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The Pros of Private Label

By: Lisa Doyle
Posted: August 3, 2010, from the August 2010 issue of GCI Magazine.

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Q: Will my product line be unique, or will it be the same as every other one offered by the private label manufacturer?

A: In some cases, it will not only be unique—it will be custom-formulated to your specifications. “We make everything custom so the product range we can develop and manufacture is very inclusive of all body, skin and hair care products,” says Gina Ferrall, vice president and chief operating officer of Garland, Texas-based GDMI, Inc.

A private label manufacturer worth its salt will not only have a cutting-edge R&D team to create products with a wide range of ingredients, scents and benefits—it will also have a marketing team to work with you on packaging, design and sales strategy to ensure your line is distinctive. “If a manufacturer has an in-house marketing person, use them, particularly if you are a new brand marketer,” says Medlock. “That person can be instrumental in providing a springboard for brand success.”

Some private label companies dedicate an entire branch of the operation to marketing efforts. “We have a separate marketing and sales division called DALLAS-IPG, which provides our client with turnkey solutions—from product concepts to product positioning to full-blown designs of product displays,” says Purohit. “We also have our own graphic design services in-house that are readily available to assist clients with various design options.”

Gill also emphasizes the R&D team’s involvement when it comes to marketing the product. “It is not only important for all marketing teams to be involved with the development products, but also to have the R&D chemists involved with all discussions including branding and marketing copy,” he says. “This crucial department is often overlooked in the development process and it is often surprising how much insight and depth can be added with the chemist’s viewpoint. This is especially so when advanced technologies are employed and need to be thoughtfully explained in the marketing and romance copy so the average person can grasp your concept quickly.”