Step 1
Determine your target market. This step really should've been considered even before you developed the product, all the way back in the initial business plan. It's essential for a small cosmetics company with a limited marketing budget to focus on a specific market segment. Specifically defining your market is the only way a smaller cosmetics company can effectively compete against larger companies with multi-million dollar advertising budgets. For example, if your product is an all-natural, organic wrinkle-reducing cream, then your target market might be socially progressive women over 40.
Step 2
Design your product packaging around your target market. Product packaging is a huge part of marketing. Most consumers are visually oriented, and people tend to recognize colors, shapes and patterns more quickly than they understand words. It's been proven time and time again that unique, eye-catching product packaging is an essential part of a highly successful product. If you're not an artistic type, consider working with a professional designer to get some ideas on a novel product container or a company logo that will catch the attention of consumers.