How Brand Design Agency Differentiate NZ Cosmetics & Beauty Brands

Cosmetics companies use branding as a new weapon to grow their business in 2022. With competition becoming fiercer, grabbing the consumer’s attention becomes more complicated than it looks.

Cosmetic branding is getting all the big hype today because it plays a significant role in beautifying the person. Think of all the branded items you use to beautify yourself daily, from face moisturizers to lotions. We won’t be able to imagine what it would be like if we didn’t have these items to help us in our daily routines.

Branded Cosmetic is everywhere, and cosmetics companies use it daily to hook you into buying their products. Now think about why you chose that specific product over all the other hundred products in a supermarket. Was it because you were influenced by the colours that the company used? Or the creative artwork on the packaging? Maybe it’s the company’s font style that inspires you to participate.

Beauty and Cosmetic Business Statistics

New Zealand’s beauty sector is steadily expanding. According to Statistics New Zealand’s Business Statistics (ANZSIC06), the Hairdressing and Beauty Services industry had 3,850 firms in December 2010. The above data was a 12 per cent increase over 2006, much exceeding the average business growth rate in New Zealand.

In the same period, the number of workers in the Hairdressing and Beauty Services industry grew over five years. Total employees increased by 11%, from 8,650 to 9,600, for a total increase of 11%.

11% of the population increase is higher than the 7.1 per cent increase in the total number of workers in New Zealand. During the same period, 2,169 people said they worked as ‘beauticians.’

The beauty industry employs a large number of young women in New Zealand.

Most firms in the cosmetics and beauty industry in New Zealand have mostly hairdressers as their highly proposed workers because hair styling and just hair, in general, is a vast area to work in terms of beauty because it is constantly changing.

Also Read: How to get more out of Branding Agency

How Branding Agencies Make Your Cosmetic Brand

Understand the Purpose behind the Brand

First of all, we need to know the scope behind our brand. Branding is supposedly a way of interconnecting your ideas to the public through various elements. It shows what your business is all about. Therefore, Cosmetic Branding Company (if we’re being specific) is essential if you want to get your product out there over the competition.

Branding promises and gives an idea to the buyer of what your good/service is all about.

Here are some reasons why having a branding purpose is a good idea.

 1. It helps your business and the consumer come to an emotional point of view; a way of saying as a consumer is: “Why do I want to be part of a community who loves this specific brand?”.

2. It defines you as a whole and who you are when people don’t know you on a personal level. Also, it helps create a positive brand image of yourself.

Knowing what can be about your vision of the problems you will solve with your brand is essential if you want people to convert to consumers.

Find Your Target Audience

Now not everyone is going to want to purchase your product. Some sceptics in the group think that your product won’t affect them that much. You will be much better off with people who love your product than people who don’t. 
One way to determine your target audience is to see who your competitors are targeting because that’s where you can find the best type of customers.

Finding completely new audiences can be a bit tricky, and they might be unfamiliar with your industry.

Another way to find your audience is to be specific. A few examples can be:

• If you are targeting All Mums, then go a bit specific and think about Mums’ who love using branded items.
• If you are using all teenagers, then go a bit more specific and say teenage girls from 16-19 years old who pay importance to their skin.

By finding an exact audience with your cosmetic product, you can quickly sell to those people and wait for the “word of mouth” to spread, and soon you’ll have audiences you didn’t know who would even touch your product. 

And in New Zealand, you can easily find your target audiences because of such a small community being present.

Building a Strong Brand Name

When building a brand, you want something catchy on your hands. Something that will attract your buyers and will stay on the back of their tongues for a long while. Especially in New Zealand, you will want to choose a brand name that shows a meaning towards New Zealand and its culture. 

 A strong brand name will reflect the business that you do. But it doesn’t always have to be related to the business that you’re in. 

As well as the name of the brand, you might also want to develop a tagline for your brand. A slogan should be catchy and something that will intrigue people to know more about your business. In this case, you want your tagline to be soft-spoken when you’re a cosmetics brand. When thinking about cosmetics, it gives a very soft and warm feeling. Therefore your motto and brand name will have a soothing feeling to what you’re trying to portray.

Emotional Brand Story

People love to understand things in the form of a story. When a brand comes to mind, customers connect it with the brand’s story.

 In a brand story, you are trying to explain “who you are?”, “what do you do?”, “Why are you doing this?”, “How is it going to help our community?”, “what made you think about this idea?”. The brand story will answer these questions in a short narrative structure.

In New Zealand, most cosmetic businesses refer to their brand story as trying to be eco-friendly because New Zealand is one of those countries that looks after the environment.

 In the first few lines of your brand story, you want to start by introducing yourself and how you started with your idea. Most ideas brands think of mainly come from a crisis they had seen. Next, you want to specify what product you will develop to solve this problem. For example, you notice that since global warming is becoming a massive crisis, you decide to create your beauty products out of pure nature, 100% eco-friendly.

Unique Brand Identity

Brand identity is by far the essential part of your “physical branding“, the part where you attract customers with your visual aesthetics such as your logo, website, packaging, etc.

Here are some ways to elevate your brand identity to the next level.

Typography: Fonts are critical; they show the style of play you’re trying to portray, or in this case, what message you are trying to convey. Choosing, let’s say, a BOLD font can have different effects on people’s minds about your cosmetic brand than using a light italic font.

Source:https://99designs.com/inspiration/logos/cosmetics

Source:https://99designs.com/inspiration/logos/cosmetics

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Source:https://99designs.com/blog/packaging-label/cosmetics-packaging-design/

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Source:https://dribbble.com/tags/cosmetic_packaging

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Colour Choice: Colour has been one of those factors which can either increase satisfaction among viewers or leave them nothing but to look away. Colour combination is not an easy decision, especially in cosmetic branding. Some colours fit together, and some don’t; if you have trouble finding a suitable colour scheme for your brand, use a colour wheel. But all in all, most New Zealand cosmetics brands have a dark primary colour with a light secondary colour. Some examples are: Emma Lewisham, Antipodes, Jeuneora.

Source:https://99designs.com/inspiration/logos/cosmetics

Source:https://99designs.com/inspiration/logos/cosmetics

Source:https://99designs.com/inspiration/logos/cosmetics

Source:https://99designs.com/inspiration/logos/cosmetics

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Source:https://99designs.com/blog/packaging-label/cosmetics-packaging-design/

Source:https://99designs.com/blog/packaging-label/cosmetics-packaging-design/

Source:https://99designs.com/blog/packaging-label/cosmetics-packaging-design/

Source:https://dribbble.com/tags/cosmetic_packaging

Source:https://dribbble.com/tags/cosmetic_packaging

Source:https://dribbble.com/tags/cosmetic_packaging

Source:https://dribbble.com/tags/cosmetic_packaging

Source:https://dribbble.com/tags/cosmetic_packaging

Shape & Form: Different shape designs on your packaging or website can affect viewers’ moods about your brand. It is suggested that shapes with fewer curves give a person tranquillity and peace. New Zealand cosmetic brands mostly show shapes with fewer corners like circles, ovals, or a hybrid of both.

Source:https://99designs.com/inspiration/logos/cosmetics

Source:https://99designs.com/inspiration/logos/cosmetics

Source:https://99designs.com/inspiration/logos/cosmetics

Source:https://99designs.com/inspiration/logos/cosmetics

Source:https://99designs.com/inspiration/logos/cosmetics

Source:https://99designs.com/inspiration/logos/cosmetics

Source:https://99designs.com/inspiration/logos/cosmetics

Source:https://99designs.com/inspiration/logos/cosmetics

Product Design

It’s easy to say that product design is one of the most fun parts of the job because you decide what your product looks like. Under product design, you can also situate packaging design because that’s what most viewers will first look at. 

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Source:https://99designs.com/inspiration/packaging/serum

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But towards product design, suppose you are creating a design for bottled lotion. You will have to research how your bottle will look and how it will function (open & close). And where your logo and brand will go onto the bottle.

These little things can have a significant impact on your image as a brand. Adding koru, silver fern, or Maori art to the design will make it even better because locals will like that you respect the Maori culture. And since koru’s are green, it will also look like your brand is environmentally friendly.

Internal & External Brand Communication

Brand communication is where you export your brand exposure to the public. When you communicate your brand internally, your employees (or you if you’re working alone) should know why the brand is so important. 

What does it all mean?
If you truly understand why you’re creating a cosmetic brand that you want, then it will be easier to convey that message to the public and be satisfied with why you’re putting in so much hard work.

Now for the outer part. There are many ways to present your brand to the public, whether by one big event or small newsletters like messages to individuals.

If you want your cosmetic brand to skyrocket like crazy, displaying it in a function is better or even better, ask hair salons and barber shops to advertise and use your product. So, if your product is as good as it is, kiwis will spend their money on it.

Creative Marketing Campaigns

Sure, you know how to market your product physically, but what about online?

The majority of the time, kiwis are into looking over social media for what’s new out there. Social Media Marketing can be a way to be recognized in the digital world.

One of the ways you can get your product out there to kiwis is by email marketing. Again, when I talked about the target audience, here’s where some of it applies. You can efficiently market your product and brand to your target audience using email. Typically, people in the cosmetic niche always look for new trendy products and brands to go after. If you can get your message out there first, it’s through email marketing.

Another way is to go through popular social media platforms like Instagram and Facebook. Instagram is a better option for cosmetic brands since competition takes up space there instead of Facebook. Adding excellent posts about your brand (paying attention to your brand colours and layout, respectively) is a great way to get started. And also, add posts about your product and your values as a business. 
But at the same time, try spreading your brand name physically; social media marketing is just the secondary part.

Conclusion

So now you finally know how to successfully establish and expand your cosmetic brand in New Zealand. The steps given here (if appropriately followed) can provide you with the type of result you need to go against the competition. But with the help of brand agencies, they take your brand to the next level. Maybe even expand your brand internationally. Who knows, leave it to the professionals.