MedEsthetics magazines offers business education and in-depth coverage of the latest noninvasive cosmetic procedures for physicians and practice managers working in the medical aesthetics industry.
Issue link: https://medesthetics.epubxp.com/i/123304
IT'S YOUR LINE Marketing Your Brand Launching a private label line is a powerful way to build your brand, but it does involve much more than choosing the products and designing a label. You will also be responsible for marketing the new line and training employees on active ingredients and benefits. "With a completely customized line, the doctor becomes his own skincare company and that is how you need to think of it," says Shawn Dudley, exectutive director of Shantel Skin Care (shantel.com). Skincare manufacturers spend a lot of money each year marketing their brands and training practices on how to retail said lines. With private label, your practice will need to take on many of these duties. Private label and custom skincare manufacturers offer varying levels of support. Most offer graphic 44 MAY/JUNE 2013 | MedEsthetics Private Label Partners The following companies offer private label and custom formulation skincare products for medical aesthetic practices. Biddiscombe Labs, 800.258.3313, biddiscombe.com Clearly Beautiful, 866.704.8572, clearlybeautiful.com Clinician's Complex, 800.826.4480, clinicianscomplex.com Cosmetic Solutions, 888.883.0540, naturalskincare.com Dermesse, 866.494.4466, dermesse.com Global Beauty Private Label Skin Care, 866.290.4290, globalbeauty.net G.S. Cosmeceuticals, 925.371.5000, gscos.com Shantel Skin Care Products, 626.358.7530, shantel.com Swiss-American Products, 800.633.8872, eltamd.com Topix Pharmaceuticals, 800.445.2595, topixpharm.com Young Pharmaceuticals, 800.874.9686, youngpharm.com © ISTOCKPHOTO.COM peptides, growth factors, acids or cutting-edge product delivery systems. Launching just one standalone "Hero" product can start to make you a skincare authority. This is also a good way to get your feet wet, especially if it is a specialty product that can retail in the top end of what your market will bear. Offering kits or sets of products for specific skin types, such as acneic skin or mature skin, and for followup care after skin resurfacing procedures, is another effective way to enter the arena of physician-branded skin care. designers that can help you create your logo and product labels. Others offer in-office staff training on ingredients and product benefits as well as sales sheets that can be used to create marketing brochures and campaigns. Following are some of the steps you will need to take to successfully launch a private label line. • Develop a business and marketing plan, with financial projections to gauge capital and cash flow needs for labeling—hot stamping or silk screening—packaging, marketing and advertising, and the development of collateral materials, such as brochures • Complete research to identify and procure an effective physician-grade product line • Come up with a name and logo design for the products • Create a timeline to determine how long it will take to move from inception to implementation. Generally, you can expect the process to take a minimum of two months. For those opting to create proprietary lines, it can take up to nine months to complete testing, choose packaging, design labels and develop collateral materials. One way to ease patients into the new line is to offer a mix of well-known branded products and private label products. "Branded products get people in the door and what they walk out with is your brand," says Ellen Clark, continued on page 70 ›