Issue link: https://www.ascpskindeepdigital.com/i/120653
Who Formulates the Product? It���s important to understand that private labeling is not the same as formulating your own product line. The private labeling company has a variety of formulations to choose from, and estheticians select the products they like and pay to have them repackaged under their own brand name. There will be other estheticians using the same product from the same company, just like when you use a well-known professional product line. The difference with a private label product is your client perceives it as your own exclusive brand and will not consider looking elsewhere. Some estheticians hesitate at the idea of putting their name on a product they didn���t create. But if you���re willing to put your name on a sign or business card, sell services you didn���t develop, and use machines you didn���t invent, why can���t you do the same thing with your product line? How much did Jennifer Lopez or George Foreman have to do with the design of products that bear their name? People love the star association with certain goods. It���s why major companies will pay fortunes for celebrity endorsements. The good news is branding your products isn���t expensive. Most companies that do private labeling for skin care products charge fees of $300 or less for the process, and your potential retail markup is typically anywhere from three to eight times the cost of the item. What���s the Catch? As with any decision about a product line, you need to be realistic when it comes to private labels. Do your homework, try out the products, and make sure the costs are right for your business. (For more tips on product selection, see ���Selecting a Product Line,��� ASCP Skin Deep, September/October 2012, page 12.) �� This is not the same game as retailing an established brand. Most private labeling companies don���t offer the kind of product support and training that name brand lines do. And while some are better at customer service than others, few will equal the level of attention you expect from the major lines. One of the deciding factors for our spa when we selected a manufacturer was that we could speak to the owner and not just a sales representative. Be wary of ���order packages,��� collections of products that may be promoted by the company as a convenient option. You may end up with an imbalanced collection containing some products you won���t often use or sell. Make sure every item you order is one you truly want and can share with your clients. Developing a unique look for your brand will take additional thought, and sometimes additional expense. Some private label manufacturers provide their products in plain packaging ready for you to apply your label. Others will apply the labels you provide, print labels to your specifications, or offer a variety of designs to choose from. Consider what is included in the cost, and any additional costs and outside expertise that may be required to design product labels, a logo, and matching marketing materials. You need to be sharp to manage a private brand, but the task is a worthy challenge for the dedicated entrepreneur. Where to Start? Begin with online research and gather the names of private label product manufacturers. Searching for ���private label skin care��� will bring up numerous results, and you may also want to add other descriptions to your search depending on your particular focus, such as ���antiaging,��� ���natural,��� ���organic,��� and so forth. When you find some companies that look interesting to you, request brochures and samples. Ask for the names of other estheticians who are willing to talk about their experience with the company. Branding Your Product Whatever manufacturer you choose for your private label, be sure your desired brand name is legally available for you to use on skin care products. Accidentally using a name that someone else has trademarked can cause you a lot of trouble and unwanted expense. For information on creating a brand name that���s safe to use, see ���How To Do a Trademark Search��� at NOLO Law For All, www.nolo.com/ legal-encyclopedia/ how-do-trademarksearch-29741.html. Get connected to your peers @ www.skincareprofessionals.com 23