Launching new formulations every season can be costly, time-consuming, and risky, but you don’t have to reinvent your product line to win in the winter market. Instead, you can reposition the products you already have and highlight their seasonal relevance.
With the right marketing, year-round bestsellers can be reframed as winter essentials without changing the formulas your customers already love. By refreshing packaging, updating product names, adjusting messaging, and creating curated bundles, you can tap into seasonal demand, boost sales, and engage your customers during the busiest shopping months of the year.
The products in your lineup are already strong performers, and now it’s time to make them shine in a new seasonal spotlight.
Packaging Refresh
Visual cues are powerful. Consumers often associate festive or seasonal packaging with limited-time value, even when the formula inside is the same. Adding holiday-inspired colors, metallic finishes, or frosted textures can instantly make products feel gift-worthy.
Case Study: Kiehl’s Holiday Collection doesn’t launch new products each year for the holidays. Instead, the brand reimagines packaging across its core lineup with playful, collectible artwork. The result? Classic moisturizers and cleansers suddenly become must-have gifts.
Seasonal Naming
Naming is one of the easiest and most effective ways to make existing SKUs feel fresh and relevant. A strategic renaming exercise can transform familiar products into limited-time offerings that consumers feel compelled to try.
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Overnight Glow Hydrating Recovery Cream → Winter Recovery Cream
- A name like this evokes barrier support, a key marketing angle in the winter. Learn more about leveraging barrier repair in your winter marketing here →
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Lip balm → Peppermint Glow Balm
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Vitamin C Stem-C Serum → Merry & Bright Treatment
Subtle tweaks like adding winter, holiday, or seasonal descriptors tap into consumer psychology and create urgency. When products feel special and time-sensitive, they move faster.
Messaging Angles
Packaging and naming draw consumers in, but messaging tells the story. Reframing your product copy builds seasonal relevance.
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Skin protection: “Shield your skin against harsh winter winds.”
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Comfort: “The cozy comfort your skin craves.”
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Celebration: “Holiday glow in a bottle.”
Winter is also a season of storytelling. Consumers are looking for renewal, comfort, indulgence, and gift-worthy products. Tailoring your messaging allows your brand to stay relevant and resonate more deeply, even with the same product lineup you sell year-round.
Bundling & Gift Sets
The holiday season is synonymous with gifting, and bundling is one of the most effective ways to increase perceived value. Everyday SKUs can be reimagined as part of limited-edition sets that feel curated and special.
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Routine bundles: Pair the Multi-Molecular Hyaluronic Acid Serum with the Multi-Peptide Moisturizer to create a Winter Hydration + Repair Duo featuring winter-favorite ingredient hyaluronic acid.
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Value sets: Group smaller items (lip balms, masks) as Stocking Stuffer Packs.
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Tiered gift guides: Offer options at different price points to meet various shopper needs.
Case Study: Glow Recipe’s Glow Gift Guide is a strong example of this in action. By curating its year-round lineup into categories like “Stocking Stuffers” and “Gifts Under $50,” Glow Recipe maximizes the gift appeal of its existing SKUs while making the shopping experience easy for consumers.
Changing the context surrounding your core product lineup can increase interest in your brand’s offerings in competitive shopping seasons.
Private Label Solutions
Our private label catalog includes year-round essentials (hydrating moisturizers, nourishing lip balm, brightening serums, and more) that can be repositioned into seasonal heroes with the right packaging, naming, and marketing.
Whether you want to create a limited-edition winter hydration bundle, dress up your bestsellers in festive packaging, or reframe messaging around cold-weather protection, our formulations are designed to adapt.
Takeaways
Seasonal marketing doesn’t have to mean starting from scratch. In fact, some of the most successful campaigns come from brands that reimagine what they already have. Read our full guide to winter marketing here →
By refreshing packaging, renaming products, reframing messaging, and bundling SKUs into gift-ready sets, your brand can participate in seasonal conversations and boost holiday sales.
With creative marketing, your year-round products can take on new life as winter must-haves and help your brand thrive season after season.
