When it comes to innovation in beauty products, there is no one who does it quite like Trinny London.
The beauty mogul has more than 1.6 million customers — her ‘Trinny Tribe’ — who are based around the world, she sells a product every 30 seconds, and when she launches something new, it’s big beauty news.
But how does she come up with her ideas like the famous sellout Neck Elevator Cream designed for areas that are often forgotten about until she launches a product?
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And how does she know she’s on to a winner? I sat down with Trinny while she was on tour in Sydney this week to learn from the entrepreneur and find out more about her latest cult drop: the Take Back Time Overnight Hand Treatment ($133).
Speaking to 7You, Trinny explained that one of her secrets to nailing the perfect product is to aim to do something “quite targeted”.
“There’s women out there who are what I call hopeful novices and there are also women out there who are skincare enthusiasts,” Trinny told 7You.
“These people loosely divide into those asking ‘do I need to do more than clean my face?’ and those who love ingredients.
“When we did the Elevator for the neck, for example, we found lots of women who had never really got into skincare get into it. It’s not a case of fear-mongering; it’s a case of if it matters to you, we have a solution.”
And the hand idea came from something very personal.
“With hands, I woke up two years ago and I thought, I suddenly feel I’m always good with SPF up here, but with my hands, we don’t always think about it, we’re driving, there’s sun. And hand cream, we wash off seven times a day.
“So I thought, can we do a treatment?”
After doing fierce research and discovering that there had been a 300 per cent increase in people looking for treatments to fill their hands or take their age spots away in recent years, Trinny started to develop.
She wanted to create something that “brought the clinic experience home” — but something that didn’t need to cost $1,000.
The result is the Take Back Time Overnight Hand Treatment ($133).
The global-first product takes the same revolutionary technology that was incorporated into the bestselling neck and décolleté concentrate, and applies it to your hands.
The two-step protocol includes her high-potency Take Back Time Hand Concentrate and transformative Take Back Time Microneedle to help restore lost volume, visibly fade dark spots, and smooth crepey texture on your hands while you sleep.
“To use it, I recommend using the microneedle first to make microchannels and gently stimulate collagen,” Trinny advises.
“If we’re 15-20, we’re making loads of collagen. But once we’re over 30, this slows down.
“You want to damage your skin slightly with the microneedle in order to make it react and create collagen. If you do that every other night for a minute or so, and then press the product in with good pressure, you should see results quickly.”
Trinny has been using the product herself for the past six months, and has noticed significant improvements in the dark age spots on her hands.
Business is already booming from the Take Back Time Overnight Hand Treatment.
“This is the next Elevator,” Trinny says.
“We’ve seen thst about 70 per cent of women who bought the Elevator have bought the hand treatment. It has the same momentum building.”
It has already proven to be a massive hit with shoppers — many of who have given it five stars on the Trinny London website.
“This product absolutely does what it says! After four weeks my hands are softer, the skin plumper and the creepiness virtually gone. Dark spots have lessened and the freshness has returned. Stunned by the results!” writes one happy shopper.
“Absolutely love this concentrate. Feels nice, non greasy and smells good. My hands feel more plump – I think my hands are only going to get better if I keep using this,” adds another.
A third says: “The concentrate has a quality feel. Its goes on nicely and once absorbed doesn’t leave a sticky residue. It has definitely made my hands feel nicer and more moisturised. My hands are significantly less dry and feel softer. I have looked forward to using the product and don’t forget to put it on nightly”.
Another Trinny product that is very much in the spotlight right now is her Fearless Skin Tint Drops, which I have been using for the past month and absolutely loving.
“I am so shocked by how successful these are,” Trinny says.
“It’s only been out for three and a half weeks, but we sell one every two minutes around the world. For a product we have just launched, it’s amazing.”
Right now, Trinny is developing three different products in the lab, some of which will eventually come to fruition.
“It’s a very complex process developing new products,” she says.
“We have ideas, then we have to test them and make sure they fit every criteria we need. Some ingredients are friends, some are frenemies… we need to find it out.
“Of the three that are in the lab, we may only end up actually making two of them.”
For more information and to shop Trinny London’s brand for yourselfhead here now.
