Successful Entrepreneurs Share Brand-Building Pointers, Recall Faux Pas

摘要

At Cosmoprof North America, a trio of industry vets shared with aspiring entrepreneurs their experiences, including some of their most regrettable faux pas, in taking a beauty brand from concept to commercialization.The speakers agreed that in order to make it as a beauty startup, one's product has to fill a gap, if not invent a category."You better go [to buyers] with something that's going to wow them in every way," said Scott-Vincent Borba, BORBA Inc. CEO and creator of BORBA Skin Balance Water, during the Aug. 1 session. "You better go in there knowing that you have something radically different."