A smaller portfolio can support a stronger business Beauty and personal-care entrepreneurs can be tempted to launch a broad catalog because digital storefronts make additional listings inexpensive. Manufacturing, inventory and customer education do not become inexpensive in the same way. Each formulation and pack size creates operational commitments. For a business serving BRICS markets, a focused range that solves a clearly understood customer need can be more commercially persuasive than a large collection of loosely differentiated products. Modern product development should connect formulation, packaging, distribution and repeat purchase. A launch is successful only when customers understand the offer, the product performs within its stated claims and the company can replenish it at an acceptable margin. Start with a usage situation and a channel A salon purchasing…