Shampoo, shower gel or liquid soap: planning an own-brand range

Matching bottles can bring shampoo, shower gel and liquid soap together as a range, but each product needs its own brief. Shampoo is described around haircare needs, shower gel around the shower routine, and soap around use at the washbasin. A shared design does not mean that every item needs identical characteristics.

Start with where the products will be used

For a hotel room, define how products will be presented and replenished. For a shop, consider shelf appearance and clear distinctions between items. For a gift set, think about how volumes and fragrances work together. Choose the main use case before deciding how many products to launch.

A simple table with one row per product is useful preparation. It makes shared requirements and decisions specific to each item easier to see.

• Product name, user and intended application.
• Desired texture, appearance and fragrance.
• Expectations for application, lather and rinsing.
• Volume, bottle type, cap or dispenser.
• Estimated quantity and target cost for each item.

Describe the experience, not just the ingredients

For shampoo, explain the audience you have in mind and the washing and after-wash experience you want to discuss. For shower gel, clarify texture and fragrance preferences. For soap, consider dispensing a portion and using it at the basin. Add ingredient preferences separately, explaining their role in your concept.

If you have reference products, identify the particular qualities you value. Lather volume, scent and thickness are separate observations; avoid judging the entire product on just one of them.

Review the product and dispenser together

A photograph of a bottle does not explain how convenient it is to use. When reviewing samples, discuss portion dispensing, opening the cap and distinguishing between the products. Plan readable names so that shampoo and shower gel are easy to identify in similar bottles. If the range comes in a box, prepare a separate box design brief.

Set priorities for the first batch

Separate essential requirements from preferences: a shared fragrance, a specific volume, a dispenser format or a launch date. Indicate which decisions are settled and where you need suggestions from the manufacturer. Quantity, budget and timing are agreed for the particular range, so discuss them together.

Explore shampoo and cleanser manufacturing and select the items you need. In the manufacturing brief, describe each product separately, attach references and explain the idea connecting the range. This helps NADEL discuss it as a coordinated project.