OEM, which originated in Europe and the United States, is the only way to go under the trend of socialized mass production and mass collaboration. It is also one of the effective ways to rationalize resources and is the result of the socialized division of labor. Of course, the cosmetics industry is no exception. After decades of development, China’s cosmetics OEM/ODM market currently has three major competitive groups: “foreign-funded, Taiwanese, and mainland-based”, with an OEM scale of about 100 billion yuan. Cosmetic OEM product research and development is the most critical factor in determining the quality and positioning of cosmetics. So, what factors need to be considered in the positioning of cosmetics OEM product development?
Today I would like to discuss with you the positioning issue of cosmetics OEM product development, mainly considering three aspects: emotional positioning, benefit positioning and conceptual positioning.
01Emotional positioning
In the research and development of cosmetics OEM products, the most common thing is emotional positioning. why? Because the main consumer group in the cosmetics industry is female consumers, they are naturally sensitive and emotional. In other words, they are a group of people who are more emotional than rational. Suppose we develop a purely functional product, but in addition to its own efficacy, cosmetics also have a maintenance function. It reflects the effect while maintaining, so cosmetics must communicate with female consumers through emotional positioning. After all, most skin care products are not products with immediate results. Consumers must be happy to use them in order to be effective. Emotional positioning cannot be underestimated.
02Benefit positioning
Benefit positioning should actually be the foundation of cosmetic products. As a cosmetic, it is not just for viewing, so it is not enough just to look good and have a feminine scent. It must have basic functions. The hydrating product must be able to retain heat, and the whitening product must naturally have a whitening effect.
Therefore, if you find that the whitening effect of the formula is particularly significant during the development of cosmetics OEM products, then boldly position it as a whitening skin care product, and even the brand can be designated as an excellent brand in the whitening category. This has been proven to be effective by many brands. .
03Concept positioning
Concept positioning is also a commonly used positioning method in the development process of cosmetics OEM products. The so-called concept positioning is to give the product a special concept to distinguish it from the same competing products. For example, essential oil-added products, polar skin care products, imported raw material products, and additive-free products are all classic cases of successful concept hype.
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Post time: Dec-11-2023