Nothing brings more joy and happiness to salon operators than all new lotions to put on their shelves! What a lot of consumers don’t know is how many factors go into a product launch, how many people and departments play a role in product creation. Providing tanners with new products is only a fraction of the purpose of a product launch. It also helps a manufacturer build anticipation for their products, gather early feedback and create a sense of momentum and excitement that earns the company industry recognition.
At DC, our main goal is to help our salon clients to be successful. Our brand focuses not only on tanning results, but also on skincare – for us, our product launch demonstrates how we differ from our competitors. It shows how unique we are and the level of research and time that goes into each design.
To ensure proper execution and customer satisfaction, a product launch strategy involves research, testing and actions from different departments. Our Brand Development team, led by Lisa Saavedra, does extensive research into what is trending – new and advanced technologies as well as up-and-coming high-end skincare ingredients we want to explore and add to our new collections. Every year, we release a handful of innovative skincare ingredients.
Each product goes through a series of tests, including testing various fragrances to see which one still “smells the best” after testing. As for the designs, our Brand Development team works diligently with our graphic department to create a theme and “story” for each product. Lisa and the Product Development team bring these ideas to life through product knowledge and brand development skills. Our entire organization is passionate about all things skincare and all departments work side by side. This year, we introduced 13 new products – all with different price points and different advanced formulas.
Throughout the launch, our strategy involves building anticipation and excitement through social media, including a special hashtag tailored toward that year’s specific launch. We started with a couple of reels introducing our product launch and the initial start date, giving our followers something to engage with for what’s next to come and mark their calendars. Every day, we posted a teaser image – something to peak interest without giving away too much info. Later that day, we revealed the new product followed by a giveaway; something for our customers to look forward to and want to participate in. Plus, who doesn’t love a good giveaway?
During the launch, our product trainers work with our distributors, offering exclusive education for their sales reps. At the end of the launch, our training team provides sales training for salon staff through our platform, Devoted on Demand. This helps showcase our new products to a wider audience. During this launch event, trainers engage with our customers, answer questions and go into depth on each product’s key factors and story.
This time of year is not only exciting for indoor tanners and salon owners, but also rewarding for us as the brand, when we get to see the response to our new products. A successful launch not only leads to greater interest, but it can boost your brand awareness and lead to more growth. If you are bringing in a new product or service, give your salon guests something to look forward to that is exciting and happening in your salon. When they feel connected, this builds strong relationships … and loyalty to your business!
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