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Subjective and Objective

By: Chris Dodge
Posted: August 8, 2013

page 4 of 4

As far as objective properties, I am not aware of any big difference between the high and lower cost oils. If you are buying it for subjective, you need to see if that is enough to justify the costs. Is it the primary focus of you subjective product? Identifying your product's subjective properties will help you tailor to the consumer and to the market, as well as help focus the perception of the product better upon the customer.

Here is how: color and fragrance dominate most categories in the subjective spectrum of beauty products. I have helped many companies in over 70 countries, and I can tell you that color and fragrance have the dominate position in perception of a product line.

What most companies need to think is this: Are you selling your product because it is a good product that benefits the customer, or are you someone that sells fragrance? If you sell a product that benefits the consumer, the color and fragrance should be open to change for that market. Large companies are quick to identify this and make corrections. Medium-size companies are can have a hard time figuring this out or don't want to change, and small companies are not in a position (they think) to make changes. This is one big reason why many medium-sized companies do not become large-sized companies. Being versatile and flexible is always important—and often particularly so in the beauty business.

Chris Dodge is the chairman emeritus of International Commerce Development and the director of global business development for the Gulf Beauty Association. He has received many awards and recognitions for his service and was recently asked to be on the advisory board for the Chemist Society of Turkey.