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Corey Huggins: Driven to Beat the Odds
By: Brian W. Budzynski
Posted: July 6, 2009, from the July 2009 issue of GCI Magazine.
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The brand’s renewed purpose is not to espouse the perceived virtues of the famous, but rather to make “the [regular] you into the very best you that you are capable of being. We don’t just create beauty products; we create beauty dreams.”
With the newly branded products on shelf since March, consumer response has already validated the time and efforts of Huggins and his team. Foundation, always Black Opal’s signature seller, has seen further volume increases, and the new lines are also garnering positive feedback. “Women are willing to try new products [from a brand] they trust,” he says.
Moving forward, Huggins sees Black Opal in the position of leading its respective category through the ongoing economic strife, due to customer loyalty. “There are others you’re going to date, but you’re going to marry Black Opal, and it’s going to lead you through these tough, challenging times.” And Huggins plans to be right there the whole way: “It’s not about me, it’s about Black Opal. My time here has been all about achieving the Black Opal dream."