How Retailers Can Stand Out in the Private Label Makeup Market

Now, the “ingredients” and “efficacy” popularized by social media are breaking the advantages of traditional big brands. The #purebeauty topic on TikTok has been played over 12 billion times. Although the economic situation is not good, people are more eager to find cheap and easy-to-use alternatives.

However, consumers’ increased sensitivity to price does not mean they will give up their quality requirements – 78% of people clearly stated that they are willing to spend more to buy natural products with transparent ingredients.

Private Label Makeup Market Analysis

Industry Development

In recent years, private label cosmetics have developed rapidly, especially in emerging markets like China. China is already the world’s second-largest cosmetics market, and its scale is still expanding.

Young consumers are more willing to try new brands and no longer only recognize traditional big brands.

Reasons for purchase

There are three main reasons why consumers choose private brands: affordable prices and good quality, rich product variety, and increasing trust in domestic brands.

In addition, people now pay more attention to healthy living and environmental protection concepts, which has also promoted the development of private brands.

Private Label Makeup Product Customization

The AI skin diagnosis system of Shiseido Laboratory in Japan generates exclusive formulas through 12-dimensional facial scanning, shortening the product development cycle by 40%.

Sephora’s ColorIQ system has completed skin color matching for more than 30 million consumers, and the repurchase rate of its customized foundation liquid is 2.3 times the industry average.

Therefore, to stand out, your product needs to have the following two conditions:

a. Unique formula

By using unique formulas and ingredients, retailers can attract more consumers. For example, customized cosmetics are developing rapidly, and consumers are willing to pay a premium for personalized products.

b. Personalized products

The trend of personalized customization of “one person, one prescription” is emerging. This trend not only meets the customized needs of consumers but also increases the attractiveness and loyalty of products. Therefore, it becomes very important to meet the unique needs of each consumer.

Private Label Makeup Brand Story

Cosmetics brand story is an important part of brand communication. It helps people better understand the brand’s history, culture, and philosophy to establish brand recognition and loyalty.

Brand Origin:

First, introduce the brand’s origin, including the founder’s story, the origin of the brand name, the background of the brand establishment, etc. This part can be obtained through in-depth research on the brand history.

Brand Concept:

Next, introduce the brand’s philosophy, including the brand’s purpose, values ​​, and mission. This part needs to emphasize the brand’s uniqueness and vision and the goals pursued by the brand.

Brand Products:

Then, introduce the brand’s product line, including its types, characteristics, and advantages. This part needs to highlight the brand’s product characteristics and quality to establish the brand’s reputation.

Brand Experience:

Next, introduce the brand’s experience, including its market performance, position in the industry, and influence among consumers. This part needs to prove the brand’s value and influence through market performance and consumer evaluation.

Brand Future:

Finally, introduce the brand’s future, including its development plan, research and development of new products, and outlook in the future market. This section needs to emphasize the brand’s future vision and development direction and the goals the brand hopes to achieve.

Private Label Innovative Packaging Design

Visual Appeal

The Australian brand MECCA’s beauty gift box packaging uses a bold and rich painting style to convey the spirit of innovation. This style incorporates Aboriginal art elements and stylizes the intentions of land, sea, and sky.

These painted elements make the entire gift box packaging more artistic and personalized, attracting consumers’ attention and increasing brand awareness and recognition.

Celonia’s packaging is exquisite and detailed, perfectly blending silver and light pink, showing an aesthetic style that is both modern and feminine. As one of the primary colors, silver’s unique metallic texture conveys a high-end and fashionable atmosphere, making the product stand out instantly.

This color tone highlights the brand’s modernity and gives the product a sense of technology and futurism, attracting consumers who pursue a high-quality life. The high-quality metallic texture offers people a sense of nobility and elegance, reflects the brand’s image, and enhances the added value of the product, which is in line with the aesthetic trend of modern people.

Functionality

Beauty and personal care brands are increasingly focusing on packaging that is not only visually attractive but also functional and sustainable. The wearable trend also represents a shift in the industry, with more brands exploring innovative ways to make their products more portable and convenient for use on the go.

For example, the “rhode skin” launched by Hailey Bieber. Her lip oil series is very popular, and you can consider placing its products in a phone case.

Sustainability

In addition, the focus on sustainability is only increasing, and brands will also explore more eco-friendly packaging solutions to reduce the impact on the environment and cater to consumers’ growing demand for sustainable products. This design is also a fixed style that continues to remain unchanged.

It is closely related to brand values because Generation Z consumers are more concerned about whether the brands they support are consistent with their values and life philosophy, which also determines their willingness to buy.

And all creativity ultimately needs to be based on improving user experience to gain recognition in a highly competitive market.

Develop a Successful Marketing Strategy for Beauty Brands

Diversified Product Lines:

Provide diversified product lines to meet the needs of different consumer groups. Including color, texture, efficacy, formula, brand, packaging, etc.

Channel Partners:

Build channel partnerships to promote product promotion and sales. For example, establish strategic partners in offline cosmetics stores, beauty salons, department stores, large chain supermarkets, and other popular areas.

Innovative Products:

Innovative, unique, and novel cosmetics are popular with consumers. Grasping the consumption trend of cosmetics, as well as the needs and pain points of consumers, and meeting the needs of different groups of people is also a successful marketing strategy.

Marketing Strategy:

Develop a sophisticated marketing strategy, including online and offline integrated omnichannel promotion, to improve the exposure, traffic conversion, and return visits of cosmetics products and determine appropriate pricing strategies and promotion plans to promote sales conversion.

Social Media:

Use social media to promote cosmetics brands, use influence models and other methods to accurately promote and encourage user experience for target consumer groups, and enhance the community effect.

Collaborative Stars:

Cosmetics brands can consider cooperating with popular stars or celebrity makeup artists, especially beauty bloggers nodes. These stars can become powerful promotional spokespersons, using their influence to increase brand awareness and reputation.

Experience Marketing:

offline makeup experience stores, special theme beauty events, etc., can be used to let consumers fully experience the quality of products and the value of purchase.

Data Analysis:

Big data technology is used to analyze consumer data and develop targeted, customized marketing to better lead consumer trends.

Boutique Store Promotion:

Establish boutique stores and boutique offline sales channels to improve the quality and reputation of the products and enhance brand competitiveness.

Social Responsibility:

While promoting cosmetics, the brand must also assume social responsibilities, such as green environmental protection, public welfare, social obligations, etc., and improve brand image and reputation by actively giving back to society.

Future Development Direction

Technology Application

In the future, cosmetics private brands will use more technology. For example, they will use intelligent algorithms to analyze customer preferences and then launch tailor-made products based on this data.

Sustainable Development

More and more people will prioritize environmentally friendly cosmetics. To meet customer expectations, brands must pay attention to environmental issues from product design to packaging to production and transportation.

By grasping the two directions of technology application and environmental protection upgrades, retailers can better understand consumers’ minds and find their unique advantages.