--- title: how to minimise risk for new product launches description: PLAY's deep experience in product launches saw us recommend a simultaneous review of pack and product to optimise success. image: https://www.playinnovation.com.au/hubfs/Imported_Blog_Media/christian-mackie-6BJu73-UJpg-unsplash.jpg --- [![PlayInnovation Logo](https://www.playinnovation.com.au/hubfs/PlayInnovation_S2_Logo_RGB-2%20PLAY%202.2%20White%20Logo%20Transparent%20Background-3.svg "PlayInnovation Logo")](https://www.playinnovation.com.au/) [![PlayInnovation Logo](https://www.playinnovation.com.au/hubfs/PlayInnovation_S2_Logo_RGB-2%20PLAY%202.2%20White%20Logo%20Transparent%20Background-3.svg "PlayInnovation Logo")](https://www.playinnovation.com.au/) - [HOW WE WORK](https://www.playinnovation.com.au/how-we-work) - [Insights](https://www.playinnovation.com.au/insights) - [**Explore**Dig deep into unmet needs and prepare opportunity springboards](https://www.playinnovation.com.au/insights/explore) - [**Develop**Generate ideas and begin your concept development](https://www.playinnovation.com.au/insights/develop) - [**Prove**Test out your product and pack, and refine it ahead of launch](https://www.playinnovation.com.au/insights/prove) - [**Monitor**Understand your performance by evaluating in-market results](https://www.playinnovation.com.au/insights/monitor) - [INNOVATION](https://www.playinnovation.com.au/innovation) - [**Innovate Innovation**Refresh and retune your innovation process from beginning to end](https://www.playinnovation.com.au/innovation/innovate-innovation) - [**Fuelling the Pipeline**Get a focused pipeline of opportunities to deliver real growth](https://www.playinnovation.com.au/innovation/fuelling-the-pipeline) - [**Consumer-led Product Development**Agile check-ins with consumers earlier and more often](https://www.playinnovation.com.au/innovation/consumer-led-product-development) - [**Post-launch Radar**Figure out what worked (and why), so you can pivot and optimise](https://www.playinnovation.com.au/innovation/post-launch-radar) - Your Resources - [**Knowledge Hub**Access thought-provoking research on market trends and new product development](https://www.playinnovation.com.au/the-knowledge-hub) - [**Blog**For the latest news and updates on consumer insights and product innovation in FMCG](https://www.playinnovation.com.au/blog) - [**Case Studies**Results that prove we’ve got it. See how we helped FMCG brands innovate better](https://www.playinnovation.com.au/case-studies) - [WHO WE ARE](https://www.playinnovation.com.au/who-we-are) SEARCH [Get In Touch](https://www.playinnovation.com.au/contact) Enquire Today ![](https://cdn2.hubspot.net/hubfs/2518731/_PlayMR%202020/Blog%20Page/close-button.png) # how to minimise risk for new product launches [![Arrow Down](https://cdn2.hubspot.net/hubfs/2518731/_PlayMR%202020/Global/banner-arrow.png)](https://www.playinnovation.com.au/blog/case-studies/how-to-minimise-risk-for-product-launches#next) ## how to minimise risk for new product launches by: **[Katherine Savage](https://www.playinnovation.com.au/blog/author/katherine-savage)** New packaging can be a fickle beast. What looks great in a concept may not translate to shelf, particularly in a saturated market. When a major FMCG decided to launch a new personal care brand market, we knew that the packaging was important but the product had to test well too. Using a combination of techniques, we were able to assure the client that their new venture in a highly competitive market would be backed by their customers. #### read it, love it, share it. about the author ### [Katherine Savage](https://www.playinnovation.com.au/blog/author/katherine-savage) Katherine is PLAY’s account director and resident packaging expert. She started life as a qualitative specialist before becoming a qual-quant researcher. Her 12 years of experience spans across FMCG, retail, tech, media, financial, auto, social, employer, and B2B: she loves diving into new categories and exploring the forces at play. She’s a fan of setting herself arbitrary goals and trying to complete them like translating the first Harry Potter novel from Portuguese (she hasn’t got to Hogwarts – yet!). ###### ask the author ### categories [the art of failing forward into successful NPD innovation](https://www.playinnovation.com.au/blog/failing-forward-into-successful-npd-innovation) [create a triple win by trying NPD “yes, and” with retail buyers](https://www.playinnovation.com.au/blog/create-a-triple-win-by-trying-npd-yes-and-with-retail-buyers) [recession proof: ramping up innovation during an economic downturn](https://www.playinnovation.com.au/blog/recession-proof-ramping-up-innovation-during-an-economic-downturn) [listen or lose! the consumer-led way to avoid new product disaster](https://www.playinnovation.com.au/blog/listen-or-lose-the-consumer-led-way-to-avoid-new-product-disaster) [an action plan for FMCG businesses to avoid the ACCC’s campaign against greenwashing](https://www.playinnovation.com.au/blog/action-plan-avoid-campaign-against-greenwashing) [wins & woes in online grocery shopping: the experts weigh in](https://www.playinnovation.com.au/blog/wins-woes-online-grocery-shopping-trends) ### recent posts [The PLAY team’s top product picks for 2024](https://www.playinnovation.com.au/blog/plays-2024-product-picks-0) [smart choices in AI: how to evaluate consumer research AI tools](https://www.playinnovation.com.au/blog/smart-choices-in-ai) [the art of failing forward into successful NPD innovation](https://www.playinnovation.com.au/blog/failing-forward-into-successful-npd-innovation) ### play perspectives [get to market faster with innovation sprints](https://www.playinnovation.com.au/blog/get-to-market-faster-with-innovation-sprints) [reaching new highs: Australia's cannabis industry](https://www.playinnovation.com.au/blog/australia-cannabis-industry-excerpt) ## 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