How To Create Branded Skin Care That Actually Sells [3 Step Guide]
Creating branded skin care is not (just) about making adjustments to your logo and playing around with different product box ideas. While packaging is an important element of the process, it should be one of the last steps in your brand creation journey.
Branding is about crafting a unique identity in the skin care world that directly appeals to a specific target market.
Before you even think about color schemes and font pairings, you need to identify your target demographic and find out exactly what skin care results they’re looking for.
Our three step guide below takes the guessing game out of the equation. Learn how to create a branded skin care range that people actually want — It will put you miles ahead of your competition!
1. Market Research Should Decide The Direction Of Your Branded Skin care Line
Proper market research is often the difference between a branded skin care range that tanks in its first few months, and one that continues to flourish for years to come.
It’s tempting to skip this step, but the information you glean from this research will strategically shape your brand to match the current demand in the market.
Choose A Target Audience To Separate Your Brand From The Rest
Young or old, man or woman, wealthy or on a budget - everyone can benefit from great skin care products. But with new skin care e-commerce websites popping up every day, you need to niche down to make your brand stand out.
You could aim your line at men aged 40 - 55 who want to reverse signs of aging. Or maybe create a branded skin care range targeted towards 18 - 25 year olds with acne issues?
No matter which demographic you choose, you need to make this decision before you move further with your branded skin care journey.
Your target market won’t just influence your packaging and marketing, it will also impact the skin care products and ingredients you use. Middle-aged men benefit most from hydrating ingredients like hyaluronic acid, while young adults with adult acne look for acne-fighting ingredients like benzoyl peroxide and salicylic acid.
Conduct In-Depth Research To Develop Your Branded Skin Care
Do some preliminary market research to identify demographic groups who are currently underserved in the skin care market.
Next, find out where this demographic hangs out online. Beauty influencers on Youtube, Instagram, and Tiktok are a great place to start (go straight to their comments section).
Head to r/Skincare_Addiction on Reddit and you’ll find new posts every day about particular skin care ailments with a lively discussion in the comments.
To nail your branding, you also need to learn about the current state of the market on a macro level. What are the latest skin care trends and how are they evolving?
Macro analysis will help you pick your products. Did you know that the EU is restricting most facial skin care that exceeds a 0.3% concentration of retinol? Or that blue light protection products are trending since the pandemic?
At Genie Supply, we’ve created our own private label anti blue light serum to respond to this trend.
Understanding Your Target Market For Properly Branded Skin Care
Approach your market research as if you are learning the language of your target audience. As the marketing experts at Copy That put it, you want to “join the conversation that’s already happening in [your target buyer’s] head,” and answer these five questions:
What unique jargon do they use?
What are their skin-related pain points and fears?
Do they have objections to the current skin care solutions on offer?
Why do they want to improve their skin?
What stringent and shakable beliefs do they have about skin care?
Crafting A Brand Identity For Your Skin Care Line
Following in-depth market research, it’s time to form your brand’s identity and values around your new knowledge. While there’s room to add your own personality and flair to your skin care range, your brand’s core identity should mirror your target market’s values.
Let’s say you’re creating a branded skin care line for Gen Z. Through your research, you learned that every generation values clean skin care, but it’s most important to Gen Z. Your brand identity needs to prioritize clean ingredients in all of your products, and communicate these clean credentials effectively through your marketing.
At Genie Supply, we’re experts at developing clean skin care. We have an entire range of clean private label products to choose from, plus we can create the perfect products for your target market via our custom formulating service!
2. Choosing A Manufacturer & Formulating Your Products
Now that you’ve identified your target market and built a brand identity around serving their needs, it’s time to decide on your products and formulas.
Show, don’t just tell. Back up all anti-aging or skin-improving claims by formulating your products with ingredients that really work. Noticeable improvements to skin issues are the way to keep your customers coming back for more!
Choose a manufacturer who can create a range of products that suit your target demographic, with ingredients that actually make a difference, and whose manufacturing ethics support your target market’s ideals.
At Genie Supply, we have a range of unique private label skin care products to serve virtually any target market.
Focusing on environmentally conscious consumers who are worried about the impact of poor air quality on their skin? Consider adding our Anti-Pollution Spray to your branded skin care line.
Our private label Bacne Spray is the perfect flair product to add to an acne-busting skin care range aimed at 18 - 30 year olds. Ingredients like willow bark extract exfoliate and unclog pores on the body for clearer skin.
Acne-fighting products wouldn’t have as much appeal to the 40+ skin care market, who would prefer our private label Super Rich Retinol Cream, made from a combination of retinol paired with bakuchiol and glycerin to fight the signs of aging (even on sensitive skin).
Had something ultra-specific in mind? Our custom formulating service can help bring your skin care vision to life!
3. Developing Your Brand Name, Logo, and packaging design
Revisit your market research notes while choosing a brand name and creating your logo. Try to find a simple word that conveys the message you want to get across to your target market. Always consult with a lawyer to ensure you’re not infringing on any existing trademarks.
Your formula might be amazing, but if your products don’t look good, they won’t stand a chance in this ultra-competitive market. Your packaging needs to stand out, look professional, and directly attract your target audience.
At Genie Supply, developing your branded skin care line’s packaging is easy. Simply select your preferred packaging from our catalog, hire any graphic designer of your choice, and give them our dieline dimensions to bring your packaging vision to life. Always ensure your packaging complies with FDA guidelines.
Once you provide us with the design, we’ll create a 360-degree digital mockup and you can make any changes you want at this stage. Once you have signed off on the design, we’ll print it all for you.
Take your branded skin care one step further by printing your logo on the product packaging. Our screenprinting service has no minimum order quality! Simply add our screenprinting service to your cart and email your logo design to design@geniesupply.com.
If you’re serious about branded skin care, add a touch of luxury to your line by customizing your product boxes, too. At Genie Supply, this process is similar to our product packaging. Add our 1 dollar box sample to your cart to check out the amazing quality for yourself.
In sum, creating a branded skin care line that will sell requires effort and planning. When you follow these simple steps, your chances of success will skyrocket:
Identify your target audience
Conduct secret-agent levels of research into this target market
Create branded skin care products that appeal directly to the target demographic by solving their specific problems
Market these benefits directly to that target market
Now that your branded skin care is ready to go, consult your research notes for ideas on where to sell your products and how to market your range to reach your target audience.
Interested in partnering with Genie Supply to bring your branded skin care dreams to life? We offer a range of manufacturing options from private labeling, to custom formulating, or contract manufacturing. Don’t hesitate to reach out with questions by calling (812) 329-1105, or via email: customerservice@geniesupply.com
