Product Development Tips for Today's Beauty Marketplace

Product development often feels like a day at the amusement park. Excitement is in the air, distractions are all around us, and every product launch is as thrilling as a rollercoaster ride with intense highs and lows.

After nearly 50 years of product development experience in the beauty industry, we believe even the most flawless processes and strategies keep us on the edge of our seats. With a boundless marketplace and rapid consumer evolution, we’ve learned to embrace the thrill rather than attempting to stop the unstoppable. Here are two tips that impact product development success in today’s advancing market.

The Cart and The Horse
Successful products in today’s market are much more than a physical SKU, they are an addition to a buyer’s identity. Every product in today’s market needs a reason to exist. Be sure your product intent is clear and genuine. External drivers such as market competition, forecasted trends, retailer demands and brand advocacy are all perspectives to incorporate into product development strategy but it is important to keep them in the cart. Strive to keep the brand as the leading horse.

A Sense of Well-Being
The majority of haircare products being launched today are hacking into nature for a brand point of view; ranging from modest (natural-ish) to elaborate (certified). For the majority, natural branding is in the eye of the beholder. Success begins by defining standards such as “free from” claims, mildness, functional ingredients, sustainability and degree of nature hacking. These standards not only translate into the brand story, they become the axis for product development.

Marianna is a leading developer and manufacturer of innovative hair and beauty products for cosmetology schools, salon professionals, specialty retailers, and brand owners. We are days (literally days) away from celebrating a legacy of 50 years built on beauty and have numerous tips, operating procedures, and philosophies to share as a result. However, one of the greatest tips we can share is a reminder to enjoy the journey. Even if it makes you a little dizzy.