The most powerful marketing axiom I know is "If you can't fix it, feature it!" (read more here). Here's a new example: 3floz.com. Knowing that a lot of travelers have problems with the "3 ounces or less" airport security rule, this new webshop features the problem, with 3 oz. containers of luxury beauty brands like Dr. Hauschka, Archipelago Botanicals and others (all of which I never heard of, which is of course not the point). Their value proposition: No more worries about TSA confiscating your fave beauty products. Interestingly, they broaden their target audiences to "those who travel, those who are curious, and those who can't commit." Next up they hope are airport kiosks for people to pick up their luxury beauty products on the go. It's a beautiful thing.