Many entrepreneurs approach us with a clear idea in mind: to create a cream, serum, or another cosmetic or dermo-cosmetic product by selecting a key ingredient and a type of packaging. Their first question is often about pricing, without necessarily having a precise vision of their project. However, before assessing costs, it is essential to clearly define objectives and the specificities of the target market.
A cosmetic project is not just about a formula; it relies on strategic positioning, clear differentiation, and strong added value. Before focusing on price, keep in mind that, while important, it should not be a barrier to your ambition. Think big, explore all possibilities, and then the laboratory will support you in optimising every aspect of the project to help you get as close as possible to your target price.
Carefully defining your project before launch
Building a cosmetic product goes beyond selecting a formula and packaging. It requires in-depth consideration of several strategic aspects:
- Brand identity: What is your vision? What values do you want to convey? What story does your brand tell?
- Target audience: Who is your brand for? What are the specific needs of this audience, and how do your products address them?
- Competitive market: Who are your main competitors? What do they already offer, and how can you stand out?
- Value proposition: What makes your brand unique? Does it bring innovation, a new experience, or a distinct benefit?
- Distribution strategy: Where and how do you plan to sell your products?
- E-commerce: Your own online store via Shopify, WooCommerce, or Prestashop.
- Marketplaces & social media: TikTok Shop, Instagram Shopping, Amazon, or other specialised platforms.
- Physical stores & retailers: Concept stores, pharmacies, beauty institutes, major specialised chains.
Before even thinking about formulation, take the time to draft a detailed brief, including your vision, target audience, and positioning. This step is crucial to building a successful brand.
The importance of market research: Avoid blindly following trends
It can be tempting to launch a product based on a current trend, but this approach carries significant risks:
- High competition: Established brands already have strong brand awareness and significant marketing budgets, making it difficult to gain market share.
- Standardised products: A product too similar to existing ones offers no added value and risks getting lost in the crowd.
- Lack of longevity: Trends evolve quickly, and what is fashionable today may become obsolete tomorrow, leading to short-lived success.
- Challenges in convincing distributors and retailers: A product without a clear differentiation will struggle to gain attention and secure space in physical or online stores.
Rather than copying an existing concept, analyse how you can improve it and offer something unique. Strengthen your brand identity, value proposition, and communication strategy to maximise your chances of success, regardless of your distribution channel.
How to improve your offering and stand out from the competition
For a cosmetic product to find its audience, it must stand out:
- Product innovation: A new texture, application method, or usage ritual that changes the game.
- Customer experience: Functional packaging, engaging sensoriality, a strong brand identity.
- Commitment and values: A brand that conveys a meaningful message.
Why would a consumer choose my product over another?
Customers need to instantly understand what makes your product unique and why it meets their needs.
Distributors favour products that add value to their catalogue. A generic product will be seen as just another duplicate of an existing competitor.
Believing that a good product alone will convince the market is a common mistake. Without a clear argument and strong added value, attracting commercial partners will be difficult.
A clear vision for a successful project
At Laboratoire Orescience, our Research & Development teams are here to guide and enhance your ideas. Whether it’s selecting ingredients, optimising costs, or structuring your product, we put our expertise at your service to bring your project to life.
However, to support you effectively, we need a clear roadmap. What is your vision? Where do you want to take your brand?
Our mission is to turn your dream product into reality, but strategic planning is essential to ensure its success.
In a highly competitive market, thinking in terms of added value and target audience is crucial. A cosmetic product should not only reflect your personal preferences but also address a broad audience and a real need.
A well-prepared project means:
- A clear strategic vision and differentiated positioning.
- A product that delivers real innovation or a distinct benefit in its market.
- A marketing and distribution strategy planned in advance to maximise success.
Do you have a project? Your story starts here!
The experts at Laboratoire Orescience are here to help you build a unique offering for your brand.
