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All About Private Label

By: Pamela Jo Busiek
Posted: July 23, 2008, from the August 2008 issue of Skin Inc. magazine.

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Private label products amplify and broaden your spa’s unique client experience. They enable you to build your business and reinforce your brand with every purchase. Nationally distributed companies spend billions of dollars each year attempting to make their products a part of consumers’ daily routine. Believe it or not, as a spa owner with a private label product line, you have an advantage. Why? The simple fact that your product is exclusive. It is part of an experience that cannot be replicated anywhere else. Clients will want to extend their spa experience by using your range of products at home.

This technique works. Consider the Disney Corporation and Starbucks—two companies that offer unique experiences and establish a sound relationship with their clientele. Patronizing Disney and Starbucks makes a person feel a certain way. People identify with these businesses and in some cases, consumers define a part of themselves through their interaction with these companies. They want to take a part of the experience with them. Think of those ubiquitous Mickey Mouse mugs visitors bring home from their adventures at Disney World.

Private label skin care does the same for your spa business. When your estheticians recommend an anti-aging product for clients that will make a significant difference in their skin, the praise and credit will be directed toward your business. When your clients look in the mirror every morning and see a desired change, they will form an emotional bond to your product line and spa. When a friend or family member compliments a particular client on her skin, it’s your business and product name that will flow from her mouth.

Not only does a private label build brand equity, contribute to the unique experience you offer your clients and ensure repeat sales, it enhances the prestige and profitability of your business.

Where to start

When searching for a private label manufacturing company to work with, you are choosing a partner in your success—a decision that should not be taken lightly. It is crucial to make sure the company you select is committed to providing you with results-based products, regional representatives who provide individualized customer service and product knowledge support. Be sure to consider impressive quality control, as well as research and development departments. An art department to assist in logo design is also a necessity.