| BY ADA POLLA, Alchimie Forever
You have crafted your brand story, and you have the idea for the next best-selling product in the market—but how
does this concept go from being an
idea in your head to a product on your
consumer’s bathroom shelf?
To Private Label or Not to
That is the question. The answer will
very much depend on the expertise you
have available to you.
If your team has chemistry
and pharmacology expertise, it is
recommended that you create your
own formulations. This builds value in
your business in the form of intellectual
property, and ensures that your product
formulation will be different from
everything else on the market.
The downside is that this process can
be challenging, lengthy and onerous.
Creating a formulation from scratch
will involve much testing, tweaking,
and reformulating until you have
something you like. Stability testing
will be necessary once you have
finalized the formulation, which will
add to your launch timeline and costs.
If your team does not have the
knowledge to create formulations,
working with a turn-key manufacturer
and selecting formulations based on a
menu of options will be the easier way
of proceeding. This is called private
The benefits to you is that the entire
process is easier and quicker than
creating a formulation from scratch.
The downside is that you do not own
your intellectual property, and that you
are limited in your choices by the menu
that your manufacturer has to offer.
The Third Way
The hybrid option is often the path
taken by niche brands. This may be
viable if you have specific ideas about
what you want your formulation to
be, do not want to do private label, yet
do not have a team of chemists and
pharmacologists in-house. This path
requires a more involved partnership
with your manufacturer, who also
becomes your R&D lab. Hence, the
importance of selecting the right
What to Look for in a
In 2013, when Alchemy Forever
decided to switch its manufacturing
from Switzerland to the United States,
we interviewed a number of potential
It is extremely
operate an R&D
lab, as many issues
can come up when
DEFINING YOUR BRAND STORY
“I have found crafting a brand story that resonates with the consumer,
sets it up for success and differentiates it from the millions of competitors
to be the biggest challenge in brand development. Here are some the
lessons I learned along the way.”
Read more in the March edition of Global Cosmetic Industry.