Deciding How to go about changing a Cosmetic Brand

Nobody likes Change. But without it a company can be seen to be getting old. Always need to stay ahead of the market

Cuross Bakhtiar at https://cosmeticformulation.org/

8/3/20231 min read

Decide Whether You Will Have The Same Target Audience

It isn’t always that a product is bad. Sometimes, you might just be catering to the wrong audience. In that case, it may be necessary to change a brand’s target audience during the rebranding process.

If you are thinking about making a change, consider whether there are any specific customer segments from your existing target audience who would be interested in continuing to buy your products. Then, think of ways to accommodate them into your new branding strategy while making way for your new customers.

On the other hand, if your market is highly competitive and saturated, you may want to focus on a different target audience. You will need to develop a message that resonates with your customer base and delivers a new set of results.

For example, if your new branding is focusing on selling skincare products to women over 40 years old instead of 20, then it is important that this is reflected in your branding strategy, too. Your new audience should feel that you are speaking to them now.

How to Rebrand Your Beauty Products

Rebranding beauty products involves everything from performing in-depth market research to soul-searching for finding your new core values for the rebrand.

You can then use this information to create a visual representation of what kind of customer you are trying to attract by using data from analytics tools like Google Analytics. You can also look at other beauty brands’ websites for inspiration. Here are the three things you need to start with:

  • User demographics: Find out who your new customers are and what they look like on a demographic level. For example, if you will be selling skincare products for men over 30, you would need information on what their income and lifestyle choices are.

  • Competitors: Find out who your competitors are and how they are being successful so that you can see what works well for them and what doesn’t so that you can design your own branding strategy.

  • Price points: Determine which price points will be the most profitable for your business so that you know how to set the new pricing range after the rebrand.

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