How can a novice build a cosmetics brand from 0 to 1? Positioning, budgeting, sampling, compliance and mass production steps

1. Write one page of brand positioning first, don’t write the entire plan first

Brand positioning includes at least target groups, core scenarios, main issues, price bands, sales channels and reasons for differentiation. For example, "refreshing basic skin care for commuters aged 25 to 35" is a better guide to formula and packaging than "making a high-end skin care brand".

Positioning is not a slogan, but a filter for subsequent choices. The target group determines the skin feel and communication language, the channel determines the capacity and packaging, the price band determines the raw materials and packaging material budget, and the target country determines the labeling and compliance path.

2. Use hero items to establish the first set of product matrix

New brands can choose a high-frequency demand as a hero item, and then configure one or two related products. The hydration line can start with essence and cream; the care line can start with shampoo and conditioner; the makeup line can start with a base makeup or a small amount of core lip color; the fragrance line can start with perfume and body spray.

Evaluate search demand, frequency of use, experience differences, repurchase cycle, minimum order quantity, regulatory difficulty and inventory risk when selecting first-launch categories. Don’t copy a competing product just because it has high sales, because its channels, placement and supply chain conditions may be completely different.

3. Establish a real budget, rather than just calculating the factory unit price

The project budget should include formula, proofing, bottling, printing, color boxes, design, testing, filing, logistics, photography, e-commerce page, promotion and after-sales preparation. The retail price should also leave room for channel deductions, promotional discounts, returns, and inventory.

It is recommended to first calculate the target retail price and acceptable delivery cost, and then work backwards to derive the formula, capacity and packaging. Do not find out after all specifications are confirmed that the gross profit cannot support the channel.

4. Give the factory an executable project brief

a good portion OEM The project brief does not need to be professionally written, but it must be specific. It can significantly reduce invalid proofing and repeated quotations.

• Brand and target consumers
• Sales countries, platforms and price bands
• Product category, capacity and first batch quantity
• Target efficacy, fragrance, color and feeling of use
• Reference products and likes and dislikes
• Bottles, packaging styles and acceptable costs
• Tests or information that must be completed
• Planned launch date and delivery location

5. Formula proofing should look at experience, stability and evidence at the same time

Proofing is not a one-time selection, but a gradual convergence. The first round confirms the direction, the second round adjusts key experiences, and the final version locks in the formula and samples. Each round of feedback uses the same evaluation form and is compared under the same usage and usage scenarios.

Sensory evaluation studies show that product texture and perceptual attributes are closely related to consumer acceptance. For sensitive skin, public research also uses a combination of patch patching, long-term use, subjective safety evaluation and objective indicators, rather than judging based on the ingredient list alone.

6. Packaging materials must be confirmed earlier than bulk purchase

Content viscosity, volatility, light protection requirements and usage methods will affect the bottle mouth, pump head, spray head, inner plug and sealing structure. Formulas and packaging materials should be evaluated for filling, discharging, leakage prevention, temperature resistance, drop and compatibility.

Packaging design files must be consistent with the actual die and printing process. Product name, net content, full ingredients, usage, precautions, batch number, responsible party and target language should be checked against regulations before printing.

7. Do not confuse filing, notification and system certification

In China, general cosmetics are usually subject to filing management, and special cosmetics are subject to registration management. Different markets may also involve responsible persons, PIF, CPSR,CPNP,SCPN, facility registration or product listing.ISO 22716 It is a guide to good manufacturing practices for cosmetics and is not a marketing approval for a specific product.

The factory can provide INCI, formula, process, specifications, inspection and traceability information, but the brand, filing person, responsible person or importer still have to fulfill their respective obligations.

8. Mass production, listing and review form a closed loop

Lock the formula version, signature sample, packaging material sample, printing draft, quantity and acceptance criteria before mass production. During production, attention is paid to raw material acceptance, weighing and production, semi-finished product inspection, filling, inkjet coding, boxing and random inspection. Keep batch numbers, samples and complaint records after shipment.

After the launch, the reasons for returns, pump head problems, skin feel feedback, repurchase rate and customer Q&A are collected, and the results are transformed into the next batch of formulas, packaging materials and content optimization. The new brand is not done all at once, but is gradually stabilized through small steps of verification.