How do you give substance to the cosmetic?

Trilogy Skincare Brand Creation

Brand Strategy + Brand Creation

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Read about the challenge, solution and result

The Challenge

How do you enter an existing market and immediately take the lead in what is seen by customers as a whole new category? that was the real challenge for DNA + Trilogy. Today Trilogy is a New Zealand based enterprise that produces a range of nutraseutical and cosmetic oils for markets worldwide. Founded by sisters' Cath de Groot and Sarah Gibbs based on unique processing ability and a keen eye for meeting a gaping market opportunity, Trilogy decided to produce a range of Rosehip seed oil based products – DNA was asked to create a unique, internationally competitive identity.

Demand for Rosehip seed oil had been increasing due to its success in the Australian market in healing sun damaged skin. Trilogy wanted their initial products to be a smart, healthy solution for women wishing to cleanse their skin from the inside-out. It was their vision that the product celebrate skin and its health, and that the products’ packaging speak directly to women, intelligently and without any of the conventional marketing language. It was vital to position the Rosehip seed oil range as a pure, natural answer. The approach had to be sophisticated, eye-catching and yet balanced. Above all, it had to make women feel that this was a product that addressed their needs honestly and directly.

The Solution

The visual expression for the Trilogy range was specifically developed to position the product between the pharmalogical and cosmetic categories – minimal, clean and strong. The exterior face of the product directly echoed its function – a healthy approach, a pure non-cosmetic alternative. To achieve this, it was vital that the design avoided associations with the gift category. It needed to have credibility, whilst considering a sense of care and beauty. Typography and the colour palette worked in a unique way to deliver this. The typography offered an honest and direct approach, whilst still having a sense of modernity and elegance. The core brand colour was distinctive in the category and because it aligned well with the core product – Rosehip oil. The overriding ‘best of nature’ impression was achieved without any of the conventional nature based imagery and expression. The emotional value of the packaging balanced with the sense of quirkiness were intended to attract and engage the consumer on exactly the right level.

DNA has worked with Trilogy to turn the beauty/healthcare concept of two entrepreneurs into a global successful brand in the rapidly evolving 'botanicals' category.

The Result

“Good timing, a strong idea, unique technology, insistence on a product that symbolises living nature, and a clean distinctive identity have combined to provide us with success in a business where it’s notoriously difficult to gain market presence.” Catherine de Groot - Co-Founder.

The Trilogy range of seed soap, oil, cleanser, moisturiser and tablets was launched in November 2002 and quickly gained market share throughout New Zealand and Australia. The introduction of olive oil and flax oil products followed over the next two years. Tremendous growth followed and Trilogy has now overtaken many major skincare brands overseas. With distribution throughout Asia, North America and the United Kingdom it is now New Zealand’s leading brand in this sector.

Trilogy has been ranked among New Zealand's 50 fastest-growing companies three years running, with sales expected to top $10m this year, more than half of that coming from overseas. Trilogy has sold to Geoff Ross and his new vehicle Ecoya. The founders had a strong philosophy and high standards from day one, and after humble beginnings – after opening for business the growth of the company has been fast and furious. Now selling over 40 products in many countries, Outside new Zealand Trilogy is very active in the UK and Ireland - it is now in selected Boots stores for example, and Harrods in Britain plus the brand is sold in about 3500 stores including Myer in Australia.