Eric Ryan

Because we're all questioning what's in these products.

while at the same time bringing in this group that's written off fragrances but i think if you focused only on them it's a much slower build and just like nailing your emotional hook the idea of like you know fragrance you can finally wear and finding influencers who you know previously have never been able to wear a fragrance finally i can wear fragrance again hmm

Yeah, one other idea too.

So you're currently working with Anthropologie and I would imagine you're starting to think about Ulta and really working with a retailer to create this fragrance safe.

At the end of the day, you're not really building a brand, you're building a completely new category.

And I would really brand that category maybe around the idea of allergen-free fragrance and make that a destination inside of a retailer.

So if you sit down with Ulta, it's not about selling Haven, which by the way is a great brand name.

I think, again, the design is beautiful and you can really see your beauty background coming through.

But if you sit down with like an Ulta or a Target and work with them on this idea that Haven is not a new brand, it's really a new category.

And then brand that category and then position yourself, of course, as the leader of that category.

I really think this idea of allergy-free is relevant to everybody because it really means it's a safer fragrance.

I think you want to really build this fragrance back to like, at the end of the day, it is the most beautiful, amazing, like it just wins as a great fragrance that, oh, happens to be allergen-free.

that core audience who is really a need for them, I think that's a marketing tactic that is going to be a harder climb of convincing them that actually now fragrance is safe for you.

But I think ultimately to turn this into a big brand, you've got to serve both audiences.

And look, most innovation comes from like really serving the needs of an extreme user.

that then you apply that to a general population.

And fragrance, the challenge with fragrance is, yes, it's a big category, it's growing, but it's insanely crowded.

And I think the allergen-free really gives you a meaningful point of difference that's both rational as well as the emotion of selling a beautiful, fine fragrance.

Thank you.

Thanks, Christina.