FACT: Internal Buy-In Matters The Most When Planning A NPD Launch

When it comes to launching a new product (NPD), timing isn't just important - it's everything. A successful NPD launch hinges not just on the external marketing push, but equally (if not more importantly) on how prepared your internal teams are. Building a proactive, structured internal timeline ensures your education, sales, and key stockists accounts are deeply connected to the product before it hits the market.

Too often, brands launch products reactively, catching their education and sales teams off guard. This not only impacts launch success but can also damage company culture. Teams left scrambling to "catch up" with a product they haven't used, tested, or fully understood will naturally struggle to drive sell-in with authenticity and confidence.

Giving your internal teams time to experience the product, learn its nuances, and genuinely believe in its benefits creates a ripple effect. They become natural advocates. They're able to prepare stockists properly, who in turn can train their teams effectively - an essential factor if stockists have multiple staff members who need product knowledge before recommending it to clients.

Here's the perfect roadmap for setting your next launch up for success.

1. Product Formulated and Tested Before any launch conversations begin, your product must be fully formulated, stability-tested, and validated internally. Only then can it be confidently added to your brand's product roadmap.

2. Product Entered into Roadmap The official addition of the new product into your brand's roadmap ensures all departments are aligned with the timelines and resources required. This step is critical to move from idea to execution.

3. Product Sent to Education Team The education team is often the forgotten force behind a successful launch. Giving them early access allows them to:

• Experience the product firsthand

• Build out training protocols

• Create staff education resources

• Prepare answers for likely FAQs from stockists
  

4. Product Sent to Marketing (B2C and B2B) Next, marketing teams (both B2C and B2B arms) receive the product to:

• Craft messaging frameworks

• Build promotional materials

• Create launch campaigns across platforms

• Prepare education-driven content for salon business owners and end consumers
  

5. Product Sent to BDMs for Sell-In Before the product becomes public, Business Development Managers (BDMs) must be equipped to sell it in. Early access ensures:

• First-hand familiarity with the product

• The ability to personalise pitches to each stockist

• Enough lead time to schedule meetings with business owners
  

6. Product Sent to Ambassadors and Key Accounts Seeding your new launch to brand ambassadors and key accounts builds essential early advocacy. These influential voices can:

• Begin integrating the product into their routines

• Create organic traction

• Provide authentic testimonials
  

7. Product Launched to Stockists Stockists are the voice between your brand and the consumer. Prioritising them with early access, education, and support positions your product for stronger initial uptake. Critical here is ensuring they have:

• Enough time to train their teams

• Marketing materials to promote the product in-clinic or in-store
  

8. Press Release Sent to Media With your internal teams and stockists briefed and ready, a carefully timed press release can be sent to media outlets. This ensures any coverage lands alongside an already activated and educated team.

9. Launch Event with B2B Ambassadors and B2C Influencers Finally, celebrate the launch with an event targeting both B2B industry ambassadors and B2C influencers. This builds excitement across both audiences, providing social proof and wider reach for the product.

Importantly, stockists must always be considered first. They are your main channel to the client or consumer. They need to feel valued, supported, and educated ahead of any public launch - not treated as an afterthought once the product is already in the market.

When NPD launches fail, the blame often unfairly falls on BDMs for "not selling enough." However, if the timeline is reactive and internal teams aren't brought into the product early, the odds are already stacked against them. A strong NPD timeline isn't just a project plan - it's a subtle show of respect to the people who are responsible for bringing your brand to life in the market.

Plan early. Prepare your teams. Prioritise your stockists. That's the true formula for a successful NPD launch.

Ready to launch? Let us step you through it with our NPL Launch Toolkit available for download