---
title: "Skincare innovation pipeline across three brands | antedote"
description: "Skincare innovation across three brands for a personal care company: concepts refined with adults and parents, benchmarks defined, and one roadmap."
url: "https://antedote.com/explore-our-work/skincare-pipeline-three-brands/"
author: "antedote"
---

# Judging skincare ideas from three brands by one standard

One pipeline across three brands needs one standard for every idea. A personal care company wanted a single skincare pipeline, so we refined early concepts with adults and parents, set the benchmarks they would face and brought the brands into one roadmap.

**Client**
Personal care company

**Industry**
Skincare

**Market**
One European market

**Kind of work**
Innovation and concept development

**Our role**
Concept development, benchmark design and an innovation roadmap across three brands

## The question

Every pipeline has to decide which ideas to develop, for which brand, and in what order. This company had to decide it three times over.

The concepts had to work for adults and for parents, and ideas from three brands needed one shared standard, so the strongest could be compared on equal terms whichever brand they came from.

## Our approach

We started with people. Qualitative sessions with adults and parents responded to early concepts for each brand and refined the needs behind them.

That meant each concept could be sharpened around a clearer account of what people were looking for before anything was measured.

We then defined the benchmarks the refined concepts would be measured against. Every idea, whichever brand it belonged to, would face the same stated standard.

Skincare asks for care in how consumer response is read. A concept people find appealing still has technical, regulatory and commercial checks ahead of it, so the work treated appeal as one gate among several.

## What the team came away with

Brand and innovation leadership had one view of the skincare pipeline across all three brands, in a single innovation roadmap.

With it came the benchmark definitions and the concept recommendations, ready for measuring the refined concepts in the next stage.

## Related work

[View innovation and concept development case studies](https://antedote.com/explore-our-work/?work=Innovation%20and%20concept%20development#library)

- Hair care

    ### [Choosing which hair care products and messages to develop](https://antedote.com/explore-our-work/hair-care-ideas-from-everyday-routines/)

    The brand later launched new products.

- Skincare

    ### [Choosing where to point suncare innovation and R&D](https://antedote.com/explore-our-work/exploring-opportunities-in-suncare/)

**What we do**
[Innovation](https://antedote.com/what-we-do/innovation/)

## Deciding where to grow, or what to develop?

Bring an ambition or an early idea, and we’ll talk through where to start.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

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