Boram and Sumin were invited as a presenter at the XVII Conferenza del Colore hosted by the Gruppo del Colore. The presentation of Boram was entitled “The color shift from skin to liquid foundation of Chinese females”. This paper addressed the foundation color preference of females in the Shanghai region among five shades. Sumin presented a “Customer journey map of hair-dye experience at home“. It was about adapting the journey map and video ethnography to diagnose the current pain points and suggesting both digital and physical solutions through a new package design.