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www.IndependentRetailer.com COVER STORY Fragrances &
Scented Products continued from page 68
day, people who returned raved about the line. “The product is made from a specifi c sea salt that’s very absorbent,” Patterson says. “It holds the scent better than potpourri. And the color process sets us apart, as we have a process for the coloring that’s permanent. We also add more fragrance to the rocks, to help make it long lasting.” Exactly how they do what they
do is a corporate secret, but an explainer on the Planet Natural web page hints at the process: “Although still a relatively new category in the home fragrance
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market, crystal potpourri has quickly become an ideal substitute for scented candles, diffusers and botanical potpourri. Our scented crystals provide an even better, longer lasting fragrance, from 30 to 60 days longer, than our com- petitors and other manufacturers in the industry. This is possible by our proprietary aging process, dis- tinguished coloring methods and our commitment to using only the fi nest quality, all natural raw ma- terials available. The same high grade oil used in our manufac- turing process is also bottled for refreshing the Rainbow Rocks.” Planet Naturals has some 30 fragrances available,
different
those that it calls its “true perform- ers.” These include the bestsellers:
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Earth, Wind and Fire. The fi rst is a patchouli mixture with earthy undertones, and is quickly becom- ing the company’s number one seller. There is also strong interest in Wind, which Patterson says has a kind of fl oral scent that’s very popular, and the fall fragrance Harvest, which features a country store and cinnamon mixed scent. Planet Naturals is rapidly expand- ing its base market, selling to distributors online, thousands of independent gift shops, and even some big names like Waterford Crystal, Neiman Marcus and Bar- neys. They offer a minimum order startup package for between $200 and $300, but that translates into a retail profi t of four times that,
continued on page 72
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