eco Design: Life Cycle Assessment
Life cycle assessment is a
cradle-to-grave or cradle-to-cradle
analysis technique to assess
environmental impacts associated
with all the stages of a product's
life, which is from raw material
extraction through materials
processing, manufacture,
distribution, and use.
From: Environmental Management, 2017

14.
Step 1.
Eco Design
Our product design principles
We analyzed the state-of-the-art in the
PoP/display production and we design our
own framework:
- Material’s 3R: Reuse, Reduce and
Recycle
- Product’s 3S: Standardize, Semplify,
Smart
- Top of the POP: Personalized,
Omnichannel, People Engagement
Material’s
3R
3
Product’s
3S
2
Top of the
POP
1

15.
Step 1. Old “Durable” PoP Market
How it is made
● 5-8 materials
● Glues
● Not recycled/recyclable materials
● Each Brands have different
production procedures
● Disposable and not reusable
● > 150Kg Co2
Industry’s data
1. Durable PoP Italia
○ Ca 250 Mio € / Year
○ 3,5 Mio Pcs/Year
○ 53 KTons of waste
(8,1 Ktons only from Pharmacy channel)
2. Pack Visage – Eyes – Lips
○ C.a. 650 Kg / Year of waste
How it is made
- 1-2 materials
- No Glues
- 100%
Recycled/Recycla
ble materials
- Reusable
- Recycle plastic
from disposed
goods
- Modular and
disassemblable
- < 90Kg Co2

16.
Step 2.
Business Model
Design
Innovations brings performance

17.
ISO 56002’s innovation processes + Adam’s model for innovation
ADAMS 1
ADAMS 2
ADAMS 3

18.
Step 2.
Servitization
A new Business Model needs a good plan
To change the business model of PoPs/Displays
we had to work on different scenarios to avoid
bureaucratic deadlocks.
Renting the good helped us to get back disposed
PoP to enable a circular economy approach.
We had to reshape Business Plan in order to
analyze the business feasibility of our project.
F
i
n
a
n
c
i
a
l
C
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n
v
e
n
i
e
n
c
e
Business
Relevance
U
r
g
e
n
c
y

19.
Step 3.
Digital and
Social
Innovation
Services
Moving faster, moving together
Creating digital services on top of the PoP
was enough to share products information,
but it enables little to nothing to create a
better environment, thus the choice to use
the monitors and tablet mounted to teach
Brand’s customer about sustainable actions
they can do (ie. recycling in the PoP the
exhausted goods) in exchange for a small
discount.
Digital PoP will also enable Brand’s
marketing office to analyze customers
behaviour in order to pursue a best selling
and communication approach.

20.
Step 4.
Waste
Management &
Reduction
Circular Economy2
In this step we studied a way to manage
Brand’s waste in order to include them in
our circularity.
By doing that we helped the Brand to
redesign the primary packaging using our
own design principles.
To retrieve the exhausted goods we started
a partnership with HERA and calculate the
economic impact of the reverse logistics
for the Brand.

21.
Responsible Consumption
A circular economy describes an economic system that is based on business
models which replace the end of life concept with reducing, alternatively reusing,
recycling, and recovering materials in production/distribution and consumption
processes thus operating at the micro-level ( companies, consumers meso level
(eco-industrial parks) and macro-level ( region, national and beyond), with the aim
to accomplish sustainable development, which implies creating environmental
quality, economic prosperity and social equity to the benefit of current and future
generations.
(Kirchherr et al., 2017).
A circular economy is one that is regenerative by design and aims to keep
products, components, and materials at their highest utility and value at all
times, distinguishing between technical and biological Cycles.
This new economic model seeks to ultimately decouple global economic
development from finite resource consumption.
(Ellen MacArthur Foundation (EMF) 2015
https://www.ellenmacarthurfoundation.org/explore/circular-design

22.
Step 5.
Recycle and
Reuse
Your waste, my treasure!
We create a partnership with Aliplast and
HERA to recycle the plastic to be used in
the production of the PoPs/Displays.
We also analyzed the LCA of the production
to decide the best combination of plastics
in the PoPs.
We partnered with a no-profit to
disassembly the PoPs.

23.
From a single loop...
From «Taking, Making and Disposing» To «Regenerating, Lasting, Sharing» Cooper (1999)

24.
Cradle to Cradle, 2002
Michael Braungart William McDonough

25.
… to a multiple loop
https://www.youtube.com/watch?v=aVb4hvA3jY4

26.
Think globally,
act locally

27.
TOP of the PoP
as a lean framework
We developed our idea with a
single case use in mind, but
we noticed it can be easily
adapted as a framework, or a
business model, to cope the
needs of different industries.
Life Cycle Thinking
of products
Business Model Design
for Sustainability
Circular Economy as
Open Innovation process
Social
Innovation
triggers

28.
How can I start a
sustainable
transition?
1. Understand the knowledge about Sustainability in
your company (for the whole triple bottom line)
2. Do a LCA for Cradle to Gate, Grave or Cradle
3. Identify the Co2 hotspots
4. Define actionable KPIs and identify the SDGs (and
action points) you want to work with
5. Start a (Eco) Design Thinking Process to innovate
6. Iterate! (Plan Do Check Act)
https://www.ellenmacarthurfoundation.org/explore/circular-design

29.
Francesco Fullone
Business & Sustainability Designer
Strategic Consultant
http://linkedin.com/in/fullo

30.
Documents
https://www.today.it/partner/adnkronos/green/l_espositore-cosmetico-e-bello-e-sostenibile.html
https://www.gruppohera.it/gruppo/com_media/comunicati_stampa/-hera_spa/pagina830.html
https://www.adnkronos.com/sostenibilita/world-in-progress/2020/11/05/dalle-materie-prime-pa
ckaging-sfide-della-cosmetica_Ja55S6DF5gRD4vs5CGkICP.html
Rougj press coverage: https://1drv.ms/b/s!AvXq-OLGccUBwOEMEqaodfpUSEERHg?e=ox81n0
https://www.adnkronos.com/sostenibi
lita/world-in-progress/2020/11/05/dall
e-materie-prime-packaging-sfide-della-
cosmetica_Ja55S6DF5gRD4vs5CGkIC
P.html