Running a skin care brand is a balancing act. Even when you're making the smart move of utilising private label manufacturers and dodging the development costs of creating your own products, you've still got to ensure that you have a punchy brand identity, control your stock levels, ensure order fulfilment is quick and efficient and handle customer service. On top of that, perhaps your most important job is to choose a range of products which are exciting and appropriate for your target market. Even for brands that have very effective social media engagement and are in touch with their consumer base, this is a tricky task. Here's a good method for ensuring you have balance and broadness in your range.
Half Classics, Half Creativity
Consumers are always looking for the next big thing, and it can be as exciting as it is difficult to try and stay abreast of the latest trends. You'll be surprised how many things are trend-dependant; different scents, for example, may go in and out of style based on the seasons and on the marketplace as a whole. Keep an eye on this, absolutely—but equally, you should bear in mind that not every customer is going to like every trend. Indeed, letting your entire brand consist of wild and new scents, textures and ideas is a sure-fire way of losing a lot of customers. Besides, it's very volatile; you're putting all your eggs in one basket. Instead, ensure you keep a good portion of your range nice and stable, with recognisable ingredients and formulations which you know your customers respond to and can rely on. That way, you can have the best of both worlds.
Watch the Market
You would never want to copy other brands on the market. You're unique from other brands, and that's why your customers come to you specifically. However, there's no harm in keeping an eye on what other brands are doing and measuring up your offerings against theirs. On average, how many variations on a single product do they offer? For example, how many different scented moisturisers do they have? Do they simply choose one and theme entire ranges around those scents, or do they diversify? Take note and see which brands are most successful. By following these patterns, even if you do it your own way, you'll carve out a sure-fire path to success.
Whatever you choose to compose your range with, you should ensure quality and function come first. For example, your moisturisers should leave the skin feeling refreshed and smooth every time; if one of the season's 'trend' ingredients is known to be a little dry, don't compromise your brand integrity in order to follow that trend and pick up a few sales. That's the kind of expertise your customers look to you for. They'll thank you for following your instincts and keeping your product range right. For more information, contact private label skin care manufacturers.