Issue link: https://www.ascpskindeepdigital.com/i/1531085
Protect your practice with the gold standard in liability coverage at ascpskincare.com 75 IT'S YOUR LABEL You now understand that white labeled products are already developed, have passed the required regulatory safety tests, are proven effective, and are already popular and accepted by consumers. Companies that offer the option of private labeling have long been satisfying customers. Realizing the outcry of professionals who are looking for a fast, efficient way to continue building their own business and enhancing their professional reputations, private label manufacturers offer proven solutions to them. As a standard, companies that provide private label options offer products where (in most cases) the ingredient list remains the same. To make it unique to your brand, they will often work with you on packaging options that fit with the product's chemistry as well as the look you are seeking. Some companies can adjust the fragrance or tweak a part of the formula that further personalizes it for you. They will also provide a label service so when your product arrives at your door, it's complete. One of the main things professionals who want to white label should look for is a company whose vision and integrity aligns with theirs. For example, Ryan Lockhart, COO of BiON, says the company's idea for white labeling was born when their customers said they did not like having to compete with products that their customers could also find online being sold to the public. They would make a one-time sale that introduced their client to the product, and the client would find it for less and buy it online from someone else the next time. "We realized that developing this option also helped develop deeper relationships with our clients and their loyalty grew from buying from several different sources to trusting and thereby desiring to buy all of their products from BiON," Lockhart says. You'll also want to find a white label manufacturer that keeps up with the products your clients desire. To keep up with industry trends and interact with estheticians, BiON watches trade magazines, social media, esthetician websites, and other groups. "For efficiency, we created an online ordering option 6–7 years ago to ease the burden on the estheticians," Lockhart says. "With direct interaction allowing for questions and feedback, we also gain insight on new product ideas, packaging advantages or drawbacks, and labeling issues. There is also a distinct advantage to being able to explain how products work, and we can educate the customer more efficiently. We offer direct education that the esthetician can plan into their own schedule." Similarly, Patti Salvas, private label account manager for TiZO, says keeping track of trends is managed by the company's marketing team who keeps up with social media and attends trade shows to speak directly to customers. "We hear things like, 'We really like xyz products, do you have anything like them?' . . . We have found that trade shows are the best way to grow new business," Salvas says. CONSIDERING THE COSTS The cost of developing a private label line with your name on it can run between $500 and $5,000. At BiON, Lockhart says, "We want to support our customers in starting their new business, so we keep pricing low. In general, it costs about $800, which includes $200 for artwork. MARTÍ SANS/STOCKSY