Rebranding Beauty Products: The Ultimate Guide

The beauty category has seen a lot of innovation and growth over the last few years. Brands that have successfully managed to break through have profited by being part of the multi-billion dollar industry.

But many companies either fail or do not get significant traction for one major reason – it is hard to differentiate from other beauty brands out there in the market. There is just too much competition.

Therefore, your main objective shouldn’t be focused on launching more unique products but rather on how to make your existing product/brand more visible so that it will bring in more customers. And rebranding is one way to do that!

Aventive Studio is a full-service branding agency that helps wellness product brands make more product sales. We can help you create a strategic & stunning beauty brand that attracts new customers. Learn about our branding & packaging design services here.

What Does Rebranding Beauty Products Mean?

Rebranding beauty products is the process of changing your beauty company’s name, logo, and other marketing materials in order to improve its image and appeal. It can be done to increase sales or simply because it is time for a change in terms of design or innovation.

Contrary to belief, rebranding is not limited to products: it can also refer to changes in the management of a company as well as its overall strategy. For example, a high-end skincare line producer may rebrand itself with a new tagline or motto or even a new board of directors.

When a customer buys a product or service, they are paying for its brand. A good brand is one that stands for something important to them — it is not just a logo on a product, but an idea of what that product represents.

So, depending on the scope of your change, the rebranding of your beauty products could mean more than just changing the look of your brand.

It could mean giving customers what they want and need in a way that’s authentic, engaging, and consistent with their values and those of your brand. It could also mean giving them new reasons to engage with your brand over time.

Looking for examples of rebranding in the beauty industry? View our client case studies here to see how Aventive Studio’s designs have helped our beauty, wellness, & cosmetics clients make more product sales.

Why Should You Rebrand Your Products?

Rebranding is most commonly done when sales numbers drop due to a lack of interest or popularity among consumers or even when there is an increased need for change in terms of design or innovation. It may also be done due to dissatisfaction with current beauty branding campaigns.

The idea behind this is simple: If you want more people to buy your product, then you should try to make it easier for them to associate with it. And this can be done by changing the way that you advertise your products or the way you present your products in the market.

Why Shouldn’t You Rebrand Your Products?

The rebranding of products may have an impact on your target market. This would mean that people will no longer be able to connect with your new brand if you don’t do it right.

This is because the re-branding may create confusion among customers if they are not informed about the changes in their products before they make a purchase decision.

If you are struggling with whether or not you should rebrand your beauty business, we can help. Contact Aventive Studio here to speak with our creative director about how we can align your brand strategy, packaging design, and visual identity to your revenue goals.

Decide Whether You Will Have The Same Target Audience

It isn’t always that a product is bad. Sometimes, you might just be catering to the wrong audience. In that case, it may be necessary to change a brand’s target audience during the rebranding process.

If you are thinking about making a change, consider whether there are any specific customer segments from your existing target audience who would be interested in continuing to buy your products. Then, think of ways to accommodate them into your new branding strategy while making way for your new customers.

On the other hand, if your market is highly competitive and saturated, you may want to focus on a different target audience. You will need to develop a message that resonates with your customer base and delivers a new set of results.

For example, if your new branding is focusing on selling skincare products to women over 40 years old instead of 20, then it is important that this is reflected in your branding strategy, too. Your new audience should feel that you are speaking to them now.

How to Rebrand Your Beauty Products

Rebranding beauty products involves everything from performing in-depth market research to soul-searching for finding your new core values for the rebrand.

You can then use this information to create a visual representation of what kind of customer you are trying to attract by using data from analytics tools like Google Analytics. You can also look at other beauty brands’ websites for inspiration. Here are the three things you need to start with:

• User demographics: Find out who your new customers are and what they look like on a demographic level. For example, if you will be selling skincare products for men over 30, you would need information on what their income and lifestyle choices are.
  

• Competitors: Find out who your competitors are and how they are being successful so that you can see what works well for them and what doesn’t so that you can design your own branding strategy.
  

• Price points: Determine which price points will be the most profitable for your business so that you know how to set the new pricing range after the rebrand.

Define Your New Purpose

The very first step in building a brand is to define your new purpose. What is it that you want to accomplish? What do you want your consumers to know and feel?

Who are you as a company, and what is your goal? What is it that you want people to remember about your brand? This can be difficult to do at first, but it is the very foundation of successful rebranding.

Your new purpose will help you define what your products need to be in order to achieve your new brand’s goals. It will also dictate how you should position your beauty brand and differentiate yourself from other brands in the same category.

In other words, your brand purpose will be the lens through which you view all of your marketing, product development, and sales messaging. It is the reason why people will buy your product and why they will keep coming back for more. Therefore, define it well.

Determine Your Unique Brand Voice

Your brand voice is the way your company communicates with its customers. It is what makes them feel like they are getting something special when they buy something from you.

That’s why it is so crucial for you to spend enough time developing a brand voice because that’s exactly what will help you come up with the right words and phrases that will make people want to buy from you over other companies. Here’s a guide to help you determine your brand voice the right way.

Redesign Your Branding Guide

A branding guide is a very important document that helps you communicate your brand and products to your target audience. It is what allows you to establish uniformity across your brand so that the customers always get the same experience every time they interact with you.

When rebranding beauty products, you need to ensure that the new content and branding collateral align with the new change, which is why it is so essential to have a good understanding of your new mission, vision, and values.

Rather than trying to DIY your branding guide, it is wiser to work with an experienced beauty branding agency if you to effectively grow your customer base and generate more product sales.

Introduce a New Visual Identity

Creating a visual identity is a part of developing your beauty branding, but it deserves a special mention because it is such an important step toward rebuilding a successful and engaging brand.

Your visual identity plan should include everything from logo design to packaging design to colors, fonts, and styled imagery. By creating a visual identity plan, you will be able to ensure that everyone working on your marketing efforts has clear guidelines for how everything should look and feel before the launch.

Create Your Marketing Plan for the New Launch

Once you have decided on a direction for your new branding effort, it is time to assess how this new change will affect the various aspects of your business — sales, customer service, and marketing efforts. You will want to consider how your decision might affect future revenue projections and customer relationships.

Based on your evaluation, the final step to launching a newly rebranded product is developing a marketing plan. This means figuring out a new way to speak to your audience as well as determining how you will speak to them (ex. TV, print, social media, etc.).

If done right, a good marketing for the beauty industry coupled with an equally good branding strategy can lead to a successful rebranding. This is why it is so important to work with the right mindset and, well, people!

When you think of the word “rebranding,” the first thing that comes to mind is the popular saying: “If it isn’t broken, don’t fix it.” Sometimes, however, a brand needs a little help in getting noticed even if nothing seems to be broken at first glance.

Perhaps you need to remind people why they fell in love with your product in the first place, or maybe you wish to launch your brand in a new region and want people to take heed of your presence.

Whatever the case may be, the branding experts at Aventive Studio can offer the expertise you need. We bring years of experience in the wellness and beauty space to the table every time you approach us with a project. So if you’re looking to rebrand your beauty business so you can sell more products, let’s talk!