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The Benefits of Branding

Josannah Birman November 2009 issue of Skin Inc. magazine
private label bottles

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Those in the skin care industry—like every other industry—are keenly aware of the economic downturn. It’s no secret that clients are coming in less frequently and buying fewer products than they have in the past, which is evidence of their personal struggles with finances. Of course, this trickles down to the spa owners who are also trying to make ends meet. But two of the main problems spa owners are currently facing can possibly be addressed by considering offering a private label line of products: bringing costs down and standing out from the competition.

Stand out from the crowd

One of the most game-changing benefits to adding a private label line to your business is standing out from the crowd, especially these days when many lines can not only be found in other spas, but also in prestige department stores and beauty mega stores. “For me, private label is the way to go,” says Nina Ummel, owner of Ummelina International Day Spa, with locations in Seattle and Yakima, Washington. “It allows you to have your name on the products and if clients like them, they are going to come back to you because they can’t get those products anywhere else.”

According to Ellen Clark, founder of private label company Global Beauty, this type of benefit is called “brand equity.” “It is a way for clients to take a little bit of the spa experience home with them and that appeals to many spa owners,” she explains. Maria Stadler, vice president—marketing of YOUR NAME Professional Brands, another private label company, also emphasizes the important role branding plays in a business’ success, especially during the recession. “Private label gives your clients the opportunity to purchase unique products that enhance their experiences at your place of business,” she says.

Meet your clients’ needs

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Private Label Checklist

Ellen Clark of Global Beauty recommends answering the following questions when looking for a private label line.

  • What types of products are you seeking?

     

  • With what minimums are you comfortable?

     

  • How are you going to sell the line in your spa?

     

  • How are you going to market the line for your spa?

     

  • How are you going to train your staff on the line?

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