Susan Kropf, President of Avon Products Inc., has a message for brand managers, designers, and retailers. You need to spend more time walking in consumers’ shoes if you want to make your products more than just functionally relevant to consumers.

Kropf’s insights have been shaped by 35 years working at Avon, which has grown to $8 billion in annual revenues. She says that team members involved in package creation should talk to consumers frequently—in the environment in which they shop. They should also remember that they’re consumers, too.

“The places where I shop, there are things that I would buy if the stores had them out, but they’ve never asked me about them,” Kropf told an audience at the recent Health and Beauty America show in New York City.

“The places where I buy, they’re not watching what I buy and when I buy it. Those are opportunities that are lost.”