First step is to make product identity which you think should best suite your product. You need to focus on the advantages of your product you think are the best for improvement of skin. Keeping those advantages you need to come up with an identity of your item. Like if your product increases the fairness of skin then you can have an Identity for your Soaps that focuses on fairness and attracts customers those are looking to increase fairness. Your Identity should be targeted that way you will be able to attract quality customers.