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www.ascpskincare.com 63
A primer on introducing your
own private-label products
by Lynn Parentini
If you saw the list, you'd be surprised to learn
which companies peddle private-label products. That's
right—despite all the slick advertising, marketing, and
proprietary this or that, many companies, even some of
the biggest names, simply order stock formulations from
private-label manufacturers, slap their name on the bottle
or change packaging, and then build a story surrounding
the product. This is nothing new. It's good business. And
it's something that makes good sense for spa professionals,
even if you're a single-room esthetician.
YOU'RE THE BRAND
You've spent time getting your education, read all the magazines (like
this one), attended workshops to keep sharp, practiced your skill on
hundreds of clients, built a following, studied ingredients, and can answer
any skin care question with scientifi c skin logic—you've already built a
name for yourself. You are the brand. So own it. You obviously believed in
yourself enough to become the professional that you are, so why not show
your clients that you're all that and more with your "own" formulation?
It's not as diffi cult as you might think and there are many private-label
options out there for you to consider. But how do you go about it? Where
do you start? First, let's talk about what private label is and isn't.
YOU
NAME
IT
