Ask the expert: product development

Once you have a winning formula, you’re half way there. The next step is considering the branding, packaging, product design and production.

There’s a wealth of products on the hair and beauty market, so you’ll want yours to stand out from the crowd visually, as well as being functional. Before considering the design, think about how the product will be used and what kind of application is desired. Will it need to be decanted quickly or slowly? Will it need a built-in brush or applicator? 

Once the functionality has been set, you should create mock-ups of the artwork and package design to get a better idea of how the product will look. We find that putting mock-ups on shelves amongst other products to see how the colours and design compare is a great test. This process may be time consuming, but it’s better to get it wrong at this stage than find out after production.

The next stage is order confirmation; you will need to consider the quantity of products you require. Our finished own-brand products can be sent to all 254 of our stores across the UK and Ireland. You will need to adapt your quantities accordingly depending on whether you have a chain of salons/stores or a smaller distribution. By planning for the correct quantities you’ll ensure maximum profit and minimum waste. Finally, it’s off to the factory for production.

Randeep Sahans is own-brand product developer for SBH UK & Ireland. Overseeing over 800 lines at Salon Services, she understands the importance of research and development in bringing a beauty product to life. 

This article is taken from the April issue of Professional Beauty. As a subscriber, you can read many other expert advice plus industry news, product and treatment reviews and much more. Make sure you never miss an issue by subscribing here for just £37 for the print edition, or buy a digital subscription here, which gives you access to the full magazine online for just £4.99 a year.