What to Include in a Product Development Brief

A useful product development brief tells the development team what you want to make, who it is for, where it will be sold, what it must do, how it should look and feel, how it will be packed, and the commercial limits the project must meet.

APL’s own New Product Development Brief is used for non-TGA and TGA projects across products such as SPF, therapeutics, skin and hair care, make-up, cleaning and home products. Completing it with specific, realistic information gives the chemist and commercial team a much better starting point than a broad request such as “I want a natural moisturiser”.

1. Company and contact details

Start with the business information APL needs to identify the client and manage the project:

  • company name;
  • ABN;
  • business address;
  • email address; and
  • contact number.

Nominate the person who can approve samples, claims, packaging and cost decisions. If several people are involved, identify the final decision-maker so feedback is consolidated.

2. Product name and project summary

Give the product a working name, even if the consumer-facing name has not been decided. Then explain the concept in a few clear sentences:

  • what the product is;
  • who will use it;
  • the problem it is intended to solve;
  • the proposed format; and
  • the main point of difference.

A strong summary might say: “A lightweight daily facial moisturiser for adults with combination skin, designed to sit comfortably under make-up, with a fragrance-free positioning and a premium pharmacy price point.” That gives the development team a clearer target than a list of fashionable ingredients.

3. Distribution channel and target markets

APL’s template asks where the product will be sold, with examples including luxury retail, e-commerce, health food, pharmacy and FMCG. The channel affects target cost, pack format, shelf presentation, claims, production volume and buyer expectations.

Also list every intended market or country. A formula, label or claim suitable for Australia may need different evidence or wording elsewhere. If export is only a future possibility, say so rather than asking the first version to satisfy every market at once.

4. Benchmarks and competitors

Provide two or three relevant benchmark products and explain what you do and do not want to copy from each one. Useful observations include:

  • texture, viscosity, spread and absorption;
  • finish, colour, fragrance or flavour;
  • pack size and dispensing method;
  • retail price and market position;
  • ingredients or claims that attract the target customer; and
  • known frustrations in customer reviews.

A benchmark is a communication tool, not an instruction to duplicate another company’s formula.

5. Product characteristics

Describe the physical and performance qualities the finished product should have. Depending on the category, this may include texture, thickness, foam, slip, absorption, finish, colour, fragrance, flavour, application method or rinse-off behaviour.

Separate non-negotiables from preferences. For example, “must be fragrance-free” is different from “a light botanical fragrance would be nice”. This helps the chemist resolve trade-offs without repeatedly returning to the brand for basic decisions.

6. Target claims and product-positioning claims

APL’s brief deliberately includes two claim-related fields. Use them differently:

  • Target claims describe the result or performance you hope to communicate, such as “helps support the skin barrier” or “SPF 50+”. These may require particular ingredients, test methods, evidence or a different regulatory pathway.
  • Product claims describe broader positioning, such as vegan, natural, fragrance-free or suitable for sensitive skin. These claims still need clear definitions and substantiation.

Write proposed claims before formula development, not after. Claims can affect ingredient selection, testing, label content, timing and cost. In Australia, the distinction between a cosmetic and a therapeutic good can depend on the product’s ingredients, presentation and claims. APL will assess the project pathway, but brands should not treat an attractive marketing phrase as automatically permissible. See the TGA guidance on cosmetics and therapeutic goods and AICIS guidance for cosmetics.

7. Fragrance

State whether the product should be fragrance-free, use a supplied fragrance, or be developed toward a fragrance family or reference. Include sensitivities, allergens, cultural preferences and market restrictions where relevant. “Fresh” or “luxury” is subjective, so examples are helpful.

8. Pack size and target shelf life

Specify the proposed fill size and format, such as a 150 mL tube. Pack size influences unit cost, label space, expected use period and packaging compatibility.

Give a realistic target shelf life and explain how the product is likely to be stored and used. Shelf life is supported by the agreed formula, packaging and testing program; it is not simply a number selected for the label.

9. Product testing

APL’s template asks brands to identify required testing. Examples include stability testing, preservative efficacy testing and dermatological testing, including the desired cohort size or a sensitive-skin requirement.

Testing should follow the product type, formulation, claims, pack and target market. Record what is essential for compliance or a customer requirement, what supports a marketing claim, and what is preferred if budget allows. This prevents a late-stage testing request from disrupting the launch plan.

10. Packaging details and responsibility

Describe the proposed component: plastic or aluminium tube, pump, jar, bottle, sachet or another format. State whether the packaging will be supplied by the customer or sourced with APL’s support.

Include component material, closure, dispensing method, decoration or label approach, colour, finish and any sustainability requirements already decided. The formula and pack need to work together, so packaging should be considered before final testing and bulk ordering.

11. Volume per product

Give the expected first production quantity for each SKU and, if available, a realistic annual forecast. Volume helps assess equipment, batch size, raw-material purchasing, packaging quantities and finished-unit cost.

If the forecast is uncertain, provide a conservative first-order figure and a separate growth scenario rather than an unsupported large estimate.

12. Target cost per finished unit

State the target ex-GST finished-unit cost and explain what it should include: formula, filling, packaging components, labels, cartons or other services. Also note the intended retail or wholesale price and route to market.

A target cost is a design constraint. If the desired ingredients, pack and testing cannot fit the target, it is better to identify the trade-off during scoping than after samples have been approved.

13. Target launch date

Provide the date the product must be ready for sale, not only the date you hope development will finish. Work backwards for development, sample feedback, testing, packaging production, artwork approval, manufacturing, release and freight.

If the date is linked to a retailer range review, trade show or campaign, state that clearly. A fixed commercial deadline may change the most suitable development pathway.

14. Extra notes and supporting material

Use the final section for information that does not fit elsewhere. Helpful attachments can include:

  • benchmark product links or photos;
  • existing formulas or specifications you have the right to share;
  • ingredient inclusion or exclusion lists;
  • brand guidelines and packaging concepts;
  • retailer or distributor requirements;
  • relevant test reports or certificates; and
  • a list of decision-makers and approval stages.

What happens after the brief is submitted?

The brief is the start of scoping, not the final manufacturing specification. APL reviews feasibility, product classification, claims, testing, packaging, volume, target cost and timing. The agreed pathway, development deliverables, fees, ownership terms and production assumptions are then recorded in the proposal or project agreement.

For full custom-formulation packages, formula IP ownership is included as standard. Private-label and semi-custom projects use different formula-rights arrangements, which should be confirmed in writing for the selected pathway.

A final check before sending your brief

  • Can someone who has never heard the idea understand the product?
  • Have you separated requirements from preferences?
  • Are the claims and target markets listed?
  • Are the pack size, packaging responsibility and volume clear?
  • Is the target unit cost commercially connected to the sales channel?
  • Does the launch date allow time for testing and packaging?
  • Have all decision-makers agreed on the same brief?

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