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A Happy Marriage

By: Lisa Doyle
Posted: July 13, 2011, from the July 2011 issue of GCI Magazine.

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However, it is important to note that the size of a brand is not a reason that these retailers would pass over it or not give it a fair chance to succeed in store—in fact, it’s quite the contrary. “Smaller brands help us differentiate our cosmetics business from the rest of the distribution, and are equally important as the larger brands,” says De Stefanis. And at C.O. Bigelow, small niche brands are instrumental to the apothecary’s success. “If it’s not a well-known brand and we really love it, we will stick with it and help build it because we want our customers to fall in love with it, too,” says Ginsberg. “There are plenty of things you can buy anywhere, so we have built our reputation on having really unique things. Every visit, a customer will find something they didn’t see before. It’s all these great little things that you’d never yet discovered.”

Lisa Doyle was formerly the associate editor of GCI magazine and is a freelance writer in the Chicago area. Her work has appeared in Skin Inc. magazine, Salon Today, America’s Best, Renew and Modern Salon.