The Story Behind the Science: In-Cosmetics N. America Info-Video

Reed Exhibitors and BeautyEdge LLC have collaborated on an innovative Marketing program at In-Cosmetics N. America this October.  The program, called The Story Behind the Science, was created specifically for product developers and marketers in the beauty industry.  It’s a very experiential and first of its kind program for beauty marketers.

In a guided, 1-hour tour, BeautyEdge (Cherie Buziak) will lead the groups through three different stations.

1.) The Make-up Bar: a space dedicated to the latest innovations in color cosmetics

2.) The Sensory Bar: which highlights products that provide a unique sensorial experience allowing marketers to engage with amazing textures, colors and fragrances

3.) The Innovation Zone:  where marketers will be introduced to new technologies that have launched in the last six months.

View video for additional information on Focus On Marketing: The Story Behind The Science.  In-Cosmetics N. America

 Registration is free, but you must register to attend:  The Story Behind the Science

We look forward to seeing you there!

 

The WOW! Effect

It's said that beauty is in the eye of the beholder, and in a venue like In-Cosmetics, the attention of beauty is captured by those things that sparkle, twinkle, illuminate, glow, bubble, shimmer, shine and beg to be viewed and appreciated by an experience using multiple senses. Among aisles and aisles of new technologies, innovative advancements, presentations, studies, and flashing signage that saturated the space at In-Cosmetics London, one of the common factors gaining attention were booths with engaging displays and eye catching appeal.  

 

Photo credit;  cherie buziak #in-cosmetics17

In today's Beauty Market, we who are involved in bringing products to market face that same challenge -- catching the consumer's eye, even when the consumer may be quickly walking or surfing by. With more sales completed digitally, how do we connect to the consumer? How do we make that sale? What moves a consumer to the purchase? One piece to consider is the WOW! effect. It's not something new, but it is more important now than ever.

These same things that attract us as product developers, chemists, innovators and game changers are the same things that attract our final customer. The goal is gathering all of the technology available to us to deliver something new, fresh and outstanding.

Yet, the secret sauce isn't always in the perceived visual. While continuing to try to capture the consumer's interests and market share, these eye candy, visually appealing aesthetics as pictured above is the goal. And innovation is key. 

For example, it isn’t really the sparkle that is being presented as the technology in the image; the technology is in the vehicle that suspends the glitter, the clarity of the gel, and the way the suspension of the formula holds the weight of these particles. All of these elements combined are the interrupters of someone walking by to stop, take a look, explore, ask questions and engage with the product.  


Are you interested in adding a WOW! effect to your products? Do you need technology or ideas  that will make your products stand apart and intrigue the consumers enough that they will step in and purchase the product?  If you'd like to learn more about creating aesthetic appeal or a strategy for your brand, contact me to schedule a consultation to talk through your goals. Email Cherie@beautyedgeinc.com  Check out our site www.beautyedgeinc.com

DEVELOPING COSMETIC PRODUCTS: 3 KEY THOUGHTS TO KEEP IN MIND

You’ve decided to create your own private-label beauty brand. Congratulations! Next steps?

If developing a new cosmetic brand is on your wish list, I’d like to share a few key thoughts to keep in mind. 

 

three things to keep in mind concerning cosmetic product development.  

Concept. This is the beginning. What is the story that you would like to tell about your product?  Will it help reduce lines and wrinkles? Will it help moisturize skin? Will it help even skin tone? If it's a color collection, what is the shade line up?  How well will it wear?  Whatever the product story is, take the time to really think about how you can communicate your product in three words. Use your creative power and write out the look, the texture, how it will feel on skin, the color of the bulk, what the experience is that you want the final user to enjoy and benefit from. Write out  the claims of how the product will benefit the end user.

Note: With writing claims, you will need to ensure that the claims are viable through clinical studies.  Make sure that you have a budget set aside for testing. In the beginning, just start with a wish list of claims. This is the list that you’ll be turning over to your chemist so that he/she will know how the product should perform. THE TAKEAWAY: Create a profile for your product.

Benchmark. It’s best to start with a benchmark formula especially if you have never developed a product before. A benchmark can be a competitive product that you like for the aesthetic application, a product that you like for end benefits, or a starter formula from a chemist’s library. The reason to have a benchmark available is that the chemist or lab will know exactly where you want to land with the finished product, how you want it to look, how it should be dispensed, etc.  A benchmark will streamline the process and will take out a lot of guessing and reworking of the formula along the way, which can turn into hours of lab time and added expenses. The chemist will also be able to look at the ingredient list and will have a better idea if the performance that you have in mind will match up to some of the materials that are in your benchmark formula. You can always make tweaks along the way to customize the formula, but if it’s your first time starting out with a product, it’s easier to stay in close range of your benchmark target. THE TAKEAWAY: Have a formula starting point.

Ingredients or technology. Do you have to have the next best innovation or high-end technology in your formula to see a difference on the skin? Well, actually, yes and no. You can have a compelling story and great product performance by being very clear about what you would like the final formula to do. Let the chemist decide the primary materials to use as your formula base, and then if there is a technology or ingredient that you are particularly interested in, have a conversation with the chemist to see if the material is compatible in the base, and also inquire about the cost of the technology. At the end of development, the full product will be tested for the performance that you are looking for, so don’t be guided only on the active ingredient as the workhorse in the formula. THE TAKEAWAY: Trust your chemist.  

Bonus point: Hire an expert to help you. Can you guide the development of a cosmetic or skin care product on your own? Sure, yes, you can. However, like everything else, is this really the one more thing that you want to add to your plate? If you want to get your product launched in a timely fashion, don’t hesitate to bring on the extra help you’ll need to source vendors, finalize the technology, develop formulas, speak in chemist language, or to use as a second eye for design, copy, and marketing.

If launching your own private-label cosmetic or skin care brand is in your plan for 2017, or if you’d like to learn more, contact me to schedule a consultation to talk through your goals. Email Cherie@beautyedgeinc.com  Check out our site www.beautyedgeinc.com

 

PROTECTING YOUR BEAUTY BRAND AND YOURSELF: 3 KEY THOUGHTS TO KEEP IN MIND

 Imagine this:  You’ve developed your own private-label products, or perhaps you put together a few natural ingredients and are packaging your own custom formula in your facility.  You introduce the product to a long-standing client, and suddenly an allergic reaction occurs with your client or, worse yet, an infection develops after using the product. Now what?  

Having been in the product development beauty industry for years, I’ve been privy to cases where the  end product users will try to gain compensation against products they have tried on their skin, even if the formula is rigorously tested and passes all sensitivity and safety measures.  A reaction can happen. And even if you think a responsible gesture such as paying for your client’s doctor bill will cover you, it won’t. A client can sue you for damages that you never even thought of, even if they misuse the product. And unless you’re ready to back yourself up with a lawyer and court fees, the situation can put you out of business.

Here’s three thoughts to keep in mind to help protect you when developing your own brand.

Safety. It’s best to have your formulas developed with a  reputable lab that specifically prides itself in using quality-controlled ingredients. Controlled ingredients means that the material used from batch to batch will satisfy testing standards and that there will be aesthetic consistency with your formula from batch to batch.  Once the formula is made, some safety testing measures include checking that your product helps prevent a micro environment that’s ready for bacterial growth, testing for known skin sensitivities, and testing for acceptable use around the eye area.  THE TAKEAWAY:  Test products for safety

Stability. It’s easy to add xyz ingredient to a formula, bottle it, and then put a label on it.  However, consider that each adjustment made to a specific formula will affect your overall formula ingredient list (IL) or formula balance. The product must be tested for stability so that it doesn’t separate in the long term and that it can maintain its integrity in different environmental conditions. Additionally, package compatibility helps ensure that the component will not leak any of your formula and that the formula works with the component materials.   THE TAKEAWAY:  Ensure product stability

Product Liability Protection. Search for insurance companies that not only cover you and your business but also cover you and your products. Ask “what if” situational questions. For example: What if a client decides to sue you because a product that you sold them burned their skin or caused further skin complications? According to Sara Bumby  FirstImpactNY, it’s imperative that Product Liability insurance is purchased because “Most contract manufacturer and distributors will require it to work with you. Although it is not required by  law to have product liability insurance, the importance to protect yourself from a potential lawsuit is critical, or loss of your goods. I think of it similar to Homeowners insurance, it is there to protect me for the just in case situation.”  

According to Sara, “There are two main different types of insurance in the cosmetics industry which I would recommend researching, Product Liability and Professional Liability. Product Liability for cosmetics, which includes all personal care, is a specialty insurance that not all insurance carriers cover. When researching the right company for you, let them know the type of products you want to cover with your policy first thing. This insurance is for the physical goods. It not only can help protect you from a lawsuit, but will also protect your goods in case something happens and you are in need to replace them. (Every policy is different. Reading the fine print of what will and will not be covered is critical.)”    

“Additionally, Professional liability is for people who give advice. Are you directing people on the use of the products? Could you, by an error or omission, misdirect someone in the use of a product? If so, then this may be another insurance you need to look into for yourself. Be sure to research whether this will cover you if you have a blog.” THE TAKEAWAY:  Protect yourself and your business  

Bonus point: Hire an expert to help you. Can you launch a brand on your own? Sure, yes, you can. However, like everything else, is this really the one more thing that you want to add to your plate? And how are you going to protect yourself and your brand against any potential mishaps? If you want to get your product or brand launched in a timely fashion and ensure that it is safe and stable, don’t hesitate to bring on the extra help you’ll need to source vendors, finalize the technology and formulas, and to speak in chemists language.

If launching your own private label brand is in your plan for 2017 or if you’d like to learn more, contact me to schedule a consultation to talk through your goals. Email Cherie@beautyedgeinc.com  Check out our site www.beautyedgeinc.com

If you’d like to learn more about quality control and global regulatory requirements, contact Sara Bumby Sara@firstimpactnewyork.com  Or visit her site FirstImpactNY


Stay tuned for the next post in this series on  “product and formula development.