Top Tips for Bringing New Zealand Beauty Products to the U.S.

Public Relations
new zealand landscape 06.29.23

Beauty companies invest time, creativity, and resources into creating product lines. When a product gains popularity locally, brands consider expanding their market. Many companies with New Zealand beauty spa products have successfully done this before. With a strategic approach, any beauty brand can launch its products in a new market.

Accessibility

Expanding a beauty product’s reach is crucial in today’s globalized economy. Brands cannot afford to miss out on a vast customer base. Beauty enthusiasts reside everywhere, from major cities to remote rural communities. The internet and e-commerce have made the world interconnected, allowing customers from all corners of the globe to discover and purchase products easily. Beauty brands from around the world have started making their products available to every potential consumer. By Nature from New Zealand is an example of a brand that has successfully expanded its beauty products to every market across the globe.

Anticipation of Customers

Beauty brands should build their beauty product with globalization in mind right from the start. Customers can be located anywhere in the world, so companies should ensure that their product’s packaging and ingredients are flexible enough to accommodate adjustments and feature modifications. One of the advantages that beauty brands tend to have is that early adopters of New Zealand beauty products may already be living in other countries. Beauty brands might find that the pain points their beauty products address are more prevalent in foreign markets. Identify regions where the products are in high demand and target those markets specifically.

Translation

When contemplating global expansion, translation is often the first thing that comes to mind. While translation is indeed crucial as customers prefer to be spoken to in their native language, there is more to going global than just language adaptation. Before rushing into translation, it’s important for beauty brands to understand the concept of localization and its implications. Localization involves adapting a product for a specific market, which goes beyond language translation. It includes adjusting feature or ingredient availability, and marketing strategies to suit the target market.

Targeted Marketing

Brands will have to distinguish between making their product available to anyone in multiple languages and implementing targeted marketing strategies tailored to specific locales. Diligently analyze customer data and analytics to identify the regions with the highest customer base. In marketing communications, brands should ensure clarity and respect while also considering the potential legal implications of marketing in specific regions.

Functionality

Customers may use beauty products in ways beyond their intended purpose. Brands must be ready to accommodate these usage patterns by ensuring their product’s functionality is flexible. This will allow brands to cater to diverse customer needs and stay ahead of the competition.

Global employees

Having team members located in each region where the brand sells its beauty products would be ideal. However, this may not always be feasible. Instead, brands can focus on allocating more resources and attention to markets with the highest demand. Local knowledge is valuable, so consider partnering with local experts or hiring talent from specific regions to gain essential insights.

Considerations

Consider the customers’ willingness and ability to pay for the New Zealand beauty spa products in each region. Research the competitors and understand the cultural values associated with beauty products in different markets. Pricing the products appropriately based on regional market conditions and cultural perceptions can contribute to higher acceptance and demand.

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