INGREDIENT SELECTION AND COSMETIC DESIGN

INGREDIENT SELECTION AND COSMETIC DESIGN

Laura Rudoe | Good Ventures |Making cosmetics 2014

FIRST THINGS FIRST: START WITH A GREAT BRAND

Clear idea of the target customer

Clearly differentiated in your target market

4 P’s of positioning: Product, Pricing, Promotion, Place

Think about brand attributes, brand values and brand personality

INGREDIENTS AND PRODUCT STORIES UNDERPIN BRAND STORY

INGREDIENTS: GIVE CUSTOMERS A REASON TO BELIEVE

Geography e.g. ingredients from Brazil

Terrain e.g. all marine ingredients

Medicinal approach e.g. Ayurvedic

Therapeutic approach e.g. aromatherapy

Fragrance led e.g. rose absolute plus Rosehip oil

INGREDIENTS, FRAGRANCE & PACKAGING SHOULD BE CONSISTENT

ProductImpression

DO YOUR HOMEWORK BEFORE YOUR LAB WORK

Does the ingredient support the claims you want to make about the product? Are the clinical tests reliable?

Is it affordable? How much will it cost at the right level of inclusion in the finished product? Do a formula costing and make sure it is profitable at different wholesale margins

Is it feasible? What is the minimum order quantity? Do a range costing

Does it meet your organic / natural / animal testing standards?

WE CAN HELP

20 years of combined experience in natural and organic product development

Consulting / mentoring service available

For a copy of these slides, or to find out more visit www.goodventures.co.uk