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Marketing body care products is crucial not only for brands that offer ready-made products to consumers but also for contract cosmetic manufacturers, who are often the entities responsible for the quality and effectiveness of the products. Whether we work for a renowned cosmetic brand or supply products under a client’s brand, as manufacturers, we are directly tied to the image and legal responsibility for our products. Therefore, understanding how to avoid misguided marketing is essential to protect both customers and our reputation.
In this article, we will discuss the most common marketing mistakes, how to avoid them, and the consequences of improper actions from the perspective of a cosmetic manufacturer.
As manufacturers, we are often responsible for preparing technical documentation and proving the efficacy of cosmetics. Unrealistic promises, such as “reducing wrinkles in a week” or “permanent skin regeneration after one use,” can erode customer trust and expose us to legal liability.
Example: In the case of anti-aging creams, if appropriate studies proving the effectiveness of the formula are not conducted, you may become the target of complaints and sanctions, as happened to a well-known cosmetics company in 2012 when their “lifting” promises were found to be exaggerated.
It is crucial that marketing is based on the real properties of the product, not on flashy but false slogans. Close collaboration with the client’s marketing department is essential to ensure that promotional messages align with research results and legal regulations regarding cosmetics.
The phenomenon of “greenwashing,” or promoting products as more environmentally friendly than they actually are, is one of the main problems in modern marketing. As a contract cosmetic manufacturer, our task is to ensure ingredient transparency and avoid overusing trendy terms.
When the Herbivore brand was accused of falsely advertising products as “100% natural,” the responsibility for the ingredients and production processes could also have fallen on the manufacturer. This shows that misguided marketing affects not only the brand but also the manufacturer.
We must ensure that labels, certifications, and marketing communication regarding naturalness or organic status are accurate. Certifications like Ecocert or USDA Organic can be crucial for building credibility, but using words like “natural” or “organic” without them can lead to legal problems.
Promoting products as “environmentally friendly” without actual implementation of appropriate eco-friendly practices in production is risky. As manufacturers, we are responsible for implementing green practices and controlling the entire product life cycle, from raw material sourcing to packaging disposal.
Example: Unilever, the owner of the Dove brand, reduced the amount of plastic in its products in 2021, but other environmental actions were not sufficiently implemented. As a result, the company faced criticism, which could have negatively impacted the manufacturer involved in the production process as well.
Supporting clients’ sustainability efforts by providing real solutions, such as biodegradable packaging, minimizing production waste, or sourcing sustainable raw materials, is essential. Our role as manufacturers is key to building credible marketing messages.
Influencers can effectively promote products, but their authenticity and alignment with the brand’s values are crucial. As a contract cosmetic manufacturer, we want to work with brands that care about an authentic image because unmet promises can also affect us.
The Fenty Beauty brand was criticized for over-promoting products through influencers whose messaging didn’t always align with the actual needs of consumers. This led to negative opinions about the products, despite their high quality.By collaborating with brands that care about authentic partnerships with influencers, it is worth involving beauty industry experts, such as dermatologists or cosmetic chemists, to support the credibility of advertising campaigns.
Misguided marketing of body care products can lead to a range of negative consequences that affect not only the brand but also the manufacturer: • Loss of contracts and reputation: Dissatisfied consumers may point to the manufacturer, leading to the loss of future contracts and a decline in the company’s prestige. • Health and legal issues: False promises can lead to health problems for consumers, exposing the manufacturer to potential legal disputes and compensation claims. • Financial and regulatory penalties: Cosmetic market regulators can impose financial penalties on companies that mislead consumers, which may also affect the manufacturer responsible for the product’s composition and quality.
From the perspective of a contract cosmetic manufacturer, marketing body care products should be closely tied not only to visual appeal and aesthetics but, most importantly, to real quality and proven product effectiveness. Consumers are becoming more conscious when choosing cosmetics, expecting products to deliver on promises made in advertising campaigns. Therefore, manufacturers must pay particular attention to transparent communication, ensuring that all promotional claims are backed by concrete research and data confirming ingredient efficacy and product performance.
One of the key elements that can prevent potential reputational and legal problems is transparency at every stage of production and promotion. This means openness regarding raw materials used, production processes, and quality certifications. Customers need to be assured that they are purchasing a product that is not only safe but also effective, which can contribute to building trust and loyalty to the brand. Special attention should be paid to the ingredients used in cosmetics – manufacturers should clearly inform about their origin, potential allergens, and side effects.
Collaboration with brands that increasingly prioritize sustainable development is another crucial aspect of a marketing strategy. Consumers are increasingly choosing products that are environmentally friendly, cruelty-free, and ethically produced. Manufacturers should, therefore, not only adhere to strict ecological standards but also work with brands that share these values and strive to reduce negative environmental impacts. In this context, implementing innovative packaging solutions is also important – biodegradable, recyclable, or recycled materials can be a key element of communication with the customer.
In conclusion, marketing cosmetic products from the perspective of a contract manufacturer must be based on solid foundations: high product quality, transparency of actions, a sustainable approach to production, and honesty in communication with the customer. In the long run, this approach not only minimizes the risk of potential reputational crises but also helps build lasting and valuable business relationships.