Creating a beauty brand is a PROCESS that you shouldn’t try to rush, but it also shouldn’t take you 2+ years to turn your idea into a viable business. There are a lot of moving parts on the path to building an iconic beauty brand. Before you run full speed ahead with your ideas, you need to conduct the proper research and develop a solid plan of action. Starting with a private VIP Day or Workshop is so important because it gives you the opportunity to hammer out the details all at once. This is the time to fully develop your product idea, gain an intimate understanding of your target customer, get clear about your brand’s persona and positioning and carefully plan your overall marketing strategy. Starting with this step is the best way to minimize stress and confusion in your journey from idea to launch.
Once you are clear on the direction of your brand, you can begin preparing for product development. The fastest way to waste your time and money is to go into the lab without a formulation plan. So the second month of your journey is dedicated to exploring delivery systems, sourcing ingredients and putting a few potential formulas on paper before we hit the lab. During this phase of the process I work very closely with my clients to finalize their product claims, select key ingredients to back up those claims, and ensure the product will be formulated for optimal functionality and results.
The first sample run is the most critical in the development process because it directs every iteration of the formula to follow. At this step you have the opportunity to test variations of your potential formula to see what ingredient combination best matches your vision. The foundation of your iconic product is built at this step. This part of the process can literally make or break your product. If you are not completely honest with your feedback of this sample set, you run the very real risk of getting to the finish line with a product that doesn’t meet your standard and/or vision. Always, Always, Always be HONEST. THOROUGH. and DECISIVE when you are evaluating samples. Your brand depends on it.
At the midway point of your development project, you sample a revised version of your formula based on the feedback you provided during the first sample run. This version of your product should be pretty close to perfect, but a few minor tweaks may still be necessary. At this step in the process we’re making sure your conditioner or body cream is not too thick or too thin… Your shampoo or body wash has enough lather and cushion… Your hair or body oil is not too heavy and absorbs at a good rate… Your facial serum or mask glides perfectly on your skin… and above all we’re making sure your product actually works like we say it will.
At this stage of the development process we put the finishing touches on the formulation and submit it for stability, safety and efficacy testing. This is also the perfect time to run a private focus group to gather feedback from your target market. I can’t stress enough how important it is to get feedback from your ideal customer BEFORE you finalize your product and put it on the market. Social proof sells beauty! It’s much harder to sell a product if your customer can’t see that people have already used it with great results. Use your focus group to gather feedback that will help you put the finishing touches on your product and to be your brand’s first set of ambassadors.
The biggest mistake new brands make is building an amazing product and launching it with lackluster branding and marketing. It’s super important to have a brand presence and marketing strategy that attracts your ideal customer. The first step of the Creative Direction process is to devise a comprehensive plan for your brand presence and marketing. While you may have an amazingly effective product, it will be a hard sell if your customer can’t connect to how it looks or what you have to say about it. Branding is more than a cute logo and pretty colors. Marketing is deeper than posting a picture and a “buy now” caption. Magnetic branding and intuitive marketing is the name of the game.
What’s a plan without execution? This step of the process is all about preparing your brand for a well executed launch – call up the graphic designer, photographer, videographer and copywriter, etc and put them to work! It’s ok to steal like an artist! Keep a file of inspiration that you can share with the creative professionals you hire for your project. Take note of websites that have the look and user experience you strive for to guide your graphic designer. Create a saved collection on Instagram for photo and video marketing inspiration. If you come across a post or brand that has the kind of voice you hope to project send it to your copywriter. Be inspired but make your brand your own.
The second biggest mistake new brands make is building an entire brand without gathering an audience to launch to. If you build it, they WILL come – but you have to let them know you’re here otherwise you’re just launching in the dark. While your formulation is in production, find your people, get to know them, and give them clues about what they can expect from your pending brand. Marketing is a marathon that requires tremendous foresight to be timely and effective. If you’re new to beauty you’ll first want to establish your stake in the industry. Let people know what you love and why you love it. Share your journey of discovery and newly gained insight. Allow people to follow your story as it unfolds. Find out what your people expect/hope to see from you. Share tidbits of the development process in real time and as your launch date approaches give them more hints of what to expect and when.
It’s time to birth this baby! A high quality product, magnetic branding, iron clad marketing plan, and a captivated audience is the perfect setup for a sold out launch. With the right numbers and logistics, you’ll be prepared to pitch your brand to retailers to expand your reach in no time.
You just went from Idea to Icon in 9 steps and it all started with a VIP Day / Workshop!
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