Step 3
Decide on your initial distribution channels. Choosing the right distribution channels for your cosmetic product is critical. Here again you should focus on your target market. You'll very likely want to set up a company website both for marketing purposes and as a distribution channel. Other distribution channels to consider include spas, hair salons, manicure and pedicure shops, health food stores and dermatologist's offices. Don't spread yourself too thin, at least at first. Just focus on the two or three distribution channels that are the best fits for your product, like nail polish at manicure/pedicure businesses, for example.
Step 4
Create a high-quality business website. Having a presence on the Internet is pretty much a must these days, especially for a niche market such as a specialized cosmetic product. It's almost always worth it to pay for a few extra bells and whistles on your website. Consumers today expect to see attractive graphics and a professional user friendly site, and if they don't, many won't even bother to read about the product, never mind buy it.
Step 5
Focus your advertising. Unless you have a very large marketing budget, it's important to keep your advertising focused on your target market(s). While print ads don't reach the same number of consumers as they did a decade ago, print ads in the right publications can be effective for higher-end products including cosmetics. Consider placings ads in luxury magazines such as "Upscale Living," "Robb Report" and "Dolce Vita." Carefully targeted Internet advertising gives you a good bang for your buck, and depending on your budget you can even consider radio spots or billboards.