Editorial Letter

Lending an Ear

Jessica De Vault Hale EDITOR When business owners think of charity, I notice that many focus too much on the financial aspect. It doesn’t matter if you’re an OTC retailer or a manufacturer; the most charitable thing you can do for your customers is to listen to them first. Too often, we tell customers what they should want and buy; we bombard them with our brand messaging in person and online. Yet, we don’t take the time to hear about their actual pain points and delve deeper into how our business can serve their needs.

By listening first, you can then learn how to serve your customer better. That may result in a new product collection, new sales in-store or, in some cases, providing sponsorship or volunteer efforts for an organization that benefits the community you serve.

That is the essence of this month’s Beauty of Charity edition - the act of serving.

But how does serving benefit you? It helps you connect further with your shoppers and demonstrate your genuine concern for their well-being. Companies like Procter & Gamble nailed this when they conducted a study on the effects of stress and scalp health. They discovered a deeper issue that needed to be addressed for its consumers and developed new products to solve those issues. Learn more about this unique study in the Scalp Stress story on page 16.

Other brands chose the traditional charitable route through sponsorships, sample programs and other community support efforts. We featured these companies in our feature story on page 52.

If you always considered the act of charity to be a simplified version of giving away money or free merchandise, reconsider your position. Remember, one of the best things you can do for your business is to think of your customers first.