Here’s to Your Health & Beauty Care

Grocery Headquarters celebrates companies in the health and beauty care categories that continue to make a splash in the market with its third-annual Health and Beauty Care Trailblazer Awards.  

Shoppers are not only relying on the perimeter of the grocery store to satisfy their health and wellness needs. Increasingly, they are turning to the health and beauty care aisle in search of convenient products that will boost their overall well-being. Manufacturers are responding to the demand by continuing to introduce innovative items that meet consumer needs.

Grocery Headquarters is once again honoring the health and beauty care manufacturers that have had a positive impact on the category during the last year with the third-annual HBC Trailblazer Awards. The winners, which were chosen by the Grocery Headquarters editorial team and Board of Retailers, were selected for their innovation, branding, creativity, packaging, marketing, social responsibility and convenience—among other factors.

So without further ado, the 2015 HBC Trailblazer Award winners are:

Baby Spa

www.babyspausa.com

Understanding that the needs of a newborn and toddler are different, BabySpa has a wholesome and pure approach to skin care. “We believe natural is better and that skin protection and nourishment is especially important as babies grow and are exposed to different surroundings,” says Karina Medoni, executive vice president of sales and marketing for the Coral Gables, Fla.-based company.

Products in the BabySpa collection contain more than 30 nourishing ingredients, which are each carefully selected for their benefits and therapeutic properties. The company’s formulations combine ECOCERT certified ethnobotanicals, traditionally used by ancient Native Americans, proven to soothe and heal delicate skin; vitamin-rich oils native to the Indonesian and Pacific Islands to protect against harsh weather conditions; and patented Swiss moisturizers that hydrate and treat sensitive skin irritations.

The company offers easy-to-follow “staged” skin care formulas that are simple for all new and seasoned mothers to use. Stage One, which is specially formulated for newborns and babies with extra-sensitive skin, features products that contain hydrating nutrients that soothe and nourish; patented Swiss moisturizers that relive redness and irritations; and a fresh baby scent. Stage Two is formulated for active toddlers and features citrus-scented products with protective elements, such as natural SPF boosters and ingredients to shield skin from outdoor weather conditions. Stage One and Stage Two Soothing Face Creams recently received approval from the National Eczema Association.

“We are more than just a baby care line,” says Medoni. “We also offer biodegradable wipes, Lullaby Pampering Baby Cologne, and coming soon: an all natural SPF collection in creams and stick for face and body.”

BabySpa believes in supporting its retail partners with promos, TLCs and couponing. In addition, all BabySpa open stock items now come with free sachet attachments to promote trial. “No other baby care line in the market is doing this,” Medoni adds. 

Diva International

www.divacup.com

Founded in 2002, the Diva International story began with Francine Chambers’ entrepreneurial spirit and passion for better menstrual care, which led her to discover menstrual cups. Today, in partnership with her daughter Carinne Chambers, the company is changing the way women view menstrual care with its revolutionary menstrual cup, The DivaCup.

Since its launch in 2003, The DivaCup has become a widespread choice for women seeking an alternative to tampons and pads, says Daniela Masaro, brand marketing manager at Diva International, based in Kitchener, Ont., Canada. Made out of healthcare-grade silicone, The DivaCup, which offers 12 hours of leak-free protection, is also free of chemicals, plastics and dyes, is applicable for women and girls of all ages.

Since The DivaCup is reusable, it is also a great environmental choice, Masaro adds. “We are so proud of the ongoing feedback and comments we get from our consumers,” she says. “To learn that The DivaCup has changed the lives of countless women is truly inspiring. It’s also exciting to learn how many of them share not only our passion and excitement for innovative menstrual care but also for environmental sustainability.”

The DivaCup boasts a delivery of higher sales and profits in the category, along with higher dollar spend and profit from each consumer, Masaro says, adding that sales of The DivaCup in dollars and units are growing at double-digit rates for same-store sales, thus contributing real growth to the category. “For retailers, the brand generates higher sales dollars and higher product margins than traditional feminine hygiene products,” says Masaro.

The company also offers DivaWash, a botanically enriched cleanser specifically formulated to preserve the silicone of The DivaCup. It can also be used for face and body.

Edgewell Personal Care

www.edgewell.com

Energizer Personal Care has a new name, Edgewell Personal Care (EPC), and a new vision. While product innovation has always been—and will continue to be—paramount to the company’s success, its focus has expanded beyond products to include shopper marketing innovation and category innovation, say company officials. In the last year, the company has spent time developing and refining category visions in sun care, shave, feminine care and infant, says Tim Grosskopf, vice president of sales and customer service for Edgewell Personal Care, based in St. Louis.

“These visions leverage shopper and consumer insights, along with category dynamics to provide a mutual path to growth with retail partners,” says Michael Law, senior director of customer strategy and planning.

“In women’s shave for example, EPC’s category vision is to reframe the category as ‘leg care’ versus hair removal,” says Grosskopf. The company’s Schick Hydro Silk TrimStyle razor combines the Hydro Silk razor with a waterproof bikini trimmer for all leg and bikini area needs. It features five Curve Sensing blades to provide closeness while reducing skin irritation. “With just a flip of the handle, the Trimstyle transforms into a waterproof bikini trimmer, which can be used in and out of the shower for convenient bikini maintenance,” Grosskopf adds.

While the wet shave category has been challenging, EPC believes several of its products can help improve category growth. “Men want personalized solutions and aren’t satisfied with a ‘one size fits all’ solution,” Law says. The company’s Hydro Sensitive and Xtreme3 Ultimate are solutions designed to meet the evolving needs of men.

EPC’s category vision focuses on trading up across all price tiers of shoppers versus just focusing on the most expensive segment. In fact, according to Law, many retailers undervalue the importance of the disposables category and make it difficult to shop with product close to the floor and often hidden by shelving above. With about 60% of the category units in disposables, retailers need to win these shoppers to unlock the full potential of men’s grooming, Law adds.

The company’s visions can be seen through its most recent product innovations, which include the Hawaiian Tropic, Banana Boat, Schick and Playtex brands. Hawaiian Tropic Sport is an ultra-light, high performance sunscreen, and Banana Boat’s Sun Comfort sunscreen allows consumers to easily brush sand off, while it moisturizes and protects the skin.

EPC, which recently acquired Carefree, Stayfree and o.b. from Johnson & Johnson, is also looking to unlock growth in the feminine care category by focusing on regimen solutions like pads, liners and tampons. “Retailers should be featuring multiple forms on displays and in ads to support this opportunity,” says Law. With that in mind, Playtex Sport has debuted Sport Pads and Sport Liners, in addition to combo packs of liners/tampons and pads/tampons, to enable sport level protection. 

Hyland’s

www.hylands.com

Hyland’s has committed itself to making safe and natural homeopathic medicines since eight pharmacists conceived the company, originally as the Standard Homeopathic Co., in 1903. Throughout its history, Hyland’s has been proud to offer solutions for families to meet their health needs, says Les Hamilton, executive vice president for the Los Angeles-based company.

“As the country’s oldest manufacturer of a full range of homeopathic medicines, we know that the Hyland’s brand offers consumers, who value a healthy life, the confidence that reliable relief is close at hand,” says Hamilton.

The company’s quick-dissolving tablets—which were developed more than 50 years ago, after then-president Cecil Craig realized his daughter could not swallow pills—are an example of the solutions Hyland’s has offered its customers for years. “Many families have enjoyed the benefit of these ‘quick-dissolving tablets’ that are easy and safe to take—especially for our youngest consumers: infants,” Hamilton says.

This year, the company will launch an exclusive item for Target’s Made to Matter program: Hyland’s Bumps ‘n Bruises, which treats common childhood bruising with a topical application using arnica. Hyland’s Bumps ‘n Bruises ointment stick is free of parabens and synthetic fragrances and comes in vibrant, sustainable packaging.

In addition to its commitment to safe and natural homeopathic medicines, Hyland’s also believes in making a difference in the environment. The company is using recycled, compostable and plastic-free components for its Bumps ‘n Bruises.

“As sustainability and transparency become increasingly important to consumers, Hyland’s is committed to ensuring that we are leading innovation in this area,” Hamilton says. “We are thinking about sustainability from a supply chain and product development perspective, including reducing our carbon footprint through packaging and by providing visibility to how and where we source our quality ingredients. We look forward to continuing to find ways to lead the industry in these efforts.”

The J.R. Watkins Co.

www.jrwatkins.com

In 1868, the J.R. Watkins Co. was founded and offered only a single product: J.R. Watkins Pain-Relieving Liniment. Since then, the company has expanded beyond that one item to include personal care and home care products, among others.

Since it was established, the company’s goal has been to be America’s most trusted natural products company, says JR Rigley, president and CMO of the Winona, Minn.-based company. The company’s founder Joseph Ray Watkins developed principles that the company still adheres to today, which includes delivering the highest quality, best value, neatest packaging, best delivery, squarest terms, fairest treatment, greatest uniformity, strictest integrity and broadest guarantee, Rigley adds.

The company’s internal development team studies trends in a variety of categories to gather inspiration for new J.R. Watkins product offerings. “Whether a new gourmet flavor, hand soap fragrance or body moisturizer, our new products must meet not only our own internal brand standards, but delight the consumer as well,” says Rigley. 

The J.R. Watkins Co. recently brought a new Pumpkin Spice Extract to market, which was met with great acceptance given the growing popularity of pumpkin flavor, according to Rigley.  

The company’s current line also features a throwback to its history of soap making in the early 1900s. Its new range of Castile Soaps includes both liquids and bars, made from coconut and olive oils for naturally gentle cleansing of hands, body and home. All natural scents of Peppermint, Lavender and Clary Sage are available.

Kimberly-Clark

www.kimberly-clark.com

Kimberly-Clark’s roots trace back 143 years when it began operations as a newsprint manufacturing company in Neenah, Wis. The company’s founding principles included manufacturing the best possible product, serving customers well and dealing fairly to gain their confidence and good will, and dealing fairly with employees. Those principles have helped guide the company to becoming one of the largest consumer products companies in the world today, with 43,000 employees worldwide and operations in 35 countries, says Bob Brand, director, external communications.

Kimberly-Clark brands are sold in more than 175 countries and hold the No. 1 or No. 2 position in 80 countries, according to company officials. The company currently lists five billion-dollar brands: Huggies, Scott, Kleenex, Cottonelle and Kotex, in its product portfolio.

“Kimberly-Clark has a strong legacy of innovation, backed by our proprietary technologies,” says Brand. “In fact, the company created five of the eight major consumer product categories in which it competes. Kimberly-Clark’s innovation philosophy is based on identifying insights into what consumers want and need, and then translating those insights into innovative solutions that generate growth.”

Today, Kimberly-Clark offers a range of products essential for a better life through its three global businesses: Personal Care, which includes diapers, training pants, infant and child wipes, feminine care, and incontinence care; Consumer Tissue, which includes facial tissue, bathroom tissue and paper towels; and Kimberly-Clark Professional, which includes facial tissue, bathroom tissue and paper towels for away-from-home use, along with wipers and safety products.

Majestic Drug Co.

www.majesticdrug.com

Majestic Drug Co. has experienced many transformations since it was founded in 1950 as a wholesaler and distributor of pharmaceutical necessities. After 10 years in business, Sam Fishman bought the company, and five years later, Majestic underwent its first of many evolutions. By 1965, the company became a manufacturer and distributor of its own health and beauty care products.

Fourteen years passed before Majestic would enter the niche oral care market with the launch of Dentemp Custom—the first over-the-counter temporary dental repair to re-cement loose caps and replace lost fillings—in 1979. The company found growth in this market, and in 1993, in an effort to concentrate on the OTC drug product market; Majestic sold its hair care product lines. Its focus on the niche oral care market was exemplified through its product launches, which included Dentemp O.S., dental repair for both loose caps and lost fillings; Repair-It denture repair kit; Reline-It denture reliner; and Clean-It denture wipes. Majestic continued to grow its oral care portfolio with the addition of Recapit, Refilit, Dentool Jr., Sword Floss, Proxi-Plus and SenzAway.

“Most recently, Majestic has repackaged all of its oral care products under the Dentist On Call banner, unifying all of these high quality products for better customer recognition and shelf presence,” says David Fishman, executive vice president for the South Fallsburg, N.Y.-based company. 

With Larry Fishman as president since 1985, Majestic continued its family tradition in 2011 when David Fishman was brought aboard as vice president—making it a third-generation family owned and operated company. “Majestic prides itself on the family atmosphere in the workplace and its devotion to employees and customers alike,” says Fishman.

Mason Vitamins

www.masonvitamins.com

Mason Vitamins has been dedicated to providing the highest quality vitamins, minerals and herbal supplements since it was founded in 1967. The company began as a generic pharmaceutical distributor but shifted its focus to the supplement program by creating its own brand in the 1990s. Through the transition, Mason Vitamins’ dedication to the nutraceutical industry has given the Miami Lakes, Fla.-based company its reputation as a trusted leader in the industry with advanced product formulation, superior manufacturing and the highest standards of quality, says Gary Pigott, executive vice president and COO.

Product development continues to be the focus at the company. Mason’s In-Fla-Mend Wellness formulation is designed to provide nutritional support for inflammation symptoms. The company utilizes turmeric extract, rosemary extract, ginger and other ingredients, along with a fruit and veggie blend to offer an affordable option in the vitamin section. “Our clients refer to us as the ‘first to market new trending products’ vendor for the food, drug and mass segment,” says Pigott.

In addition to its commitment to innovation, Mason Vitamins partners with various organizations including American Cancer Society, American Red Cross, Direct Relief International and Christian Aid Ministries to fulfill its mission to make the world a healthier place. The company’s environmental program, which has been in place for over 30 years, reduces over 300 tons of waste from reaching state landfills, yearly.

“Our continued focus will be in the condition-specific health segment, and we plan on launching more products in the second half of 2015,” says Pigott.

Meda Consumer Healthcare

www.medaconsumer.com

Meda Consumer Healthcare markets a range of specialty OTC brands from sleep aids to cold and flu remedies to caffeine and vitamin supplements. Doctors have recommended the company’s brands for more than 50 years, and its cutting-edge products are on the forefront of consumer healthcare trends, according to company officials.

“We breathe new life into heritage brands,” says Armando Rios, director of brand marketing for Somerset, N.J.-based Meda Consumer Healthcare. The team at Meda specializes in creating new lifecycles for a diverse portfolio of brands through a combination of proven marketing principles and cutting-edge marketing techniques.

Meda Consumer Healthcare is the U.S. over-the-counter division of Stockholm-based Meda AB, a global specialty pharmaceutical company. The consumer healthcare division is a key part of Meda’s business strategy and extends its reach into the fast-growing OTC and dietary supplements markets.

“Our people—the experienced marketers with a shared passion for brands—are what set us apart from other healthcare companies. Our team has expertise in consumer-focused marketing and customer-driven sales,” adds Rios. As diligent and committed brand stewards, Meda Consumer Healthcare’s team focuses on priorities, collaborates quickly and continuously works to improve market performance in order to improve the lives of consumers and patients.

Natracare

www.natracare.com

More than 25 years ago, Susie Hewson was concerned about the way conventional feminine hygiene products were being manufactured and the damage production had on the environment. Hewson’s drive and desire to change the way feminine hygiene products were manufactured led her to establish Natracare, which offers organic and natural alternatives in the feminine hygiene category.

The company’s biodegradable products are made from certified organic and natural, plant-derived materials that are chemical and additive free, and contain organic and natural ingredients that are sourced from ecologically managed producers.

“Our products are certified free from animal testing, and we will never compromise on quality and reliability,” says Theresa White, senior executive officer for the Greeley, Colo.-based company. “We continue to apply modern thinking to the use of natural materials to find intelligent and worthwhile solutions to keep Natracare the trusted and proven name it has become.” Natracare remains committed to improving personal and environmental health, and the company believes in a balanced ecologically driven lifestyle, White adds. “Our products are appreciated by women for their comfortable and reliable protection and care and responsibility for our environment. This responsibility has led us to push new boundaries in women’s personal care products with our latest product extension and the world’s first certified Cosmos organic Cleansing Make-Up Removal Wipe,” she says.

Infused with organic essential oils of almond, apricot and chamomile, Natracare Cleansing Make-Up Removal Wipes leaves skin moisturized, cleansed and refreshed naturally. The soft and strong organic cotton cloth is gentle but effective, removing even waterproof mascara and lipstick. Formulated for sensitive skin, the wipes are dermatologically and opthalmologically tested and free from all the types of ingredients women have been concerned about putting on their skin.

Penn Herb Co.

www.pennherb.com

The Penn Herb Co. has been dedicated to providing customers with herbal formulations since Dr. Konstanty Kalkosinski—a naturopathic physician that grew his own herbs and developed remedies to fit the specific needs of his patients—founded it in 1924. Kalkosinski remained active in the business 10 years after the Betz family purchased it in 1962, and he shared his wealth of knowledge about herbs, formulas and healthy living so the Betz family could continue the tradition of serving its customers’ health needs.

The company’s product selection continues to grow, and as the sole U.S. importer for Olbas Herbal Remedies from Switzerland, Penn Herb has continued to expand distribution into health stores, natural food supermarkets, drug stores and other outlets.

The company has also made great strides to improve its manufacturing, packaging and quality control, says William P. Betz, Jr., CEO of the Philadelphia-based company. “We firmly believe in taking care of the earth from which these remedies are taken and preserving our natural resources,” says Betz. “By reaching for natural remedies from the earth, we reconnect with our natural environment and with the traditional medicines of our ancestors.”

As such, several green initiatives have been completed at the company’s headquarters in Philadelphia, including converting fluorescent office lighting to energy saving electronic ballasts throughout the entire building and installing a 120 kW photovoltaic power system on the roof of one company building. The solar power plant system is tied directly into the electric power grid, providing clean solar powered energy not only for Penn Herb, but also other residential and commercial electric customers in the area. “These two projects combined are reducing Penn Herb Company’s electric demand by around 62%,” says Betz.

“As we move into the next chapter of Penn Herb history, the values that have been the cornerstone of Penn Herb Co. since 1924 have not changed,” Betz adds. “As always, an extensive selection of ‘top-notch’ quality herbs, formulas and natural remedies, along with complete customer satisfaction continue to be our goals.”

PhamaCare US

www.pharmacareus.com

Founded 25 years ago in Sydney, Australia’s Northern beaches with the core mission of improving lives, PharmaCare delivers that promise with its wide range of products to customers in more than 40 countries. The company has hundreds of products that span key categories, including health and fitness and personal care.

In North America, PharmaCare US brands include Real Health Laboratories, Sambucol, Promensil, Skin Doctors and Kids Smart. The company provides effective, high-quality natural solutions that address both specific and general health concerns.

In an effort to stay innovative, PharmaCare stays abreast of emerging technologies and coordinates improvements with its global offices, partners and scientists. Its products are tested thoroughly to meet consumers’ needs and satisfaction, and the research and development teams include global biotechnology organizations renowned for their ingredient and packaging innovation.

“We believe that trend of a holistic view of wellness, nutrition and healthy aging will grow outside of just the ‘green’ and uber-fitness crowds into the mainstream mindset,” says Kimberly Weld, vice president at the San Diego-based company. “We are looking for an increase in such things as easy to use superfoods and superfood additives being incorporated into everyday eating, as more and more stores are moving toward being a more complete wellness destination.”

With that in mind, PharmaCare recently introduced its Real Health SuperFoods line. The products are additive to consumers’ lifestyle, are easy to use and understand, and do not require users to change or give up anything in their current lifestyle. “We realized that, although superfoods have been around for a while, and the benefits of use widely touted, it was still hard for the mainstream consumer to see themselves as a superfoods user,” Weld says.

U.S. Nonwovens

www.usnonwovens.com

U.S. Nonwovens Corp. (USN) is a Brentwood, N.Y.-based pharma-led producer of premium health, personal and cosmetic products ranging from wipes to creams and liquids. Managed as a well-run OTC pharma producer, quality and systematic control is always the primary focal point of all 800 employees and six U.S. FDA and EPA compliant facilities, according to a USN spokesperson.

“In an age where companies are cutting back ingredients, manpower or infrastructure, USN stands out for its persistent investments to stay ahead with true research, infrastructure, technology, service, social and green projects,” the spokesperson says. “Our ability to Life CycleTurn products and categories from trend spotting to ramp up to maturity tweaks, is unrivaled. We listen carefully to customer needs, and then incessantly strive to act and execute toward success.”

The industry is quickly fragmenting out from global powerhouse brands and entities to rich and diverse smaller customers, needing true partnership and investment of time and care from their vendor if they are to succeed, say company officials.

“This may take the form of outsourcing their R&D needs, data mining and analysis, subjectivity and objectivity pivots studies, in home use tests and branding to supply chain support,” the spokesperson adds. “As a full turnkey manufacturing group, we help the small to the multinational pharmacy and cosmetic companies. Our broad product line and Fortune 100 customers speak of our success.”

Wahl Clipper

www.wahl.com

For 96 years, Wahl has been a leader in the hair-grooming category. The company’s first foray in the category was in 1919, when Leo Wahl invented the first practical hair clipper. Wahl held more than 100 patents in his career and soon discovered innovation ran in the family. Today, his grandson Greg Wahl—who helped invent a new category, the first consumer beard trimmer in 1984—leads the third-generation family owned and operated Sterling, Ill.-based company.

Wahl’s success can be attributed to its three-part strategy, which includes reputation for better quality, meaningful innovation and manufacturing its products in the U.S., says Steven Yde, Wahl’s director vice president of marketing.

“Quality is not just a product that works, it is pursuing excellence in every part of that product, backing it up with the industry’s longest warranty and providing customer service that comes straight from our factory,” Yde says.  

The company’s meaningful innovation can be seen in the new products Wahl brings to market. “While competitors may go for gadgets or fads to drive their introductions, we count on improving the areas that are most important for the consumer,” says Yde. “This takes an enormous amount of research and retesting to insure the innovation we develop is indeed meaningful.”

The recent trend toward facial hair—and more of it—has helped the company’s growth, but category leadership comes from understanding the difference between fads and trends, Yde adds. “Millennials, Baby Boomers and Gen X individuals all identify with Wahl as the facial hair and hair-cutting leader. This can only be obtained by being authentic and meeting our customers where they are at.  

“Wahl’s dedication to quality and meaningful innovation has helped our retail partner trade up consumers, which helps both top and bottom line growth,” says Yde. “Our idea here is take care of the consumer and sales and profits will follow.” s