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Distribution: the final phase of your brand launch

The good distribution of your brand is the key to its profitability, so it is a factor that should not be neglected. Indeed, your product may be the best on the market, but it will not be as successful as expected without an appropriate distribution channel. You need to choose a distribution channel that is consistent with your brand image, meets your ethical requirements and reaches your target consumer. In order to choose the most suitable option, it is advisable to carry out market research in conjunction with the research carried out during brand development. By identifying your audience, you will not only develop your identity but also adapt to their requirements and consumption patterns, and therefore their preferred distribution channel.

The different distribution channels

During your market research, you will be faced with different distribution channel choices. Whether you are working in B2B or B2C, your distribution strategy may vary, but the options are similar:

  • 100% online sales: also known as “pure player”, online sales are often the preferred choice of new businesses as they allow easy access to branded products. This can involve the creation of your own e-commerce site, where you can develop your identity, create content that really suits you and focus on what makes your brand strong. However, you can also use so-called pure player platforms (such as Amazon or CDiscount for example) or stock clearance sites that can also give your products visibility.
  • 100% physical sales: unlike online sales, you can opt for 100% in-store sales. Known as “brick and mortar” sales, physical sales offer advantages that online sales do not. Trying out the products, talking to the shopkeeper or even the atmosphere of the shop are all criteria that can reassure the consumer and encourage him to buy your product. It has been proven that customers prefer to make a first purchase in a shop in order to familiarise themselves with the brand and to ask the shopkeeper all their questions.
  • Combined online and physical sales: “click and mortar” is very appealing, as it combines the two previous options to reach the widest possible audience. The advantage of this distribution method is that customers can discover your products in shop before buying them back online when they are satisfied with their first experience.

For the distribution of your cosmetic brand, you must therefore choose whether you share your brand products yourself (on your own website or in your own physical shop) or whether you use an external distributor.

The advantages of a distributor

Using a distributor is often advisable as it has many advantages for your brand:

  • Visibility: a distributor will allow you to display your brand in different types of shops or on different online platforms, some of them well-known, others niche, all in line with your identity and approach. This way, your brand, which is currently new on the market, can be found and discovered more easily by retailers.
  • Legitimacy: by choosing distributors that are in line with your brand, you will gain legitimacy. For example, if you sell vegan products and your distributor succeeds in placing your brand in a shop or on a platform known for the quality of its vegan products, your brand will gain legitimacy because it will be put on the same level as products that are already known and appreciated by customers.
  • Loyalty: when your products are visible and have been tested by your customers via a distributor, your customers will know where to find your products without having to do a lot of research. This will make it easier for them to repeat their purchase, and thus build loyalty to your brand.

The choice of the distributor, a crucial choice

The choice of your distributor can be the determining factor in the success of your cosmetic brand launch. Therefore, you need to evaluate distributors to determine if they are suitable for your brand. For example, if your cosmetics are on a huge website with a variety of products (not just cosmetics), you will have a much lower chance of gaining a foothold in your sector than if you manage to place your products on a small, niche site dedicated solely to cosmetics. This is why it is strongly advised to canvass and compare different distributors in order to put all the chances on your side. Go to trade shows, join associations, and use the growing power of social networks to promote yourself and pique the curiosity of distributors.

Healthy and natural products for your products and their image

Are you looking for partners to find new healthy and natural ingredients for your cosmetic products? Sophim offers you a wide range of products of natural origin, with many organic vegetable oils and COSMOS certified references, proof of our environmental commitment. We can help you develop your product line and provide you with quality products to make your cosmetic brand a reference that meets the needs of consumers. 

You can easily contact our teams by phone at (+33)4 92 33 17 17, or send us a message online in our Contact section.

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