One of the most important decisions beauty brand leaders can make is choosing their cosmetic products manufacturer. But when it comes to manufacturers, it’s important to remember that it’s not one-size-fits-all.
For example, if your brand is relatively new but wants to undergo a product scale-up, you would need to keep that goal top of mind when looking for a manufacturer. On the other hand, if you’re an established brand that wants to expand distribution and product offerings, you’ll need to choose a manufacturer to support that — and that might mean someone totally different.
To get the best results, brands have to find the right fit for their beauty manufacturing solutions, but you may run into a few industry-wide challenges that complicate the equation. For example, almost a third of premium cosmetic outlets closed as a result of the pandemic, and now industry distributors are now struggling to rebound with their products in 2022. Additionally, young consumers are trying to save money at every turn, and as a result, beauty brands are now competing with mass retailers, such as Walmart, Walgreens, Target, and CVS.
These trends highlight the need for beauty brands to partner with manufacturers who can offer a steady partnership and help their products stand out in a saturated market. Here are the qualities you should look for in a cosmetic products manufacturer:
- Transparent communication: A true manufacturing partner keeps your brand in the loop at all times. This means they share both good and bad news. For example, if there are delays, you should be the first to know. If something can’t be produced due to supply chain issues, brands can rely on their manufacturer to help them plan as proactively as possible.
- True partnerships: Great manufacturers serve as brand partners. They offer added-value services to support brand growth, including product education, marketing, and cosmetic product packaging. Put simply, the ideal manufacturer doesn’t just produce your product; it helps you unleash it into the world.
- Transparent pricing structures: Brands should never be left in the dark during the purchasing process. In fact, your manufacturer should work with your brand to identify price points that work best for your company. If there are any surprises in the purchasing process, that’s a red flag that a manufacturer may not be the right fit.
- Clear timelines: Your brand probably has its own unique launch timeline, which means that you need to be able to rely on the manufacturer to help you meet deadlines. If a manufacturer is vague about timelines during the production process, that should be a red flag. You need a reliable manufacturer to help your beauty brand compete and get products on the shelves.
Finding the right manufacturer may seem challenging, but there are plenty of beauty manufacturing solutions that will meet the needs of your brand. By identifying what to look for in a manufacturer and setting clear expectations, brands can partner with a company that helps them compete in a challenging market. While the beauty industry’s recovery will take time, brands with the right manufacturer can take comfort in knowing that they have a reliable partner to lean on.