FROM THE IDEA TO THE BOTTLE
HOW WE DEVELOP OUR PRODUCTS
Discover the background of our product development and find out how the path from the first idea to the finished product in the bottle actually works. All products are developed and supervised by our product team so that you receive the best possible care for your skin.
THE SELECTION OF ACTIVE INGREDIENTS
Our product development starts with our team meeting regularly to look at the feedback and wishes of our customers as well as the latest active ingredient trends and studies on the market. The information obtained is then compared with our portfolio to find out where there is new potential. This allows us to constantly expand our range, test it and find out which active ingredients are right for us. The options collected are then recorded in a product concept that serves as the objective for the new product.
CREATING A PRODUCT CONCEPT
– Using the Azelain Serum as an example
WHAT SHOULD THE PRODUCT BE ABLE TO DO?
After analyzing our product portfolio, the first thing we decide is what effect our new product should have. Using azelain as an example: It should work on blemishes and oily skin, but also have a calming effect and can be used for rosacea.
WHICH MAIN ACTIVE INGREDIENTS ACHIEVE THIS EFFECT?
Trend analysis can be used to take into account new developments on the market in order to determine the essential active ingredients for the product. For example, azelaic and zinc as the optimal combination.
HOW IS IT DIFFERENT FROM OTHER PRODUCTS?
In this step, we carefully examine how the idea fits in with our existing products. In the case of the Azelain Serum, we checked whether we already have a product that works against impurities, that helps with very oily skin, or that could be used specifically for rosacea.
WHAT CONSISTENCY SHOULD IT HAVE?
The right consistency is crucial for many products, as it is particularly important how easy they are to use. In the example of the Azelain Serum, the consistency should match our serums and not be too thick, easy to spread and quickly absorbed.
HOW DOES IT FEELS ON THE SKIN?
All products look and feel different on the skin. Some leave a light protective film, give a beautiful shine or are particularly rich. In the case of the Azelain Serum, the product should have a mattifying effect on the skin.
HOW SHOULD THE PRODUCT BE PACKAGED?
This is about the type of bottle and how the product is removed. We ask ourselves how the product will be removed in the best and most intuitive way, while at the same time remaining stable. For example, it should work well with a pipette.
WHICH SKIN TYPES IS IT SUITABLE FOR?
When it comes to targeted skin care, we focus primarily on your skin type. We therefore determine your skin's exact needs in advance and compare them with the known characteristics in order to make a precise recommendation for you and offer suitable care for every skin type. The Azelain Serum, for example, is suitable for oily skin and combination skin.
A RECIPE IS CREATED
TESTING IN THE LABORATORY AND BY EXTERNAL BODIES
Once the first samples have passed the internal testing and have been approved by the product team, they are subjected to compatibility testing by external partners and stability testing in our laboratory. The three-month stability test focuses on temperature tests at 20°C, 40°C and 5°C as well as under UV light. The samples are also placed in a so-called rocking cabinet, where they are additionally tested after 12 hours at 40°C and 12 hours at -5°C. In addition to the internal test in the laboratory, the product is officially tested by Dermatest specifically on sensitive skin for its compatibility. For us, the compatibility of our products is crucial to ensure the most pleasant experience possible with our products.
- The product does not withstand temperature fluctuations
- The ingredients separate from each other and the texture is changed
- Not suitable for sensitive skin
- The product remains stable over a period of 3 months and can withstand temperature fluctuations from -5° to 40° Celsius
- During this period, the product does not change its texture, effectiveness or other compositions
- The product passes a test by Dermatest on sensitive skin with at least a good grade
ORDERING THE NECESSARY RESOURCES
After the stability test has been passed, the process for ordering packaging and raw materials is initiated. First, the packaging is designed, availability is checked and all documents and certificates of conformity are requested. The layouts are then handed over to the glass and printing works for the folding boxes. This is followed by a test print, which, once approved, leads to a set delivery date. The availability and delivery times of the raw materials required for the production of the new product are also checked. This step is particularly important because there is always a risk of delivery delays, which later means that the product cannot be launched on time or only in small quantities. Once the raw materials have been ordered, a pilot is planned to test whether the recipe behaves the same on a larger scale as it does in small laboratory quantities. After successful approval, production can begin.
CHECKING THE DELIVERED GOODS
After production has started, further tests are carried out to check the quality of the goods in detail at various points before delivery. This includes a microbiological test of the bulk and a detailed examination of the first finished product samples. The goods are only released for delivery if all standards are met.
THE PRODUCT IS MARKETED
Marketing planning for the product begins as soon as the stability test is passed. From the moment we have the first product samples and packaging, photo shoots and video shoots can take place, which then run on the product pages and in our advertising campaigns. In addition, extensive staff training takes place so that all employees are fully informed about the effects of the product and can answer your questions. In addition, a message and marketing strategy is defined that determines which effectiveness statements we particularly emphasize in the context of skin types or other products. Finally, all channels prepare the content for the day of the product launch. To do this, the teams from social media, product, influencer marketing, communication, performance marketing, CRM, design and shop work closely together to ensure a smooth process for the launch of the new product.