We developed the following core principles to guide our development. Use design to improve the lives of consumers everywhere. Deliver solutions responsibly in a mutually beneficial way for everyone involved and for the planet. Focus on opportunities spaces that are ripe for system thinking and experiential design. Leverage all the tools in our studio's toolbox. And finally, to make sure everyone was engaged and passionate about developing the solution. As we researched opportunity spaces, the health and beauty category quickly came into focus as fertile ground to apply our design principles and create relevant experiences for consumers.