Overview:
A thriving lifestyle brand generating over $1M in revenue sought to expand into beauty products to complement its existing product offerings. With an established customer base and strong brand presence, they were ready to scale strategically by introducing a results-driven beauty collection.
Challenge:
While the brand had successfully built a loyal following in a non-cosmetic category, they needed expert guidance to navigate the complexities of beauty product development. They required a well-structured approach to ensure their new beauty line aligned with their brand identity while meeting industry standards for efficacy, regulatory compliance, and marketing claims.
Our Approach:
We collaborated closely with the brand’s Product Development Lead to execute a seamless expansion into beauty. Our process included:
- Product Strategy & Development: Worked alongside the brand’s internal team to define the beauty category positioning and develop a comprehensive product roadmap.
- Product Briefs & Custom Formulation: Drafted Product Briefs for the entire collection and custom formulated 14 results-driven beauty products over a two-year period, including three designated hero products. Because of our custom formulation service, the brand was able to fully own their formulas, giving them complete control over their intellectual property and long-term business strategy.
- Product Release Strategy: Developed a strategic rollout plan to maximize the impact of each product launch, ensuring sustained engagement and profitability.
- Manufacturer Selection & Production Management: Identified the ideal contract manufacturing partner, facilitated tech transfer, scale-up, and production to ensure smooth execution.
- Claims Testing & Social Proof: Coordinated efficacy and claims testing to support strong marketing claims, enhancing product credibility and driving sales.
- Regulatory Compliance & Branding Support: Collaborated with the branding and marketing team to ensure that product labels, claims, and packaging met regulatory requirements.
Throughout the entire project, our expertise and strategic partnerships allowed the brand to expand into this new category seamlessly—without having to manage all the moving parts internally. We served as the single point of contact, handling all aspects of formulation, production, and compliance to ensure a smooth transition into beauty.
Results:
- The brand successfully entered the beauty market with an exclusive, high-performing product collection tailored to their customers’ needs.
- The launch of three hero products positioned them as a competitive player in the beauty industry, creating new revenue streams.
- Clear Product Briefs and a strategic rollout plan streamlined the development process, reducing time to market.
- Claims testing and regulatory compliance ensured that the brand’s marketing was both compelling and legally sound.
- Efficient contract manufacturing management allowed for seamless production and quality assurance.
Conclusion:
By leveraging our expertise in beauty product development, this lifestyle brand successfully expanded into a new category with a strong, market-ready collection. Thoughtful formulation, strategic product launches, and seamless production management positioned them for long-term success—all while ensuring complete formula ownership and operational efficiency.