From Concept to Reality: How to Design a Skincare Product

Understand your product, target market, and competitors

• Why are certain products trending?
• What ingredients do competitors use?
• Who is their target audience?
• What do you like/dislike about competitor products?
• How will you compete on the market and make a profit?

Budget for development, marketing, and operations

• Determine overheads and maximum investment for project
• Design costs (branding, website, labelling, packaging), marketing (social media, email campaigns, promotions, content creation (reviews, collaborations, competitions)
• Sales management
• Product testing (PET/Stability, dermatology, clinical trials)
• Regulatory compliance
• Plan for future product expansion
• Estimated timelines for launch

Define your point of difference and audience

• What is your brand about?
• Who are you designing the product for?
• What problem does your product solve?
• Where will you sell/promote?
• What will make your product stand out?
• Which marketing platforms will you use?

Translate research and brand values into the product

• Vegan, 100% Natural, Cruelty-Free?
• Sustainability focus?
• Packaging & label certifications

Define product features and ingredients

• Product features & benefits
• Target market needs
• Key or hero ingredients
• User experience; texture, scent, look, feel
• Alignment with business values and ethics

Select packaging that enhances usability and protects product

• How is the product used and dispensed?
• Where will it be used/stored?
• Determine any customisation requirements
• Confirm with manufacturer and send prototype samples for testing

Understand the obligations and risks

• Managing brand growth, operations, and stability
• Handling low sales, production delays, financial issues, product complaints and/or recalls
• Risk assessment and problem-solving
• Business insurance and liability