Hello Body Wash
NYU Real World Project - Colgate
Sep - Dec 2024 / New York University
Developed a sensorially engaging body wash concept for Hello by translating brand equity into a new product line through consumer insight, emotional positioning, and strategic product innovation.
Hello, a sub-brand of Colgate, is best known for its oral care products like toothpaste, mouthwash, and floss. After the launch of their deodorant line, the brand wanted to further expand into the body care category—and that’s where our team stepped in.
The goal: to develop a new body wash product line tailored to Hello’s identity and target audience.
Early Stage Research & Strategic Foundation
We explored market trends, conducted focus groups and interviews, and revisited Hello’s brand positioning to guide product development.
Our key insight: millennial parents delay showering not out of laziness, but because it marks the end of a day that didn’t include enough “me time.” This emotional friction revealed a need to reframe the shower as a joyful, restorative ritual—aligned with Hello’s mission to “make mundane moments magical” and celebrate “family time is the best time”.
Selected Hello Product
Selected Retailers
Concept Development
Hello Body Wash Mousse:
A commercially strong idea, but ultimately too safe and not disruptive enough for a new product line launch.
Hello - About us
Hello Burst Beads Body Wash:
A vibrant gel infused with tiny bursting fragrance beads that dissolve during use, delivering both sensory pleasure and functional cleansing. According to user testing, 78% of participants preferred this concept. This formula also strongly appealed to Hello’s “Scent Seeker” audience segment—users who crave long-lasting, mood-shifting scent experiences. Our interviews echoed this need, reinforcing that sensory innovation was key to engagement. This idea balances efficiency and novelty, and its price point could significantly undercut similar high-end popular products with bursting beads tech. Along with the retail partners, we expect a high return on investment.
Hello Mood Capsule Body Wash:
A playful DIY kit: a bottle of body wash, a bottle of essential oil capsules (for energy, calm, etc.), and a mixing bottle. Though fun and on-brand, it raised concerns about child safety and convenience—deal-breakers for our core demographic.
Scent-Matched Bundle:
A commercially strong idea, but ultimately too safe and not disruptive enough for a new product line launch.
