How is a professional haircare product created?

Creation is fascinating – just as fascinating as being part of this enchanting process. Developing a professional product or an entire line of professional haircare products takes time and great care. For industry professionals and for us at dott. solari cosmetics, it’s a kind of magic every single time. This wonderful work allows us to fully express our passion, creativity, and commitment to excellence. Every time feels like the first!

Market trends and initial briefing

The very first step is identifying and studying market trends, new products, and new ingredients, and understanding what performs best for our brand. Navigating the vast world of the cosmetics market is not always easy, which is why scouting is essential for us. Everything we see and hear sparks new ideas. Often, our clients also suggest directions and provide valuable insights.
From this analysis comes the initial briefing – the guiding thread of the entire project, essential for all stakeholders involved: laboratory, marketing, graphic design, sales, research and development, and management.

Inspiration and ideation

In every creative and product development project, the inspirational phase is where the real magic happens. From a single idea, the entire line takes shape, bringing the concept to life. The idea must permeate the project, become visible, and engage all stakeholders.

Formulation, fragrance, and testing

The research and development team creates new formulas starting from the initial idea. Ingredients, active principles, and raw materials specific to the project are selected, while textures and product characteristics are carefully designed.
For us at dott. solari cosmetics, fragrance selection is also fundamental – it’s part of our identity. We work closely with the finest French fragrance houses, which develop a selection of scents based on the initial briefing. Two or three fragrances, carefully chosen by our team, are tested directly in the product and then selected through surveys conducted on a sample group.
Once the formulas are complete, laboratory stability testing begins. If the tests are successful (usually after a couple of months), the product is ready for pilot testing and production.

Packaging and project management

Meanwhile, the marketing department selects all the necessary packaging from various suppliers: bottles, airless containers, jars, pumps, closures, and more – along with shapes, colors, sizes, and capacities.
A detailed “to-do list” is then created, outlining responsibilities and timelines: this is the core of project management. We use Gantt charts, which provide a clear, visual, and intuitive overview of all project activities. The project manager coordinates every task and ensures deadlines are met, with the ultimate goal being the product launch.

Graphic development, copywriting, and marketing materials

Our marketing team, together with the graphic design department, handles the creative and visual development of the entire line – arguably the most fun and stimulating part. Ideas are brought together into an original and colorful moodboard. The designer proposes two or three creative directions, and together we choose the path to follow.
From there, we develop renders, visuals, labels, print-ready files, and images. The marketing department writes all copy for labels, catalogs, and the website, and the texts are translated into the languages of the markets where the product will be sold.
All necessary marketing materials are then created: catalogs, displays, signs, posters, stickers, shopping bags, sample sachets, videos, product photoshoots, and visuals.

Integrated communication and press office

To prepare for a successful launch, once everything is ready, the new product line must be communicated. We update our website, prepare newsletters for distributors, salons, and consumers, and plan social media content with texts and images. We also select micro-influencers for content creation.
We develop commercial offers and sales presentations for our Italian and international clients, and update our internal network with all support materials in a dedicated digital space. Press materials (press releases and images) are created and shared with industry and lifestyle magazines we collaborate with.
Our sales team meets with clients in Italy and abroad to present the line, and sometimes we organize dedicated events.
These moments are truly intense, but the enthusiasm we receive from our clients gives us incredible energy and motivation!
Meanwhile, bulk production takes place: the product is filled, packaged, boxed, stored in the warehouse, and finally ready to reach all of Italy and the many international markets where we operate.