Feb 25, 2019
The Top 4 Challenges of Creating a Skincare Line
In many ways, an independent skincare manufacturer has more advantages today than ever before. The influence of e-commerce and social media allows smaller brands more chances to find their own niche markets. For example, while sales of traditional makeup brands decreased slightly (by 1.3%) in 2016, independent brands increased by 42.7%. However, the challenges in the industry are still substantial, and shouldn’t be underestimated. Fortunately, preparing for the biggest challenges, including those listed below, will increase your odds of success.
Not only does your brand need to compete with the big-name labels, it also needs to stand out from the ever-increasing number of other independent brands. One solution is to connect to a specific audience that may be too small for a big brand to find profitable, but still large enough to make your smaller label a success.
Whether you are seeking to develop a custom or a semi-custom formula, your long-term success will depend on the quality of research and development that goes into its production. Not only does your brand have to perform as advertised, but it should also look, feel and smell appealing, stay potent throughout its shelf life, and blend well without separating or spoiling during transit. If you are combining new ingredients in unusual ways, be sure to allow your lab enough time to test your formula thoroughly.
When choosing a manufacturer, look for one that has experience with the kind of skincare line you want to develop, has high-quality standards, welcomes visits to their facility, and is willing to share their expertise in market trends and ingredients with their clients.
Even with a smaller budget, there are many steps skincare manufacturers can take to bring attention to their products. Before reaching out, narrow down your market and brand identity, as described in the first challenge. This will help you decide where you can most effectively direct your public relations efforts. Traditional media will include magazines, major websites and television shows. Research the specific names of beauty and lifestyles editors and send them samples. Your odds of getting their attention will be much better if you target smaller, local markets over nationally-known names.
An even better venue can be the influencers on social media. Try to form an authentic connection between the influencer and your product. First, find those whose image harmonizes with your brand. Then look for those with the more active followers. The degree of involvement an influencer has with their followers is even more important than their total number of followers. Finally, allow the influencer to engage with your product in a meaningful way. As an example, the above-mentioned brand Panacea created a successful 21-day challenge where influencers were encouraged to post their experiences with using the brand for 21 days.
Once your brand begins to become successful, its own sales can fund the next stages of its growth. Until then, you will have to be careful with your money. Some tips include: