Personalization trend hits personal care with My Eco Lips

From shoes to supplements to skin care, consumers are looking for a customized approach to the products they buy. Why not for lip balm as well? Cedar Rapids-based Eco Lips recently launched My Eco Lips, a program that allows consumers to choose each ingredient that goes into their lip balms. Then the company's mixologists blend the components and ship the balm within a few days.Here, Eco Lips founder Steve Shriver talks about founding his company and how he's managed to create such an ambitious personalization project.(This article is excerpted from a full-length Q&A on NEXTAccelerator.com. Click here to view the full version.)