Question

Topic: Branding

Brand Name Cosmetic Line

Posted by raluca_hera on 2/14/2015 at 10:52 AM ET 250 Points
I am searching for a new brand name for my cosmetic line. Target is to switch from the local name (local market in Eastern Europe) to an international brand name. Main export areas in the near future are: USA and China, as well as Western Europe. My cosmetic line is 100 % organic (BIO), 100 % natural, unisex, anti-aging. Products are in the range premium / de luxe. All ages are targeted. Products are for face & body. Handmade in France. Any valuable suggestions are highly appreciated!
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RESPONSES

  • Posted by Gary Bloomer on 2/14/2015 at 10:22 PM Accepted
    What does 100 percent natural mean? How will you demonstrate this brand as having international appeal and presence? How will you position this brand and how will you condition people's thinking to choose your brand rather than the brands they know and love? Against which brands will you compete in the USA and China? Are ALL ages targeted? Really? I suspect this won't be the case. Handmade? What are your production costs? What margins do you expect in terms of profit?
  • Posted by raluca_hera on 2/15/2015 at 4:40 AM Author
    Hi Gary

    Thank you so much for your answer as well as for your questions, which are very legitimate. It is not easy to describe your business with clarity in a couple of words, therefore, below, I am coming up with more details:

    What does 100 percent natural mean?
    All products are made of 100 % eco-certified ingredients, all natural, vegetable origin. Some of the products need a preservative, which is as well eco-certified. No synthetic ingredients, no perfumes, no dyes, no parabens, no fillers etc

    How will you demonstrate this brand as having international appeal and presence?
    I do not quite understand this question. Please detail

    How will you position this brand and how will you condition people's thinking to choose your brand rather than the brands they know and love?
    Brand is positioned as Premium brand. Targets people who love all natural skin care.

    Against which brands will you compete in the USA and China?
    This is a good question, I am in the process of working on this matter

    Are ALL ages targeted? Really? I suspect this won't be the case.
    Not every product targets every age of course. Products are focused on age groups, depending on the ingredients.

    Handmade?
    100 %

    What are your production costs?
    What margins do you expect in terms of profit?
    I would be glad to answer these questions, but this is a longer debate. Do you think this would be relevant for naming the brand?
  • Posted by Jay Hamilton-Roth on 2/15/2015 at 8:32 AM Accepted
    Kissame (Beauty)
    Wholesome (Beauty)
  • Posted by mgoodman on 2/15/2015 at 7:52 PM Accepted
    If you are really serious about entering the U.S. market (and probably the Chinese market as well) you are going to need heavy-duty branding advice from professionals in the U.S. This is a highly competitive market (as you undoubtedly know) and the cost of entry is very high. If you try to do this on the cheap you are likely to get creamed (i.e., lose a lot of money).

    Branding deals with your entire marketing strategy. It's not just about the name and logo. If you try to skip the all-important strategy step, it's almost certain you will miss the mark. Much better to find a branding expert you can trust -- one with experience in luxury brands in the U.S.

    This is not a situation where our quick reactions and guesses are likely to come up with a winner for you. Do yourself a favor and hire a professional branding consultant before you make the expansion investment.

    Repeat this for China -- a very different market.
  • Posted by raluca_hera on 2/16/2015 at 4:31 AM Author
    Thank you so much for your advice mgoodman, I really appreciate your opinion. What about entering amazon, in the first line, what do you think?
  • Posted by Shelley Ryan on 3/2/2015 at 1:26 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been any activity in at least 10 days.

    Thanks for participating!

    Shelley
    MarketingProfs
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