Start your cosmetics, skincare or pharmaceutical business with flair

 

The beauty and health sector continues to grow rapidly, with new products being engineered and launched to market all the time. In our experience, clients in this space have found the most time-consuming parts of launching a new product to the market is manufacturing, testing and accreditations. Based on the numerous clients we’ve worked with – and products we’ve branded in this area – it could take up to two years before your items can hit the shelves. But don’t lose hope. Do your homework before you start and you’ll be well on your way.

 

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EXPLORE MANUFACTURING AND DISTRIBUTION OPTIONS

Before you look at branding, packaging or marketing, we suggest you have a good look at your manufacturing and distribution options. Understanding the cost of manufacturing, warehousing and distribution as well as the branding and print production will allow you to accurately determine your product’s price point.



UNDERSTAND YOUR MARKET

It’s important from the onset to determine what sets you apart from your competitors and how you can exceed customer expectations. Market research is a good way to understand your competitors. The easiest way to conduct market research is by spending time online or checking in with industry associations for their latest information and data. You can gather competitor pricelists, check out their websites and try their products to get a good idea of what they offer. Look at what they do better than you’re planning to do – investigate price, quality, customer service and the professionalism and effectiveness of their marketing materials.

If you want to go to the next level, you can try to gather information yourself by using questionnaires, surveys or other research tools. And if you have the money to spare, you could hire a commercial research agency to do the work for you.

Another useful exercise is to conduct a SWOT analysis to see where you fit alongside your competitors. A SWOT is a great way to identify your areas of strength, weakness, opportunity and threat. If you want to go a bit further, you can divide your SWOT into internal and external factors to give you a clearer picture of where your business sits in the market. Once you complete your SWOT, you can turn the results into a list of goals for your business.



IDENTIFY YOUR POINT OF DIFFERENCE

For your new product to have a chance, you need to clearly define what its value is to your customer. That’s why articulating your point of difference is essential. If you don’t have one, you need to create one.

The way we help our clients do this is by working with you to build a unique story, demonstrating what sets you apart from your competitors. What makes your product different? How do you turn your product from a ‘me too’ product into something that stands on its own? Our comprehensive Q&A session – where we ask all the right questions – results in a succinct story that is unique to you and provides a focus for your future marketing, branding, advertising, online presence and more. It ensures that you’re clear about what your business offers and provides an emotive and engaging descriptor to clients, customers and others. It also provides your designers with a basis for their creative work.

Your brand should make it clear to a customer that they’ll benefit from purchasing your product rather than that of your competitor. Defining your point of difference unambiguously and succinctly will, if it’s done right, encourage into brand loyalty. Your point of difference might also help you get your product into a large retail chain because innovation is one of the key factors those retailers take into consideration. What they look for is a professional and creative balance between differentiation and association. We’ve worked with many products that have stood the test of time on retailers’ shelves.



INVEST IN YOUR BRAND

Developing a well-considered brand and strategy is a key part in building your business. From the colours, typography and graphic elements used through to the language and tone of voice you choose to adopt for your collateral, these all tell your customers who you are and what you represent as a business.

One mistake some businesses make is not investing properly in a professional and effective brand – taking the cheap and quick way rather than getting it right the first time. Often this leads to failure of marketing efforts, dollars down the drain and valuable time lost when you have to start again.

When it’s done well, a brand identity can help you hit the ground running. And contrary to popular belief, it’s more than just a logo (although a logo is important). It’s about creating visual guidelines that cover fonts and colour – and it’s also about creating emotional parameters for copywriting, social media and advertising campaigns. It’s strategic, it’s planned well and it’s designed to continually connect with your target markets.



CHOOSE EFFECTIVE CREATIVE DESIGN

Design automatically tells your customer what type of business they’re dealing with – young, on-trend, dynamic, professional, confident, classic, adaptable, talented, energetic, calm, fearless, elite, friendly, discreet, fun, trustworthy, modern and more. In the same way, if it’s done well, creative design can also define the users and become a way to express their personality. Think Aesop, Chanel and The Body Shop! If you invest in a great brand and put it to work for your business, you’ll lift performance, connect with your customers, create a memorable experience and drive positive business results.

Customers care about what things look like, and smart businesses recognise it. Creative and effective graphic design is a great way to achieve your objectives and attract attention. Visuals are the best way to leave a lasting impression because they make an immediate connection. That’s where we come in. If you’re starting a new business or launching a new product we can help you create a professional and contemporary brand that brings your idea to life. We’ll give your business a personality and a character that people will remember and will want to engage with.

Apart from creating a brand, our highly experienced team can also assist with naming development, packaging, web design, social media, print advertising, publications, shop fit-out, expo design and any other design that you may need to help your hospitality business take off.

 

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Need design answers?
We’d love to hear from you.

We understand that each business and brand is different,
and that there’s no one-size-fits-all solution. So let’s chat.

Fill out the form and we’ll be in touch with you as soon as possible.
Alternatively, give us a call or send us an email.

Level 2, 66 Albert Road
South Melbourne, Victoria 3205
+61(3) 9696 4116
info@wattsdesign.com.au

 






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