Don't Launch Another Product, Until You've Read This.

A new email lands in your inbox, a fun new raw material has launched and it fits the bill for what's trending in the industry. I feel the excitement too. But does your range really need another serum? As a hands on industry pro, I can not express how much mis matched products or saturated ranges can hurt your brand!

Make it make sense

If you have a clinic only skincare brand, you're relying on the therapist to make sense of your range. You need them to recommend confidently and more importantly, correctly. If your range was built with shiny object syndrome flying the plane, you may have missed the mark with some of your launches. This will start to show though your sales figures and clients ultimately dropping off for something more cohesive.

Proactive planning, always.

Having a long term brand vision or roadmap will be your best friend at keeping innovative and staying cohesive. The two can absolutely coexist. But it's about proactively listening to your teams. I'm talking those on the field, the therapists, clinic owners, BDMs. The ones having daily interactions directly with consumers. Where are the gaps? This is where to innovate.

Is there Room For Improvement?

Being realistic on the performance of your current products is huge! Are there products in your range that no longer make sense? Or maybe there is some troublesome packaging. Never underestimate the excitement that can be sparked by optimising on a tired, old, formulation. These don't need to be big things either, think packaging upgrade, adding a new active to an existing formulation to tie it back into the range again.

If your range is feeling overwhelmed and lacking direction, or you're planning your 2026 innovation. Let's talk about it. Spend time one on one and create some cohesion in your range. Because ultimately, a confused consumer, is never going to buy! And a confused therapist, is going to struggle to recommend.

-The Clinics Formulator