The beauty industry is continuously evolving through innovation, trends, and strategy. There are many positive aspects to the increasing number of skincare options, but the level of saturation currently on the market is beginning to confuse consumers causing overwhelm. Single product skincare brands have become a part of the broader minimalistic beauty approach that works to dismiss the unnecessary. Formulating a single product with the potential to blow up is a great way to start your brand. Even many multi-product brands these days quite often gain their audience based on one single product such as Bioderma’s H20 Micellar Water range and the Caudalie Beauty Elixir. That being said, let’s dive into some of the brands that have been generating their success based on a single product.
Executing the Advantages
Make no mistake that a single product brand isn’t only about selling one product as opposed to a selection of products, but requires a top-quality and strong selling point in order to stand alone. Remember that this is the product that will represent and reflect on your entire brand. The level of research and development must be exceptionally thorough which may call for more trial and error than you might be used to. Your aim is for consumers to associate your brand with THE product rather than A product, similar to the Beauty Blender; the innovation of the Beauty Blender has inspired many other brands to formulate and sell their own models.
The Quick Fix
Summer Friday’s is a great example of a brand beginning to close a gap in the market. The 2018 brand was created through the collaborative effort of beauty bloggers Lauren Gores Ireland and Marianna Hewitt. Their selling point has been inspired by that quick fix that we are all looking for. Being influencers, they have received an endless amount of products of all different kinds and yet struggled to find the right product offering healthy ingredients with an immediate fix. Taking the search into their own hands was the first step to creating The Jet Lag Mask. Aimed at those with stressed-out skin, the mask is designed to provide instantaneous results through the help of amazing ingredients such as chestnut extracts and a variety of antioxidants.
The Multitasking Replacement
Layering products with 10-12 + skincare routines is not only overwhelming in a practical sense, but it can be difficult to find one amazing product let alone 12. U Beauty’s one-hit-wonder Resurfacing Compound was created as an alternative for your double-digit skincare routine. Through the use of vitamins, antioxidants, and it’s patented compound, it promises to tone, brighten and refine in a way that is usually achieved through to use of many products. This is also a great choice for conscious beauty consumers with it being vegan and completely cruelty-free. The multi-benefit product approach might be one of the best ways to attract a variety of consumers when your brand only has a single product. The needs of consumers differ: by expanding your product’s benefits you will naturally expand your audience.
The Missing Piece
It can sometimes be difficult to find even the most basic product that agrees with you. Dizzak’s Deep Conditioner was a product of Loretta De Feo’s frustration with the products being offered on the market, particularly deep conditioner, for textured hair. “I found conditioners either too weak or too heavy for my hair.” Being easily swayed by packaging claims, she decided that this product should be a simple, no-frills, option to suit all hair types. Similar to many textured hair care brands, it contains no parabens, silicones, etc as well as being vegan friendly. Instead, the formulation has been focused on an abundance of natural and nourishing ingredients such as Orbignya Oleifera Seed Oil and Plukenetia Volubilis Seed Oil. Sometimes filling a gap in the market isn’t all about a never seen before invention but simple products that a certain audience is struggling to find. The majority of brands on the market are continuously overloading their products with unnecessary and too many ingredients that it can prove as a real challenge to find even the most basic product.
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Whilst many products are aimed for specific needs, there are consumers looking for a product that does a little bit of everything as opposed to concentrating on one problem. April Gargiulo dedicated two years to create one of the very first single product skincare brands, the Active Botanical Serum for consumers that are more in need of a general boost; similarly to U Beauty, this multitasking face oil is a product designed to provide a variety of benefits. Through its balancing minerals and nourishing fatty acids, it’s likely that you may experience improvements in tone, complexion, and texture.
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What a weekend treat to open the Wall Street Journal and find a feature on Active Botanical Serum in the esteemed @wsjoffduty section, deeming it "The Overachiever" for its transformational multi-correctional results. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ "With 22 active botanical ingredients (such as sea buckthorn, rosehip and grapeseed oil) the serum promises to address several issues, from inflammation to dullness. That really appeals to anyone who wants more skin care mileage from fewer products, said Jessica Richards of Brooklyn's Shen Beauty. "It literally hits on every skin concern and shows great results," she added." ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Thank you to @wsjoffduty and @shenbeauty for the amazing feature. We are so incredibly grateful. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ #gratitude #multicorrectional #gamechanger #glowgetter #loveatfirstdrop #activebotanicalserum #vintnersdaughter⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Illustration by @lucy.han
Putting your focus onto ingredients that are trending will likely draw in consumers. Influencer and brand founder of Huda Beauty, Huda Kattan is now dabbling in the world of skincare through her new launch, Wishful, another skincare brand that has made a lot of buzz through its one and only product, Yo Glow Enzyme Scrub. She has included AHA’s which are extremely popular at the moment but set it apart for similar products by using physical exfoliants as well. Combining the benefits of both physical and chemical exfoliating ingredients could mean that it might be too strong for those with sensitive skin but an effective choice otherwise for removing dead skin, re-texturizing, and brightening.
If you are starting a brand, it might be worth concentrating your effort onto an individual product that will really grasp consumer attention rather than creating an entire range all at once. This way, you can concentrate all your R&D efforts into one product, and consumers will thank you for it. Once they are familiar with your brand, they will likely try more of your products if you choose to expand.
Have you tried any single skincare brand products? If so, what were your thoughts?