You’ve heard of the advantages of developing your own line of private label skin or hair care products:  higher profit margins, a loyal client base, and even a higher rate of customer visits to your spa, salon, or online marketplace.  So, you are ready to dive into the creation of your new offerings and are testing samples, developing a signature scent, and picking packaging.

But first, you need to consider the most critical steps in your line design: marketing and branding. Your defined distinction from other sellers will not only dictate the choices you are making regarding your products but will also determine your overall success in the marketplace.

If you’re wondering how exactly anyone markets their private label skin and hair care products, we’re here to help.

How to Market Private Label Products

Marketing private label products is no easy task. To successfully refine your private label marketing and branding strategy consider these 5 points.

1. Know Your Audience

The answer to this question will help you decide major decisions about, well, everything!  And no, the answer is NOT “Everyone who has skin!”  It is critical to narrow down your niche and target one main group of individuals.

Are you marketing private label products to natural and organic product consumers that are typically in the middle to upper salary ranges?  Or perhaps Millennials that want fun products that reflect their exuberance and focus on hot trending ingredients at a great value.  Maybe it’s Baby Boomers who are willing to pay a higher price point when they see ingredients that will slow the hands of time such as:

Making this initial assessment will help streamline all of your private label marketing and branding decisions, keep your target audience in focus, and increase your chance for success!

2. Know Your Competition

It’s time to research the competition, big and small, and analyze what they do well…and what they don’t!  Focus on how you are different and better than these other companies.  Your goal is to entice your target audience to choose you over them.

Is your target audience busy professional males that want simple, safe, and effective products?  Make sure that your packaging is attractive to both men and women, the copy is straightforward, and the products are easy to use and multi-tasking (think: a foaming wash that cleanses the hair, face, and body).

Know what your customers value and be more attractive to them than your competitors by exceeding their expectations.  Your audience will naturally gravitate towards your offerings.

3. Develop Your Mission and Values

A key component of private label marketing is knowing who you are as a business. This will flow through to all of your marketing materials.

It is essential that you spend time developing what the primary goal of your business is (in terms of serving your customers) and what are the deliverables that your company deems essential to its success.  Your mission and values will shape the physical personality of your business and translate into a tagline, a logo, and colors – all that will support your message.

4. Develop Your Image

With a clear understanding of your audience, competition, mission, and values, it is time to brand yourself.  Start by deciding on a legally available name. Identify a trademark lawyer and have them help you determine what you can use and then file for a registered trademark.

Next, develop several logos and ask your peers to chime in on which one best reflects your mission and values. A unique font should establish your style and be sure to make it easy to read in several different sizes.  Choose your color scheme carefully as color can influence the emotional response of your audience. Research common color reactions, for example, blue exhibits trustworthiness, green summons peace, and red elicits excitement and youth. Carry these colors through your entire business.

5. Stay Consistent and Persistent

Once you have established a brand, integrate it into all aspects of your business.  Stay consistent, so you do not confuse your clients or dilute your message.  Everything from your labels to your website, to your storefront (whether it is brick and mortar or digital), should advertise your values and convey the kind of experience your clients can expect.

To establish the visual recognition of your company, you will need to stay consistent and persistent when marketing private label products. And staying true to your branding message will generate loyalty from your clients creating an abundant business!


Determining your private label marketing and branding strategy is the first step in launching your line. To make sure you check off all the boxes, consider contacting one of our Pravada’s Project Consultants. Our experts can help you brand yourself from initial goals to products, packaging and beyond!

For help with your private label marketing and branding project, reach out to us today!