I have recently been hired as a sales rep for a newly developed organic skin care line, which was developed by a friend of mine. The ingredients are all natural, without toxins, harmful preservatives, etc., and it is a very professional upscale looking product line. She wants me to market the product starting with doctor’s offices, pediatricians, dermatologists, etc. She thinks it is an untapped market and is where she wants to start with the line. I thought that we should try health food markets like Whole Foods, or other places that share the whole organic philosophy, maybe full service salons or boutiques, etc. I recently took some samples to the Center for Holistic Medicine, and asked to be contacted with their opinions about the line and whether they are interested in carrying some products. Any advice on where to go and how to start?

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Jay’s Answer: It’s a big market, with lots of competition already. If you do get on the shelf at Whole Foods, yours will simply be another product on their shelves, and unlikely to generate many purchases.

Start by targeting under-served markets. Is there a skin problem that your products heal better than any other product out there? Maybe a location in the country where organic skin care hasn’t penetrated (and is the right demographic for you)?

Consider private labeling the product to high-end spas and private gyms. Also, cross-marketing with related products – high-end hair care, nail care, and even outdoors-related businesses.

You might want to sell B2C to get the word out directly. To get more consumer awareness, try doing something win-win: provide foot rubs for your local Avon Walk For Breast Cancer with your products (or provide the product for others to use).