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Presentation: Aligning your product story from ingredient to packaging with brand positioning

Now that you have identified and defined these positions we can begin aligning those principles to our product development.

The product development process starts with the idea. The development of your product can be done in conjunction with a development lab or contract fillers. Both have their advantages and disadvantages. Many of you will have done your homework as it relates to product ingredients and formulas that support your brand mission. I.e you have identified several ingredients that deliver your brand promise. Others know their brand mission and promise conceptually but will require more technical input to deliver the right product. However, the journey to market for both will be very similar.

There are key elements to consider in your product development journey: The development of a product development profile includes some of the mentioned considerations. Timing of bringing a product is an important part of the entire plan and should be investigated before setting timelines.

Target Audience: demographic, age, Cost of goods target What are the current market conditions and trends? Formula ownership, owning formulas can be costly. Ingredient story: Your ingredient story is crucial to delivering on your brand promise. Identifying the ingredient and or ingredients is key. Developing an ingredient story that can be validated thru clinical testing is an important consideration. Product textures: Product textures are very important aspect of product development Delivery systems: Packaging consideration, such as recycled, recyclable Product claims; important consideration since key product claims will have to be substantiated by clinical testing.

My Emollient is a good example of the product development journey. It took time for the founder to find the ingredient story that aligned with her brand mission. She then had to develop the right blend for each product form that would meet a specific need. This process of development can take up to 2 years.