Trilogy skin care of NZ launches in US market
Rose hip oil is the company’s signature ingredient and has been ever since Trilogy was “founded in 2002 by sisters Catherine de Groot and Sarah Gibbs, who were inspired by their discovery of the skin-loving properties” of the oil, according to a media release.
Ingredients of distinction
The company emphasizes the quality of ingredients used in its product formulations: “Every batch of Trilogy Certified Organic Rosehip Oil holds an independent certificate of analysis guaranteeing a minimum 80% essential fatty acid (omegas 3 and 6) and fatty acid (omega 9) content.” The oil is included as a moisturizing ingredient.
Trilogy’s product portfolio comprises facial skin care, body care, hair care, sun care and more. The company takes great care to showcase its environmental sustainability initiatives and its partiality to certified organic ingredients. For instance, “Trilogy is New Zealand’s first skincare brand to achieve NATRUE Natural Cosmetics Certification [which] guarantees only natural and organic ingredients, soft manufacturing processes and environmentally friendly practices are used,” noted the release.
Natural branding
The New Zealand-based company reaches consumers globally by partnering with online stockists operating in several countries: Australia, Korea, Singapore, the UK, Germany, Spain, and Sweden, for instance.
“From the beginning, it’s been our goal to make products that perform as well as, if not better than, the more traditional synthetic and mineral oil-based alternatives,” said Corinne Morley, Trilogy’s global sales and marketing manager.
Specialty retail
Trilogy connects with consumers in venues that cater to shoppers with a clear passion for natural products. Strategically targeting consumers by segment, the company has placed it products with online marketplaces that pride themselves on offering a selection of natural and organic brands.
And street side, Trilogy is available in specialty stores like the grocery retailer Whole Foods and the clothing and home goods retailer Urban Outfitters.
Whole Foods recently ran a week-long promotion of its personal care department and products. The Beauty Week events gave the store a chance to meet consumers face-to-face during product demos and classes. Shoppers in Whole Foods expect to have an easier time discovering and selecting natural, ethically sourced, organic items.
The store has cultivated that expectation by instating its own guidelines (since terms like natural and organic are somewhat relative). Whole Foods presumes “that the definition of ‘organic’ should not change substantially between the food isle and the non-food isles of stores,” according to the company blog. So the retailer maintains its own definitions of “organic,” “made with organic,” and “contains organic.” Products not in line with those definitions won’t be sold at Whole Foods.
