Last week, I was in DC with a client and we walked into a Caudalie’s skin care boutique. If you are not familiar with them, they have some amazing products. The Beauty Elixer and Cleansing Water being my personal favorites, but I digress.
From the moment you walk into one of their boutiques, I felt like I was at their vineyard in France. Their brand’s story is so well woven throughout the entire experience that I almost forgot that I was in DC.
1. You brand’s story is just as important as the product itself.
Take notes, even if you use private label products, you still did the research, found a product that fit your criteria and made the product. One way to communicate this is to say “I have partnered with a lab to create a product that fits x, y, and z criteria.” Even if it’s paraben free, made with organic ingredients, had x peptide or anti-aging, you can still own the product in your branding.
Caudalie does an amazing job at telling their brand’s story from the environment, to the packaging and even their staff. How can you find ways to weave your story into your product?
2. Put the focus on the powerhouse ingredients.
Caudalie’s highlights the “Crème de la Cream ingredients” (sound exotic) You can use that idea too. Highlight the top ingredients in your product that makes it work and effective. Your average consumer loves to know more about the formulas and when you make it easy for them, it’s a win for all.
3. Focus on your company’s standards.
Again, you can focus on what is in your formula and then what is NOT in the formula, the industry calls it a Free From statement. On the back of all of the packaging it says 0% of parabens, phenoxyethanol, mineral oils, etc. Here is a link to the example.
You can set up the same standards for your company. Consumer’s love to know that you stand for as it helps build trust.
4. Build collections.
One thing that stood out was their collections available for the different skin types and price points. You may not be able to offer 5 or 6 different collections now, but you can once your business grows. Once you have built your foundation of products, then expand your collections. Stay focused, but include this in your growth plan.
5. Get a cult following.
There is something to be said about obsession and followings. This product is their Hero product that is written up in all of the magazines and online blogs is their Beauty Elixir and the Cleansing Water. Focus on creating a product that gets cult following, be sure to send out samples and press to both offline and online editors to sample and start talking about your amazing product!
If you need some help with developing your line, branding or growth, be sure to book a strategy session.