Podcast Summary: Spa Marketing Made Easy Podcast – Episode SMME #423 Title: Developing and Launching Your Spa’s Signature Products with Anthony Standifer of The mSEED Group
Host: Daniela Woerner, Licensed Aesthetician
Release Date: March 3, 2025

Introduction

In episode #423 of the Spa Marketing Made Easy Podcast, host Daniela Woerner welcomes Anthony Standifer, co-founder of The mSEED Group, to discuss the intricacies of developing and launching signature products for spas. This insightful conversation delves into the nuances of product formulation, contract manufacturing, brand development, and strategic market entry tailored specifically for spa industry professionals.

Guest Background and The mSEED Group’s Mission

Anthony Standifer brings over 24 years of experience in the beauty industry to the table. Beginning his career as a junior marketer for a small family-owned brand in Chicago, Anthony quickly immersed himself in the beauty space, managing brands like Salon Professional Brand. His extensive tenure in corporate America, including significant roles within Revlon, equipped him with deep industry insights.

The genesis of The mSEED Group emerged from Anthony’s collaboration with Erica Douglas, a cosmetic chemist. Together, they envisioned a company that lowers the barriers for entrepreneurs seeking to enter the beauty and personal care market. As Anthony elaborates:

Anthony Standifer [02:29]: “MC Group was formed with the ethos of lowering the barrier entry for both custom product development as well as for small batch manufacturing.”

Over the past decade, The mSEED Group has supported approximately 250 entrepreneurs, ranging from novices with nascent ideas to established brands aiming to scale their operations.

Custom Product Development vs. Private Labeling

A significant portion of the discussion centers on the distinction between custom product development and traditional private labeling. While private label options offer pre-formulated products that brands can rebrand and sell, The mSEED Group emphasizes the importance of customization to truly differentiate a spa’s signature products.

Anthony Standifer [07:23]: “Most of my customers...are actually dealing with customized formulas today.”

Custom formulations allow spa owners to own their unique product profiles, enhancing brand identity and customer loyalty. The mSEED Group offers a range of formulation options, with costs varying between $3,000 and $15,000 depending on the product’s complexity and desired features. For budget-conscious entrepreneurs, stock formulas with minor customizations provide a cost-effective entry point without compromising quality.

Navigating Packaging Challenges

Packaging emerges as a critical factor in product development, particularly highlighted by the challenges faced during the COVID-19 pandemic. Anthony recounts the “Hunger Games period” of 2020-2021, where sourcing consistent packaging became a formidable obstacle due to global supply chain disruptions.

Anthony Standifer [13:22]: “We made tweaks and variations. So people who traditionally had like pink caps now were doing black caps. But the product is the same, and the customers...will understand that I’m still able to get product and get delivered in the same format.”

As a turnkey manufacturer, The mSEED Group collaborates with numerous packaging suppliers to ensure flexibility and consistency. Anthony advises spa owners to prioritize product performance over packaging uniqueness, especially when budget and supply constraints are present. Standardized packaging not only simplifies the supply chain but also reduces costs, enabling brands to maintain quality without excessive expenditure.

Anthony Standifer [17:30]: “Business ownership is all about a series of decisions and concessions...packaging is one of those things that in today's landscape is very, very relevant.”

Consulting and Business Development for Mass Market Entry

The mSEED Group doesn’t just stop at product development; it extends its expertise to business development and consulting, aiding brands in penetrating mass retail channels like Sephora and Ulta. Anthony emphasizes the dual avenues of direct-to-consumer and professional salon distribution, catering to different business objectives.

Anthony Standifer [19:33]: “If your desire is...to make a footprint in the homes where there isn't a person, then mass retail is the way to do that.”

This strategic guidance ensures that spa owners can effectively leverage their professional expertise to enter broader markets, expanding their brand’s reach and revenue streams.

Timelines for Product Development

Understanding the time investment required for product development is crucial for planning and execution. Anthony outlines realistic timelines, emphasizing that custom formulations are time-intensive processes:

• Fast Track: ~6 months for simple products with limited revisions.
• Average Development: ~9 months for standard product offerings.
• Extended Timeline: Up to 18 months for complex formulations requiring extensive testing and validation.

Anthony Standifer [26:43]: “Six months is a fast timeline... nine months is the average... a year and a half is where I've seen brand owners go.”

He underscores the importance of consistent feedback from a dedicated testing group to refine product formulations effectively, ensuring the end product meets both brand standards and customer expectations.

Integrated Marketing Strategy During Development

Daniela inquires about concurrent marketing efforts during the product development phase. Anthony advocates for initiating marketing strategies early, even before the product is fully developed, to build anticipation and secure pre-sales.

Anthony Standifer [30:13]: “I encourage people start selling your product before you get a formula goop in a jar... pre-sales are amazing because they establish instant credibility.”

Engaging the existing customer base through the development journey fosters a sense of investment and loyalty, facilitating a successful product launch with built-in demand.

Strategizing Product Line Launch: Starting Small vs. Expanding

When it comes to launching product lines, Anthony recommends starting with a limited number of SKUs (1-3) to streamline the process and manage resources effectively. This approach allows for focused marketing and easier feedback collection, laying a strong foundation for future expansion.

Anthony Standifer [32:00]: “The hardest part of the brand journey is actually selling product and selling product at scale... start with one to three products as a starting point.”

He illustrates this strategy with examples of clients who began with single products, building credibility and customer trust before expanding their offerings. This phased approach mitigates financial risk and ensures sustainable growth.

Maximizing Revenue Through Signature Products

Anthony and Daniela discuss how developing signature spa products can boost revenue without the need for groundbreaking formulations. By creating extensions of existing services—such as a massage lotion with a unique scent or an oil used during treatments—spas can offer branded products that enhance the customer’s at-home experience.

Anthony Standifer [36:35]: “Getting and setting the systems, the structures, and the incentives to get each one of your massage reps to then sell this to somebody... was a great point of entry for her.”

These tailored products not only generate additional income but also reinforce the spa’s brand identity, making the customer experience seamless from the salon to the home.

Encouragement and Taking Action

As the conversation wraps up, Anthony imparts a vital piece of advice to aspiring spa product developers: take decisive action. He cautions against overthinking and emphasizes that action leads to clarity and progress.

Anthony Standifer [37:43]: “Action creates clarity.”

This philosophy encourages spa professionals to move beyond ideation and into execution, facilitating growth and innovation within their businesses.

Connecting with Anthony Standifer

Anthony concludes by sharing his availability on social media, particularly Instagram and LinkedIn, inviting listeners to connect and engage with his content for further insights and support.

Anthony Standifer [39:34]: “Information should not be hoarded... getting you and getting people the information that they need to make decisions so that they get an action is something that I'm super, super focused on.”

Conclusion

Episode #423 of the Spa Marketing Made Easy Podcast offers a comprehensive guide for spa owners looking to diversify their revenue streams through signature product development. Anthony Standifer’s expertise provides actionable strategies for overcoming industry barriers, from formulation to packaging and market entry. By emphasizing customization, strategic planning, and proactive marketing, this episode equips spa professionals with the knowledge to successfully launch and sustain their own product lines, ultimately enhancing their business’s growth and profitability.

Notable Quotes:

• Anthony Standifer [02:29]: “MC Group was formed with the ethos of lowering the barrier entry for both custom product development as well as for small batch manufacturing.”

• Anthony Standifer [07:23]: “Most of my customers...are actually dealing with customized formulas today.”

• Anthony Standifer [13:22]: “We made tweaks and variations...your customers...will understand that I’m still able to get product and get delivered in the same format.”

• Anthony Standifer [17:30]: “Business ownership is all about a series of decisions and concessions...packaging is one of those things that in today's landscape is very, very relevant.”

• Anthony Standifer [19:33]: “If your desire is...to make a footprint in the homes where there isn't a person, then mass retail is the way to do that.”

• Anthony Standifer [26:43]: “Six months is a fast timeline... nine months is the average... a year and a half is where I've seen brand owners go.”

• Anthony Standifer [30:13]: “I encourage people start selling your product before you get a formula goop in a jar... pre-sales are amazing because they establish instant credibility.”

• Anthony Standifer [32:00]: “The hardest part of the brand journey is actually selling product and selling product at scale... start with one to three products as a starting point.”

• Anthony Standifer [36:35]: “Getting and setting the systems, the structures, and the incentives to get each one of your massage reps to then sell this to somebody... was a great point of entry for her.”

• Anthony Standifer [37:43]: “Action creates clarity.”

For more insights and to connect with Anthony Standifer, you can find him on Instagram and LinkedIn.