Editorial

When I Grow Up…I Wanna Blog

By Tom Branna, Editorial Director | September 4, 2013

Forget ballerina or fireman, some of today’s most tech-savvy and opinionated kids (and young adults, too) are making a living by telling people what they think—about your products. Whether it’s a lipstick, anti-aging cream, dish detergent or shampoo, somebody, somewhere in cyberspace is telling the world your new product rocks or, in some cases, sucks.

But not all of these pontificators share their thoughts gratis. More and more of them are getting paid to opine about your products. In fact, some of the most popular bloggers earn six-figure salaries to share their thoughts and now, smart marketers are learning how to harness the power of bloggers to help spread the word to the world about the benefits of their creams, lotions and serums. In the weeks and months ahead we’ll explain how to get in on the action, take advantage of all the opportunities, and avoid some of the pitfalls, in this emerging category.

For now, turn off the iPhone, put down the tablet and cuddle up with this edition of Happi (unless, of course, you’re reading this issue on one of those devices—which you can, by the way, thanks to our free app). This month, we surveyed surfactant executives to get their opinions on what’s driving this all-important segment and report on the latest trends in the UV protection segment. 
Also, with people spending more time indoors as the weather turns cooler, new product introductions in the environmental fragrance market are starting to heat up.

Finally, don’t forget to reserve your seat at Happi’s Anti-Aging Conference & Tabletop Exhibition, which will be held Oct. 29 & 30. For information and registration, click here.

We hope you enjoy this edition of Happi. We welcome your comments and suggestions…and while you’re at it, “like” us on Facebook and follow us on Twitter. It’ll make you feel like a kid again.

Tom Branna
Editorial Director
tbranna@rodmanmedia.com
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