The results are in, New Zealand natural skincare brand Trilogy has taken the crown of Australia's number one rosehip oil, a position that has been proudly held since 2014. But how does a product gain such a cult following? BEAUTYDIRECTORY spoke to Trilogy to find out.
How long has Trilogy been established in the Australian market?
Trilogy is having its 15th birthday this year and was launched in AU and NZ at the same time. We’re known for the quality of our rosehip oil which cemented our reputation as a pioneer in the natural beauty oil category. Today we sell a bottle of rosehip oil every 22 seconds, and our rosehip oil is the No.1 selling rosehip oil in Australia and New Zealand.
Can you tell us five facts about what makes this the best Rosehip Oil?
1. Trilogy's rosehip oil is certified organic by BioGro. The BioGro logo guarantees that a product is made with no animal testing, with no genetic modification and without the routine use of synthetic pesticides. It is the mark of a genuine organic facial product.
2. It is cold-pressed to retain all the natural goodness of the oil. Being a naturally occurring product, the quality of rosehip oil can vary significantly. Look for rosehip oil with an independent organic certification, this guarantees that the oil comes from rosehips grown and processed without pesticides, herbicides and other chemical interventions. The colour of rosehip oil can be an indication of quality, and can vary significantly depending on the concentration of essential fatty acids and beta-carotene. High quality, pure, cold-pressed rosehip oil ranges from a beautiful deep golden hue through to a rich red-orange colour.
3. Trilogy's Certified Organic rosehip oil is 100 per cent pure, and contains absolutely nothing else – it's fantastic enough on its own. High quality rosehip oil is naturally rich in skin-loving nutrients which help improve overall skin condition. It's a great source of essential fatty acids (omega 3 and omega 6), fatty acids (omega 9) and beta-carotene (pro-Vitamin A). Essential fatty acids are vital to the health of our skin, but our bodies don't produce them. Naturally occurring in rosehip oil, these lipid compounds moisturise skin and improve softness and elasticity, assist skin cell renewal and repair and can help to restore skin suffering the effects of sun damage and lifestyle stresses.
4. Each barrel of Trilogy's Certified Organic rosehip oil is batch-tested to ensure a minimum of 80 per cent essential fatty acid content for every barrel we use to make our rosehip skincare products.
5. Independent clinical studies show that Certified Organic Rosehip Oil improves the appearance of scars, stretchmarks, fine lines and wrinkles.
Where do you harvest the Rosehip Oil? How do you overcome harvest issues?
Trilogy has partnered with a new supplier in Lesotho, a tiny country encircled by South Africa, and invested in a state of the art oil press that enables the company to more than quadruple its current production capacity of certified organic rosehip oil.
Our partnership is effectively a social investment. Under the terms of the agreement, the company will pay back the cost of the press over the course of three years, at which point ownership of this valuable asset will transfer to them, enabling them to continue expanding their business.
At the same time, Trilogy has first right of refusal (not that we see that being a likelihood!) to the oil produced using the new 10-head press. With demand for our powerfully natural skincare going through the roof, we’re pleased to have fortified the supply chain for this key ingredient. We’re currently selling one Trilogy product every 19 seconds!
We’re very particular about the quality of rosehip oil we use, which is why we source from the mountainous regions of Chile and now Lesotho. Colour can be an indicator of quality and the rosehip oil from these places ranges from deep gold to a vibrant red-orange. We don’t rely purely on colour, however. Every single barrel of rosehip oil we use to make our products is individually batch-tested to ensure a minimum 80% essential fatty acid content so our customers can rely on the performance of their products.
As soon as the new press arrives, our new supplier will have the immediate means to process more fruit, which means they will be able to buy more rosehips and support more harvesting families.
Rosehip bushes grow wild in Lesotho and thrive in the inhospitable, mountainous landscape. In a country with little infrastructure and employment, where many villages are only accessible by horseback, light aircraft or on foot, harvesting and selling wild rosehips is a valuable source of income for many people.
Long known for our commitment to sustainability and social responsibility, we only work with companies whose values align with ours. The company we’ve partnered with in Lesotho has deep ties to its local communities and gives harvesters the potential to earn an income without a specific skill set and without being displaced from their homes. It operates a fair pricing structure which is consistent nationwide and its manufacturing is a zero-waste operation.
What are some of the marketing initiatives that have led this to become a best-selling product?
Our rosehip oil products are so well-loved, that they almost sell themselves! However, over time we are very lucky to have had major endorsement from celebrities and beauty editors, as well as over 100 international beauty awards attached to our rosehip oils. One of our favourite marketing campaigns was called 'Share The Magic', and encouraged people to share small mini vial sizes of rosehip oil with friends and family. Believing in the power of recommendation and trial, was key to the success of the campaign. It also promoted a community of Trilogy love and loyalty. The concept of ‘sisterology’ which permeates the culture of our brand and company, was shared directly with our consumer for the first time. They got to play a part in helping to promote a product they loved and adored, to those closest to them and the feedback received from that campaign was amazing.
What channels do you prefer to use when it comes to communicating with consumers?
Print, digital, social and our website, plus very importantly our retailers marketing programs.
Which stores is the rosehip oil stocked in?
Our rosehip oils are available in Myer, Chemist Warehouse, My Chemist, Priceline Pharmacies, health food stores and independent pharmacies nationally.
Produced in partnership with Trilogy.
For more information visit the brand listing.