[ASK THE EXPERT]
We asked Neil Weisberg and Amanda George, co-owners of Neil George Salon in Beverly Hills, "How can I launch my own line of hair care products?"
A. "Since we opened the salon in 2005, it was always a dream to take the Neil George name and develop a brand that went beyond the doors of Hollywood.
About six months after the salon opened, we began dabbling with the idea of a product line, and speaking to friends of ours in the industry to research ideas and create a concept that we could stand behind.
We then went through the process of finding a chemist who fit well with our vision, and began to create formulas. It was months and months of testing, testing and more testing.
We hired a design team to create a brand logo that represents who we are-we went through countless numbers of component and bottle designs until we settled on our final packaging. After the product formulas and packaging were finalized, we began meetings with buyers on distribution and presented the line to the beauty press. We recreated our website and made sure that all aspects of our brand "architecture" were aligned to tell the same story.
Just as any creator would admit, you're only as good as your next big idea, and we haven't ever lost sight of that. It's an exciting and creative process to keep a brand fresh and current, and that's exactly what we plan on doing!"
For reprint and licensing requests for this article, Click here.