The handheld mirror category was the same old, same old. Mirrors from Goody and other category leaders seemed antiquated, lacking good design and originality. Goody, a Newell Rubbermaid company, asked BOLTGROUP to develop a design strategy that would reposition Goody as the style and innovation leader in the category.

Our team accepted the challenge, but pushed the opportunity a step further by brainstorming a group of ingenious products inspired by the ways people use mirrors. The result was a mirror product family full of little inventions, delivering fresh aesthetics, user delight, and patentable features.

Consumer research had defined three segments—tween girls, adult women, and adult men. Our in-home ethnographic research revealed great opportunities for innovation. From dozens of user insights came hundreds of ideas leading to some 40 product design concepts that were modeled and tested with consumers. Through diligent design refinement and engineering, the BOLTGROUP team optimized aesthetics, functionality, and cost. Assisting with coordination of tooling and manufacturing, we helped guide 24 new products though production, launching the So You™ mirror line.

• Introduced 24 new products
• Applied for and/or issued 16 patents
• In the first year Goody mirror sales increased by 46% (67% growth at top 5 customers) and profit growth increased by 2 points
• Established 40% higher selling prices
• Re-designed mirrors represented 52% of all Goody mirror sales
• Customer growth at various retailers increased between 38% and up to 197% increase at Meijer