Everyone is Making Soap: Here's How to Stand Out and Sell

The product type I see the most every single day in my line of work is handcrafted soap bars. So I'm careful when it comes to working with a soap brand, and I often find myself wondering what else could they be doing to help themselves really stand out in such a vast sea of competition. Let's explore some key areas that can help your soap brand stand out!

YOU NEED LOYAL RETURNING CUSTOMERS MORE THAN ANYTHING

Consumers use up soap! That is the best part of this product type. But how do you get them to use yours and for it to become their favorite that they want to use over and over again. Of course this can be a bit of a chicken - egg situation. How do you get customers in order to turn them into repeat buyers, in order to make sales. Get your product out there however you can! Go to markets if you aren't already, and give out samples. For a period of time, you just have to eat the cost in order to get customers hooked. I tell this to clients frequently: In the beginning, don't think of sales as success. Think of getting your product into people's hands as success. No product type or service is immune to this stage of business. You have to focus on getting people to try your product. Another way to get your soap out there more is by giving samples of different types along with any current orders.

Hepgodin Soap Packaging

Still, how do you get them to get hooked over yours compared to the other gazillion soap brands out there? It's all in the details. It's also all in the hook. What really gets someone hooked on a soap bar? Think in terms of a few main categories; including the skincare aspect, health conditions, the scent, design, packaging, availability/convenience, brand trust, personal connection and the price are some common reasons a buyer could get hooked on your soap.

YOU NEED A SUPERIOR SOAP FORMULA

I won't pretend to be a soap formula expert here, because I've never made soap. But I assume, just like with most crafts, there are various levels of expertise and skill. So learn, learn, learn. Seek out as much information as you can and never stop learning. Never stop perfecting your soap-making skills, especially when it comes to the formulas you use.

YOU NEED TO KNOW HOW TO POSITION YOUR SOAP BRAND

Don't just position your soap brand over other soap bar brands, because sometimes your biggest competition isn't your direct competition. When it comes to hand-crafted soap bars, your indirect competition is a convenient and affordable body wash, for example. You have to effectively communicate to buyers why your handcrafted soap bars are worth the extra care and the extra cost.

YOU NEED A TRULY BEAUTIFUL SOAP BAR

Now, I say this as someone who thinks even the most plain of handmade soap bars is a beautiful thing to behold. But the reality is that there is some seriously stunning soap out there. If someone's formula and marketing are just as good as yours, but their design is better, you are going to lose business. But the good news is there is a wealth of information and inspiration when it comes to the world of hand-crafted soap bars. Resources like Bramble Berry offer inspiration as well as project ideas and instructions for beginners.

For the most beautiful inspo, follow brands like Lisa Mitchell Soap (pictured above), whose unique creations and stunning photography offer and endless supply of inspiration.

As you can see from her beautiful botanical paper wrapping here, packaging is just as important when it comes to crafting a truly beautiful soap bar.

YOU NEED IMPRESSIVE SOAP BAR PACKAGING

Packaging is another detail not to be spared if your goal is to beat the competition. Like every other aspect of your soap brand, you should think of packaging in terms of brand positioning. For instance, is your competition's packaging eco-conscious? I can tell you right now that yes, it is. You can compete for sales with eco-conscious packaging of your own.

From Kraft Soap Boxes made with recyclable materials, to Compostable Paper Bags for Soap Bars, there are several affordable ways to incorporate eco-conscious packaging into your soap brand. Now, who is going to win out? The brand who most effectively communicates that their packaging is eco-friendly. It's a detail that should be featured prominently on your socials, your website, and on the packaging itself.

It's really straightforward when you break it all down. To hang with all the soap brand competition out there, you need to pay attention to the details and properly communicate those unique qualities in your soap.