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Profile: Changing the Mood

Posted: November 8, 2007, from the November 2007 issue of GCI Magazine.

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Marketing the line began with basic word of mouth. “While I was still in school, I sold my products at a local farmer’s market. Once the market was over, my customers would come to my home to place and pick up their orders. It created its own buzz locally, and it was amazing.” Fleming eventually opened her own retail store, but closed it after three years to concentrate on the national demand for her product line. “We now sell our products to [more than] 65 upscale boutiques and spas across the [U.S.] and in Canada. In the next few years, we would like to see our product distributed in over 300 locations domestically and gaining a presence in the international market. Our goal is to become an internationally recognized brand.”

Fleming sees the line as a niche brand that she hopes to position as an organic contemporary brand appealing to mid-range and upscale boutiques and spas catering to the lifestyle consumer.

“You will hear me saying in the office all the time, ‘We are not selling soap, we are selling a concept.’ The concept is that our products will help you get into a specific mood by simply bathing.”

While consumers are encouraged to consider the mood they wish to achieve when sniffing various soaps, Fleming is quick to point out what her line is not. “This is not aromatherapy. It delves deeper into the science of scent stimulus and how it results in a behavioral change.”