The beauty market is saturated with brands all trying to get noticed. Here, five things that sets your brand apart from the rest.
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As of 2022, there are over 4,000 cosmetic and beauty product manufacturing businesses. As a result, cosmetic counters and store shelves are flooded with new launches. With so much competition, what makes one launch more successful than another? It comes down to the right formula. No, not just what’s in the product formulation (although that matters, too). It’s about having the right mix of messaging, ingredients, buzz, and packaging to make a brand stand out. Here’s what I look for when evaluating new initiatives. Plus, the one thing that will tank your launch—and how to avoid it. .
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‍1. It starts with a compelling story.Over the course of my career, I’ve had the privilege of working with large corporations, top makeup artists, celebrity brands, and now startup companies. And amongst the most successful brands, there’s a common theme: the brand has a strong conviction, passion, or an interesting story behind the founder, its origin, or its ingredients. A lot of what makes a product or a brand stand out is in the messaging. Your story needs to connect with consumers. Your target audience must form an emotional connection and fall in love with your product, too. Your website, brand logo, and packaging must deliver a clear, cohesive message to the consumer.
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‍2. You have a really good product.While storytelling is essential, the product itself must be able to communicate on its own. What does that mean? It has to be great! The product has to be high quality. No, that doesn’t necessarily mean the price point has to be expensive. It means it has to look, smell, and feel good on your skin. The product developer, the types of ingredients, formulation, and packaging all have to be top-notch.
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‍3. Everyone is talking about it.As a consumer, I’m more likely to try the products that everyone is talking about and the products I see and hear about through advertising. I’m always looking for what’s new or the things friends swear by. Does it fill a need that’s not addressed elsewhere in the marketplace? That’s how you build buzz.
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‍4. Know your audience (and know it may change).This is always tricky for brands, especially if you’re a startup brand. Many want a younger audience to keep the longevity of the brand going. But the challenge for brands is to target that demographic without losing the older consumer or the loyal one. And it’s important to understand that sometimes the consumer you want is not the consumer who is interested in your products. You may be zeroing in on Gen Z but your sales are coming from Gen X. So, while it’s essential to know your target audience, sometimes you have to pivot based on who is interested in your brand.
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‍5. Be authentic—and realistic. The biggest mistake you can make when launching your brand is overpromising and under delivering. The goal is to present a great product with an authentic story, but your launch can tank if you’re not delivering on the results. If the quality isn’t there for the price—it doesn’t feel or smell good, or the message doesn’t feel authentic to the consumer, it’s not going to do well.