How does a product evolve from an idea to the shelf?

On this episode of Built On Strategy, we are joined by Sherrel Sampson, Founder and CEO of Canviiy Beauty Products. We discuss the process of transforming an idea into a full product line and the journey, challenges and triumphs of bringing consumer packaged goods to market. Sherrel’s approach of considering herself as a customer informs all of the strategy in developing her organic line of beauty products formulated from natural ingredients. In the current cosmetic market, it is essential to understand the nuances of working with organic chemists for formula research, development and ownership (which Sherrel likens to intellectual property in her industry). Canviiy products are sold at several major retailers, and Sherrel breaks down the methods in which her scalp treatments broke into the market and possible directions for growth in the future.