In the growing industry of personal care and cosmetic, brands and manufacturers need to continuously create and innovate. The collection turnover is getting shorter due to seasonal constraints and fast-evolving consumers’ needs. To answer this changing demand, businesses must reduce their product time to market and costs while being innovative.
New Product Development processes should be optimized to better-fit market evolution using new available technologies. But, what are the main stages when developing a new product?
The marketing brief
Creating the marketing brief is key when developing the new product as it is the starting point of every project. The more detailed it is, the easiest it will be to use it. Including in the marketing brief are the product and packaging requirements such as the product category, desired function, color, odor, texture, size, etc.
Once it is approved, it can be shared with other departments to start the product development. Research and Development team will use it to create the formula and product prototype. Packaging team select the product pack based on requirements indicated in the brief. The first stage is decisive, it will determine the whole process and product success.
Based on the requirements of the marketing brief, scientist can now work on the product formulation. Each claim is analyzed and several prototypes are created for comparison. Concentration, allergens, chemical reactions or costs are evaluated to match the requirements and ensure product safety.
Raw materials and packaging sourcing
Once the formula has been defined, the teams need to select raw materials and packaging suppliers. List of requirements such as substances’ function, allergens, size, color, odor, etc., are sent to several suppliers to be compared. Quality, costs, function are then analyzed for a final validation. As soon as raw materials are approved, the formula is finalized and the prototype is created.
Packaging artwork design
After selecting packaging suppliers, it’s time to work on the artwork design. Teams have to design the product outer packaging. Packaging is the first thing that consumers will see and read about the product. Text, colors, graphic, everything’s is chosen meticulously according to the outer packaging and marketing brief requirements.
Quality and compliance
In order to be launched, product has to be safe to use and comply with regulations where it will be commercialized. Several quality testing must be taken such as microbiological, toxicology, stability tests in order to proof product safety.
In addition, all product components – including chemical substances and packaging, must be checked and compliant with the country of commercialization. Compliance teams must gather all the documents and information about the product that are required by countries legislation such as the Product Information File, Safety Data Sheet, Cosmetic Notification Form, etc.
Product final validation
When each steps of the new product development have been checked and approved, it is time for a check. The final product is reviewed to ensure its conformity with the initial marketing brief. If the prototype passes the final tests the production can start. The product will be then be commercialized while teams will already be working on the next one.
New product development processes are different from a company to another. The product type, company size and strategy determines how product development will be implemented. But, all of of them will agree to say that it is long and complex to settle. Many stakeholders are involved and most of the time they do not understand each other. A Product Lifecycle Management software can be a solution as it has been designed to streamline NPD processes, in order to be more efficient and focus on consumers.