The lanky leader puts out that vision for his company's growth while standing next to workers packing customers' online orders. The Dolce&Gabbanareference is aloftysales goal, but it's likely not the most outrageous thing the workers haveheard from their CEO lately.
Deciem's tagline is "the abnormal beauty company," and the heading onTruaxe's online bio proclaims "The CEO is screwed up." Given that, unusual comments from the boss would seem to be part the brand's identity.
Deciem makes more than 300 skin care products under 10 different product lines sold online and in 24 stores located in Toronto and Vancouver and in five other countries, including the U.S.
That's what appealed to two young customersCBC News spoke to at the store in Toronto's Kensington Market area.
It's "completely unheard of in the beauty industry, even for drugstore brands," said CherylWischhover , who writes about the beauty industry for New York-based retail industry websiteRacked.
Typically in the beauty business, products are marked up "80, 90 per cent 10 times what they cost to make," she estimated. "Because of marketing, because of packaging, because, you know, customers have the perception that the more expensive something is, the better it is."
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