The Beauty of the Beauty Business

My marketing consulting/product development firm reviews numerous prospective consumer products from every category imaginable, each year. Sporting goods, specialty foodstuffs, auto accessories, juvenile products, toys, games, shoes, jewelry, in a position to wear and health and wellness products are only a short selection of kinds of items we review for funding and market launch potential. I am just often asked what is the space most easily penetrated by entrepreneurs?

This invariable pops up nearly all time I lecture in a university or am interviewed by media. I was previously a little arbitrary, almost opaque in answering. However, in recent times the best solution comes into sharp focus. The sweetness product industry need to be near the top of any listing of entrepreneurial sweet spots for successfully launching and growing a start-up business.


Since Biblical times perfumery has been a highly desired artisan industry. Local plant life and animals have already been compounded into scents and potions that add Itamar Serpa Fernandes to our body, the climate and religious worship. Cleopatra was famous for her fragrant baths, the Bible is stuffed with references to sacred fragrant oils and in modern times the fragrance industry has matured into a major international, multi-billion dollar business.

Yet, annually, inspired entrepreneurs bring new scents to market. Aromatherapy has boomed when the science and understanding of the mental and wellness primary advantages of specific aromas has been researched. The operation of building a completely new scent, packaging, branding and delivering the buyer an item which provides another fragrance perspective has never been so easy.

One of several great entrepreneurial commercial testimonials from the past of the perfume industry was the history of Giorgio. The eponymous fragrance was born within a single Rodeo Drive boutique, Giorgio's, in Beverly Hills from the 1980's. The scent, a definite break with popular fragrances of times, was overwhelmingly powerful. The distinctive top note made the boutique a place to go for shoppers as word of mouth marketing travelled quickly in regards to the unique warmth from the dried down fragrance notes of Giorgio.

The Business did not have the essential funds to produce nationally with major malls. The owners made a decision to do a little bit of guerrilla marketing. They begun to place scent strips impregnated together with the Giorgio scent within local magazines targeting high end consumers. The effectiveness of the scent leached coming from the magazines and newsstands became fragrance cocoons for your Company. Mail order sales exploded, the campaign was quickly expanded to national women's fashion magazines as well as a direct mail business was create solely to fulfill consumer demand.

Soon the primary department stores were falling all over themselves to stock and promote the Giorgio line. The Company was able to negotiate with a position of real strength and demanded, and received, prime space and site in each store that carried the manufacturer. Sales exploded, this product became a global sensation, an essential item in duty free shops and eventually was bought by consumer product kingpin Procter & Gamble.

Giorgio is an extreme type of commercial success. Nevertheless, if a person would examine the most common fragrance, skincare, color cosmetic, bath and the entire body lines and cosmetic accessories lines bought in various classes of trade (department shop, mass merchant, pharmacy, etc.) from 1950, 1970, 1990 and 2009, the researcher might be amazed at the churning of brands that rose and fell.

Hazel Bishop was just about the most popular cosmetic brands with the 1950's. Rose Milk was a incredibly popular body care product of your 1970's. Indian Earth was the flavor du jour of beauty products inside the 1980's. Chen Yu was the original classic nail care line after World War 2. Francis Denny, Germaine Monteil, Imperial Formula and Alexandra de Markoff were popular specialty store skin treatment brands. All were founded by entrepreneurs, enjoyed widespread distribution, commercial success, fell from grace, and were replaced by a newer generation of
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