Business Skills II – SS2 Beauty & Cosmetology Lesson Note (Second Term)

Branding is the promise a business makes to its customers. It is shown through the name, logo, colours and slogan, and through packaging that protects the product, gives information and creates a good first impression. A consistent brand helps a beauty business stand out and be remembered.

Behavioural objectives

By the end of the lesson, students should be able to:

• explain what branding is and why a brand must look the same everywhere;
• list the four elements of a great brand;
• state what different brand colours suggest to customers;
• explain why packaging matters for a beauty product;
• compare plastic, glass, paper or cardboard, and tins as packaging materials;
• describe ways to give customers a good unboxing experience.

What is branding?

Many people think branding is just a pretty picture or a name. In reality, your brand is a promise. It is what people say about your business when you are not in the room.

• Brand identity: This is the “face” of your business. It includes your name, your colours and your logo.
• The “feeling”: A brand makes you feel something. For example, a spa brand should make you feel “calm”, while a hair extensions brand might make you feel “glamorous”.
• Consistency: If your logo is blue on your business card but red on your shop sign, people will get confused. A strong brand uses the same look everywhere.

Teacher’s note: Think of your brand like a person. How does it dress? How does it talk? Is it loud and fun, or quiet and professional?

What are the elements of a great brand?

To build a brand for your beauty products or salon, you need to decide on these four things:

1. The name: It should be easy to say, easy to remember, and give a hint about what you do (for example, “Glow Natural” tells the customer exactly what to expect).
2. The logo: A simple symbol that represents your business. It should look good whether it is printed big on a banner or small on a bottle.
3. The colour palette: Colours tell stories.
   • Green: Natural, organic, fresh.
   • Gold or black: Luxury, expensive, high-quality.
   • Pink or purple: Feminine, soft, creative.
4. The slogan: A short sentence that sticks in the head (for example, “Your Beauty, Our Passion”).

Why does packaging matter?

Packaging is the “silent salesman”. Before a customer smells your cream or feels your hair extensions, they see the package.

• First impressions: If a bottle is leaking or the label is peeling off, the customer will think the product inside is poor quality.
• Information: The package tells the story. It must show:
  1. what the product is;
  2. how to use it;
  3. when it expires.
• Protection: The main job of packaging is to keep the product safe. It protects the cream from sunlight and the soap from moisture.

What packaging materials can you use?

As a student entrepreneur, you must choose materials that fit your brand and your budget.

• Plastic: Lightweight and hard to break. Good for shampoos and body washes used in the shower.
• Glass: Looks “luxury” and is great for perfumes and face oils because it does not react with the chemicals. However, it is heavy and can break easily.
• Paper or cardboard: Great for soaps and dry items. It is eco-friendly and easy to print on.
• Tins: Perfect for lip balms or hair waxes. They are sturdy and keep the product fresh.

What is the “unboxing” experience?

Today, people love the “experience” of opening a product. This is a great way to make your brand stand out without spending a lot of money.

• The little extras: Adding a piece of tissue paper, a thank-you note or a small ribbon inside the package makes the customer feel special.
• Instructions for use: Including a small, beautifully printed card on how to apply the product shows that you are a professional who cares about results.
• Sustainability: Many customers now prefer “eco-friendly” packaging. If you can use recycled paper or reusable jars, tell your customers. They will appreciate that you care about the environment.

Classroom practical and discussion

1. The logo sketch: Take 10 minutes to draw a logo for a hair cream brand called “Oasis Curls”. What colours would you choose?
2. Packaging critique: Look at a common beauty product brought from home. What does the packaging say about the brand? Is it easy to open?

Brainstorm: If you were selling organic shea butter, what kind of packaging would make it look “premium” rather than just “local”?

Evaluation

1. What does it mean to say that a brand is a “promise”?
2. Why should a business use the same logo colour on its business card and its shop sign?
3. Name the four elements of a great brand.
4. State three pieces of information that a product package must show.
5. Give one advantage and one disadvantage of glass as a packaging material.

Assignment

Choose one beauty product, such as a soap, a lip balm or a face oil. Write down a name, a colour palette and a slogan for its brand. Then name the packaging material you would use and give one reason for your choice.