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Episode Info: Melody Bockelman has been in the private label industry for 10 years, managing projects mostly in the health, beauty, and skin care categories. Her track record includes brands on QVC, HSN, big retailers, and grocery store chains. Now she does branding and consulting for new sellers and offers tons of courses and resources online at her website.    Outline:   Introduction to Melody and episode 13. 2:37 – Melody shares her background doing eCommerce, importing, contract manufacturing, brand creation, in the skin care and beauty industry.  3:58 – Importance of private labeling in order to control your brand in compete through perceived value and differentiation. 5:57 – Demystifying the difficulty of private labeling a skin care product. Those products you see on the shelf all probably began through PL. 7:33 – Keeping Seth Godin’s Purple Cow idea in mind, how do you create a “new” skin care product, and keep yourself differentiated? 10:03  – Establish benefits of your product, creating a customer avatar, why a woman would want to buy your skin care product. Getting clear on the emotional benefits of your product (whether health/beauty or ANY product). Writing compelling copy. 12:23 – I ask Melody how to start a new shampoo. What she would tell a client. (But actually regular shampoo has terrible margins, so she advises more of unique valuable benefit, like anti aging cream, or other things.) 13:56 – Melody shares what she would ACTUALLY recommend a new client, (or seller) to jump into if they wanted to get into the healthy and beauty category. Key metric: have < $20 margin. 15:41 – Scenario: I want to sell an Anti Aging Cream… what do I do? Melody explains. And other related products that you could sell. 16:56 – What to do when creating a brand. How to find the niche opportunities within health and beauty. Don’t carbon copy anything! 19:24 – What kind of investment does it take to launch a product line in H&B? Melody shares the numbers. 20:39 – Why Melody only sources from the USA. Safety precautions. FDA certifications. High quality product. 24:09
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