Body care products a brand could develop on its own timeline

The question

A personal care brand’s body care range was growing new platforms, each built on a sensory experience of its own.

Every platform needed products and packs, from everyday formats to more specialist ones. A strong idea was no use if it broke its platform’s sensory promise or couldn’t be developed in time. The team wanted a short list of directions clear enough to brief into development, chosen with the people who would build them.

Our approach

Every idea started from what the brand could already make, its earlier research and its technologies, so nothing on the table was out of reach.

In one co-creation workshop, the brand’s own people worked beside experts from well outside body care and buyers from the markets the products were for, who handled product and pack stimulus and stress-tested the strongest concepts as they took shape.

Exercises borrowed from other sensory worlds, and a view of the product mix across several years, kept the ideas stretching while the brand’s capabilities kept them grounded.

What the team came away with

The brand left the workshop with prioritized concepts, each with buyers’ reactions beside it, and product briefs for its platforms.

Its own people had shaped every concept with the buyers and experts, so the briefs belonged to the team that would carry them into development. The reasoning behind each choice was already theirs, heard firsthand in the workshop, beside the buyers’ reactions to each concept.

Every other idea from the workshop went into a catalog, kept as a store of starting points for future platforms and the next round of development.