Cosmetic and personal care products provide diverse benefits to a wide range of people, which is certainly something worth celebrating.

The sector is also experiencing a particularly exciting period right now, with favorable trends forming that will influence the market’s future. For starters, there’s a push for more sustainable methods and products, with 92% of consumers preferring to support businesses that promote environmental and social concerns.

There’s also a greater emphasis on providing a wide range of colors and shades that complement the entire range of human skin tones, which helps to promote inclusivity and body positivity in the cosmetics industry. Healthy skincare is also on the rise, with related products now accounting for 40% of the market, and men are a sizeable portion of the buyer base, with that segment expected to reach a valuation of $18.92 billion globally by 2027.

To remain relevant and profitable, your cosmetics and personal care business will need to prioritize and carry out new product development (NPD) in light of these advancements and other alterations in customer tastes. To ensure that your teams have the necessary capabilities, you must use industry-specific product lifecycle management (PLM) software.

From there, you should follow these six fundamental phases to bring your new product to market while fully utilizing your PLM system and the benefits it provides at each level.

1. Create the Product Brief

To begin, you’ll need a sound and well-constructed product brief—the document that outlines the business case, general product specifications and how the item will be presented to the target audience. While you won’t have exact details in this phase, you should strive to make the brief as complete as possible, covering all that you can of category, function, color, odor, texture, size and other key attributes.

Because many teams will be using the document as a reference and coming back to it often, you’ll need to make sure to include information that will help all involved stakeholders get their jobs done. Also keep in mind that it’s never too early to involve your compliance specialists—creating products to be compliant by design is the best practice to avoid unfortunate surprises down the line.

2. Perfect the Product Formulation

Now it’s time to let the creative minds in your research and development department do what they do best—iterate on the formula, fine-tune ingredient levels and determine the best processes for manufacturing according to product specifications. They’ll have the outline provided by the brief to get them started but should be given the freedom to explore the possibilities.

A purpose-built PLM platform can truly empower your R&D team, giving them a single source of truth for product information and allowing them to digitally record the materials, concentrations and creation methods behind the prototypes they make. An advanced solution like Aptean’s PLM for personal care and cosmetics businesses can also flag allergen and other compliance concerns so that they’re apparent early on and can be addressed.

3. Source the Raw Materials

Once the product formula has been determined and spelled out in precise detail, you’re ready to start shopping around for the raw materials you’ll need not only to produce your new offering but also those necessary to package it for retail. While cost will always be a factor to consider, keep in mind the importance of sustainability we mentioned at the outset as you evaluate various vendors.

In order to make sure you’ve got the right fit and are working with sources you can trust, it’s a good idea to get a number of suppliers to submit proposals complete with not only pricing but also information on origin and their own internal sustainability practices. Once you’ve found the partners you prefer, your PLM software can store and maintain all of their critical information for future reference.

4. Design the Packaging

Considering the fact that product packaging has a profound impact on perception given that it forms shoppers’ first impressions, that element can be almost as important as the item itself. Your marketing and art departments must convey a variety of different concepts in what is typically a fairly minimal space, but make sure they cover as much as possible, from use cases and appearance to any necessary health and safety disclosures.

A good PLM solution should offer a set of tools specifically for this step to help your highly qualified staff to leverage their intuitive artistic sense to choose the ideal font, colors and graphics. What’s more, a solid system will also let them share their ideas and concepts with others involved in the NPD process to get feedback and build out the best approach.

5. Dial in on Quality and Compliance

You want every experience your customers have with your brand to be positive, so at this point, you need to test the quality of the finished goods in your initial production runs rigorously and tweak manufacturing processes accordingly to get consistent results. Also, for compliance, you’ll need to conduct microbiological, toxicology, stability and potentially other assessments to confirm that your product is entirely fit for consumer use.

Read Also: The Importance of Product Safety and Regulatory Compliance

Keep in mind that legislation on cosmetic product compliance varies from region to region and country to country, so make sure your professionals conduct the proper research and know the relevant laws pertaining to both the category of the item and the materials used in its manufacture. This is also the time to complete necessary documentation, including the Product Information File (PIF), Safety Data Sheet, Cosmetic Notification Form and more, as necessary.

6. Validate the Final Product

Finally, we come to the last step, which is the official validation of the product and the completion of all required internal and external approvals. You’ll want to go back to the original product brief and make sure that what has been created still aligns with the goals you set out to accomplish, comparing your latest prototypes to the concepts laid out at the start.

While it’s not likely that you’ll need to make changes at this point, remain flexible and remember that preserving the hard work of everyone involved in the NPD process is of utmost importance. It’s better to be safe than sorry when it comes to putting out new cosmetic goods, as shoppers have plenty of choices on the market and you want to create loyal brand supporters and repeat customers by offering nothing but the best.

How to Start a Skincare Line

Do you have a passion for skincare and want to create your own line? If so, you’re in the correct place! This book will coach you through the critical steps for launching a skincare line and provide helpful insights into the skincare industry. Whether you’re a beauty lover or an aspiring entrepreneur, going on this journey can be extremely fulfilling and profitable.

Starting a skincare business is more than just manufacturing items; it is about meeting a market demand. With the growing need for pure, organic, and effective skincare treatments, there has never been a better moment to get into the market. By providing unique goods that cater to varied skin conditions, you can have a significant effect on people’s lives while developing a successful brand.

To succeed in the competitive skincare industry, it is critical to understand the principles of launching a profitable skincare brand. From product development to branding and marketing tactics, critical components can make or break your business. Understanding these fundamentals can help you navigate the industry’s obstacles and capitalize on opportunities more effectively.

Success in the skincare business hinges on several critical factors, including product quality, brand differentiation, and effective marketing. By honing your expertise in these areas and staying abreast of industry trends, you can position your skincare line for long-term success. Embracing innovation and staying true to your brand’s values are also vital components that contribute to sustained growth.

Researching the Skincare Market

To start a skincare line, thoroughly researching the skincare market is crucial. Analyzing market trends will give you insight into consumer preferences and demands, helping you tailor your products to meet their needs. Identifying your target audience is essential for effective marketing and product development, and studying competitor strategies will allow you to differentiate your skincare line and find unique selling points.

Analyzing Market Trends

By analyzing market trends, you can stay ahead of the curve and anticipate what consumers are looking for in their skincare products. Whether it’s a shift towards natural ingredients, sustainable packaging, or innovative formulations, keeping an eye on these trends will inform your product development and marketing strategies.

Identifying Target Audience

Understanding your target audience—whether millennials seeking affordable yet effective skincare solutions or older demographics looking for anti-aging products—will guide your branding and messaging. By knowing their pain points and desires, you can create products that resonate with them on a deeper level.

Studying Competitor Strategies

Studying competitor strategies will help you identify gaps in the market that you can fill with your own skincare line. It also allows you to see what works well for other brands and what doesn’t, giving you valuable insights into how to position yourself in the market.

Now that we’ve researched the skincare market, let’s create a unique skincare line that stands out from the competition.

Creating a Unique Skincare Line

One of the most crucial aspects to start a skincare line is developing a compelling brand identity that resonates with your target audience. Your brand identity should reflect the values and mission of your skincare business, setting you apart from competitors in the market. This includes creating a captivating brand story, designing a visually appealing logo and packaging, and establishing a consistent brand voice across all marketing channels.

Developing a Compelling Brand Identity

To start a skincare line successfully, you need to invest time and effort into crafting a compelling brand identity that speaks to your ideal customers. This involves conducting thorough market research to understand the preferences and needs of your target audience, allowing you to tailor your brand identity to resonate with them. Whether it’s through eco-friendly packaging, cruelty-free formulations, or a focus on natural ingredients, your brand identity should communicate what sets your skincare line apart from others in the industry.

Formulating Effective Skincare Products

Another key aspect of starting a skincare line is formulating effective skincare products that deliver on their promises. This involves working with experienced chemists and dermatologists to develop high-quality formulations that address specific skin concerns or cater to particular skin types. By using premium ingredients backed by scientific research and testing for efficacy, you can ensure that your skincare products stand out in the market for their effectiveness.

Establishing a Strong USP

In the competitive landscape of the skincare business, establishing a strong Unique Selling Proposition (USP) is essential for standing out and attracting customers. Your USP should clearly communicate what makes your skincare line unique and why consumers should choose it over other available options. Whether it’s offering customizable product options, innovative packaging designs, or personalized customer experiences, having a strong USP can set you apart from competitors and drive customer loyalty.

Summary

Starting a skincare brand can be an exciting endeavor, but it takes meticulous preparation and execution. This tutorial will lead you through the main steps and show you how Strikingly can help you develop a successful skincare business.

Step 1. Develop Your Skincare Line

• Define Your Brand. Clearly articulate your skincare line’s mission, target audience, and unique selling proposition.
• Product Formulation. Create effective and safe skincare products that address specific skin concerns. Consider consulting with a chemist or dermatologist for expert guidance.
• Packaging Design. Develop eye-catching packaging that reflects your brand identity.

Step 2. Build Your Brand Identity

• Choose a Memorable Name. Select a name that resonates with your target audience and embodies your brand values.
• Create a Strong Visual Identity. Design a logo, color palette, and typography representing your skincare line’s aesthetic.
• Develop Brand Messaging. Craft compelling brand messaging that communicates the benefits of your products.

Step 3. Create Your Online Presence with Strikingly

Strikingly is an excellent platform to establish your skincare line’s digital footprint. With its user-friendly interface and customizable templates, you can effortlessly create a professional website without coding knowledge.

• Choose a Striking Template. Select a template that aligns with your skincare line’s style and showcases your products beautifully.
• Customize Your Website. Tailor the template to reflect your brand identity by customizing colors, fonts, and images.
• Showcase Your Products. Use high-quality product images and detailed descriptions to entice potential customers.
• Integrate an Online Store. Strikingly’s built-in e-commerce features allow you to sell your skincare products directly from your website.
• Start a Blog. Share skincare tips, product information, and brand stories to engage your audience and build trust.

Step 4. Market Your Skincare Line

• Leverage Social Media. Utilize platforms like Instagram, Facebook, and TikTok to connect with your target audience and showcase your products.
• Content Marketing. Create valuable content, such as blog posts and skincare guides, to attract and retain customers.
• Email Marketing. Build an email list to nurture relationships with potential customers and promote your products.
• Collaborate with Influencers. Partner with skincare influencers to reach a wider audience and generate buzz.

Step 5. Grow Your Skincare Business

• Gather Customer Feedback. Pay attention to customer reviews and testimonials to improve your products and services.
• Expand Your Product Line. Introduce new skincare products to cater to different customer needs and preferences.
• Explore Retail Partnerships. Consider partnering with beauty stores or boutiques to expand your product reach.