Professional Branding For Skin Care Made Easy [Step-By-Step Guide]
Creating cohesive and professional branding for your skin care business is not an easy task.
Strong branding is often the difference between a skin care line that struggles to move off the shelves and one that earns brand loyalty month after month from its target market.
The stakes are high, but thankfully, you don't have to create your brand strategy alone - Genie Supply is here to help!
Our guide below reveals the most important factors to consider for an effective branding strategy - including developing your brand story, choosing the best skin care products for your target market, and creating your customized packaging.
Why Is Professional Branding Important For Skin Care Lines?
A strong brand is essential for any professional skin care business to stand out in a crowd of thousands of similar businesses selling essentially the same products. Without branding, how would you appeal directly to your specific target market?
According to data published on Statista, skin care consumers in the US are remarkably brand loyal. 47% claimed they would remain loyal to the skin care brand they most recently purchased, while only 3% stated that they plan to mostly swap to other brands.
There’s huge potential for repeat business in the skin care market, and developing a strong brand is fundamental to capture some of that market share.
What’s the right way to approach professional branding for a skin care company?
There are three crucial steps:
Identify your specific target market
Conduct extensive market research into your target market and the competition for their business
Develop original stand-out branding that will directly appeal to your target demographic
For example, if you plan to target the 50+ affluent female consumer base, you should:
Research their specific pain points. What type of anti-aging concerns do they have? Is hydration an issue for their skin? How many products do they like to use in their routine?
Identify the products this market regularly purchases from competitors. How could those products be improved?
Look for specific gaps in the market for this demographic. For example, you could make an impact as a first mover with a clean luxury skin care line for the 50+ market. To succeed, you’ll need to communicate this clean, luxury messaging effectively to the 50+ base through your branding and marketing promotions.
Take time to develop your brand’s mission statement and weave in your brand story throughout your marketing promotions.
If you are a small home-to-lab skin care business, telling the story about the evolution of your brand thus far could help potential customers buy into your business.
As outlined by The Brand Shop, businesses with compelling brand storytelling benefit from 20% greater consumer loyalty, while 68% of consumers admit that branded storytelling impacts their purchasing choices.
Choosing The Right Products For Your Brand
Now that we have all the essentials of professional skin care branding covered, it’s time to decide on the types of products you want in your range. Developing solid branding first is crucial as the products you sell must align closely with your brand’s purpose and image.
Is your brand all about sustainability, minimalism, and easy one-and-done products? Stick to the basics like cleansers, moisturizers, and simple anti-aging and blemish-fighting serums.
If you target the older demographic, most of your products should provide anti-aging benefits and be designed for drier skin types. Think ultra-hydrating retinol creams and sheet mask serums to restore a youthful glow.
It's important to identify the types of products that you want at this stage, as it will influence the next step - the skin care formula selection process.
At Genie Supply, we offer an entire range of skin care products to suit any branding strategy. From anti-aging serums to spot treatment products, we’re specialists in clean and high-quality skin care formulas designed for a variety of different budgets. Learn more about our commitment to high quality and clean ingredients here.
Identifying The Best Product Creation Process For Your Brand
Sourcing your products is the most important part of developing a professional branded skin care line. The branding decisions that you make in the initial stages will influence the manufacturing method that you ultimately choose.
For example, your brand’s pricing strategy will have a huge impact on manufacturing. If you plan to charge a luxury price tag, you need the ingredients and purported benefits of your line to live up to customer expectations.
Manufacturing For Luxury Branding
You need to justify your higher prices with originality. One way to stand out is to develop unique skin care that your target market won’t find elsewhere. This is possible through ‘custom formulating’ - a manufacturing process that involves partnering with a lab to create completely unique skin care from scratch.
If you don’t have the budget for a highly customized professional skin care brand, there are other viable alternatives to make your formula stand out. Custom product creation is a semi-customized manufacturing method that involves adding a limited number of ingredients on top of a lab’s base formula.
Genie Supply offers both custom formulating and custom product creation manufacturing services to our customers. Learn more about all of our manufacturing methods here.
Manufacturing For Budget-Friendly Branding
Communicating value is equally important for budget brands. Consumers naturally associate lower price tags with inferior quality - you need to convince your consumer base that your brand is different. Ensure that your skin care delivers impressive results by vetting all of the ingredients used by the manufacturer closely.
Private labeling is a great way to source high-quality skin care on a budget. This method involves using a lab’s preformulated formula as your own. Not only is this process budget-friendly, it’s also much quicker compared to custom formulating.
Professional, high-quality skin care branding is absolutely essential if you choose this route. As private label products are preformulated, it’s highly likely that your competitors will sell the same formulas. The only way to differentiate your business from theirs will be through your branding and marketing positioning.
At Genie Supply, we offer over 60 different clean and high-quality preformulated skin care products on a turnkey private label basis. Learn more about our preformulated skin care in our private label catalog.
Customized Branded Packaging For Professional Skin Care Lines
Do you require some third-party assistance to bring your branding vision to life?
While there are also experts dedicated to professional branding for skin care businesses like yours, some beauty manufacturers offer select branding services as part of their formulating packages. If you are on a budget, collaborating with your manufacturer is easier and less expensive than hiring a dedicated brand specialist.
Product packaging is one of the most essential elements of the branding process. Look for skin care manufacturers that offer highly customized product and box packaging, including screen printing, hot stamping, custom coloring, and customized labeling.
At Genie Supply, we offer all of the above - plus more! Read more about our highly customized packaging options in our packaging catalog.
Three Free Guides For Simple And Effective Skin Care Branding
At Genie Supply, we aim to make the branding process as straightforward as possible for you!
Check out our detailed guide explaining how you can create unique product packaging designs and source a designer on a budget.
We provide our exact die lines for each packaging item to make packaging design easier for you and your designer. Learn more about our entire customized packaging process from start to finish.
To ensure you are 100% happy with your customized packaging, we always seek client approval for the digital mock-up designs before the printing stage.
Last but not least, don’t forget to read our FDA labeling guide to comply with all the rules and legal regulations for cosmetic labeling.
In sum, the most important steps for effective and professional branding for a skin care business include:
Understanding your target market and creating products that appeal directly to that specific demographic
Selecting the right types of products that match your brand’s purpose
Choosing the best manufacturing method to suit your brand’s pricing strategy
Developing customized branded packaging in collaboration with an expert or your manufacturer and designer
Ready to source skin care products and customized packaging that matches your branding strategy? At Genie Supply, we’re specialists in helping small home-to-lab skin care businesses like yours! Get in touch by phone: (812) 329-1105 or via email: customerservice@geniesupply.com