Rebranding Skincare Products – Why should you do this?

You are selling Skincare products, doesn’t matter online or offline. The skincare industry is highly competitive. As well as it is a rapidly growing industry in the beauty and personal care market.

It is needless to say that quality products are a must to sustain in this competitive market. But getting attention is the first need.

Top-notch visual identity design can make it happen for your company to be outstanding from the crowd. You should think about rebranding your skincare products or business to get more attention than ever.

In this piece of article, I will discuss “Rebranding skincare products” and when you should or should not do this. Read the whole article and take away some points. I hope then you can be able to decide whether you should or not do it for yourself.

So, let’s dive deep into it.

You might not know what rebranding is. Rebranding is the process of updating or changing a brand’s identity and messaging.

In some cases, rebranding is mandatory to better connect with its target audience. It helps a brand to differentiate itself from competitors and adapt to changing trends and customer preferences.

Generally, companies change their color palettes, fonts, packaging designs, and other design elements. Sometimes a brand need to change its logo and even its name too. All these create a better image of the existing product or brand to the customers.

Rebranding is crucial to keep up with the rapidly evolving market and changing customer preferences.

In this modern time, customers demand natural, organic, and sustainable skincare products. You should update the product formulations, packaging, and messaging to meet your customers’ needs.

Why should you rebrand your Skincare products?

You already know what rebranding is. Now you should know about the importance of rebranding for your beauty industry.

Let’s start digging into the deep of the importance of rebranding and when you should do it for your business.

To introduce the New Mission and Value

As companies grow and evolve, their values and mission may change, and rebranding can help to communicate these changes to customers.
Think about your skincare brand decides to prioritize sustainability; it may choose to rebrand to emphasize its commitment to using Eco-friendly packaging, reducing waste, and using natural or organic ingredients.
Rebranding can help to communicate your brand’s commitment to sustainability and product safety.

To change the target customers

If you want to change or expand your target customers, you should try rebranding your skincare products. You may think about expanding your customer base to a different demographic; rebranding can help you achieve this goal.
Companies need to change their target customers for many reasons.

I will discuss some of them briefly here.

1. Expanding the product range is one reason to change the target audience. Say you have launched a new product. Then, definitely, you need to attract new or different types of customers for this newly launched product. It leads to the rebranding to communicate the changes.
2. Market saturation is also a reason to retarget your audience. Think about your skincare brand that has already saturated its target market; you want to expand the customer base by targeting a new audience. At this stage, you surely need to rebrand your product.
3. You know consumer preferences and behaviors change over time, and your skincare brand must retarget the already-targeted audience. It may lead you to rebrand to better align with these changes.

Increased competition in the market

To ace your competition, you should consider rebranding your skincare products.
You know the market becomes more saturated with similar products, and your brand must differentiate itself to stand out from the competition.

You should find your brand’s unique points out and communicate with your audiences.
This can include updating the packaging design, product formulas, and marketing messages to highlight the product’s unique features and benefits.

It is pretty challenging for skincare brands to stand out and get noticed in this competitive market. Rebranding can help improve brand awareness by creating a fresh and memorable brand image.

Updating the Product formula

For many reasons, you may need to update your product formula. Let’s say you want to make your skincare product more organic.
Then you need to change the packaging and come up with a new brand message.

Your skincare brand may update its product formulas to improve effectiveness or incorporate new ingredients that are trending in the market.

Rebranding is the way to communicate these changes to your customers and improve the overall brand value.

To modernize the packaging

Think your company has been using product packaging for a long time, which needs to be updated. That means the brand image has become outdated.

It can make a brand appear old-fashioned or out of touch with current trends and consumer preferences.

Skincare brands may rebrand to modernize their image by updating their packaging design, color scheme, typography, or logo design to appeal to a younger or more modern audience.
Rebranding can help modernize the brand to differentiate it from competitors.

Steps to Rebranding Skincare Products

Now you know why you may need to rebrand your skincare product or business. Let’s know how you can perform it. Follow them carefully during rebranding.

Conduct market research

Market research is the first and critical step in the rebranding process for skincare products. You can get a clear image of consumer preferences. Easily identify the current market trends and understand the competitive landscape.

Conducting consumer surveys can help skincare brands gather feedback on their current products and brand image.
Market and audience research is a must and, undoubtedly, the most important to make a new brand strategy and/or marketing strategy.

You can perform the survey online or in person, and you should include questions about product features, packaging design, brand messaging, and more.

Develop a brand strategy

Developing a brand strategy is a must. At this stage, you should define your brand’s unique positioning, identify the target customer, develop the messaging for the brand, and fix the brand voice.

During the brand strategy session, you should keep in mind your old strategy that is not working well in the changed market. The new strategy should lean toward the new trends.

Creating a brand identity

Now, your brand strategy is developed, and it is time to create the brand identity.
Study the market research report carefully and decide if you need to change the skincare product name. If you do so, then changing the logo is a must. After that, the colors, typefaces, packaging designs, marketing materials, etc.

All the changes or updates should be performed following the new brand strategy.

Updating marketing strategies

You are about to the finishing line of rebranding your skincare line.
You have developed a new brand identity for your skincare products. It is time to renew your marketing strategies to reflect the changes you have made.

According to your new brand identity and marketing strategy, you should develop new marketing materials such as brochures, flyers, and product catalogs.
Ensure that all materials are consistent with your brand guidelines.

Thus you can effectively communicate your new brand identity to your target audience and generate interest in your rebranded skincare products.

Launching the rebranded products

After doing all the required changes, you can now launch your rebranded product. You can do it in many ways.

This can involve hosting events, press releases, and promoting the new brand through social media and other channels.

Monitor and measure the success

After the rebrand has launched, it’s important to monitor and measure its success.
This can involve tracking sales data, consumer feedback, and social media mentions.

The most effective and easiest way of measuring the success of your new brand is sales data tracking.

Here you can get the direct result of how your new designs are impacting your newly targeted customers.

More sales mean your redesigned brand is grabbing the eyeballs more than previous times.
You can conduct a survey to gather direct feedback on your new designs from the audiences.
Social media can help you a lot to do this.

The insights gained can help refine the brand strategy and marketing efforts going forward.

When You Shouldn’t Rebrand Your Skincare Company

Undoubtedly, rebranding is beneficial for your brand in many ways. But, there are huge possibilities when it may bring opposites. You should know the wrong times for rebranding.

Here are some instances when you shouldn’t rebrand your skincare company:

• If your brand already has strong recognition and loyalty among your target audience, rebranding may confuse and misguide existing customers.
• If your skincare company recently has major changes, something like a merger or acquisition, then it is not the right time for rebranding.
• Your brand may have a negative reputation, and you should focus more on solving the issue, not rebranding. Rebranding alone may not solve the root cause of the negative perception.

Rebranding is an effective way for any brand, not only for skincare companies who are looking to update their brand image, in return, attract new customers and stay competitive in a constantly evolving market.

However, keep in mind that rebranding is not always necessary or results in a positive. You should plan carefully and execute the processes to get the most benefits of rebranding. Otherwise, it may cause a huge loss.

Think of Rebranding your skincare line? Get in touch now. We can help you to reaching out your customers by designing a stronger Brand Identity.