But what's cool, hot and hip doesn't reflect a woman's right to choose the right products for her own very personal needs. Analysts think this closely watched spin-off can pull it off. The brand does not exist until you create your own brand of beauty products online. Customers can even change the site's fonts, colors and beauty models to reflect their own preferences. After 20 years, a woman knows her skin type and how much time she spends in the sun.
Customers can choose the product's scent, color and packaging.
This means it can build a new product out of formulas that might never have made it out of the lab, yet suit a particular women's needs perfectly. If it doesn't appeal to the masses, we can't shelve it. What we've done is given women access to all these formulas. This company uses patent-pending manufacturing technology to build the customized products on the fly. That's what makes the spin-off all the more necessary, he says.