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    Date submitted
  • 14-May-2017

MM Clays


Combining ethically and sustainably sourced clay with locally produced ingredients to create a dry clay mask to revive one’s biggest organ, their skin, of daily toxins.

Additional Questions

Who is your customer?

Target audience: Young adults and older adults who sought after ways to better look after their skin. 18-50 year old women, who seek natural ways to rejuvenate skin and exfoliate make-ups and toxins that embed themselves in the skin. Many within this target audience are engaged and more aware with raw and veganism, healthy and organic eating and well being trends. There has been a real push for awareness in recent years surrounding what we put in and on our bodies as needing to be more organic and raw, however the beauty industry seem to be a few steps behind. With the opportunity to have multiple clays all with various benefits to the skin, we will be able to market different types of clays to various skin types ie oily vs sensitive. We intend to run it mainly as a online, social media venture making the most of segmenting and demographic techniques Facebook offers. Using such demographic tolls there is the potential to capture part of 80million who have an interest in Skin Care, in our broadest definition. On a smaller scale, there are over 630,000 people interested in Natural skin Care and over 1.1million interested in organic products. With the current trends of blackhead removal masks on social media, we believe clay masks and a more natural option could be marketed upon the current fad. Blackhead masks are terrible or you skin, and are full of toxins that will only worsen the skin.

What problem does this idea/product solve or what market need does it serve?

The product is a dry clay mask tailored to different skin sensitivities. It contains pure, ethically and sustainably sourced ingredients, with no alcohol or preservatives typically found in natural face masks that are currently on the market. Through personal research, we have been sourcing clay from portugal that is organic, and ethically and sustainably produced. Superfoods have been sourced locally, such as ground organic avocado seed and honey powder that hold many healing properties. It addresses the issue of an increase in skin sensitivities, awareness around ethical and sustainability issues and a desire to consume natural, organic and ‘raw’ products. It addresses the opportunity of the current ‘raw’ trend as people seek products that are good for the mind, body and soul. There is a current trend towards locally produced products that contain ingredients that are ethically and sustainably sourced. Often, beauty care that is termed natural and organic, use colors, fragrances and toxic chemicals such as alcohol that dry out the skin. Biologically, our skin is the largest organ and first line of defense. Everyday we are subjected to toxins, such as air pollutants and chemicals, and anything that we put onto our skin, we absorb. Clay is mineral rich and contains many healing properties. When animals get sick, often they start eating clay or dirt, to replenish their minerals. When we apply a facemask, we steam our face to open our pores before applying the clay. As the clay tightens, it helps circulation by bringing blood flow to the surface of the skin that oxygenates cells. Clay is positively charged and toxins are negatively charged that creates a binding action as the clay draws out impurities from under the skin – when we wash off the mask, we are essentially washing away toxins.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

Natural and organic product. There has been a real push for awareness in recent years surrounding what we put in and on our bodies as needing to be more organic and raw, however the beauty industry seem to be a few steps behind.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

Our team of two have been combining clay with superfoods, such as manuka honey powder and ground avocado seed for years and believe it is time we share the feeling of having fresh faced skin. We are both Arts and Commerce conjoint students who major in Marketing. Myra having worked in a beauty based industry (Wilson consumer, a distributor for health and beauty and Pacifica Skincare, a producer of skincare products), and having imported and tested the clays is in the most informed position to handle the logistics of the production of the product. Whilst Molly, having had experience with social media platforms, graphic design and customer service would be involved in marketing the product once produced.