Launching your own skincare line can be as exciting as it is challenging. We help estheticians, physicians, spas, lash and waxing businesses bring some of the best skincare products to market. Choosing your products is just the beginning. Below are best practices to ensure success when getting started.
1. Think about your brand and define your target customer base.
You can start by analyzing the demographic of your clients, and looking at who is purchasing what type of product from you. This will tell you key information such as age, average spend per transaction, and main skin concern. This will help you not only when choosing your formulas, but also in designing your brand and setting your prices.
2. Consider your starting budget.
No matter the size of your budget, you can still start your own line. We have serviced brands that start with only one product, and others who private label an entire line. Sometimes it can be more productive to start with a few key SKUs. It helps avoid overwhelm and likely leaves a bit of room in the budget for Facebook ads or marketing collateral.
3. Implement a promotional marketing calendar.
Much like any business, it is a good practice to implement a promotional calendar with marketing ideas, and to consider how you will introduce your brand to your prospective customer base. Create a strategy and plan. Utilize platforms such as Facebook, Instagram, LinkedIn to promote your new products and consider implementing email marketing with services such as Mail Chimp or Constant Contact.
4. Tell a story.
Other best practices include building a “story”. This is something you create to explain your “why”. Why are you creating this brand for your customers? How will it benefit them? How do you want to share that story with them? Need help? Check out Simon Sinek’s famous video “Starting with Why” on YouTube.
5. Work with a company that has experience and the infrastructure to support you as you grow.
This is where the details become very important. Will this company provide education? Samples? Consultations as needed?
6. Merchandising
Merchandising: In a spa or other retail environments, be sure to create a focus display for your key product(s). Amazon sells several retail merchandising displays to fit any retail space. This can help you look as good as established brands. Amazon also sells brochure holders. Another great resource is www.displays2go.com where you can find all kinds of materials for promoting your brand.
7. Testers
Testers: It is always a good idea to have testers available for customers to try your new proprietary product. The more “touch/feel” of a product the better. It has been shown that retail sales increase by 60% if a person can touch/feel/try a product, and they like the texture or fragrance.
8. Product knowledge
Product Knowledge: Make your sure team is EDUCATED! Get data sheets from your private label company and work with your sales representative so you feel confident in educating your staff. It helps to designate a leader on your team who can hold weekly training meetings to keep staff motivated and knowledgeable.
9. Share the enthusiasm.
PR is an often-forgotten part of marketing your new skincare brand. Consider connecting with editors of online publications.
10. Photography.
If you are selling your products online, we recommend you get professional photos taken of your products. You can often find a freelance photographer with a small studio on Craig’s List and spend very little, but it will go a long way. They will have the perfect lighting to create arrangements and really make your products stand out. If you are doing the photos yourself, Amazon has a lot of affordable product photography equipment.
We would love the opportunity to share more information with you regarding our formulas, premium packaging, and low MOQ offerings. To learn more, please visit globalbeauty.net or send us a message to schedule your consultation!