By Phill Hall
When you are doing laundry, have you ever considered what ingredients are used in your detergent? Back in 1992, Patricia Boswell gave that question a great deal of thought, which resulted in the creation of Safonique.
Available in both powder and liquid versions, Safonique is a non-toxic and hypoallergenic product that does not contain phosphate, chlorine, petroleum-based ingredients or dyes. This all-natural, eco-friendly product was the first to introduce pure aromatherapy to laundry detergent via the use of natural essential oils.
Originally sold in natural product retail stores, Safonique is now available from major retail networks including Wal-Mart. The product won the Food Marketing Institute’s prestigious International Health and Beauty Award for New Products in 2004, while Boswell was cited among the top entrepreneurs by The Wall Street Journal’s Small Business section. Boswell spoke with us about her work in bringing Safonique to the world.
Q: What was the inspiration behind Safonique, and was the first time that you created a product for retail distribution?
Patricia Boswell: The inspiration for Safonique came about because of my background as a health professional and my decade of manufacturing experience.
Q: How long did it take you to come up with the right formula for Safonique? And what were some of the ingredients that did not make the cut?
Patricia Boswell: The original formula was a powder in a 32-ounce reusable bucket, which took one year to create, and then there were several months of testing. The second formula for the 100-ounce product took two years, plus testing for numerous months. The 50-ounce pouch took one-and-a-half years to create, and the testing took approximate additional eight months. The ingredients were always plant base from the beginning.
Q: Your product is sold in major retail channels, including Wal-Mart. How did you arrange to get such a wide distribution for your product line?
Patricia Boswell: My distribution became reality because several key points: Hard work, networking, trade shows and senior management. But for all of that work. I was prepared at all times and really understood the business model of each supply chain I wanted to work with.
Q: What does the future hold for you and your product line?
Patricia Boswell: The future is very bright. We are expanding as a national brand and we have kept true to our brand and customers. The brand is without negativity and we keep improving our business model to keep the brand and the customer first while keeping a triple bottom line.