Large beauty companies such as the brands of L’Oreal, Johnson & Johnson skin care businesses, and others dominate major portions of the market share. Others are still achieving skin care business success or struggling to do so.
How does a brand in today’s competitive and fragmented beauty market achieve success? This is a question that many entrepreneurs and companies are asking themselves. It is certainly a combination of things that have to be all successfully executed.
An individual or a group of people first have to have the vision, passion, and some knowledge to enter the industry, start the venture, and make a set of investments such as money, time, and other resources.
Starting A Skin Care Business
Many professionals are getting into the skin care and beauty industry these days due to new technologies, market demands, and fiscal opportunities. Dermatologists are creating their own skin care brands, aestheticians are, formulators, and marketers who just are passionate about skin care products and skin care in general.
Starting a skin care business encompasses many aspects, but one of the most important aspects is the product itself. Once the product is decided upon as an objective such as an anti aging night cream, or body butter, it needs to be formulated. Assuming the company or entrepreneur(s) have decided already on their product line and are formulating them, here are some of the next critical steps.
The primary and secondary packaging has to be decided upon and professionally designed. Also, the die cuts for them have to be created once the decision is made how to brand them (labels, silk screening, hot stamping, etc.). Packaging vendors have stock and custom packaging to choose from. Graphic design professionals assist with the design elements, while label companies or silk screeners work with design and the products, to create the final packaging for the new brand.
The logo of the brand, colors, and name have to be of course chosen as well and skin care business consulting services can help with this or other industry experts, if needed too. Using attractive and quality graphic design can make a large difference here. In the beauty industry, visual appeal is expected and a certain status of quality.
Name, logo and branding, packaging, formulations, types of products, are in place now, so what are the next steps? Most likely one of the most important steps that follows will be the website design and development of the skin care brand. This is an important infrastructure of a business, especially if it has ecommerce ability and online storefronts.
Skin Care Website Design
Skin care websites should be designed with quality and detail as well as with Responsive Design website technology (HTML5 and CSS3). Well-architected websites, user-friendly navigation, and attractive overall environment with conversion tools are highly suggested to achieve success with a skin care business and brand.
The electronic commerce application and software should be one of the leading software applications with plenty of features and tools to support the business requirements and growth. Quality Content Management Systems (CMS) should be also effectively used for best results such as WordPress or Magento.
Successfully Marketing Skin Care Products
Once a company has branding and a product line in place, successfully marketing skin care products is the next phase. This is accomplished with a comprehensive approach. Marketing online in this digital age is a complex task, but also comes with a vast amount of benefits when done right. Professional marketing services can be utilized to ensure success, but many tasks can be done in-house as well.
Here are the most effective marketing strategies for skin care brands:
– Content Marketing
– Search Engine Optimization
– Social Media Marketing
– Paid Advertising
– Conversion Optimization
Successfully marketing skin care products involves the above methods and strategies for marketing and advertising. Given the amount of resources available, each brand has to decide how to go about deploying these ways to market their products and brand.
Selling Skin Care Products
Successfully selling skin care products falls mostly into two categories. The online sales efforts and traditional retailing of skin care products. For successful online sales, brands must have effective websites and marketing campaigns. The traditional retail business has not changed much over the years. Selling skin care products through stores involves store buyers, industry brokers, and distributors locally, regional, and nationally.
To succeed selling skin care products, strong and effective marketing campaigns should be deployed to drive online sales and profits. During those efforts, product sheets and pricing information should be submitted to local store buyers and smaller store chains. Local and regional distributors should be contacted as well to introduce the product. National distribution should be contacted once a certain set of local and regional accounts have been established.
For skin care brands that want to have access to industry experts and assistance as needed, can work through skin care business consulting services. These services help brands accelerate, avoid mistakes, and increase quality. Achieving skin care business success is a combination of key objectives that when executed with quality, forms the foundation for a successful skin care business.
