Creating Beauty Concepts: 5 Key Questions to Answer

In the world of cosmetic and personal care product development, we all need a road map to our destination, especially when it comes to concept development.  It’s easy to come up with a creative idea, but there are questions to ask in the product design journey to create a product with impact.

Before a product is on the shelf for sale, there’s a tremendous amount of work to get from start to finish.  Consider this: concepts need to be envisioned, names generated, textures considered, technologies incorporated, formulas developed, claims discussed, and the consumer experience communicated.  And this is just the beginning.

5 key questions to answer in the creative space of beauty concept development:

1.    What makes the concept unique?

2.    Does it fill a white space in the product collection?

3.    Will it effectively compete with current products on the market?

4.    Can the high-level technology be easily communicated at the consumer level?

5.    What is the experience that the consumer will perceive with the product?

Having a well, thought out plan for concept development, and answering key questions that will make the product stand apart from the competition can deliver valuable impact on the journey of product development.  

If creating unique concepts for your products or brand is in your plan this year, contact me to schedule a consultation to talk through your goals. Email cherie@beautyedgeinc.com  Check out our site www.beautyedgeinc.com

in-cosmetics North America: The Story Behind the Science, Cherie Buziak [Video] 9/2017

in-cosmetics N. America 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