Desjardin Blog - EN

Private label cosmetics are sold under a retailer's brand name and may be created by the retailer for exclusive marketing purposes. 

Private labels have grown enormously in recent decades for a variety of reasons, but this growth can generally be tied to the overall economy. During economic booms a nation's market share of private label brands, including cosmetics, usually declines while during economic downturns it increases. Here's a deeper look into how business cycles affect private labels.

Market access is one of the primary reasons to engage in private label cosmetics. When small firms that cannot afford to export beauty products go out of business, it creates opportunities for players that are able to capitalize on private label cosmetics and exports. Here are considerations for weighing between variety and quantity of cosmetics.

The success of selling private label cosmetics depends heavily on the reputation of the store's brand and the degree it attracts loyal support. Some retailers looking into this field may wonder what it takes to inspire customer loyalty over national brands, while others may assume they can't compete with national brands due to their size, advertising budget and market reach.

When a retail store sells cosmetics through a private label channel, they need to understand the most important purchase motivators for these type of products. The ideal mix depends on the geographical and social target market. Consumers can be divided into various personas such as salaried professionals, self-employed entrepreneurs, students and home makers.

Private labels (PLs) are generic products designed to be sold as flexible brands for those vendors that invest in the marketing. It's a concept that extends across multiple industries, including cosmetics. That means any retailer can market various generic products under its own branding. Here are more details and the benefits of private label cosmetics.