Cozy Friedman

Creator, Socozy kids’ hair care

“In my first try at launching a children’s hair- care collection, I wanted to use sophisticated packaging to appeal to moms—a total departure from other kids’ lines. Against everyone’s better judgment, I was dead set on clear bottles. It was impossible to read text on them, and the media couldn’t photograph them. It was a visual nightmare. We had to repackage the collection, which cost $75,000, took 11 months, and led to lost sales. Ten years later, our products are sold at national retailers and look great.”