TARGET’S SPECIAL EDITION products are a novel way to generate interest in the mass market- place with a limited time span on the store shelves. Looking for a way to roll out and test new fragrances in its line of hand wash offerings, Method jumped on board with the concept. This summer, the company launched a limited edition fragrance, mandarin mango.
According to Method, the fragrance has been so successful it will add mandarin mango to
its permanent lineup of hand washes. It joins the collection of triclosan-free formulations
available in scents such as cucumber, French lavender, pink grapefruit, sweet water and sea
mineral, to name a few.
More info: www.methodhome.com
Hand Wash Guest Stars and Lands Permanent Role
for The Dial Corporation, Phoenix, AZ.
The Body Shop is also looking to whisk shoppers away to a
remote island with its coconut bath and body range. Designed
for normal to dry skin, the line is packed with active natural
ingredients and contains organic, cold-pressed, virgin coconut
oil, sourced for the first time from the pacific islands of
Samoa, according to the company. The range features everything from a shower cream to hand wash. For Holiday 2009,
The Body Shop is offering the Nutmeg & Vanilla Collection,
reminiscent of home-baked treats.
Philosophy—well-known for its 3-in-1 shampoo/shower
gel/bubble bath products—is also getting cozy with The
Cookbook, six “recipe-inspired” cleansers (pumpkin spice, red
velvet, hot cocoa, warm pear cobbler, gingerbread and cinnamon buns) in a gift set.
Soaps Raise the Bar
Even as sales of shower gels and scrubs climb, the classic bar
soap offers a novel way to clean in its own way with new and
exciting fragrances and textures. Deodorant variants such as
Irish Spring ($49 million in sales for 2009, said IRI), Lever
2000 ($36.2 million) and Dial Clean and Refresh ($34 million)
lead the way in the soap category; while classics such as Dove
bar soap ($197.7 million) and Ivory ($32.7 million) lead in the
One way to garner interest is to revamp or expand your
brand. For example, popular kids’ cleanser Mr. Bubble is getting a makeover this year. The iconic bubble bath, which is
now owned by The Village Company (TVC) of Chaska, MN,
even has some new sister products, including Mr. Bubble
Foam Soap. In addition, Mr. Bubble has received pediatrician
“The purchase of Mr. Bubble has been a great acquisition for
TVC,” said Frank Klisanich, president and chief executive
officer. “It is a recognized brand that we have reenergized and
given some much needed attention and innovation.”
Another pink product reaching out to a different segment—
those looking to support Breast Cancer Awareness (see
HAPPI.COM for more on BCA)—is from Avon. The company
rolled out Breast Cancer Crusade Moisturizing Bar Soap last
month. According to the company, this gentle and moisturizing glycerin-based soap is ideal for face and body and features
a refreshing grapefruit fragrance.
Natural formulations are all the rage this year—thanks to
the growing green trend, which shows no sign of slowing in
2010. Portico re-launched its spa range, the first phase of the
company’s re-emergence as an eco-friendly brand catering to
the beauty/spa and home markets. The range features everything from body washes to exfoliating bath bars and is available in three signature scents: soothing Cucumber +
Grapefruit—light, crisp and clean; invigorating Blood Orange
+ Jasmine—fresh, zesty and sweet; and seductive Amber +
Olivewood—rich, sensual and exotic.
Earth Therapeutics is also banking on exfoliators to liven
up its bath and body range. The brand recently rolled out a
“loofah-and-soap-in-one” product. The glycerine-based bar
soap is available in Aloe Vera & Kiwi, Oatmeal & Honey and
Peaches & Passion. Going back to basics, the 30-year-old
Molton Brown brand is also launching an exfoliating oatmeal
bar soap in response to the demand from its popular hotel
line. According to the company, the texture gently helps to
smooth the hands and body, while a creamy lather helps to
soften, soothe and rebalance as it cleans.