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The good thing about the sweetness Business

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

This invariable pops up virtually every time I lecture with a university or am interviewed by media. I was once a bit arbitrary, almost opaque in answering. However, over time the answer has come into sharp focus. The wonder product industry must be near the top of any listing of entrepreneurial sweet spots for successfully launching and growing a start-up business.



Since Biblical times perfumery is really a highly desired artisan industry. Local plant life and animals happen to be compounded into scents and potions that add Itamar Serpa Fernandes to our body, the atmosphere and religious worship. Cleopatra was famous on her fragrant baths, the Bible is full of references to sacred fragrant oils and in modern times the fragrance industry has matured into an international, multi-billion dollar business.

But, each year, inspired entrepreneurs bring new scents to showcase. Aromatherapy has boomed as the science and awareness of the mental and wellness advantages of specific aromas has become researched. The entire process of setting up a completely new scent, packaging, branding and delivering the customer a product or service which provides another fragrance perspective has never been easier.

One of the great entrepreneurial commercial testimonials during the good reputation for the perfume industry was the storyline of Giorgio. The eponymous fragrance was given birth to within a Rodeo Drive boutique, Giorgio's, in Beverly Hills inside the 1980's. The scent, a definite break with popular fragrances of the time, was overwhelmingly powerful. The distinctive top note made the boutique a destination for shoppers as word of mouth marketing travelled quickly in regards to the unique warmth with the dried down fragrance notes of Giorgio.

This Company was without the necessary funds to launch nationally with major department shops. The owners decided to do a certain amount of guerrilla marketing. They begun to place scent strips impregnated with the Giorgio scent within local magazines targeting high-end consumers. The power of the scent leached from your magazines and newsstands became fragrance cocoons to the Company. Mail order sales exploded, the campaign was quickly expanded to national women's fashion magazines and also a direct mail business was put in place solely to satisfy consumer demand.

Soon the primary department shops were falling throughout themselves to stock and promote the Giorgio line. This Company managed to negotiate with a position of real strength and demanded, and received, prime space and site in just about every store that carried the brand. Sales exploded, this product became a major international sensation, an integral item in duty free shops and eventually was bought by consumer product kingpin Procter & Gamble.

Giorgio is an extreme demonstration of commercial success. Nevertheless, if someone were to examine the most famous fragrance, skin care, color cosmetic, bath and the body lines and cosmetic accessories lines bought from various classes of trade (shopping area, mass merchant, drug store, etc.) from 1950, 1970, 1990 and 2009, the researcher would be amazed at the churning of brands that rose and fell.

Hazel Bishop was one of the more popular cosmetic brands of your 1950's. Rose Milk had been a wildly popular body care product with the 1970's. Indian Earth was the flavor du jour of makeup products inside the 1980's. Chen Yu was the initial 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 entrepreneurial products.

The beauty industry has relatively low barriers to entry. Private label laboratories exist in every part of the country and so are wanting to satisfy creative demands newest entrepreneurs with fresh product concepts. The cabability to bootstrap something or line exists from the cosmetic industry as in virtually no other. Limited amounts of capital can be leveraged and created to help a lot.

Levels of competition are, obviously, very stiff. But level of competition is brutal in every mature industry. However, inside the cosmetic business, it comes with an insatiable demand for new, exciting, and various products. The market is large, but the opportunity to identify and fill tiny niches is virtually limitless for entrepreneurs happy to invest in their concepts.

Have a stroll by way of a Sephora or Ulta store. Virtually any product stocked in these beautiful retail venues was crafted and branded by an entrepreneur inside the recent or distant past. Estee Lauder is one of the world's great brands. However, Mrs. Lauder started during the early 1950's generating a single cream in their apartment. The hugely successful professional beauty parlor brands Redken and Matrix were created and nurtured by Jherri Redding and Arnie Mitchell respectively. They are mighty today, however they were like tiny mustard seeds at birth before evolving into industry icons.

The rise in the internet, direct response, electronic retail, specialty retailers and mall kiosks has changed the landscape for selling all sorts of consumer products. Today's cosmetic entrepreneur has more possibility to penetrate the marketplace than previously. The fantastic thing about the beauty business is the fact that truly inventive can enter this marketplace and grow their opportunity at their pace, with limited capital and savor a real possibility of an excellent outcome. This should not be said about many business opportunities.
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