The Product Brief: How to Kick Start the Process
This blog edition will look at the product brief process in detail and what is involved when manufacturing a new product for a client.
First off, initial consultation will take place preferably over the phone or a video call. Off the back of this consultation, a blank product brief for the client to fill out will be supplied. Once the product brief is complete, the client can send it back, which will then be discussed with our team to find the best way forward.
The next step is to determine a timeline for development. Generally speaking, product concepts and samples will be completed within 2-4 weeks of starting the NPD process. This, of course, is dependent on acquiring any raw materials.
Once the raws have been delivered, our formulators will work hard to hit your brief the first time, so the information a client will share with us will help our formulators achieve this goal. Here, Imaginelle will look at all the important details and nuances of the client’s unique product and bring it to life through their inputs. Such inputs to consider include:
Function: What is it that the product is designed to do? Hydrate, anti-aging, brighten or firm etc.
Type: Is it a gel, cream, serum, paste etc?
Sensorial feel: How is it meant to feel on the skin? Heavy, mid or a light application.
Scent profile: Is there an overall fragrance profile? Is it citrus, floral, fruity, spicy, woody etc?
Scent tones: Are there any specific scent ingredients? What is trending, what is true to your brand? Our long list of Australian botanicals can’t be ignored here and are wonderful additions to any INCI, as well as enhancing the client’s branding.
Benchmark: Any product already on the market that can be used to compare is a great way to communicate the direction. Imaginelle is happy to suggest a benchmark if the client is uncertain.
Material claim: Is the product to be vegan natural, certified organic or something else?
It’s important to know that scents and individual interpretation can be tricky. Again, the more information a client can provide, the better. If a client has a particular scent that they have sourced themselves, we can include it in the initial formulation.
Along with this, the product brief will include information about the product presence, including the fill size, the closures, the caps, the pump, as well as any secondary packaging including a unicarton and labelling.
Once the NPD process has started, Imaginelle will provide the client with a Product Concept. In this, the R&D chemists will provide a list of call- out ingredients, which may be beneficial to the client in their marketing claims. Imaginelle will also supply approximate figures for the clients unit costs and a list of ingredients for their approval. Once the client has signed off on the concept, the process will move to producing a physical sample.
Many years of experience in the industry means that Imaginelle has a reputable list of suppliers who can help clients source their preferred packaging. The materials chosen for the packaging can be influential on how the product performs and this will be discussed during the development journey.
Once the formulation and packaging components are finalised, the client will receive firm costings for their finished goods. Imaginelle prides ourselves on giving the client the best product envisaged for the best price. This takes into consideration minimum order quantities of 1000 units per product or price breaks for larger quantities when illustrating the potential for margin, once the product takes off in the market, of course.
Lastly as a minor disclaimer, we aim for this to be an efficient and effective process for everyone involved, but owning and driving a brand is not without potential risks. Know that Imaginelle will always try to minimise the risks on our end and help you succeed where possible, but knowing your rights and responsibilities as a brand owner or driver is very important too when strategically planning and developing a product range for launch.
Contact us at hello@imaginelle.com.au if you want to kick off the process with an initial consultation today.
