As a longstanding beauty “veteran,” I’ve had the opportunity to work with professionals across pretty much every sector of our industry including entrepreneurs, retailers, influencers and suppliers.

The question I get many times is one I am sure many people with similar backgrounds to mine get, and that is ‘Why don’t you create your own brand?’ It’s a logical question and one that requires a very delicate response. I love the beauty industry and have had the opportunity to engage with several entrepreneurs in the inception phase of their business, creating opportunities for business development for them only to see them a few short years later having made it in the “unicorn” class. Yet I have seen way more not making it and some making a living from being an entrepreneur, but not getting rich. So, I am always impressed and curious when I see former executives who were in positions of power, make the jump to self-fund and create their own brand.

Most recently I reconnected with an industry friend, Margarita Arrigada, and was surprised to learn that she was making the jump and taking a leap of faith knowing that the journey is rough with many twists and turns. Having spent 11 years leading the merchant team for Sephora, the leading beauty specialty retailer, her insights are crucial for any entrepreneur. I have questioned her on the link between success and package (design and componentry) in the consumer-packaged goods retail environment [omnichannel]. Below are a few key takeaways I felt were interesting to highlight:

• Retailers have such a wealth of knowledge including practical knowledge ranging from aesthetics, copy, size of packaging, how the package opens, functionality, etc.—and now of course sustainability. So try to get feedback from your “target” buyer before you invest in inventory that isn’t resonating with your target buyers and consumers.

• Body care that has secondary packaging connotes “active ingredients” with a serious positioning angle, and here the dispenser functionality is crucial.

• Product packaging is the “workhorse” in any brick-and-mortar environment.

• When creating a new line, always be sure to evaluate it through the filter of  ‘Do I have anything proprietary that is not easily copied’ to bring to market?

Package design was very much on Margarita’s mind as she started her new endeavor as a female entrepreneur. Having understood the impact of shelf appeal, self-indulgence, small luxury, and sustainability, the only option was to create custom packaging. All of you package experts are aware of the cost, timing and quantity requirements in order to make a custom package feasible.

Developing a custom package while delighting consumers can stifle the creativity in our industry with a high price tag and project complexity as major drawbacks. Here are a few key takeaways that may inspire more to go this route:

• Industry referrals and recommendations are key in helping you identify suppliers especially when you are working with a unique set of criteria.

• Freight forwarding and shipping logistics play a key role in managing inventory investment.

• Evaluate the mold cost and ensure that it is leveraged through long-term use and a wider range of products.

• Build in a long lead time and additional cushion when going “custom.”

• When creating a custom package consider ergonomics, weight of the package and functionality to work with the texture and formulas of the product.

I am excited to see Valdé hit the market in November 2020 just in time for the holiday shopping season. As with all entrepreneurial ventures it’s a mission of love, passion, and desire to create an impactful product that brings happiness to users—even if just for a few seconds while the product is applied. Follow @valdebeauty to see more on the finished product. BP

About the Author

Daniela Ciocan is Founder, Unfiltered Experience.
Daniela@accessbeautyinsiders.com
IG @danielamciocan