ucts under the Pretty Touch banner. The
Pretty Touch line includes Acne Killer treatment pads, Makeup Gone eye and lip pads
and Wash Away face cleansing wipes.
“We developed this line because—now
more than ever—beauty consumers are
seeking value with every purchase…they
want performance, convenience and a great
price served up with a bit of fun, glamour
and entertainment,”Yen told HAPPI.“[They]
are only $4.99 each, yet they rival the per-
formance of many well-known brands out
there. We gave the brand a lot of color and
coyness. I think the tagline ‘Be Flirty Not
Dirty’says it all.”
Along with more SKUs, La Fresh/Dia-
mond Wipes is growing its shelf presence.
While Eco-Beauty products can currently be
found in Bliss Spas they’ll soon be stocked
at Regis salons and DermStore.com—and
this fall, they will debut on Momo TV, Tai-
wan’s No. 1 home shopping channel.
Sun Care: A Wipe Out?
Even as wipes proliferate, there’s a new area
in which they may be wiped out: sun care.
Recent changes announced by the US FDA
regarding sunscreens will clearly impact the
niche market for sunscreen wipes.
In its June 17, 2011 Advance Notice of
Proposed Rulemaking (ANPR) on dosage
forms, FDA states that it does not currently
consider sunscreen wipes eligible for in-
clusion in the OTC sunscreen monograph.
According to FDA’s Reynold Tan, interdis-
ciplinary scientist, division of Nonprescrip-
tion Regulation Development, Office of
Drug Evaluation IV, to be eligible for inclu-
sion in an OTC monograph, products gen-
erally must have substantiated evidence
showing that they were marketed OTC in
the US prior to 1972, the date the OTC
Drug Review began—i.e., the date the
OTC monograph review process began.
The Market Outlook
Even with a sluggish economy, wipes will remain a big part of consumers’lives. According to data from INDA (the Association of
the Nonwoven Fabrics Industry), consumer
retail sales of disposable wipes have risen
from $720 million in 2007 to almost $4 billion last year—and the association is predicting a steady climb for the next few years.
INDA expects sales and volume to rise
to almost $5 billion by the end of 2015,
noted Ian Butler, director of market re-
search and statistics at INDA.“We also ex-
pect further sales increases of this
industry as the producers target the med-
ical and industrial markets.”
But not every wipes category is destined
to clean up. Virginia Lee, senior research an-
alyst at Euromonitor, isn’t forecasting the
same growth pattern for facial cleansing
wipes, a category that saw value sales de-
cline by 8% in 2010.
As she told HAPPI,“The recession impacted sales of facial cleansing wipes as they
carry higher per-use prices than liquid facial
cleansers, and consumers sought to economize. Sales of facial cleansing wipes are expected to continue declining in 2011.”•
key as the heavy duty, citrus based wipes were developed to tackle
the heavy grease that Stansbury, as an avid cyclist, would encounter
while making on-the-road repairs.
Another bike ride led to another wipe product—Paper Shower.
Having stopped at a Starbucks after a morning mountain bike ride, Dr.
Jim Bahcall used a moist towelette to wipe the sweat off his face, hands,
arms and legs. Although the alcohol-based towelette was designed to
dry quickly, he felt as if he walked out of the shower without a towel to
dry off. It was at that moment the thought came to him: why not include
a dry towelette in the pack too?
From there, Paper Shower was born—that is, after market research
and business plan were mapped out on a paper napkin.
“When I thought the idea was worth developing to fruition, I decided
to outsource everything from product design to manufacturing. The reasons for outsourcing were to keep our cost down and allow us to respond to the consumer market much quicker,” Bahcall told HAPPI.
Paper Shower’s “wet” product is designed to be a body wipe; it is
a highly saturated unscented, 9” by 12” moist towelette that contains
water, soap and skin moisturizers. That pack is connected to one containing the same size dry towelette.
While the product was recently
named a finalist in the World of Wipes
2011 Innovation Awards this summer,
Bahcall recognizes that carving out a
successful business takes time.
“It is important to keep in mind
that as Americans we are born
consumers and go through life
being exposed to hundreds of
thousands of products. Since most of us have heard of a get rich
quick product success story, we have this false sense of reality that
if I invent a product, getting it to retail will be easy and I will make millions of dollars. Not so! Getting Paper Shower to retail shelves has
taken time, patience and money,” he said.
His company is currently selling Paper Shower online (
paper-shower.com and Amazon.com) and is growing the brand through
word of mouth and social media as it attends trade shows to get in
front as many retailers as possible.
“We are anticipating being in big box sporting good stores and
mass market retailers either later this year or early 2012,” Bahcall said.
Paper Shower is a wet
towelette sized for the body,
packed with a dry wipe.