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In My Opinion: Air Care—Imagination vs. Regulation

By: Jill Belasco
Posted: November 5, 2008, from the November 2008 issue of GCI Magazine.

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While increased regulatory measures can sometimes constrain creativity, these measures can also offer an opportunity for thinking differently about technology and consumers. The era of “me too” product development in the home fragrance industry has come to an end, and more advanced and nuanced technologies will determine the leaders in the category.

By working within our industry with our clients, suppliers and competitors to ensure that government oversight is both fair and practical, we keep the playing field level for everyone. If we are in the business for the long term and want our clients and our consumers to keep buying, the challenge of playing by the rules can encourage inventive thinking, stimulate fresh product ideas and afford us the opportunity to change the paradigms of our business.

Jill Belasco is the founder, president and CEO of Maesa Home—a designer, manufacturer and distributer of private label fragrance and personal care products. She has more than 20 years of senior sales management and marketing experience in the cosmetic, fragrance and accessory industries.