Challenge 

 Our team worked with Flawless , which is a local make - up brand , in order to implement a   personalized lipstick . Thus , we decided that distinguishing the characteristics would give us an   outlook about the type of lipsticks that can be used in our work as we noticed that most of the   clients had never been satisfied with the product because of the tone and the texture . This huge   business had never been harnessed . 

 The team was composed of 5 Marketing students coordinated by Ph.D. Victoria Jurado and it had   an estimated deadline of 4 months . Besides , the work was equitably divided between the 5 team   members . 

 Selection 

 Ms. Victoria Jurado made us the recommendation to choose a tool of the Design Thinking   program . Then , throughout a short discussion , the team decided that mind mapping was the best   option because it would give us an outlook of the preferences of the consumers based on their   needs and their lifestyle . Furthermore , mind mapping allowed us to understand what consumers   think about the product . 

 Application 

 We divided the consumers into two groups in order to apply mind mapping as our product is also   addressed to men . The first group was composed of 16 women older than 16 years , and the   second one was composed of 16 men older than 16 years . Thus , we obtained two mind maps . 

 First and foremost , we collected all the ethnographic information obtained from our clients   considering the type of brand 's consumer . Each mind map involved 40 guest people that were   interested in this type of lipstick and that fulfill characteristics of Flawless consumers . From those   40 people , we made 5 teams , each one composed of 8 members , in order to have a conversation   with them and understand why they chose a certain topic of interest . Then , we asked them to   write about what they consider good or bad in the product . After that , each team told us the topic   of interest . Most of the clients based on a specific characteristic of the lipstick ; for example , the   texture and the lifestyle . 

 Insight 

 When applying the mind mapping tool we reached to many ideas that were not considered at the   beginning of the project , such as the lifespan , the presentation , and the smell of the lipstick . Men   considered that a lipstick must be colorful to achieve its purpose ; meanwhile , women pointed out   that a natural color is more acceptable because of their skin tone . From this , it was suggested the   production of a book with recommendations to the consumer according to the skin tone , type of   skin , and lifestyle not only to achieve a personalized lipstick but an ideal lipstick for everyone . 

 Approach 

 As it was mentioned before , throughout the ideas and the information obtained from the   consumers we decided to create a book of recommendations and to implement the following   steps : 

 1 . Texture : Liquid or stick   2 . Color : 12 different , among them intense red , purple , and fuchsia .   3 . Smell : candy , very sugar , and orange caramel .   4 . Presentation : Elegant ( black ) , futuristic ( gray , blue , and brown ) , feminist ( pink with 

 designs ) , and childish ( animal shapes ) . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Challenge 

 Our team worked with Flawless , which is a local make - up brand , in order to implement a   personalized lipstick . Thus , we decided that distinguishing the characteristics would give us an   outlook about the type of lipsticks that can be used in our work as we noticed that most of the   clients had never been satisfied with the product because of the tone and the texture . This huge   business had never been harnessed . 

 The team was composed of 5 Marketing students coordinated by Ph.D. Victoria Jurado and it had   an estimated deadline of 4 months . Besides , the work was equitably divided between the 5 team   members . 

 Selection 

 Ms. Victoria Jurado made us the recommendation to choose a tool of the Design Thinking   program . Then , throughout a short discussion , the team decided that mind mapping was the best   option because it would give us an outlook of the preferences of the consumers based on their   needs and their lifestyle . Furthermore , mind mapping allowed us to understand what consumers   think about the product . 

 Application 

 We divided the consumers into two groups in order to apply mind mapping as our product is also   addressed to men . The first group was composed of 16 women older than 16 years , and the   second one was composed of 16 men older than 16 years . Thus , we obtained two mind maps . 

 First and foremost , we collected all the ethnographic information obtained from our clients   considering the type of brand 's consumer . Each mind map involved 40 guest people that were   interested in this type of lipstick and that fulfill characteristics of Flawless consumers . From those   40 people , we made 5 teams , each one composed of 8 members , in order to have a conversation   with them and understand why they chose a certain topic of interest . Then , we asked them to   write about what they consider good or bad in the product . After that , each team told us the topic   of interest . Most of the clients based on a specific characteristic of the lipstick ; for example , the   texture and the lifestyle . 

 Insight 

 When applying the mind mapping tool we reached to many ideas that were not considered at the   beginning of the project , such as the lifespan , the presentation , and the smell of the lipstick . Men   considered that a lipstick must be colorful to achieve its purpose ; meanwhile , women pointed out   that a natural color is more acceptable because of their skin tone . From this , it was suggested the   production of a book with recommendations to the consumer according to the skin tone , type of   skin , and lifestyle not only to achieve a personalized lipstick but an ideal lipstick for everyone . 

 Approach 

 As it was mentioned before , throughout the ideas and the information obtained from the   consumers we decided to create a book of recommendations and to implement the following   steps : 

 1 . Texture : Liquid or stick   2 . Color : 12 different , among them intense red , purple , and fuchsia .   3 . Smell : candy , very sugar , and orange caramel .   4 . Presentation : Elegant ( black ) , futuristic ( gray , blue , and brown ) , feminist ( pink with 

 designs ) , and childish ( animal shapes ) .
### Output: 