Rubbermaid / Goody

Reflections of Double-Digit Growth

BOLTGROUP developed a design strategy to reposition Goody as the style and innovation leader in the handheld mirror category. Through our Design Innovation process the strategy achieved patented innovations with higher sales and better margins.
What We Did

Industrial Design

Ethnographic Research

New Product Idea Generation

Mechanical Engineering

Manufacturing Support

Retail Packaging

Production Part Documentation + BOMs


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 family full of little inventions, delivering fresh aesthetics, user delight, and patentable features.

Video Research of Flat Iron
Goody Segmentation Chart

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.


In the first year Goody mirror sales increased by 46%, profit growth increased by 2 points, and 16 patents were applied for or issued.


The product line BOLTGROUP designed for us increased sales by 46% in the first year, and prices were 40% higher than our previous line!

— Christin Hartsfield, Brand Manager, Goody

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