The Brand Blueprint - Navigating Product Development | A Deep Dive into The Ordinary’s Triumph and Sally Beauty’s Miss

In today’s competitive brand landscape, product development is one of the most pivotal stages determining whether a brand thrives or falters. The journey from idea to product launch is often complex, with many opportunities for failure. In this blog, we’re going to explore two contrasting product development stories: the triumph of The Ordinary and the miss of Sally Beauty’s Texture My Way.

The Ordinary’s Triumph:

Launched in 2016, The Ordinary revolutionized the skincare industry with its minimalist approach to product development. Known for its affordability, transparency, and science-backed formulas, the brand focuses on creating effective skincare products with potent, active ingredients rather than filling their formulas with unnecessary additives.

The Ordinary’s development process is a model of efficiency. Instead of launching a broad range of products, the brand hones in on a few, powerful ingredients that solve specific skincare concerns. For example, their Niacinamide 10% + Zinc 1% serum is marketed not as a magical blemish remover but as a scientifically proven solution for oil control and inflammation. This clear, accessible language not only builds trust with consumers but also ensures they understand what they’re buying.

Before any product hits the market, DECIEM, The Ordinary’s parent company, conducts extensive dermatological testing to ensure each product meets its standards of quality and effectiveness. In addition, the company emphasizes consumer education. Through detailed ingredient breakdowns, instructional guides, and tutorials, The Ordinary empowers customers with the knowledge to use their products properly. This educational approach has led to a loyal customer base and organic word-of-mouth growth.

Sally Beauty’s Miss:

On the flip side, Sally Beauty’s Texture My Way line—launched in 2019—was an attempt to tap into the growing demand for multi-ethnic hair care. However, it was discontinued after poor sales, serving as a cautionary tale in product development.

The failure of Texture My Way can be attributed to several key factors, the most glaring being a lack of targeted research and understanding of the multi-textural hair care market. Sally Beauty’s generic formulations lacked the focus needed to address the specific needs of different hair textures—issues like shrinkage, frizz, moisture retention, and scalp health. The failure to engage with textured hair experts or consumers during the development process led to a product line that missed the mark.

Additionally, many of the products contained harmful ingredients like sulfates, parabens, and drying alcohols, which are known to negatively affect textured hair. Competitors like Shea Moisture and Miel Organics invested in ingredient-focused formulas that addressed consumer needs, which further alienated Texture My Way’s target audience.

Key Lessons Learned:

1. Understand Your Audience: Whether it’s textured hair care or skincare, developing products that truly meet your customer’s needs is essential. The Ordinary succeeded by focusing on specific skincare concerns and scientifically-backed ingredients, while Sally Beauty faltered by using generic formulations that didn’t resonate with their audience.

2. Align With Your Brand Identity: Product development should reflect your brand’s values. The Ordinary’s simple, honest approach resonated with consumers who valued transparency, while Sally Beauty’s Texture My Way line didn’t stay true to its audience’s needs.

3. Embrace Iteration and Feedback: The Ordinary’s success is rooted in its ability to listen to customer feedback and continuously improve. Sally Beauty failed to engage with its customers and experts in the field, leading to products that didn’t deliver.

4. Quality and Consistency Matter: Consumers expect reliable, high-quality products every time. The Ordinary’s focus on quality control helped establish their reputation, while Sally Beauty’s inconsistencies led to customer frustration.

5. Optimizing the Supply Chain: Efficient sourcing and distribution are key to maintaining product quality and availability. Sally Beauty’s supply chain issues played a large part in the failure of Texture My Way, whereas The Ordinary’s streamlined processes kept costs low and quality high.

Conclusion:

The stories of The Ordinary and Sally Beauty’s Texture My Way highlight the importance of a well-thought-out product development process. Whether you’re a small brand or a global name, understanding your audience, aligning your product with your brand identity, and investing in feedback and innovation will help ensure your success.

Stay tuned to The Brand Blueprint as we continue to dive deeper into product development and how data, AI, and consumer education can elevate your brand to new heights!