Trilogy: Building a Premium Natural Skincare Brand in the U.S.
Client
Trilogy
Service
Integrated PR & Brand Experiences
Industry
Beauty
Impact
Billions of Consumer Impressions
"Every 20 seconds around the globe, someone purchases a bottle of Trilogy Rosehip Oil."
The Challenge
Trilogy was an award-winning natural skincare brand from New Zealand with strong international credentials, but limited awareness and distribution in the U.S. market. Our objective: establish Trilogy as a premium natural skincare brand, build credibility with media and influencers, create retail demand, and support national distribution.
Our Strategy
Over a four-year partnership, ADIN developed and executed an integrated communications program - national media relations, product storytelling, influencer engagement, experiential marketing, retail launch support, executive visibility, beauty-editor relationships, and strategic events in key U.S. markets. Rather than isolated tactics, every activity supported the same objective: building awareness, credibility, and consumer demand.
Making Headlines
One of our most successful campaigns came from a random piece of sales data. We used it to create a compelling headline about the popularity of Trilogy's beauty oil while leveraging a cultural icon - Kate Middleton. The media obsession with the now-Princess got attention, but the headline was the story: "Every 20 seconds around the globe, someone purchases a bottle of Trilogy Rosehip Oil."
The Power of Nature - "The Living Garden"
The Trilogy brand was grounded in nature, and we applied the same principles to every material and product delivery we curated. The one that garnered the most attention was "The Living Garden" - every box hand-delivered in New York to preserve the live plants.
Experiential Brand Building
Over four years we created immersive brand experiences that introduced Trilogy's New Zealand heritage, natural ingredients, and premium positioning to beauty editors, influencers, retailers, and consumers - from the New York City brand launch at the Tribeca Loft, to press and influencer events at Fig & Olive in New York and Los Angeles, to The Cooking Cottage in Sonoma and at Park City for Sundance hospitality events, plus store demos at Credo and Whole Foods and media collaborations with New Beauty.
Why It Worked
Rather than relying on one campaign or launch event, we built momentum through an integrated program that combined media relations, experiential marketing, and authentic storytelling. Every activation reinforced Trilogy's premium positioning and helped establish the brand with consumers, retailers, and the beauty industry.
"Sue and the ADIN team became an extension of our marketing department. Their strategic thinking, creativity and deep media relationships played a significant role in building Trilogy's presence in the U.S. market."
Corinne Morley
Global Beauty Expert - Former Global Marketing Manager, Trilogy
Integrated PR, product storytelling, influencer engagement, and experiential marketing supporting national U.S. distribution and sustained growth.
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