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The Benefits of Branding

By: Josannah Birman
Posted: October 26, 2009, from the November 2009 issue of Skin Inc. magazine.

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If you believe that your brand requires a marketing story, make sure the supplier can help you develop this. “Some private label companies specialize in science-based products and others offer more natural products. It’s important to carry your brand message throughout, from your products to your marketing story, they should be consistent and represent your unique niche,” explains Simon. Another important aspect of private label marketing to consider, according to Simon, is tailoring your products for use in your spa’s treatments to help build the sale. “For example, create a pre- or post-treatment regimen that complements the service. The client can purchase the products as part of the treatment for at-home use in between visits,” she says, and recommends choosing a supplier that provides backbar sizes.

Reach new heights

During the search for the right private label provider, be sure to inquire about what is included and consider any additional responsibilities that may fall on your shoulders. See Private Label Checklist for the details to consider when choosing a line. Also, keep in mind that the more you buy, the cheaper private label products become. Unlike patented lines that leave little wiggle room for price negotiation, most private label suppliers have set prices that decrease as quantities increase. With this added incentive to grow your business and a line that is all your own—at least according to the label—you could take your spa to new heights of success.