Episode 5: A Primer On Developing A Clean Beauty Brand! – Expanding Your Distribution
Your products are now in the market, you’ve generated a nice base of repeat consumers and revenues are growing at a steady pace. You have experimented with different marketing messages and have found one that seems to be resonating with your target Consumer Profile. Now it’s time to focus on growth.
Retail Distribution
I had a client who completed her product development, but wanted to wait to manufacture her first production run until after she was accepted at Whole Foods Market. Most all beauty entrepreneurs dream of having their products on the store shelves of Ulta and Sephora. That is a long-term goal (perhaps) and my client’s strategy of market entry at Whole Foods Market was destined to FAIL. The mass market retailers are inundated with brands trying to get their products on their shelves and it takes a lot of money to meet their stocking requirements.
Instead, focus on distribution channel partners that are more specifically suited to your brand and where your target consumers are more likely to shop. If your target Consumer Persona is Skinminimalist Cleanical Connoisseur you’ll naturally align with Credo, Dermstore and The Detox Market. Use niche channel distribution opportunities to your advantage. For instance, if you are a black entrepreneur try approaching Thirteen Lune as a distribution partner. Post your company/products on www.faire.com to draw the attention of the thousands of specialty retailers across the country.
Distributors
There is an entire network of Distributors that are a bridge between Brands and Retailers. Distributors are generally unknown to most beauty entrepreneurs who are more familiar with the Retailers. Choose a Distributor whose business aligns with your products and target Consumer Persona. A Distributor will allow you to display your brand in different types of shops or on different online platforms, some of them well-known, others niche, all in line with your identity and approach. This way, your brand, which is currently new on the market, can be found and discovered more easily by retailers.
By choosing distributors that are in line with your brand, you will gain legitimacy. For example, if you sell vegan products and your distributor places your brand in a shop or on a platform known for its vegan products, your brand will gain legitimacy. Indeed, it will be put on the same level as products that are already known and appreciated by customers.
Working with a Distributor to handle the retail distribution of your products while you are focusing on your online DTC channel is a good strategy for an early-stage beauty brand.