Consumer brands initiate formula changes for a wide range of reasons. From consumer feedback to ongoing research developments, there are plenty of routes brands take to arrive at brand-new formulas in need of fresh marketing. While a formula change presents an exciting opportunity to market your product in a new way, it’s vital to be diligent in your approach. Today, we cover the best practices for ethically and effectively launching your new formula.
Support for Formula Changes
When a long-standing formula for a consumer product (like a supplement or skincare item) changes, it is essential for the brand to provide clinical evidence for the new ingredients involved. Often, a formula change results from consumer perception research or other clinical trials, when feedback from users guides brands on the performance of their product.
Communicate the Benefits
When marketing a formula change, it is essential to transparently communicate the benefits it brings to the customers. Highlight the improvements that the new formula offers, such as increased effectiveness, cleaner or more sustainable ingredients, or added skincare benefits. Emphasize how the formula change addresses specific concerns or provides better results, ensuring customers understand the value proposition.
Engage with Influencers and Experts
Collaborating with influencers and experts in the supplement and skincare industry can significantly boost the visibility and credibility of a formula change. Partnering with influential individuals with strong followings can help generate buzz and create positive word-of-mouth recommendations. Experts can come aboard and provide testimonials, reviews, or endorsements, lending their authority and expertise to the formula change.
Leverage Social Media
In today's digital age, social media platforms are key to marketing strategies. Utilize platforms such as Instagram, Facebook, and YouTube to showcase the formula change. Create engaging content, including before-and-after photos, videos demonstrating the new formula's benefits, and customer testimonials. Encourage user-generated content by running contests or giveaways, further boosting the reach and impact of your marketing efforts.
Provide Transparent and Clear Communication
Transparency is key when marketing a formula change. Ensure that all communication surrounding the change is transparent, honest, and clear. Clearly state the reasons behind the formula change, addressing any potential concerns or questions customers may have. Provide detailed information about the new formula's ingredients, and all of the clinical testing you’ve completed to build trust and credibility.
Offer Samples and Trials
To encourage customers to try the new formula, consider offering samples or discounted trials. This allows potential customers to experience the benefits firsthand, increasing the likelihood of conversion. Samples can be distributed through various channels, including online campaigns, in-store promotions, or partnering with beauty subscription boxes. This can provide reassurance to hesitant customers, further boosting their confidence in the formula change.
Monitor and Respond to Feedback
Once the formula change is launched, it’s important to closely monitor customer feedback and respond promptly. Actively engage with customers on social media, review platforms, and through customer service channels. Address any concerns or issues raised by customers, demonstrating your commitment to their satisfaction. After launching a new product, it is important to listen to customer feedback to determine whether the product was successful. Use customer feedback to refine and improve the formula or make necessary adjustments to future marketing strategies.
Want to create your own clinical trial?
Citruslabs provides a simple and affordable way to prove that your products actually work. At Citruslabs, we design a clinical trial that is right for you and your budget, so you can start sharing research-backed product claims without spending a fortune. We offer the cohesive planning and management required to conduct successful clinical trials, from start to finish. Ready to get started? Let's talk! You can contact us here.