Blueland: An innovation-led Solution Addressing Global Climate Challenges
| Case Code: LDEN212 Case Length: 16 Pages Period: 2009-2022 Pub Date: 2024 Teaching Note: Available |
Price: Rs.500 Organization : Blueland Industry :FMCG Countries : United States Themes: Entrepreneurship, Corporate Responsibility, Sustainability,Environmental Sustainability |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
…Comes to Fruition
In 2018, Yoo reached out on LinkedIn to Syed Naqvi (Naqvi), who was involved in product development in Method Products PBC . He was involved in making products that were environmentally friendly and also efficacious..
Blueland – A Company Formed
Blueland was launched on April 22, 2019, as a DTC company with Yoo as CEO and Mascari as COO. Naqvi was Head of Products. Yoo was responsible for marketing, PR, and the big picture strategy; Mascari kept the day-to-day operations running. Blueland’s mission was to eliminate single use plastic packaging starting with personal care and cleaning products..
Products Launched
The first product Blueland launched was the starter kit called Clean Essentials that was priced at US$ 29. The kit contained 3 reusable 20 oz bottles under the company’s ‘Forever’ brand. Three bottles – pink..
The Next Step
On September 29, 2019, Yoo and Naqvi took part in television program Shark Tank, where entrepreneurs pitched..
Building a Product Line
Just a few months after the launch of Blueland, the world was in the grip of Covid-19 and cleaning supplies were among the most sold products..
More Products
Blueland continued to launch new products at regular intervals. In June 2020, it launched the handwash..
The Impact
Between 2019 and 2022, Blueland sold more than 10 million products to 1 million customers. In 2021, Blueland..
Looking Ahead
In February 2022, Blueland raised US$ 20 million from Prelude Growth Partners . After this round, the..
Exhibits
Exhibit I: The Plastic Waste
Exhibit II: Blueland’s Products
Exhibit III: Blueland – Climate Neutral Certification
Exhibit IV: Blueland – Cradle to Cradle Certification
Exhibit V: Blueland – Competitor Profile
Exhibit VI: The US Beauty and Personal Care Industry
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