By  on November 30, 2012

Last Christmas in London, Joanne Crewes went undercover as part of Harrods’ beauty staff, selling more fine fragrances than any of her colleagues. “We see the consumer as boss,” said Crewes, president of Procter & Gamble Co.’s Global Prestige division.

By directly interacting with consumers, said Crewes: “You really get to know what matters. You get to know whether the product seems like it’s innovative or not, whether the value is right, whether the packaging’s right. And in that instant, just meeting the consumer, it’s like frontline — it’s raw.”

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