Dominated by the larger brands and companies, the beauty industry was once far less fragmented. A highly complex market now, skin care brands and companies have been creating a mixture of diversified products to appeal to a vast amount of niche markets and consumers. The skin care customer of today has more choices for beauty treatments then ever before.
To succeed in the beauty industry, entrepreneurs and companies starting a skin care brand and product line have to consider many things to succeed. Even though it is a very lucrative market and industry, it is as well very competitive. Just having a quality product does not guarantee success in the beauty industry.
So, what does it take to make it in the beauty industry as a brand? How to start a skin care brand and product line to succeed in the skin care market? Here are some points and items to consider when starting a new skin care brand, operating a smaller brand, or wanting to grow as a beauty company.
How to Successfully Start A Skin Care Brand
After developing a skin care business plan and outlining the skin care business model, entrepreneurs and companies have to execute all other requirements to successfully start a skin care brand. One of these first requirements is the creation of the product line and formulation of individual products.
Skin Care Product Formulation
The skin care consumer of today is a highly informed and educated customer. The majority of skin care consumers these days are well informed about their options, environmental impacts, and key benefits of ingredients. The demand for quality, highly effective ingredients and formulations has pushed marketers and manufacturers to create many new products.
There are many consumers that demand cleaner, safer, and simply healthier products. Customers do not want parebens and other harmful ingredients anymore in their products. They demand more natural and organic based formulations and ingredients. Key ingredients that are high in anti oxidants, vitamins, and are made from super foods are in high demand.
Skin Care Product Packaging
After the formulations are decided upon, the next step is the packaging. Most skin care products need primary and secondary packaging. The jars or bottles are primary and the boxes are the secondary packaging. To retail products both are required by the industry.
Attractive, beautiful, and quality packaging design is a necessity for skin care products. Especially, if they are priced in the mid to high range consumers will expect a certain quality, standard, and look. Consumers will also expect a certain quality of material. The packaging should have good and quality driven stock for packaging to succeed.
The design for the primary and secondary packaging must be professional, within industry guidelines, and appealing. The key ingredients should stand out and all relative and required information displayed in a customer friendly way. Packaging is a key element to succeeding with a skin care business.
Skin Care Branding
Branding is important for most businesses, but in the beauty industry it is even more critical. The beauty industry is a highly visually driven market. Having quality and professionally looking branding across all media platforms is expected. Customers are used to quality design and attractive, beautiful visual elements in the skin care industry.
Skin care companies that wish to have better chances in the beauty market must invest into quality branding to improve their appeal, chances, and market share. Designers who have industry experience can highly benefit skin care companies. Most know what works and what does not.
Skin Care Website Design and Development
Regardless of company size and even with start-up brands, having a quality, intelligently functional, and responsive design website is key to success in the beauty industry. All brands must have an online presence and look a certain way to succeed. Skin care website designs must be attractive, user-friendly, with leading technology, and convert website visitors into shoppers, and loyal fans.
Skin care websites must be designed with Responsive Design HTML5 to work across all major devices such as smart phones, tablets, and computers. They have to use the right technology applications for e-commerce and online shopping carts. The websites have to have the ability to be marketed online. The styles of development and applications used have to be able to support marketing campaigns online to succeed in the beauty industry.
Skin Care E-Commerce Solutions
Selling as a marketer or manufacturers of skin care products directly to consumers yields the largest profit margin. Therefore, it should be important to all skin care companies. Most operate e-commerce websites, but not all e-commerce solutions are the same. To succeed with selling skin care products online, brands must deploy the proper e-commerce software applications, shopping carts, and solutions with an attractive design and user-friendly functionality.
Skin care e-commerce websites should be hosted individually by the brands for full control, benefits, and long-term strategy. Brands can utilize open-source applications for e-commerce and professional setup and design for best chances.
Marketing and Advertising Skin Care Products
Marketing and advertising skin care products is a complex task in today’s digital world. The days of simple magazine ads are long gone. Skin care brands must setup, deploy, and manage a complexity of channels, mediums, and creatives to be effective and successful with marketing and advertising skin care products.
Skin care brands that wish to succeed selling products online through e-commerce websites, have better chances with retail distribution, and increased profitability should have various methods deployed. Methods such as Search Engine Optimization SEO, Social Media Marketing SMM, Content Marketing, Paid Advertising, and Print should be professionally established to increase chances of success.
Retailing Skin Care Products
Retailing products can be a very tough and competitive business journey for many beauty brands. There are many skin care products and all of them wish to be on the shelve with most major retailers. Local, regional as well as national retail chains have no shortage of brands trying to land deals with them to be on their shelves. Buyers of these retail chains either buy directly from the brands or (in most cases) buy from distributors.
To succeed with retailing skin care products, brands must have a strong visibility online, quality packaging and product formulations, with professional looking branding and be simply appealing. If a store is interested, it will place a test order and see if the product sells well. If it does sell well, the retail stores will place much larger size orders with the brand and distributors.
Skin care brands must contact smaller retail chains to open up opportunities retailing skin care products. For the larger and national chains, skin care brands must contact the distributors such as Tree of Life (national distributor). These larger accounts are much harder to land and certain requirements will be in place for brand to qualify. Skin care brands must follow these requirements and meet them to open up larger distribution opportunities.
Overall, these are the main areas that skin care brands must concern themselves with to succeed in the beauty industry. To successfully start, grow, and profit from a skin care company a certain business formula has to be applied, followed, and executed to ensure success and meeting certain company goals. Once the foundation is established with quality and the above points are put into place properly a skin care brand can have great chances at filling a consumer demand, which is the contribution and also be very rewarded for it with many opportunities of profitability.