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The process of launching new products to market is often a closely guarded secret in many professions. For Jean Shea, founder of BIOTONE, her secret is simple: be open and creative with new ideas. We spoke with Shea about how she maintains her creativity when developing new products for BIOTONE as she shares the company’s latest product to hit the market. 

Massage Today: You have a history of creating various crèmes, oils, and lotions for market. How do you stay on top of trends or customer feedback on what to create next?

Jean Shea: When I was young, I would look for things in the yard to crush up and mix with other ingredients to create a product of some kind. That goes back a long time ago, but I think this was the starting point of me being creative and taking chances. Now, as the founder of BIOTONE, I always want to be aware and open to what is becoming popular in the mainstream market—even though some products would not be appropriate to the massage therapy profession—it is a strong starting point for me to maintain my own creativity. I also give a lot of thought on how various products can be modified and work well for massage therapists.

MT: What sets BIOTONE apart from others when it comes to creating new products?

JS: At BIOTONE, we have a willingness to take a leap and try something new. For example, the disposable face cradle cover was created by BIOTONE. The idea came about from someone who was traveling on an airplane years ago, asked for a pillow, and was amazed at how soft it was.  We modified the idea further and now the disposable face cradle cover is sold all over the world. This is just one example of how we stay open in any environment to new ideas that may be sources of inspiration for us to help the massage profession. 

MT: What is the most challenging part of creating new products for market? 

JS: Getting started. And being willing to accept failure. We have had good products that were unfortunately failures because we misjudged the market. On the other hand, we use our successes as a strong step forward to create new and exciting products. 

MT: What is the significance of introducing new products into the market?

JS: Being able to maintain a fresh approach to innovation of new products is incredibly significant for any business, especially in the massage therapy profession. Customers get excited over new and fresh products and want to try them. Regardless of their eventual market performance, staying innovative and looking at things in a new way is important for us. 

MT: What would you like massage therapists to know about the technology or innovation behind BIOTONE’s products? 

JS: BIOTONE is a true innovator within and for the massage profession. Like I mentioned earlier, ideas come from all different places, and sometimes from past products or customer feedback that we’ll start working on. 

MT: What new products have recently launched for BIOTONE?

JS: We recently launched the Truly Coconut Massage Oil.  This is an exciting oil since it has organic unrefined coconut oil as well as a very light natural aroma of coconuts. I personally love it and it reminds me of being younger and spending time at the beach in San Diego, CA, with the smell of fresh coconut oil all around. It takes me back to those fun days.  

To learn more about BIOTONE, visit their website.

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