Whether it is launching too quickly or lacking long-term vision and a clear plan of action, starting up a beauty brand and launching a product portfolio requires clarity, due diligence and realistic time frames.
Florence Roghe, founder of Collateral Projects, a collective of fractional senior level experts offering project management and NPD support to brands, explains how brands can scale smarter, not harder.
What are some of the errors you see among beauty start-ups creating their product portfolios?
Many young beauty brands lack a clear value proposition and well-articulated product rationale.
Brands must bring relevance and disruptive concepts.
The key question should always be this: what added value does this product bring to an already overcrowded market?
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Another common issue is the absence of a clear plan of action and lack of long-term vision.
The focus is often solely on the product or a trend because it is tangible and exciting.
However, what is truly needed is a clear methodology, solid and scalable operational plan.
Building at scale requires both creative vision and operational discipline and one cannot succeed without the other.
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