Choosing body care products a brand could develop in time

The question

Each new platform in the brand’s body care range was built on a different sensory experience, and each needed products the brand could develop on its timeline.

That meant products and packs that kept each platform’s promise, from everyday products to more specialist formats, and a short list of directions clear enough to brief its R&D partners.

Our approach

We designed the workshop so the brand’s people, outside experts and consumers worked on the same ideas together.

It started from the brand’s earlier research and the technologies it already had, so every idea began from something the brand could make. Experts from well outside body care widened the frame, and product and pack stimulus kept the ideas concrete.

We prioritized the strongest concepts with the brand’s core team and set each one out with a pack image and a product prototype to try.

Consumers then tried them and worked in pairs with the brand’s teams on what worked and how to improve it. Their reactions were there to sharpen each concept, heard directly by the people developing it.

What the team came away with

The brand came away with prioritized concepts to brief its R&D partners from, each with consumers’ reactions beside it.

A catalog of every idea from the workshop kept the rest of the thinking ready for future work.