It is concerning, as has been pointed out here that POHs...

It is concerning, as has been pointed out here that POHs strategy has been to partner and avoid the distribution and marketing costs. Now they are taking these on and as has also been pointed out here this is a very costly and competitive area.

It also indicates that this is very likely to distract and shift resources from their stated core business of Pharma products.

This could be a big error in judgement.

On the other hand, POH may have realised that their products are so much better than anything else, that this could be an indication that their strategy could change to a strong focus on cosmetics. This may be an initial toe in the water.

Either way for a company with about 20 staff, it is a massive undertaking by themselves. And probably very risky.

PS I think the Elixir packaging looks like medicine packaging not sexy marketing usually used for cosmetics.

I am nuetral on this decision with a leaning to nervousness.

cheers all