2015 is already off to a great start, with big things happening in the beauty industry. One of the biggest stories of 2015 actually began late last year, with the announcement that skincare innovator GlamGlow has been acquired by Estée Lauder. This is huge news for all beauty entrepreneurs, as it shows what a market there is for innovative products, and reinforces the importance of planning out your year.
Though January is typically a busy time for the beauty industry it’s never too late to start your business. If you haven’t already planned out your year, now is the perfect opportunity to do so.
Whether you are still in the development phase, ready to launch your products, or already have your products out in the market, you can benefit from starting with a 6-month scheduling/planning session.
Launching and Promoting Your Products During Quarters 1 & 2
The best time to launch a new product is as soon as possible, when people are looking for a new start and are interested in changing up or improving their beauty routine. You can still launch your product in February or March, but just keep in mind that the interest level, or response, may be a bit less than in January.
Though we are already half way through February, and March is on the horizon, you can still plan your launch or promotions by using the calendar that I created for our Inner Circle group.
As you look at the calendar, it is important to remember that though your customer’s mindset is still on trying new products to improve their skin, they’re focus is already shifting to spring and the warmer temperatures. For these reasons, February and March are actually the perfect months for shifting your product offerings.
In fact, March is ideal for picking up products geared towards summer or getting your skin ready for summer. However, if your products are geared towards acne, then February is an ideal launch or promotion month because consumers are thinking about getting ready for Spring Break.
As you move into spring and early summer, the market definitely picks up. If trends forecasts are correct, I predict April through June will be extremely busy in 2015. April, May, and June, are the ideal months for promoting everything from getting clearer skin to getting rid of cellulite. Consumers are starting to make plans for summer, and want their skin to look its best, especially since they will be showing off more skin. If your business involves make up, you will also want to start planning for lighter, more summertime colors.
Planning Your Launch Calendar
To help make promoting your products this time of year easier, I have set up the calendar so that you have a place to write down your theme, goal, and even plan a date for a launch, or launch event, such as a tradeshow. If you aren’t attending or creating an event, you can use the goal portion to set a monetary goal or product launch goal. Next, you want to make sure to think about and then plan out the steps you need to take to make your goal happen.
I’ve always found that selecting a theme is the easiest way to decide how you want to promote your product. Think about what themes would work best for your products. For example, for a January skincare launch, I always pick the theme of bright skin, and then think about what products belong in this category. If I were working on themes for hair care, then I would choose getting your hair ready for the New Year.
Next, you want to think about setting a goal. You want a goal you can and want to accomplish. It’s okay to set a goal that stretches you, but definitely make sure it is still a feasible one, and keeps in mind the other things in your life, such as your family, or other job(s).
Once you’ve set your goals, think about what it will take to accomplish them. For instance, let’s pretend you don’t have a product yet. Your goal might be to narrow down what type of products you would want to have by the end of the month. Therefore, you want to set a deadline for your goal that says, “My goal is to have a product ready to launch by X Date.“
Unfortunately, variables can get in the way, and derail or delay your ability to meet your deadlines. Don’t get discouraged. This is a part of life. As long as you continue working towards your goals and laying out a plan, you’ll get there.
In fact, that is exactly why I designed the calendar to be used in a multitude of ways, from a product launching calendar, to a planner for promoting products you have already launched. You can even use the calendar to get ahead of the game, by planning out what you are going to do for the busy holiday shopping season, or for special shopping events or promotions, whether online or in-stores.
Regardless of how you decide to use the calendar, it is important to actually use it. You’ll be amazed at how much devising a plan, picking a theme, and setting goals can help you stay on top of your launch, or product promotion, and ensure you’re successful.