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What we tried to do with our first hair care company was to produce the very best formulas that we could. Generally, in the American hair care market, if you are going to introduce a shampoo, you go out and see what the market consists of and what the product competition is selling for. You want to be in that same ballpark, so you design your discounts and then you have a certain amount of money left to develop a formula. Instead of taking the typical steps, we started developing the formula first. As a result, we developed fabulous formulas because we had no financial restraint.
14
United States
