Goodness Hero v5

Goodness New Product Development

Developing an affordable new skincare product with a customer-centred design approach.

Goodness is a natural skincare range developed by Trilogy to take advantage of a gap identified in affordable quality skincare available in Australasian supermarkets and budget pharmacy.

Challenge.

Trilogy wanted to enter a new market segment with a completely new brand and product line – and they wanted to do it in half the usual timeframe. 

Trilogy wanted to enter a new market segment with a completely new brand and product line – and they wanted to do it in half the usual timeframe. 

Solution.

The new brand proposition was brought to life and tested through a series of rapid design and customer research sprints that prototyped and tested the proposed experience. Ongoing design and customer testing helped tune the value proposition, range, packaging, price points and brand storytelling.

The new brand proposition was brought to life and tested through a series of rapid design and customer research sprints that prototyped and tested the proposed experience. Ongoing design and customer testing helped tune the value proposition, range, packaging, price points and brand storytelling.

Impact.

Goodness achieved huge growth in a very short time – through a compelling value proposition and by bringing a hefty dose of attitude to the segment. Goodness was Trilogy Group’s fastest-growing product from launch and was sold in over 1000 retail stores across Australasia in first 12 months.

Goodness achieved huge growth in a very short time – through a compelling value proposition and by bringing a hefty dose of attitude to the segment. Goodness was Trilogy Group’s fastest-growing product from launch and was sold in over 1000 retail stores across Australasia in first 12 months.

Goodness range
Goodness montage
Goodness Pink

Designed by the customer.

Trilogy is a successful natural skincare range that is usually available from high-end or specialist retail. They had identified a gap in the market for affordable skincare in budget pharmacy and supermarket space – for a younger consumer. We were engaged in exploring the desirability of a new product range for this market – and then design the brand design system and packaging.

We kicked off this work with ethnographic research to better understand the needs and buying behaviour of the target segment. The research conducted included an initial interview with a pair of close friends – followed by observation of the friends shopping together at the supermarket. Follow up interviews unpacked their shopping experience to understand their preferences and attitudes.  

Based on this initial research, we identified opportunity areas worth exploring and generated brand and packaging prototypes for client review and iterative customer testing. 
Following this robust and rapid process Trilogy was able to make key decisions quickly with a high degree of certainty that the product was likely to succeed.   

Working with the Goodness team.

Over several years we worked with the Goodness marketing team to add line extensions, provide guidelines for advertising and update packaging.

Project Summary

Client: Goodness

Project: New Product Development

Awards: Best Awards 2015 / Packaging Finalist

Duration: 2014 – 2017