Our first cream was made at the initiative of my father (editor’s note: a doctor), who helped us develop this formula. The cosmetic turned out to be an absolute sales hit – even without any advertisement. It sold in hundreds of thousands of pieces. This cream has taught me something important: that it is the customer who really decides about the market. If the company listens to their needs and offers a product that meets their expectations, then it can be a real success. We decided that it is worth following this customer even further, very consistently. Create a brand especially for them.
Our experience has shown that behind the brand there must be a philosophy. This started to distinguish us from others: creating a brand of antiallergic cosmetics. We could make this one product or even the next, and in addition produce cosmetics similar to those that were already on the market. This, however, would be a way to nowhere, blurring your own identity. For us, it was important to build the brand clearly and consistently since that moment.
We knew that specialization matters. That’s how it looked in the West. We knew that it would also be important in Poland …
There are thousands of brands around the world, but not many of them have any philosophy. Companies produce cosmetics, some similar to others. In the case of many brands, if one were to disappear from the market, customers probably would not even notice it …
[Source: Lidia Lewandowska “Beautiful Stories. The Success of Polish Cosmetics Brands”, PWN 2016]