The Key to Launching a Successful Skin Care Line

For entrepreneurs, the development of a line of skin care products may appear to be a lucrative concept.  It certainly can be with the proper measures taken into consideration and carefully executed.  Like any business startup, there are obstacles to overcome and challenges to endure.  Sidestepping a few landmines is critical to your brand’s continued success, even after its inception.  Statistically, most startups fail within the first two years of operation. 

When starting a company that will be presenting to the world a new concept in skin care, how can you compete with all of the monolithic giants that have dominated the shelf space of every major retailer for years?  This is the holy grail of questions pertaining to the skin care industry.  A multipronged approach may be imperative in having a better chance of accomplishing this.

Developing a niche concept for your skin care line gives you a competitive edge, even over well established brands that have been in existence for years.  A niche concept could be a line of skin care products that utilizes one specific type of ingredient as its secret weapon.  It could also be a line that targets one particular type of consumer.  Whatever makes your product stand out or differentiate itself from the many other brands that are available will give you a better shot at grabbing the attention of consumers.

Make sure your niche is not too general.  That defies the purpose of having a niche.  For example, having a skin care line that is made with all-natural/organic ingredients isn’t that original anymore and there are plenty of other brands that have exploited this approach already.  Skin care products that are not tested on animals is great but consumers may need something more to entice them to buy your product.  A skin care line that contains Manuka honey as a functional ingredient will appeal to anyone who recognizes Manuka honey as being beneficial to the skin.  A line that targets skin care issues exclusively for babies is a niche that all mothers can relate to. 

Once you think of the right niche, research that market extensively before executing your line.  Try to foresee any downsides to that particular niche and decide if the pros outweigh the cons.  Determine your target market and fixate over the profile or demographic of the consumer who you believe will be attracted to your type of product.  Once you’ve zeroed in on this, you can consider the expansion possibilities and start to devise a plan for the future of your brand.