Brand Building

The Importance of Securing the Foundation Name: Lessons from Domain Purchase

In my last post, I wrote extensively about the importance of having a good .com domain name for a serious business. In this post, I want to draw learnings from my recent experience and the approach adopted. I work as a brand and media manager at Topwide. Topwide is the parent company to several business ventures like cosmetics, mining, and real estate. Just like is the parent brand for brands like and, which are consumer brands. In a similar fashion, is the parent brand for and If you look closely, both companies have their parent name registered on a .com domain and other offshoot brands as compound words with the parent name in them.

Here’s the story. After a stakeholders’ meeting, they decided to register as the parent name. At first thought, I didn’t object because it was the stakeholders’ decision, but at a point, I felt that since the decision of building the website would fall on my shoulders, I should rather not accept every decision. So, I decided to object. My recommendation was that we go for It is always best to secure the foundation name. This is like your digital real estate. Look at top brands; they don’t take this decision lightly –,, – these brands go as far as having a .com domain for their consumer products. Apple registered and, Meta registered, and Amazon registered All these individual domains redirect to the product landing page on the parent company. The general idea here for me is that big brands don’t joke with their digital real estate. These companies are worth billions of dollars, and you should be learning from their strategy.

The bottleneck with was that the domain wasn’t available for the standard price but was available as a premium domain for $4300


I did a simple search and discovered this. I didn’t want to just suggest that we buy it for that amount. I needed to speak with the direct owners of the domain, so I did a simple search


This revealed that I’m dealing with a domain brokerage company called I went to their site and sent a message directly to the contact I found while offering to buy the domain for $1000. Below is the message I received.

After reading the email, I just felt that it could be cheaper, so I offered $2500 – I wish I had offered less


The offer was immediately accepted and the sale was sealed

So, after negotiating with the domain brokerage company, I managed to secure the domain []( for $2500. It was a significant discount from the initial premium price of $4300. I was pleased with the outcome, as it meant that we could establish a strong online presence for Topwide. By securing the foundation name, we were following the example set by big brands like Apple, Meta, and Amazon, who prioritize their digital real estate. Now, we could proceed with building the website and expanding our online reach.


The Importance of Securing the Foundation Name: Lessons from Domain Purchase2024-01-26T13:05:32+00:00

Unveiling The Top Nova Soap Brand

Presenting Top Nova, our exquisite collection of premium toilet soaps, meticulously formulated to accommodate every skin type. Each soap in our collection is a masterpiece, infused with a distinctive combination of natural extracts that work in harmony to nourish and rejuvenate your skin during your daily bathing ritual. Top Nova is the proud creation of Topwidecare, a testament to our commitment to skin health and luxury.The inception of Top Nova was driven by a vision to create a soap that not only stands out on the shelves but also resonates deeply with consumers. Through a rigorous process of analyzing existing brands and iterating through numerous models and versions, I have developed a design that captures the essence of what customers seek in a soap—sophistication, quality, and allure. The result is Top Nova, a brand that epitomizes elegance and care in every bar.


Top Nova Delight

Unveil the magic of pomegranate with Top Nova Delight. Infused with pomegranate extract, this soap offers antioxidant protection, leaving your skin looking healthy and revitalized. The powerful polyphenols in pomegranates help combat free radicals, promoting a youthful glow.


Top Nova Classic

Top Nova Classic is a blend of Grape and Honey Extract that energizes and brightens your skin. The grape extract evens skin tone, while the honey nourishes and hydrates, leaving your skin glowing with vitality. Experience the skin-nourishing power of lemon and honey with every wash.


Top Nova Herbal

Top Nova Herbal is a deep-cleansing toilet soap enriched with tea tree oil. Known for its anti-inflammatory properties, tea tree oil soothes and heals skin infections, leaving your skin feeling fresh and revitalized. Discover the cleansing power of tea tree oil with Top Nova Herbal.


Top Nova Re-energize

Indulge in the floral aroma of jasmine with Top Nova Re-energize. Jasmine extract moisturizes, improves skin elasticity, and calms the senses with its delicate aroma. Experience the beautifying and soothing properties of jasmine, leaving your skin feeling soft, smooth, and refreshed.



Top Nova Freshness

Top Nova Freshness is a hydrating soap enriched with coconut milk extract. Coconut moisturizes, softens, and protects your skin while cleansing. The lush, creamy lather leaves your skin supple, calm, and radiant. Experience the skin-nourishing effect of coconut milk with Top Nova Freshness.


Top Nova soaps are designed to transform your daily bath or shower into a luxurious ritual. Each variant is a testament to our commitment to quality, offering unmatched freshness, enchanting fragrances, and healthy ingredients. Say goodbye to harsh chemicals and experience the difference of our pure and gentle formulas. Perfect for the whole family, Top Nova soaps ensure a luxurious bathing experience for all ages. Join the fragrant revolution and elevate your bathing experience with Top Nova

Unveiling The Top Nova Soap Brand2024-01-19T15:40:29+00:00

Choosing the Perfect Company Name: 7 Essential Rules for Success

The fact is choosing a name is one of the most important decisions you will make for your business. It’s not just enough to come up with a good name – the major win is when the name is available in a .com domain and if you are lucky enough the name is available across major social network.

The rule still applies everywhere. Whether you are naming a tech company, an FMCG brand or even an oil and Gas company – a good is a good name. Let’s take a look the name Saudi Aramco. Saudi Aramco is the world’s largest oil producer and the world’s most profitable company. The owners of the company obviously found out that although the company’s name is Saudi Aramco – but they can’t afford to build their online brand with the full name because its long and doesn’t look unique so they settled for and they even went as far as securing the name exactly on social media.

Aramco as a name is phonetic, short, can be easily pronounced, easily spelt and memorable. Another good example is the brand a company headquartered in San Jose, California, developing eVTOL aircraft. The both name share similar similarities.

No matter the argument around this – one word memorable .com domain name will always be best for business naming – unless in special cases when you startup is in a specialty area like AI. then you can use .ai domain.

Certain businesses opt for domain names that reflect their brand, such as or When a business is named in this manner, it’s crucial to incorporate the “.com” into the business name itself. This strategy aids in distinguishing your business from the general usage of the word, making it easier for your audience to identify and remember your brand.

For instance, a company named “Acquire” would be referred to as “” in all instances. This approach not only reinforces the brand’s online identity but also helps to avoid any confusion with the common verb “acquire“.

Your company’s name has the potential to be a powerful lever, setting you apart from your competition. It serves as a key element in helping your customers understand the value you bring. In fact, it can make or break your branding efforts.

Every now and then I see companies that have invested a lot of money into their infrastructure and their name looks

  • → Forgettable
  • → Confusing
  • → Aimless

In this article, I will reveal seven essential rules for naming a company that will ensure its success:

  • → Memorable
  • → Available on a .com domain
  • → Short
  • → Brandable
  • → Helpful
  • → Clear

Let’s dive right in.

Rule 1: Be unique in your category

These days, it’s becoming increasingly challenging to stand out. The internet has made it easier for businesses to emerge in any industry. You may find yourself facing a saturation of competition, with potentially hundreds of other companies in your same:

  • Concept
  • Industry
  • Audience
  • Brand colors
  • Marketing angle
  • And so on

You have to find ways to go against the grain and stand out. Having a unique name compared to others in your niche is a clear way to do this. It will help you build brand equity more effectively than your competitors. Recently I was looking for a suitable name of a skincare company I plan to launch in the future – I actually took 3 months to do my research and was able to come up with the name “Reviveron” the good part is that I was able to get the (.com) domain. For what is worth the name has a hidden meaning associated with it, which is “revive”

The name “Reviveron” could be appealing for a skincare brand as it suggests the idea of revival or rejuvenation, which aligns well with the goals of many skincare products. The suffix “-on” could potentially imply a scientific or technical aspect, which might appeal to consumers interested in advanced skincare solutions.

Rule 2: Use words that can turn into verbs

When building a company, it’s important to invite people to take action. Your brand name is the first touchpoint customers have with you, and it should immediately invite them to engage with your business. Creating a brand name that transcends its original meaning and becomes a verb in everyday language is a powerful branding achievement. This phenomenon is seen with brands like Google, Photoshop, and Uber. Instead of saying “I need to search for something online,” people say “Just Google it.” Your brand name should motivate people to engage with your product or service. Frame your company as the way things get done.

Rule 3: Limit your syllables

Conciseness in naming is key. A lengthy name can be cumbersome to type, potentially leading to fewer online searches and a higher likelihood of being forgotten. This cycle can be avoided by choosing a name that is easily pronounced by a broad audience. Ideally, a two-syllable name strikes the perfect balance, as demonstrated by successful brands like Aero, Apple, Aramco, and Meta. Simplicity enhances memorability, so keep your brand name straightforward and easy to remember.

Rule 4: Easy to Spell

Simplicity in spelling enhances searchability. Avoid the temptation to choose a name that is difficult to spell or has an unconventional alternate spelling. It’s not ideal for your customers to struggle with typing your name correctly. Numerous companies overlook this rule to their detriment. Avoid the pitfall of altering the letters of a common word for the sake of uniqueness. Your brand name should be simple enough for a 7-year-old to spell. Prime examples of this principle in action are brands like Archer, OpenAI, and Figma.

Rule 5: Easy to pronounce

An effective company name should be easily spoken and remembered, as it’s not only typed but also shared verbally. A name that’s challenging to pronounce can hinder word-of-mouth marketing, which is crucial for growth. Aim for a name that’s universally pronounceable, ideally simple enough for even a child to articulate. This attention to detail can elevate a decent name to an exceptional one. Notable examples of such names include Aramco, Tesla, and Nike.

Rule 6: Domain availability

A decade ago, securing a compelling “.com” domain for your brand was a simpler task. Today, however, the landscape has changed. Even less competitive domain extensions like .io, .co, and .ai are becoming crowded. The challenge lies in choosing a name that is unique enough to be available as a domain, yet common enough to adhere to other naming conventions. Ideally, a .com domain is preferred. For example, the new FMCG brand I’m developing is named Topwidecare, a derivative of the parent company’s name, Topwide. This name is not only available as a .com domain but also across various social media platforms. Your domain is how customers will find you, work with you, and refer you to others. If you’re able to get a great “.com” for your business, buy it. Otherwise, keep your company name intact and grab a less popular extension.

Rule 7: Trademarking available

This is where we delve into more technical aspects. The aspiration is for your brand to experience exponential growth each year, eventually becoming a household name that is universally recognized and cherished. If you achieve this objective, you’ll likely want to secure a trademark to safeguard your brand and maximize the benefits derived from its name. Therefore, it’s advisable to conduct early online searches to ensure that your chosen name can be trademarked. The United States Patent and Trademark Office (USPTO) provides an online database where you can conduct a free search for any applied-for or registered trademarks.

Basically these are some of the pointers you should consider before attempting to name your business. You should invest an ample amount of time to get this right because it sounds as a solid foundation for your business. Good luck with your search. You might be saying, then why is the posted on a .com domain – let me remind you that this is just a blog targeted to the Nigeria market. If you have a bigger global ambition for your business take the advise if not, you can use whatever resonates with you

Choosing the Perfect Company Name: 7 Essential Rules for Success2024-01-16T12:59:54+00:00

How Body Mists Are Manufactured on an Industrial Scale

The growth of the body mist market, currently valued at over USD 6 billion and projected to reach USD 8.95 billion by 2032, is driven by several key factors. These include a growing consumer preference for natural and organic products, the influence of social media and celebrity endorsements, and the convenience and affordability of body mists. The expanding e-commerce landscape has also made a wide variety of body mists easily accessible to consumers, further boosting market growth. The rising popularity of fragrance products among both rural and urban populations, coupled with the light, quick-drying nature of body mists, has led to their increasing adoption for everyday use. The market is also being propelled by the growing interest in personal grooming among women, the trend towards gas-free deodorants, and new product developments, particularly in the organic body mist segment. Finally, technological innovation and advancement are optimizing product performance, making body mists more widely used in downstream applications. I have had the opportunity to work with several product development chemists to formulate dozens of body mists, and in that period, I have been able to gather a few details about the entire process. While the details outlined below don’t represent a detailed step-by-step process on how Body Mists are manufactured, they give an overview of what to expect.


Manufacturing a commercial body mist on an industrial scale involves several steps, including ingredient selection, extraction, blending, aging, dilution, and packaging. Here’s a detailed step-by-step process:

  1. Ingredient Selection: The first step is to select the ingredients for your body mist. This typically includes essential oils or fragrance oils, alcohol, distilled water, and sometimes glycerin
  2. Extraction: If you’re using natural ingredients like flowers or herbs, you’ll need to extract the essential oils from these materials. This can be done through various methods such as distillation, solvent extraction, enfleurage, or CO2 extraction
  3. Blending: Once the essential oils are extracted, they need to be blended together according to a predetermined formula. This is often done by a master perfumer, also known as a “nose” The oils are typically mixed with alcohol, which acts as a carrier and helps to disperse the scent when the body mist is sprayed
  4. Aging: After blending, the mixture is usually left to age for a period of time. This allows the different components to fully integrate and the scent to mature
  5. Dilution: The concentrated mixture is then diluted with distilled water to create the final body mist. The amount of water added will depend on the desired strength of the scent.
  6. Quality Control: Before the body mist is packaged, it undergoes a quality control process to ensure the scent, safety, and quality of the product
  7. Packaging: The final step is to package the body mist. This typically involves using automated filling machines to pour the body mist into spray bottles and sealing them with a pump, disc top, or cap
  8. Labeling: The packaging should also include a label with information about the product, including ingredients, instructions for use, and any necessary warnings

Remember, the quality of the ingredients and the precision of the blending process will greatly affect the final product. It’s also important to ensure that your manufacturing process complies with all relevant safety and regulatory standards

How Body Mists Are Manufactured on an Industrial Scale2024-01-12T15:46:21+00:00

How to Retain Customers in the Fast-Moving Consumer Goods Industry

When the subject is FMCG – getting customers in one thing and retaining customers is another thing. With FMCG, customer retention is a huge deal. You need to understand that building brand retention in the Fast-Moving Consumer Goods (FMCG) industry is a multifaceted endeavor that requires a consistent and ongoing effort to meet or exceed customer expectations, communicate effectively, and cultivate an emotional connection with the brand. It’s not always enough to just market or sell your products. The brand should endeavor to incorporate activities that lead to customer retention. I have spent over 15 years in the space and have learnt a thing or two. If you own an FMCG brand, below are some activities you should consider looking into:


Here are some strategies that FMCG companies can employ to enhance brand loyalty and customer retention:

  • Never Let Your Customers Down:

High-quality products and services are fundamental to customer retention. Customers should feel they can rely on the brand for consistent quality, which encourages them to remain loyal. The quality of your product should come first. You can’t water that down and expect repeat customers. You need to meet customers’ expectations if your aim is to retain them.

  • Utilize Omni-channel Strategy:

Engaging customers through multiple channels, such as online platforms, mobile apps, and physical stores, can help reach a wider audience and provide a personalized experience. Brands with strong omnichannel engagement are able to retain 89 percent of their consumers. Allow customers to browse products, read reviews, complete purchases across channels – website, mobile app, in-store, social commerce.


  • Contribute to Noble Causes:

Aligning with social causes can build loyalty as customers often prefer brands that demonstrate social responsibility and contribute to the community. If you are a baby skincare brand, you could choose to create a scheme to support new parents and provide them with some basic things and education they might need to navigate the process. There are so many social causes you can get involved in depending on your brand. Doing this ultimately creates goodwill.

  • Maintain Communication:

Regular and effective communication with customers is key. This includes being responsive to customer inquiries and feedback across various platforms.


  • Loyalty Programs:

Implementing well-designed loyalty programs can incentivize repeat purchases and foster a closer relationship between the brand and the customer. These programs can be tailored to the needs and preferences of specific customer segments, making them more effective at driving loyalty.



  • Email Marketing:

For indie beauty brands, email marketing has been a successful tactic to retain customers by offering them key products and promotional offers.


  • Customer Service:

Investing in customer service training, offering multiple channels for customer support, and responding promptly and effectively to customer inquiries and complaints can significantly increase brand loyalty.


  • Personalization:

Using data to understand customer preferences and tailor offers and communications can greatly enhance customer satisfaction and loyalty. With a loyalty platform, FMCG businesses now hold valuable information such as who their consumers are, what they often buy and where, how often they buy, and so on. All this data can be leveraged into useful insights.



  • Marketing Automation:

Utilizing marketing automation tools can help in executing customer retention strategies effectively, such as upsell and cross-sell campaigns.



  • Trust and Transparency:

Building trust through honest communication about products, including any potential drawbacks, can foster long-term brand loyalty.


These strategies are not exhaustive but represent some of the most effective ways to build and maintain customer loyalty in the FMCG sector. By investing in customer loyalty, FMCG companies can set themselves apart from the competition and achieve long-term success in the market.

How to Retain Customers in the Fast-Moving Consumer Goods Industry2024-01-12T12:51:00+00:00

Topwidecare: Shaping the Future of FMCG with Transparency and Innovation

This past few months has been extremely business for me – but I super excited to be a part of something new. It has always been my dream to be involved in the process of creating a brand new FMCG company. The thrill seeing how things unfold have kept me glued. I happen to be playing a major role in the process – so far I have poured my heart into this project. The truth is that FMCG is 50% branding and most people do a very bad job at that, most especially this part of the world. When the Topic is FMCG we tend to think about brands like Unilever, Nestlé, Johnson and Johnson. Why is this so? because these brands are deliberate about their online activities and branding. When it comes to FMCG brands should make they give adequate resources and time to their business model, Marketing and Branding Strategy, Regulations and Supply Chain Management. We will take it one after the other. Before I go deeper into this point, the FMCG brand I’m involved with is called Topwidecare. This reason for the name is because the parent brand Topwide Ventures was founded on May 5, 1996 as a trading company for Dreams Cosmetics in Abijan. Basically there business model was importation and distribution. Because importation was becoming hugely unsustainable the company decided to branch out into manufacturing of its own personal care products – this was how Topwidecare was born. But we want to do things differently from every other brand. Times are changing and FMCG brands should be more innovative in their approach. We are poised to set a new standard in the personal care industry with a commitment to transparency and clean, organic ingredients. We are not just another personal care brand – we aim to shape the future by developing products backed by rigorous research


The past few months have been a whirlwind of activity for me, filled with excitement and anticipation as I’ve embarked on a new journey. I’ve always harbored a dream of contributing to the creation of a brand-new Fast-Moving Consumer Goods (FMCG) company, and now, I’m living that dream. The unfolding of this process has been nothing short of thrilling, and I’ve found myself deeply engrossed in it, playing a significant role.

I’ve dedicated myself wholeheartedly to this project, a venture called Topwidecare. This FMCG brand is an offshoot of Topwide Ventures, a trading company established on May 5, 1996, that initially focused on the importation and distribution of Dreams Cosmetics in Abijan. However, as importation became increasingly unsustainable, the company decided to branch out into manufacturing its own personal care products, giving birth to Topwidecare.

In the FMCG industry, branding accounts for 50% of the game, and unfortunately, many fail to do it justice, particularly in this part of the world. When we think of FMCG, brands like Unilever, Nestlé, and Johnson and Johnson often come to mind. Why? Because these brands have been deliberate about their online activities and branding.

For FMCG brands to succeed, they must allocate adequate resources and time to their business model, marketing and branding strategy, regulations, and supply chain management. Each of these aspects is crucial and deserves individual attention.

At Topwidecare, we aim to break the mold and set a new standard in the personal care industry. We are committed to transparency and the use of clean, organic ingredients. We are not just another personal care brand – our goal is to shape the future by developing products backed by rigorous research.

We recognize that the FMCG landscape is changing, and brands need to be more innovative in their approach. We are poised to lead this change, differentiating ourselves from other brands. We are ready to embrace the challenges of the FMCG industry and navigate them with innovative solutions, leveraging technology, and creative strategies.



Business Model

The business model of FMCG companies is centered around selling products that can be made quickly, are small and inexpensive, and provide a higher margin. These products are typically non-durable consumer goods like food, cosmetics, toiletries, cleaning products, and medicine. The profit margin of FMCG products is low, so to earn a standard profit margin, one should invest a large amount to produce many kinds of products. FMCG companies have to undertake all sorts of marketing, including advertisement, to sell the products to retailers and directly to customer.



Marketing Strategy

FMCG companies traditionally marketed their products through mediums such as door-to-door salesmen, radio advertisements, newspapers, and banners. However, with the advent of digital marketing, companies are shifting their strategies. Increasing social media frequency, creating well-designed packaging, and choosing effective product names are some of the strategies used and this is one of the strategies I have adopted for Topwidecare. For what is worth I was able to secure the .com domain ( ) and also secured the name Topwidecare consistently across all the social media platform. We also have some of the best product names like: Topskin, Miracle White, Top Nova and Top Baby.





FMCG companies are required to comply with various laws and regulations, such as good manufacturing practices (GMP), hazard analysis and critical control points (HACCP), product packaging and labeling regulations, and occupational safety and health administration (OSHA) regulations. Non-compliance with regulations can have severe consequences, including loss of consumer confidence, revenue drops, and business collapse. Therefore, FMCG companies must exercise particular care to ensure compliance with regulatory requirements.




Supply Chain Management

The supply chain in the FMCG sector consists of all the operations and actions necessary in the manufacture and delivery of the product, from the supply of raw materials to consumption by the end customer. This supply chain is driven by different flows: product flow, financial flow, and information flow. For the supply chain to be successful, there has to be constant interaction between the supplier and the customer. In many cases, other partners like distributors, dealers, retailers, and logistic service providers are involved in the information network

In conclusion, building an FMCG company requires a comprehensive understanding of the business model, marketing strategies, regulatory compliance, and supply chain management. It’s also important to stay updated with the latest trends and changes in the industry to ensure the company’s growth and success.



Topwidecare: Shaping the Future of FMCG with Transparency and Innovation2024-01-11T14:16:02+00:00

The Complete Guide to Manufacturing Skincare Lotions: Ingredients, Formulation Process, and Quality Control

The manufacturing and production of skincare lotions involve a series of steps, from the selection of ingredients to the final quality control checks.



Skincare lotions are typically composed of various ingredients, each serving a specific function. Common ingredients include emollients (e.g., cetyl esters, glyceryl dilaurate, lanolin oil), emulsifiers (e.g., cetearyl alcohol, stearic acid), fragrances, humectants (e.g., glycerin), occlusives (e.g., dimethicone, lanolin oil), pH adjusters (e.g., sodium hydroxide), preservatives (e.g., alcohol denat., DMDM hydantoin, methylparaben, Propylparaben), and solvents (e.g., water, alcohol denat.)

Other beneficial ingredients for lotions include ceramides, hyaluronic acid, glycerin, squalene, and lactic acid. These ingredients are chosen based on their ability to moisturize the skin, improve its texture, and provide other benefits.

Creating a skincare lotion that serves the purpose of moisturizing and anti-aging involves careful selection of ingredients that cater to these specific needs. Here’s a basic formulation that you can consider:


  • Emollients: These are used to soften and smooth the skin. Examples include cetyl esters, glyceryl dilaurate, and lanolin oil
  • Emulsifiers: These help to mix oil and water. Examples include cetearyl alcohol and stearic acid
  • Fragrances: These are used to give the product a pleasant smell
  • Humectants: These help to retain moisture in the skin. Glycerin is a common humectant
  • Occlusives: These help to prevent water loss from the skin. Examples include dimethicone and lanolin oil
  • pH Adjusters: These are used to maintain the product’s pH at a level that is safe and effective for skin. An example is sodium hydroxide
  • Preservatives: These are used to prevent the growth of bacteria and fungi in the product. Examples include alcohol denat., DMDM hydantoin, methylparaben, and Propylparaben
  • Solvents: These are used to dissolve other ingredients. Water and alcohol denat. are common solvents

Other beneficial ingredients for lotions include ceramides, hyaluronic acid, glycerin, squalene, and lactic acid



  1. Water (60-75%): This forms the base of your lotion
  2. Emollients (5-15%): These help to soften and smooth the skin. Examples include isopropyl isostearate, cetyl esters, glyceryl dilaurate, and lanolin oil
  3. Emulsifiers: These help to mix oil and water. Examples include cetearyl alcohol and stearic acid. Examples of emulsifiers include lecithin
  4. Humectants (3-20%): These attract water to the skin, helping to keep it hydrated. Glycerin is a commonly used humectant
  5. Glycerin: This is a key ingredient in many anti-aging moisturizers
  6. Occlusives: Occlusives are moisturizing agents that work by forming a protective layer on the surface of the skin, creating a barrier to prevent moisture loss and protect the skin from external irritants such as friction, cold wind, and pollen. They are usually oily or waxy and help to soothe dry or dehydrated skin by reducing water loss through the skin. Examples of occlusive ingredients include petrolatum, shea butter, mineral oil, lanolin, beeswax, and various oils
  7. Hyaluronic Acid: This ingredient helps to hydrate the skin and is particularly beneficial for dry skin
  8. Retinol (Vitamin A): This ingredient can help reduce the appearance of fine lines and wrinkles
  9. Vitamin C: This ingredient can help improve the appearance of aged skin and enhance skin metabolism
  10. Ceramides: These are fats found in the layers of your skin that you lose as you age. They can help keep wrinkles away
  11. Peptides: These are groups of amino acids that help make proteins, including collagen, the main protein found in your skin. They can help firm sagging skin
  12. Antioxidants: These protect the skin from free radicals, regenerate, and moisturize the skin
  13. Preservatives: These are necessary to prevent microbial growth and extend the shelf life of your product. The type and amount will depend on your specific formulation and should comply with FDA regulations


Formulation Process:


The formulation process you’ve outlined is a common method for creating emulsions, such as lotions or creams, which are mixtures of oil and water. Here’s a more detailed explanation of each step:

  1. Phase A: Heat the water and dissolve the humectants in it.

    In this phase, water is heated and humectants, which are substances that help retain moisture, are dissolved in it. The temperature to which the water is heated can vary depending on the formulation and viscosity, but it often ranges between 110 – 185℉ (45 – 85℃).


  2. Phase B: Heat the emollients and other oil-soluble ingredients separately.**

    Emollients and other oil-soluble ingredients are heated separately from the water phase. Emollients are substances that soften and smooth the skin. This phase may also include the melting of certain ingredients, such as cetyl alcohol and stearic acid.


  3. Emulsification: Slowly add Phase B to Phase A under constant stirring until a homogenous mixture is obtained.

    Emulsification is the process of combining the oil phase (Phase B) with the water phase (Phase A) to form a stable mixture. This is achieved by slowly adding the oil phase to the water phase while stirring constantly. Emulsifiers, which are surface-active agents, are used to facilitate this process[2][10].


  4. Cooling Phase: Allow the emulsion to cool and then add sensitive ingredients like vitamins and preservatives. After the emulsion is formed, it is allowed to cool. Once cooled, sensitive ingredients such as vitamins and preservatives, which might be degraded by heat, are added.


  5. Final Adjustments: Adjust the pH if necessary and add any fragrances or colorants if desired. The pH of the emulsion is checked and adjusted if necessary. The pH level is important for the stability of the product and for skin compatibility. Common substances used to adjust pH include citric acid and lactic acid[8]. Fragrances or colorants can also be added at this stage to enhance the sensory attributes of the product.


  6. Packaging: Once the lotion has cooled and thickened, it can be packaged into your chosen containers.

    After the final adjustments, the lotion is allowed to cool and thicken. Once it reaches the desired consistency, it can be packaged into containers. The packaging process should be done carefully to avoid contamination of the product.


    It’s important to note that the exact process can vary depending on the specific formulation and ingredients used. For example, some formulations might require a “heat and hold” method, where the oil and water phases are separately heated to a certain temperature and held at that temperature for a specific period of time before they are combined. Other formulations might use a cold process method, where the ingredients are combined at or near room temperature.


Quality Control

Quality control is a crucial aspect of skincare lotion production. It involves collecting and analyzing data related to the production process, quality inspection, customer feedback, and adverse event records.

Quality control measures include:

1. Raw material records: These record the source of each batch of raw materials, supplier information, batch number, production date, expiration date, etc.

2. Formulation record: This records the formula of each product, including ingredient name, dosage, unit, manufacturing method, etc.

3. Production records: These record the detailed information of each production, including production date, batch number, production times and temperatures, quality control test results, etc.

Quality inspection and analysis of skincare products is an important step to ensure the safety and effectiveness of the products.




Due to the health claims made by the manufacturers, some lotions are considered over-the-counter (OTC) drugs by the U.S. Food Drug Administration (FDA) and must be labeled in the same way as other OTC products. The labeling includes calling out an active ingredient as well as the inactive ingredients[1].

In conclusion, the production of skincare lotions is a complex process that involves careful selection of ingredients, precise manufacturing procedures, and rigorous quality control measures to ensure the safety and effectiveness of the final product.




The Complete Guide to Manufacturing Skincare Lotions: Ingredients, Formulation Process, and Quality Control2024-01-10T11:56:31+00:00

The Essential Steps for Launching a Profitable Collagen Supplement Brand

Creating a white label or OEM collagen supplement involves several steps, including finding a reliable manufacturer, understanding the manufacturing process, and ensuring compliance with regulations. One thing is for sure, you can never go wrong with a collagen supplement, because of todays obsession with beauty such brand will always have its place in the market. Over the years I have help three brands launch their collagen supplements into the market and all three brands are doing extraordinarily well. Once you get the foundation right everything will fall perfectly in place. You can’t afford to skip ant step because very step of the process is crucial. Below I have outline a step by step guide you can adopt


Here’s a step-by-step guide:


Step 1: Find a Reliable Manufacturer

The first step is to find a reliable manufacturer who specializes in collagen supplements. Personally, throughout the years, I have used Chinese manufacturers. I have a couple of them I use, and I have no reason to complain about their services. My advice is that you should make sure you are working with a manufacturing company, not a trading company because the trading companies will always go back to the manufacturing companies. Make sure that the manufacturer you are using has the right certifications like Good Manufacturing Practices (GMP) Certification, which ensures that the manufacturer adheres to the guidelines recommended by agencies that control the authorization and licensing of the manufacture and sale of food and pharmaceutical products. Another one to look out for is the FDA Registration, which indicates that the manufacturer is registered with the FDA and complies with all regulations. There are some others like Kosher, Halal, or specific dietary certifications.



Step 2: Understand the Manufacturing Process

While most people don’t make the effort to understand the technicalities, understanding the manufacturing process is crucial. You are about to start a brand, and knowing the intricacies of the brand you are building will ensure that you stay in the game long term. This includes sourcing the collagen, extraction, hydrolyzation, and sterilization. Some manufacturers offer custom formulation services, allowing you to create a unique product tailored to your target audience.



Step 3: Choose the Type of Collagen

Another huge step lies in deciding on the type of collagen you want to use in your supplement. This could be bovine, marine, or even a vegan alternative. The choice will depend on your target market’s preferences.


Step 4: Decide on the Form of the Supplement

Collagen supplements can come in various forms, including liquid, shots, powder, tablets, and capsules. The form you choose will depend on your target market’s preferences and the manufacturer’s capabilities. The two I have personally been involved with are capsules and powder



Step 5: Design and Branding

Design and branding is a huge part of the process and will be part of the determining factors around how your product is accepted. Design place as huge role in your brand building. Design and branding influence how people perceive your brand attract new customers and strengthen customer loyalty. Good design and branding can give you a competitive edge. It allows you to create innovative and competitive products that competitor brands envy. Some manufacturers offer label designing and printing services. But I will always advise against using the design services of manufactures. Instead craft your own brand identity, design a brand manual and make sure that all products you develop adheres to your brand manual. Having a product line with products with conflicting look and feel is a recipe for disaster



Step 6: Compliance with Regulations

Ensure that the manufacturing process complies with all relevant regulations. This includes food safety regulations and any specific regulations in the markets where you plan to sell your product.




Step 7: Production and Delivery

Discuss production and delivery timelines with your manufacturer. This includes agreeing on a timeline for production, establishing a process for quality control, and creating a shipping plan


Step 8: Marketing and Sales

Finally, you’ll need to market and sell your product. This could involve creating a website, setting up online sales channels, and developing a marketing strategy to reach your target audience and setting up your presence on social media.


Remember, starting an OEM/white label business can be relatively easy, as it does not require the extensive research, development, and production processes involved in creating your own products from scratch. However, it still requires some level of planning, research, and investment to ensure that you are partnering with the right manufacturer and creating a product that will appeal to your target market




The Essential Steps for Launching a Profitable Collagen Supplement Brand2024-01-09T15:54:22+00:00

The Journey of Natures Gentle Touch: Crafting an Authentic Haircare Brand

My time at Natures Gentle Touch brought me great lessons on the branding and marketing process of natural haircare products. For more context Natures Gentle Touch is a natural hair care brand that provides solution to different hair and scalp problems such as dandruff, hair breakage, slow hair growth, hair loss, receding hairline, weak/damaged hair and dry hair.

The brand was conceived in 1996 by an Industrial Chemist called Chika Ikenga when he discovered that a large section of women in Africa found it very difficult going to the salon to relax their hair due to the scalp irritations and discomfort they experience whenever they apply relaxer products.

One of the things we did differently was to set up a Hair Clinic more like a salon but for strictly for the purpose of addressing hair problems and style natural hair. Overtime the hair clinic built up a strong reputation amongst women who wear their natural hair. As the brand communication executive one of my first initiative then was to kickstart the #RealPeopleRealHair trend. Basically what I do is to visit the clinic one a weeks and take the before and after photos of women with their treated style hair. With their permission these images was posted on social media and over time this grew momentum amongst women who will love to flaunt their natural hair.

Perception is key, so am ample amount of time was invested in creating the right look an feel for the brand. The goal as to adopt a minimalist approach with a lot of negative space, in other to help our brand standout. After a unanimous decision from the management we proceeded to creating a brand identity guideline that portrays what we wish to achieve

Hero the Botanicals

When it comes to organic haircare products, it is not enough to use organic ingredients, you have to show them. We did this by boldly displaying and describing the star botanical ingredients like Aloe Vera, Tea Tree, Coconut Oil, and Shea Butter. This builds desirability around the natural, ethically-sourced formulas. Instead of just using natural images, we went for vector drawings of these botanicals. This brings a unique and original feel to our packaging materials. Actually, I still feel it is an awkward practice to just add real images of organic products on your packaging materials – anybody can do it. But to differentiate your product, crafting unique vector images will give your products a one-of-a-kind look.

Clean Beauty Authority

It’s not just enough to have images of botanical ingredients on your product’s packaging. You still have a lot of work to make sure that your products adhere to their promises by rigorously avoiding suspect chemicals and using identifiable, nourishing plant actives. This earns trust. I can remember a particular product we launched that ended up causing an adverse effect on users. At first we weren’t sure which active was causing this problem, but when we finally discovered it, word had already spread and we had to discontinue that line. Even after manufacturing – before taking your product to market, it always pays to do a small study group where you test your product within the group before launching.

Empowering Mantras

When it comes to building a natural haircare brand, integrating uplifting messaging is key. Empowering slogans like “Awaken Your Natural Beauty” make customers feel confident in their hair journeys. This helps spark loyal brand followings that extend beyond just using the products. We integrated this philosophy into our “Real People Real Hair” campaign. Rather than featuring conventional polished models, we showcased vibrant stories from diverse women thriving beautifully in their own natural hair. The authenticity and self-acceptance ethos resonated widely, ultimately building an inspiring movement around embracing the best of one’s natural identity. It fulfilled our credo to products that uplift more than upsell.

Genuine Reviews

There is nothing more that informs purchase decisions than reviews from customers. When it comes to reviews, video reviews will always do better than text reviews. In those days, I would drive to the clinic just to shoot short video reviews of satisfied customers. Reviews depicting real customer experiences are used to reinforce your authenticity and hard-won happy clients already on board. These reviews can be used on your website and social media. To add an extra layer of awareness, it also pays to promote these reviews on social media to increase more awareness and reach.

Invest in premium yet playful packaging.

Packaging plays a crucial role. In a country like Nigeria, where everyone competes on price to beat your competition, you really need to pay extra attention to packaging and design. Whenever I see amazing products with poor packaging I cringe, like why go through the stress, commitment, investing a lot in product development, then falter in your packaging or design. All you needed to do is hire a good graphics designer. Again I can’t over emphasize the need for a brand identity manual. This manual should guide all your designs and its implementation. Your product’s brand should have a uniform look and feel, this makes it easily recognizable and memorable. Again, don’t always trust your judgement when it comes to approving designs – that is not your job, always leave it to the professionals – most times non artistic founders can have poor judgement when it comes to design.


Distribution can be one of the biggest challenges facing manufacturers, especially for those looking to scale up. My content is focused mainly on supporting large-scale manufacturers. The first key question to ask is: Where do shops and supermarkets source their inventory? In most cases, they buy from major distributors in large markets.

Nearly every consumer product sold in Nigeria flows through a distribution network specific to that product category. For items like haircare and cosmetics, your best distribution channel is the Trade Fair Market – the largest cosmetics hub in West Africa. The goal should be to approach distributors at Trade Fair and negotiate terms. Some will purchase your products upfront, while others will sell on consignment and remit payments later. Either way, your pricing has to be attractive enough for these distributors to carry your products.

Beyond distributors, you also need to cultivate networks of marketers scattered across Nigeria who can get your products into neighborhood stores nationwide. The more retail outlets stocking your brand, the better. An expansive presence on both the wholesale distribution level and the retail marketing level is key for any major consumer products manufacturer looking to succeed in the Nigerian market.

Harness the power of influencer marketing.

When it comes to influencer marketing, getting the right ones with a wide reach matters a lot. Some of them just buy followers with very few engagements, while some have engagement with the wrong target market for you. You need to put all these in consideration before approaching any influencers. You don’t always need to go for the big and established ones. You can identify micro-influencers that fit your brand. Gifting them products and collaborating on sponsored content can help spread brand awareness. This was one of our approaches with Natures Gentle Touch and I can tell you for a fact that it is one of the brand awareness approaches that pivoted the most.

Tell a compelling brand story.

Telling a compelling brand story goes a long way in establishing the right emotional connection with your users or customers. Consumers today care more about the “why” behind brands. Share your origin story, values and purpose in an authentic way. When purpose permeates the customer experience, it cultivates lasting bonds that transcend transactions. People should feel so personally invested in the “why” empowering your brand that they eagerly transform into loyal brand advocates. Savvy storytelling establishes those ties that bind consumers to the brands they cherish.

While this list is not exhaustive, I have shared a few of the key strategic moves that helped launch Natures Gentle Touch and fuel its growth. Other brands can borrow from this playbook as well. Even just one or two of these tactics, when well executed, can make a huge difference. I hope these insights provide value to other aspiring entrepreneurs as they work to bring new and innovative haircare products to Nigerian consumers. The market is vast, the opportunities abound, but capturing mindshare and wallet share ultimately requires getting the basics right.

The Journey of Natures Gentle Touch: Crafting an Authentic Haircare Brand2023-12-03T11:31:18+00:00

Insider Secrets to Launching the Next Must-Have Baby Skincare Brand

As a brand strategist with over a decade of experience, I live and breathe baby skincare. I’ve had the pleasure of bringing beloved baby brands like Babymed and Daybyday to life – guiding everything from their names and logos to their marketing campaigns. Currently, I’m elbow-deep in crafting a few not-yet-released skincare lines made specially for little ones’ delicate skin.

Let me tell you, marketing baby products is a different animal than marketing your average moisturizer. I always advise entrepreneurs to separate their baby skincare line into its own distinct brand. These products require a more nurturing, empathetic approach to truly connect with moms and dads.


Focus your branding on safety, gentle ingredients, and care.

  • The focus should be on building a community of trust first and selling second. That means using soothing, gentle visuals and copy that spotlights safety-tested hypoallergenic formulas with plant-based ingredients. Descriptors like “natural,” “non-toxic,” and “pediatrician-approved” are also hugely important in speaking to parents’ values. At the end of the day, new moms and dads simply want what’s healthiest for their babies. That’s the heart we aim for.


Offer baby-safe scents

  • You might not know it, but the way the baby product smells plays a huge role in its acceptability. The smell of a cosmetics product is not rocket science – you really don’t need to come up with those scents yourself. There are companies that specialize entirely in fragrance, and I have worked with a few; Iberchem is one of such companies. You will be amazed that these companies have scents that are specifically tailored to babies. For a baby product, you should aim at marketing lightly scented products, which are the ideal choice for sensitive baby skin compared to heavily perfumed options.


Partner with pediatricians, midwives, and parenting bloggers to get the word out.

  • When launching a baby skincare line, strategic partnerships build credibility with cautious parents. Mothers especially rely on trusted referrals before choosing products for their newborn’s delicate skin. I advise cultivating relationships with pediatricians, midwives, and influential parenting bloggers. See if they would share samples or coupons with expecting mothers and new parents. There’s also value in sponsoring relevant conferences or classes where these gatekeepers interact with your target demo. Positioning your products as doctor-approved or backed by natural parenting experts taps into the decision drivers moms care most about. Ultimately, leveraging third-party advocates who already have earned trust in the community lends immense legitimacy as you introduce your baby care line into the market. It’s about pairing your brand with respected voices who resonate most with modern, discerning parents seeking the gentlest, safest options for baby’s skin.


Use social media to authentically connect with millennial parents

  • Social media presents a major opportunity to organically reach and engage with millennial moms as you build awareness for your baby skincare line. Platforms like Instagram, TikTok and Facebook enable genuine community building that feels relatable, not salesy. Focus on creating and sharing cohesive content aligned to your brand values – whether it’s parenting tips, behind-the-scenes glimpses into product development or interviews with pediatricians. Respond to comments and questions with helpful advice rather than hard-selling.  The goal is establishing your company as a trusted resource for parents navigating the exciting, messy world of new parenthood. That goodwill and brand recognition pays dividends when moms ultimately search for skincare solutions gently formulated for their babies’ delicate skin. With a strategic, value-first social media presence centered on building relationships over pushing products, your baby care brand can flourish organically by word-of-mouth among your target demographic. Meet millennial moms where they are already spending time and attention.



Use gentle, cute packaging that will appeal to your audience

  • This point cannot be overstated – packaging is paramount. Even if every other aspect is executed perfectly, a misstep in packaging can hinder your product’s success. Differentiate yourself from the competition, starting with distinctive bottle shapes and designs. The objective is to stand out; consider employing gentle and appealing packaging that resonates with your target audience. Steer clear of excessively clinical or medicinal branding, opting instead for soft colors, animal motifs, and natural textures. While cute illustrations or smile-worthy animal characters help connect emotionally, make sure to balance playful elements with equally prominent display of ingredient transparency, safety certifications and usage guidance. Blend emotional and functional design for broad baby product appeal.



Run social media giveaways and discounts for first-time pregnant moms

  • Mothers have a profound affinity for giveaways, a sentiment I can attest to through personal experience. When they genuinely appreciate your brand, they extend that affection to wanting their babies associated with it. A common expression of this connection is when mothers reach out on social media, requesting you to feature their baby’s pictures on your page. Some take it a step further by organizing photoshoots showcasing your products. Savvy brands can leverage this enthusiasm and brand loyalty by orchestrating social media contests specifically tailored for moms. Consider offering enticing giveaways, such as gift baskets featuring your baby skincare line. Establishing connections early on and encouraging delightful social sharing helps embed your products in those cherished baby moments that parents are eager to immortalize. One effective strategy I’ve discovered is conducting social media giveaways and offering discounts for first-time pregnant moms. Provide an enticing ebook guide in exchange for their emails and target this demographic proactively with newsletters and coupons. The results can be nothing short of magical.



Get products placed in baby specialty stores and boutiques

  • While ecommerce opens up accessibility, brick-and-mortar retail partnerships remain critical for baby skincare brands. The convenience of picking up gentle lotions and washes along with diapers or wipes from a near by supermarket is bliss. Rather than solely focusing on digital, I advise brands to aggressively pursue retail distribution even before launch. Build relationships with national chains and independent baby boutiques to capture readily available impulse purchases and gift sales. The branding should translate smoothly across environments – clean packaging that stands out on crowded shelves yet feels reassuringly simple online. Omnichannel distribution taps into both hurried parents dashing out for last-minute items as well as cautiously researching for planned online hauls. Getting your products directly into the aisles of stores new parents frequent regularly cements availability, authority and ultimately loyalty. Don’t underestimate the value of distribution partnerships that allow your natural baby skincare line to show up exactly when and where it’s needed most. Availability fuels discovery and growth.
Insider Secrets to Launching the Next Must-Have Baby Skincare Brand2023-11-25T17:47:47+00:00