Cosmetic NPD delays? Work on your beauty copy

Global shortages and cost increases in the beauty industry are delaying new product developments (NPDs). If your formulas are done but you’re still waiting on materials, take the chance to work on your beauty copy now.

Why is it hard to launch new beauty products?

Pretty much every point in the cosmetics supply chain is delayed at the moment. A series of global impacts (you know: a pandemic, war, and climate change-related disasters) have caused a shortage of cosmetic raw materials and packaging, plus lengthy production delays. Scarcity creates higher demand, which means suppliers can charge more for their materials.

Not only is it more expensive to create new beauty products, but it’s also going to take longer. At the same time, there’s an increase in the number of new beauty businesses. From small, single-founder brands to larger, investor-friendly cosmetic companies, more people want to be in the beauty industry.

How long does it take to create a beauty product?

It can take anywhere from a few months to many years to launch a beauty product. This depends on a never-ending list of factors, the most common including:

  • How much money do you have to spend on the entire process?
  • Will unexpected costs affect the process?
  • Is it for a new or existing beauty brand?
  • Is your product formula custom or made-to-order?
  • How long will you test samples for?
  • Will you need to complete clinical trials or third-party testing?
  • Where will your raw materials come from?
  • How long will it take for them to arrive?
  • When can your manufacturer produce your product?
  • Do you need to receive any certifications?

It’s not unusual for new, small beauty brands to spend a couple of years preparing for their launch. For cosmetic brands that are expanding their product range, it might take less time depending on what product/s they are developing.

Start writing your beauty copy now

Once your formulas are confirmed but you’re at a raw material standstill, take the chance to work on your beauty copywriting. You’ll be ready for production from the moment everything arrives, you won’t need to rush the copywriting process, and you can tick something off your never-ending to-do list.

You might have concerns that your formula could change. For example, you might not be able to source an ingredient or it might become too expensive to use. Plenty of beauty copy can be drafted or confirmed, even if your ingredient list isn’t final. You might be able to work on developing a product name, building a fabulous product story, writing usage instructions, or conceptualising some marketing copy.

Creating beauty copy for a new cosmetic product takes time. Being both a creative and commercial part of launching a new beauty product, you should give it plenty of consideration. You might decide to work with a beauty copywriter (you’re in the right place!) to ensure your beauty copy is written professionally, thoughtfully, and with your brand’s communication goals in mind.

Amy Hadley

Amy Hadley is a beauty copywriter with a background in print journalism, digital media, public relations, and eCommerce. As someone contributing to the beauty industry, she encourages her clients to use words creatively, sincerely, and responsibly. This is to promote more honest and thoughtful communication in the beauty industry, and better serve its consumers.

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