The article focuses on the introduction of new product in the market and how it can gain general acceptance. Consumers' acceptance of a new product is likely to be slow unless it is backed by convincing evidence of its success. Retailers' first task is to educate the market about the new product. Also, new product has to gain legitimacy before it can convince the market. It can be achieved by scientific testing and user trials. Some companies will use prominent actors to endorse new product.