Link Your New Launches to Your Hero SKUs

Imagine this:

You're obsessed with a brand's hero product. You buy it regularly, recommend it to friends, and are a full-on evangelist for it.

Then, they launch something new and exciting—and you want to buy it... but you hesitate.

Why? Because you don't know how it connects to what you already love.

This is a huge missed opportunity for brands.

Your core customer already trusts your hero product. If you don't bridge the gap between your existing bestsellers and your new launches, you're making them do extra work to convince themselves to buy. And most won't.

Let's talk about why this happens, how it hurts sales, and how to fix it.

The Problem: Why Brands Fail to Connect New Launches to Hero SKUs

Problem #1: No Clear Connection in Product Messaging

Your customer already loves your hero product. They trust it, they buy it, and they're engaged with your brand.

But when you launch something new, there's no bridge to help them understand why they should care about it.

Example:

A brand known for its amazing-smelling hand sanitizers launches body mists—but nowhere in their marketing do they connect the scents.

What customers are thinking:

"I love the Citrus Grove scent, but does the Citrus body mist smell the same? Will I like it? Which one should I buy?"

When brands don't answer these questions, customers hesitate.

Problem #2: The "Figure It Out Yourself" Trap

Customers want to feel confident about their purchase—but brands often don't provide enough guidance.

Instead, they drop a new product and expect customers to figure out on their own which one to choose.

Example:

A fragrance brand launches a new scent but only lists three random fragrance notes instead of giving customers a real-world comparison.

What customers are thinking:

"I don't know what 'Summer Breeze' smells like. How does it compare to scents I know and love?"

If customers don't feel confident, they won't buy.

Problem #3: Weak Product Education in Influencer & UGC Content

Influencers and UGC creators drive discovery, but they don't always provide useful product education.

If your scent is nuanced and complex, but your influencers are saying "it smells sweet," you're not helping customers decide. Of course you can't control what they say, but you can support them in their content creation by offering key points and memorable, descriptive keywords.

What brands should be doing:

• Share real talking points about how the new product connects to existing bestsellers

• Encourage them to compare scents and make recommendations

• Feature side-by-side product pairings in content

Influencers should make it easier for customers to buy…not just post aesthetic content.

The Fix: How to Link New Launches to Hero Products (and Sell More!)

Step 1: Build a Connection in Product Descriptions & Retailer Pages

Use your hero SKUs as the starting point.

Example of what brands should say:

"If you love Citrus Grove Lotion, you'll love Fresh Sunrise body mist—it has the same citrusy burst with a softer, floral dry-down!"

How to do this:

• Create comparison charts on product pages

• Add cross-links to hero SKUs in new launch descriptions

• Highlight best product pairings to encourage basket-building

Make it easy for customers to find the connection.

Step 2: Educate Through Interactive Content

Customers love fun, engaging ways to explore products.

What brands should be doing:

• Fragrance quizzes — Help customers find their perfect scent match

• Instagram Stories Q&A — Talk about how new scents relate to existing ones

• Live demos & comparisons — Feature team members comparing new scents to bestsellers

Help customers "smell" through the screen.

Step 3: Train Influencers & UGC Creators to Sell More Effectively

Instead of:

"This smells fresh and fruity!"

Say:

"If you love X scent, you'll love this one—it's slightly sweeter but has the same crisp citrus notes."

What brands should be doing:

• Give influencers a cheat sheet with hero-to-new-launch comparisons

• Encourage them to showcase product pairings in their content

• Feature side-by-side comparisons in brand-owned content

Aesthetic videos alone won't sell—education drives conversions.

Why This Strategy Works (and Builds Bigger Baskets!)

1. It Lowers Purchase Hesitation

Customers feel safe trying something new when they already love something similar. Don't let them abandon that cart!

2. It Builds Trust & Strengthens Brand Loyalty

When you guide customers through your product lineup, you position yourself as an expert they can trust.

3. It Naturally Increases AOV (Average Order Value)

Linking new launches to hero SKUs encourages basket-building.

Example:

Someone buying their go-to hair product is more likely to add the matching fragrance if they know it pairs well.

This is how you turn a single product purchase into a routine.

Final Thoughts: Help Customers Buy From You!

Your customers want to buy more from you.

But if you don't connect the dots between your bestsellers and your new launches, you're making them do extra work to convince themselves.

And most won't.

Make it easy:

• Tell them which new product matches their favorites

• Give them comparison tools & pairing guides

• Train influencers & UGC creators to speak about products in a way that actually helps sell them

This is how you launch smarter and sell more.

Want to Improve Your Product Education? Here's Your Next Step

• Comment below: What's the biggest mistake you see brands making in product education? Let's discuss

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