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In the Mood

Warm retailers up to your new product, even if it's in a category all its own.

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This story appears in the October 2005 issue of Entrepreneur. Subscribe »

The entrepreneur: Kathryn Goetzke White, 34, founder of Innovative Analysis Inc. in Annapolis, Maryland

Product description: Mood-lites, dubbed "light bulbs for your lifestyle," are colored light bulbs that were created according to research on how colors affect moods. Available in seven colors, from Happy (yellow) to Serenity (turquoise), the 25-watt Mood-lites produce a soft glow similar to a candle. With a suggested retail price of $4.95 to $5.95, Mood-lites are sold in Linens 'n Things and specialty outlets such as spas, natural-food stores and college bookstores nationwide. They're also sold in some Ace Hardware and Bed Bath & Beyond stores.

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