Best Practices for Marketing a Formula Change

Formula changes are a natural part of product innovation, whether prompted by new ingredient research, evolving customer expectations, or sustainability goals. For consumer brands, especially in the supplement, skincare, and wellness spaces, these updates are an exciting opportunity to revitalize marketing campaigns. But they must be handled carefully.

In this guide, we break down best practices for ethically and effectively marketing a formula change, including how to communicate benefits, leverage clinical evidence, and maintain customer trust.

Why Brands Change Product Formulas

Consumer brands initiate formula changes for various reasons, such as:

• Ongoing ingredient research

• New clinical data

• Consumer feedback and reviews

• Sustainability goals

• Regulatory or sourcing updates

These changes are often designed to improve efficacy, create cleaner or more natural formulas, or address user concerns. But regardless of the reason, transparency and credibility are essential in the rollout.

Support Formula Changes with Clinical Evidence

When you alter a long-standing formula, especially for wellness or skincare products, it’s critical to back up the change with clinical evidence. Whether the change involves new ingredients, delivery methods, or formulations, conducting ingredient-specific or full-product clinical trials helps validate the update.

Use this data to:

• Showcase measurable improvements (e.g., “25% more hydration in 4 weeks”)

• Address efficacy comparisons with the old formula

• Support marketing claims with objective results

Tip: Brands that invest in clinical trials often see stronger consumer trust and greater conversion rates due to their transparent, research-backed claims.

Communicate the Benefits Clearly and Honestly

Marketing a formula change starts with clear communication. Focus on the value-added benefits of the new formula:

• Improved performance or faster results

• Cleaner, more natural, or sustainable ingredients

• Enhanced safety or reduced allergens

• Better texture, scent, or user experience

Avoid vague language. Be specific and educational, consumers are increasingly savvy and expect transparency. Consider a dedicated webpage or FAQ to address the “what” and “why” of your formula change.

Reassure Loyal Customers

One of the biggest risks of a formula change is losing existing customers who loved the original product. It’s essential to:

• Acknowledge their loyalty

• Address concerns about how the new formula compares

• Share positive reviews from early testers

• Offer side-by-side comparisons or testimonials from long-time users

Consider using email marketing to directly address your current customers with reassuring messaging and detailed insights into the new formula.

Engage with Influencers and Industry Experts

To increase visibility and build trust, partner with influencers and experts who align with your brand values. These individuals can:

• Offer third-party validation of the new formula

• Create engaging, educational content (e.g., how-tos, reviews)

• Connect your brand with their loyal audiences

For supplements and skincare products, expert endorsements, especially from dermatologists, estheticians, or nutritionists, can lend even more credibility.

Use Clinically Backed Claims Strategically

If your formula change is supported by clinical testing, make sure that claim is front and center in your marketing. Phrases like:

• “Clinically tested”

• “Proven to reduce fine lines in 4 weeks”

• “Validated by third-party trials”

…not only boost confidence but also comply with FTC advertising guidelines. Ensure that any claims are:

• Specific

• Backed by quantifiable results

• Supported by proper documentation

Don't just say your product “works”, show how and why with data your customers can trust.

Leverage Social Media and Content Marketing

Use digital platforms to amplify your formula change campaign:

• Instagram & TikTok: Before-and-after content, product unboxing, customer reviews

• YouTube: Behind-the-scenes of reformulation, expert interviews

• Blog posts: Deep dives into ingredient changes or new benefits

Encourage user-generated content through giveaways, challenges, or ambassador programs to create authentic buzz.

Provide Transparent, Ongoing Communication

Throughout the launch, your messaging should stay:

• Honest: Clearly explain why the change was made

• Accessible: Avoid jargon and keep communication simple

• Responsive: Be ready to answer questions and clarify confusion

Include detailed ingredient lists, sourcing information, and links to clinical data when available. A dedicated section on your website about “What’s New” or “Formula Updates” can help centralize communication.

Offer Samples or Discounted Trials

Even with a strong launch, customers may be hesitant to try a reformulated product. Offering:

• Free samples

• Limited-time discounts

• Trial-size versions

…can significantly increase conversion rates and reduce customer friction. This strategy works especially well for skincare and wellness brands where results may take time to show.

Monitor Feedback and Adapt

Launching the new formula is just the beginning. Use tools like:

• Customer reviews

• Social listening

• Surveys and polls

• Support inquiries

…to track customer sentiment and address concerns early. Let feedback inform future updates or tweaks and be proactive in communicating any additional changes.

Turning Change Into Opportunity

A formula change is a valuable opportunity, not just to improve your product, but to re-engage your audience and reinforce your brand’s commitment to innovation and transparency.

By supporting your update with clinical evidence, strategic messaging, and consumer-first marketing tactics, you’ll be well-positioned to turn potential hesitation into renewed brand loyalty.

Want to Create a Clinical Trial for Your New Formula?

Citruslabs offers simple, affordable clinical trials tailored to consumer brands in supplements, skincare, superfoods, and more. We help you validate product claims with real-world results, so you can confidently launch new formulas that customers trust.

Let’s talk about how we can support your next product update. Contact us here to get started.