Article 5/5 in the serie : How to create your cosmetic brand in Morocco : A step by step guide
Your project of creating a brand of natural cosmetics in Morocco goes through several stages; the creation of a universe for your brand is essential as a first step, then come the design of your products, the packaging, and legal formalities.
The distribution of your products is a strategic point just as important as these previous ones. Allow us to advise you on the distribution strategy for your ranges and natural cosmetics, in two essential points: B2B vs. B2C, and distribution channels.
1. For the general public (B2C) or professionals (B2B)
This choice is very closely linked to your vision as well as the direction you want your brand to take. This is largely what will allow you to decide your choice. The B2C ( businesses to individuals ) and B2B ( business-to-business ) worlds diverge considerably on many points. Now, think back to your vision, which makes you want to do what you do, every day.
By choosing B2B, the sale of your products will be aimed at companies ( Hotels, SPAs, Hammams, Beauty centers, Beauty salons, etc. ) within a framework of customer / supplier relations. The main contact you will have will be other companies that will use your products, or sell them for you.
On the other hand, by choosing B2C, your brand will be in direct contact with consumers. This means that your entire marketing strategy will be directly dedicated to them. With this in mind, Prodigia has already prepared more specific articles for you, and advises you to choose a focus for your products and ranges: concentrate on one target at a time (curly hair, young moms, men…).
2. Distribution channels
Next, you need to decide what kind of distribution channel you want to adopt. Again, it will depend on the convictions you have set for your brand, on the positioning you want to have in your market, and on the degree of accessibility desired.
a- 100% online (e-commerce) You can distribute and sell your cosmetic products entirely and exclusively online, 100% through your website and your pages on social networks.
Or you can choose to make your distribution 100% physical: in your own store, or through wholesalers who will put your products on sale in drugstores / pharmacies, at supermarkets (Large and Medium-sized Surfaces), in beauty stores, in spas / hammams / beauty salons or others.
b- 100% physical When it comes to physical distribution channels for your products, we are talking about two essential strategic points: the Customer Experience at the selling point ( Store Experience ) and the type of distribution ( broad or exclusive ).
By selling your products exclusively in your own store(s), you will have full control over the experience you want to provide to your customer within your store. The customer experience is first and foremost a state of mind that allows customer-oriented strategies to be taken further while laying the foundations for a business culture centered around people.
And this is where you can surprise and innovate: play on all the senses of the customer to fully captivate them. Smell: diffuse relaxing and pleasant essential oils; sight: play with attractive shapes and colors; hearing: music is important at stores, expose your customers to pleasant rhythms; touch: provide your customers with several testers and invite them to manipulate, touch, and try before buying them. Personalize the customer experience that you offer even more by training your salespeople as Personal Shoppers : connected, informed, responsive and interactive. On the other hand, the distribution of your products would be limited to your stores only.
On the other hand, by opting for a physical distribution channel, via supermarkets (Large and Medium-Sized Surfaces), pharmacies / drug stores or others, the distribution would be very wide, offering more visibility to your products, and making it possible to reach a larger and more varied clientele. That being said, you would have less control over the customer experience at the selling point. It would question the management of the exposure of your products: aisles, shelves, light, music, perfumes, and testing. There are distributors who form partnerships with brands to deliver quality content to their targets: it is a real win-win partnership where distributors and brands collaborate for the benefit of the end customer and their sensual experience at the selling point.
c- Physical and online (Brick & Mortar) Combine the two experiences: virtual and physical. In B2B as in B2C, thes shoppers have changed, as have their uses, and they have new requirements. Requirements that are inspired by their e-commerce experiences and are symbolized by the triptych “simplicity, enchantment and personalization”.
They juggle between the different channels, enjoy multiplying the points of contact with the brand (website, physical store, social networks, etc.), and no longer hesitate to learn about their products, even going so far as to compare them online with their competitors! In short, consumers have taken power and they expect brands and retailers to adapt to their new uses in these terms.
