This page contains a Flash digital edition of a book.
Personal Care Products in the U.S.” Packaged Facts Tom Garlick, vice president of the brand division at Simply with wildflower seeds. A bag of organic soil is also provided.
forecasts the market to have a retail value of more than Be Well Organics, in Fall River, MA, says an increase in “The concept is to unwrap your soap, and instead of
$10.2 billion by the end of 2012, with skin care leading the overall “green” consciousness also helps drive sales. “People throwing the wrapper in the garbage, throw it into your
way, with a projected value exceeding $5.6 billion. who buy our products are looking for them because they planter with the soil provided and grow yourself a garden,”
are organic, they’re not harmful for the environment and says Danielle Fleming, founder and president of the company,
Projected U.S. Retail Dollar Sales of
there is no animal testing,” says Garlick. in Clarks Summit, PA. “All components are recyclable,
Natural Personal Care Products
People also buy the products because it makes them reusable and sustainable.”
Source: Packaged Facts
feel good, says Bettijo B. Hirschi, owner of Bath by
I
N Hirschi, of Bath by Bettijo, says there used to be a
A
R
Year Total, $ millions % Change
Bettijo, a wholesaler of natural and organic bath and body A

time when organic and natural products had more of a
O
R
2012 10,216 8
products in Tolleson, AZ.
G
“granola appeal,” and their packaging was not high-end.
A
N
2011 9,463 8.2
The product range
I
Not anymore. For example, Tub Tea, the company’s number-one
C

B
2010 8,742 8.6
Bath by Bettijo started with a desire to bring healthy products
O
seller, comes in a glass bottle with a reusable, antique-style
D
Y

2009 8,052 8.9
to the market, as evidenced by its slogan, “Healthy is In,
C D
A
R
A
E
N
2008 7,395 10.1
Here’s What’s Out.” The ingredients on the company’s I
E
L
L
E
2007 6,716 10.7
“What’s Out” list include dyes, fragrances, sulfates and

&
parabens —all chemicals commonly used in the manufacture
2006 6,069 11.3
Brazil, and uses ingredients from the Amazon. These

C
O
of bath and body products. “What’s In” are ingredients such as
M
include acai, an Amazonian palm berry that has a high
P
A
whipped shea butter, beeswax, Dead Sea salts and grapefruit.
N
concentration of antioxidants; and murumuru, from a tree
Y
Reasons for growth
Anna Cirronis, the founder of Erbaviva, started out
rich in oleic acid, which hydrates skin and hair. Top sellers
Minowa says there are a number of reasons for the rise in
wanting the best for her baby. The company still focuses
are hand and foot cream, containing murumuru butter and
organic bath and body products. Topping the list: concerns
on babies and mothers-to-be, with products such as
certified organic babassu nut oil. Florestas products bear
about health. Having children is a big motivator for buy-
Organic Baby Lip and Cheek Balm, made with organic shea
the “Eco-cert” seal, a European organic certification.
ing organic, Minowa says. Customers buy organic for their
butter; andQuease-Ease Lip Balm, made with peppermint
Inara Organic Body Care, in Englewood, CO, is
children first, then they buy for themselves.
and ginger.
another company that brings a touch of the exotic to the
Bridget Gray, owner of the children’s and maternity
Y
American bath and body market. Babassu, a Brazilian fruit
clothing store Wiggle Room, in Bethesda, MD, agrees
N
A
P
with Minowa’s assessment. She says more and more of her
M
in which oil is extracted from the kernels, has a high fat
O
customers are looking for organic products for babies. “People

C content. “When you put it on the skin, it actually starts
P
A
who don’t necessarily think of themselves as green, when
O
melting,” says Inara founder Anne M. Dolbeau. It’s in

S
tea infuser. It contains herbs and botanicals, such as
N
every single product that they sell, she says. Babassu body
they get pregnant, that’s when they start thinking of these
I
A
T
spearmint, eucalyptus, lavender and chamomile.
things,” she says. So much so that Gray recently offered a
I
S creme and sugar rub are some of Inara’s bestselling products.
R
H
Another way to entice gift buys is through color.
workshop on protecting baby from environmental toxins.

C
S
Green products; green companies
Simply Be Well’s line comes in four different flavors:
S
Gonzalez, of Erbaviva, also says health concerns are a
A
P Consumers often expect companies to be green not only in
fragrance free, rosemary mint, lavender vanilla and
big reason consumers seek organic products. Whether
what they offer, but also in their business practices. For
pomegranate. Each flavor has a distinct color. The retail
proven or not, there is a strong connection in consumers’
that reason, all packaging at Erbaviva is recyclable or made
trick of grouping colors together to create a strong impact
minds between chemicals and cancer. Packaged Facts reports:
from recycled glass, according to Gonzalez. Erbaviva ships
works well here, Garlick says.
“Americans are so afraid of getting cancer that a small
in biodegradable peanuts, reuses as much cardboard as
Work nature into your displays
amount of publicity connecting a product or ingredient
possible, and runs trucks on bio-diesel.
In addition to great packaging, display know-how is
with the disease is enough to embed that connection in the
Larger social good also comes into play. For example,
important. In this market, it’s all about capturing nature.
collective consciousness for decades.” Many Americans perceive
Inara Organic Body Care supports a women’s cooperative
Paula Lindsay, owner of The Pass Christian Soap “People love to see raw ingredients. At our shows, we take
natural and organic products to be less harmful to health.*
in Maranhao, Brazil, through fair trade practices.
Company in Daphne, AL, manufactures and wholesales
“Green-mindedness definitely plays into things.
nearly natural bath and body products—the soaps use
Marketers are tying in their positioning to green
synthetic fragrances, but the rest of their ingredients are
consciousness,” says Timothy Dowd, senior analyst at
natural. Lindsay says the company’s customers are looking
Packaged Facts. Practices like fair trade appeal to the same
for handmade quality. Its popular handmade products include
kind of consumer, he says.
Fresh Lemongrass Hand Soap, designed to naturally
remove cooking smells from hands; and the Oatmeal, Milk
Sell the product and the package
and Honey line, especially suited for those with sensitive skin.
Retailers can capitalize on the innovative packaging
offered by many wholesalers. Take Danielle & Company’s
A touch of the exotic
award-winning All-in-One Organic Soap Garden. It features
Exotic ingredients, delivered from worlds away, can also be
organic shea butter bar soaps and shea body washes in a
appealing in this category. Florestas Organic Botanical, a
biodegradable planter, made from rice and grain byproducts.
maker and marketer of organic bath and body products in
The lid is a biodegradable saucer. Soaps are wrapped in
BATH BY BETTIJO
Long Island, NY, was founded in 2002 in Sao Paulo,
lotka paper (a handmade, acid-free paper) and embedded SWEET GRASS FARM
greenretailermag.com n Summer/Fall 2008 n GREENRetailer
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