The game in beauty is changing so much if your product isn't high tech or can't make a unique performance claim - plump your lips reduce your lines look glossy and stay on for 24 hours - you can't go to market today. I'm not just talking about a $20 lipstick but a $5 lipstick!
When I am getting ready to reason with a man I spend one-third of my time thinking about myself and what I am going to say and two-thirds about him and what he is going to say.
