Cosmetics is a potential business but also fiercely competitive. Building a cosmetic brand is extremely important. Especially when you start a business in this field. To help the branding process go in the right direction and achieve success, immediately refer to the information below.
Do you want to build a cosmetic brand that appears professional and attracts customers? Please refer to the sharing of Apexcorp consultants
Step 1: Market research
Market research is an important step to collect information and data about cosmetics business. Information includes: customer information, competitors, products,…
See more: Business strategy consulting
The purpose of cosmetic market research is to determine the following goals
Find out market needs
Assess market demand using cosmetic lines, better understand customer needs and requirements. Determine whether to sell natural cosmetics or chemical cosmetics? Determine whether to trade imported cosmetics or processed cosmetics? Prepare cosmetic formulas for each cosmetic line.
Analyze competitors
Market research helps help businesses better understand their competitors. From there, come up with a competitive business strategy to gain advantage in the market.
Product Positioning
Determine the cosmetics business in the target customer segment for business. Can sell cheap products for students. Mid-range cosmetics for office workers. High-quality natural cosmetics for pregnant women… Product positioning is closely linked to brand positioning. When the product is cheap, the brand in the eyes of customers is selling cheap products.
- Make appropriate cosmetic business strategy decisions. Includes product selection, new product development, product pricing, distribution channel selection, marketing and advertising strategies.
- Evaluate the effectiveness of implemented business strategies. From there, adjust, change or improve to maximize profits.
See more: Marketing strategy consulting
Step 2: Choose a reputable supplier with quality products
Product quality plays a key role in building and developing cosmetic brands. This is an important factor to build trust and attract customers. Help brands compete effectively in this potential but also full of challenges market.
Why is product quality important?
- Safe for users: Cosmetics are used directly on the skin. Therefore, safety is a prerequisite. Good quality products will ensure that they do not cause irritation or allergies. Or negatively affect the user’s health.
- Effective use: Customers use cosmetics with the desire to improve skin problems, beautify themselves and take care of themselves. Quality products will bring remarkable results. Meet users’ needs and desires.
- Brand reputation: Product quality is the brand’s commitment to prestige and responsibility. Good products will help brands build trust with customers. Build a professional image and establish a solid foothold in the market.
How to choose quality products?
- Import goods from reputable importers with brands in the market. All must have documents proving the origin of the goods. Don’t be greedy for cheap prices and easily get imported fake or counterfeit goods.
- For processed cosmetics, you need to choose a cosmetic processing factory with modern machinery and production lines. There is a team of staff with many years of experience. Raw materials are imported or imported domestically from reputable units with documents of origin. Comply with strict production processes, according to Ministry of Health standards with ISO certification.
Step 3: Build a professional brand identity
A brand identity is a collection of visual design elements. Including logos, slogans, colors, typography, product packaging, etc. A professionally built brand identity will help businesses:
- Increase brand awareness: Help customers easily recognize and remember the brand.
- Build trust: Demonstrate the professionalism and reputation of the business.
- Enhance differentiation: Help businesses stand out among competitors.
- Increase communication effectiveness: Help businesses’ communication messages become more attractive and effective.
Through the brand identity, you can see the goals and core values that the business wants to achieve.
Step 4: Build a multi-platform business system
Businesses need to build a variety of sales systems, prioritizing online business first. Currently, social networking platforms as well as e-commerce are developing very quickly. Cosmetic products are very accessible to target customers. Thereby shaping the brand in the hearts of users.
Combine the development of your own website, consistent with the brand identity. A brand cannot without its own website. Design your website according to UI/UX standards.
In addition, these platforms are also very easy to build a personal brand. Cosmetics business owners can build a channel to share knowledge and experience about cosmetics.
Step 5: Build an integrated marketing and communication strategy
An integrated marketing and communications strategy is a comprehensive plan built to convey a business’s message to target customers and achieve business goals.
See more: Leadership capacity courses
Effective strategies will help businesses
- Increase brand awareness: Help customers more easily recognize and remember the brand.
- Attract potential customers: Build excitement and attract potential customers to learn about your product or service.
- Increase sales: Encourage potential customers to buy your business’s products or services.
- Build relationships with customers: Maintain good relationships with current customers and encourage them to make repeat purchases.
Steps to build an integrated marketing and communications strategy
- It is necessary to determine the specific goals that the business wants to achieve through communication and marketing strategies.
- Choose appropriate communication channels to effectively reach target customers.
- Build a message that conveys the value and benefits of the product or service to target customers.
- Make a detailed plan for each communication and marketing activity, including implementation time, budget and person in charge.
- Monitor and measure the effectiveness of communication and marketing strategies to adjust when necessary.
Step 6: Customer care before, during and after sales
Customer care is an important activity to maintain good relationships with current customers and encourage them to make repeat purchases.
See more: Managers capacity courses
Benefits of effective customer care
- Increase customer retention: Retaining existing customers costs much less than attracting new customers. In addition, they are likely to introduce people around to know and use the company’s cosmetic products.
- Increase revenue: Loyal customers often buy more and have higher value than new customers.
- Enhance brand reputation: Good customer care will help businesses build a professional and reputable image in the eyes of customers.
- Building competitive advantage: Good customer care can help businesses build competitive advantage and attract customers.
Effective customer care activities are suitable in the cosmetics industry
- Support customers in finding products or consulting quickly, effectively and friendly.
- Send birthday wishes and exclusive promotions to each customer.
- Collect customer feedback through surveys, reviews and their feedback.
- Resolve customer complaints quickly, effectively and fairly.
Step 7: Build brand reputation and trust
Reputation and trust are two important factors that help businesses succeed in today’s competitive business.
- Prestige is expressed through product quality, service, professionalism in business activities and social responsibility.
- Trust is built on honesty, transparency and commitment to delivering on a business’s promise
Demonstrated in the purchasing process, commitment to product quality, transparency and public disclosure of product information, participation in social activities,…
Summary
Through the above sharing, you can apply it to branding for your cosmetic company. These are secrets that have been applied by many brands and achieved great success. Please follow Apexcorp page to update daily business knowledge and skills.
Xem thêm: Business consulting and training
APEXCORP – BUSINESS STRATEGY & MANAGEMENT CONSULTANT
Head office: 88A Nguyen Trong Tuyen, Ward 8, Phu Nhuan District, Ho Chi Minh City
Consulting office: Business Center, Masteri Thao Dien, Thao Dien Ward, City. Thu Duc, HCM
Hotline: 0903 25 55 25
Email: info@apex.edu.vn
Website: apex.edu.vn
Fanpage: Business Doctor (Dr Biz)
