The interim manager was commissioned by a start-up in the natural cosmetics sector. The company brand was already very well known due to its market-leading position in another market segment (fashion). The task was to develop an innovative and high-quality natural cosmetics range for the first 3 years and to launch it internationally. The aim was to build on the existing high level of fashion brand expertise. Their core brand values were to be transferred to the new natural cosmetics brand and give the launch additional credibility.
Successful product development from briefing to product validation
The interim manager took on the role of Head of Product Management. He was responsible for the entire product development process, from briefing to final product validation by various test institutes. In this role, he worked closely with the Managing Director of Marketing & Sales. The interim manager led the cross-functional project team including research & development (R&D department). He was also responsible for the overall project plan, timing and project budget.
Premium price strategy ensures attractive profitability.
The interim manager developed a competitive premium price strategy for the product range. Through strict cost management in product development, he ensured attractive profitability for the product range. Product and fragrance stability posed a particular challenge, as natural cosmetics must be free of preservatives, but should nonetheless have a pleasant natural fragrance for a long time. This required the utmost care when selecting the ingredients.
International launch after successful test phase
The natural cosmetics range was initially launched with a basic range of 4 products in the brand's own stores in Germany and the USA as well as online. The aim of this test phase was to find out how willing the loyal users of the fashion brand were to try the products and how satisfied they were with them. The response was extremely positive. Consumers found the brand's entry into the natural cosmetics market credible and convincing. The next step was therefore to expand into conventional cosmetics channels such as perfumeries.
After 15 months, the interim manager handed over to the new Head of Product Management, who is continuing the brand's successful path.
