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The Picture of Health and Beauty
Grocery Headquarters 2016 Health and Beauty Care Trailblazer Award winners are making themselves known with new product development and creative merchandising.
Nora Caley
January 1, 2018
18 Min Read
Consumers are finding that the supermarket is the right place to find exciting new products related to health and beauty. Several companies debuted products and developed interesting ways to merchandise them over the past year, and Grocery Headquarters recognizes some of these exceptional brands in the 2016 Health and Beauty Trailblazer Awards. Like the health and beauty section itself, this year’s winners exemplified the innovation that it takes to succeed. The variety of products were all designed to appeal to shoppers’ ever changing needs as well as the ways people shop now.
The editorial team reviewed the candidates with criteria including new product innovation, product integrity, marketing initiatives, social responsibility and environmental sustainability.
Here are the winners:
BabySpa USA
BabySpa USA is a natural bath and body care collection designed for newborns through preschoolers. The products are made with special ethnobotanical blends that provide lasting hydration, soothing effects and sweet, comforting sensations. All BabySpa products are 95 to 100 percent natural and are completely free of parabens, phthalates, SLS/SLES, PEG, BPA and mineral oil. BabySpa products are skin- and eco-friendly, use organic and ECOCERT certified ingredients that are derived from renewable resources and manufactured by environmentally friendly processes such as certified organic farming in Indonesia and the Pacific Islands. ECOCERT is an international certification body for sustainable development that is accredited by the USDA for the natural organic process (NOP) and recognized by public and private bodies for the inspection of organic farming standards.
The Coral Gables, Fla.- based BabySpa collection is arranged in stages. Stage 1 is Newborns through Crawlers, and Stage 2 is Walkers through Pre-schoolers. The products include Tearless Shampoo, Moisturizing Body Lotion, Calming Massage Oil, Organic Ultra-Soft Baby Wipes and others.
Carma Laboratories
Carma Laboratories, known for its Carmex lip balm, began operations in 1937 when Alfred Woelbing concocted a remedy for cold sores. Woelbing poured the medicated lip balm into jars and sold it to pharmacies. The Franklin, Wis.-based company continues to produce its original lip care formula in its trademark jars, and has expanded the line to include flavored lip balms, comfort-enriched, natural formulas, non-medicated lip care products and Carmex Cold Sore Treatment.
According to its website, Carmex is never tested on animals and the product is gluten-free. In 2010 Carma Labs changed the jar to make it more environmentally friendly, with a concave bottom that uses less plastic but still gives the consumer 0.25-ounces of moisturizing, medicated lip balm. In 2014 Carma Labs launched Carmex Cold Sore Treatment, which company officials say is the only over-the-counter cold sore treatment that works on contact to block pain and itch with 10 percent Benzocaine, while also minimizing the appearance of a sore.
Earlier this year Carma Labs announced a grant program to support entrepreneurs who are #InPursuitOf an Unstoppable Dream. The family owned-and-operated company prides itself on being an American Dream success story, and recognizes the perseverance that it takes to start and grow a business. Through this program, Carmex hopes to inspire and encourage entrepreneurs to follow their dreams by rewarding one with a $10,000 grant. The brand launched the program via social media and participants can enter through Facebook or Instagram for a chance to win.
Chase Products Co.
The privately-held Chase Products Co. was established in 1927, and initially manufactured and distributed insecticides and pesticides. Company officials say Chase was the first to manufacture spray paint, and later was the first to develop hair spray and the second to formulate and package spray snow. According to its website, Chase’s other achievements include being the first company to package natural starch in aerosol form, and to formulate and manufacture an antiperspirant deodorant in an aerosol can.
Today the Broadview, Ill.-based company provides a wide range of aerosol household products, paints, insecticides, automotive, bench, craft and personal care products. Chase offers its brands of spray products for business, and also can manufacture private label aerosol products. The company constantly refines formulas, propellants, packaging and procedures for environmental responsibility.
Diva International
The DivaCup is a reusable menstrual cup made of 100 percent healthcare grade silicone. The DivaCup’s inventor, Francine Chambers, president and co-founder of Diva International, says that the invention helps women who are looking for a better relationship with their menstrual cycle.
The DivaCup also helps retailers meet the consumer demands from women who are looking for a different solution. “Consumers are requesting improved alternatives and will switch formats to ones that they feel provide better leakage prevention, while offering a better, more effective, convenient and healthier experience,” says Daniela Masaro, brand marketing manager for Kitchener, Ont., Canada-based Diva International. “The DivaCup has successfully met these requests and needs. Our research shows that demand for The DivaCup is growing dramatically and that consumers are looking for it at their local retailers.”
Diva International works to get its messaging out to consumers through a mix of print and digital advertising, commercials on mainstream and digital television, social media, public relations, promotional and educational materials and resources, as well as participation at trade shows and conferences. “We also include retailer-specific geo-targeted mentions on our website to help drive consumers to participating retailers,” says Masaro. “In-store, we use every form of promotion to help boost sales, including shelf displays, floor displays and clip strips, which provide optimum merchandising solutions. We also participate in flyer programs, in-store promotions, temporary price reductions, coupons and loyalty reward programs.”
These efforts are important as the category is facing challenges. Masaro notes that the feminine hygiene category as a whole is on the decline due to the aging population. On the bright side, there is greater awareness and a growing demand for true product innovation. The DivaCup is both an innovative and effective product, says Masaro, and sales are growing at double-digit rates in dollars and units, thus contributing real growth to the category. “The ranks of retail doors in the U.S. are expanding exponentially and international growth is also expanding,” she says.
Hyland’s
Founded in 1903, Hyland’s is now a division of Standard Homeopathic Co. and develops homeopathic medicines with high quality natural ingredients, for consumers of all ages. Products include teething tablets, teething gel, earache drops and cough and cold items. Last year, the Los Angeles-based company launched Hyland’s 4 Kids Bumps ’n Bruises with Arnica. The topical ointment stick comes in a fun and whimsical eco-friendly tube, and provides safe and effective relief of bruising, pain and swelling with Arnica Montana, a homeopathic medicine for these conditions. Hyland’s 4 Kids Bumps ’n Bruises with Arnica contains no aspirin, acetaminophen, ibuprofen, naproxen, pseudoephedrine or dextromethorphan. It is also formulated without PABA, phthalates, synthetic preservatives, fragrances, parabens, dyes or petrolatum.
The company’s Hyland’s Leg Cramps delivers fast relief in a quick-dissolving tablet that melts under the tongue without water, and as an ointment for warming, topical relief directly where the user needs it. Earlier this year Hyland’s Leg Cramps was the Official Cramp Relief Partner of the Boston Marathon, and supported all runners before, during and after the 120th running of the famous road race. Hyland’s Leg Cramps contains no Aspirin, Acetaminophen, Ibuprofen or Naproxen.
Lanes Brands
Lanes Brands was established in 1907 and is based in Boston, England with U.S. headquarters in Manchester, N.H. The company is known for menthol-based confectionary, or throat and chest lozenges. The products contain honey, lemon, anise and eucalyptus oil and do not have harsh chemicals. They are available in flavors such as Anise, Peppermint, Cherry, and Honey and Lemon.
Since 2007 Lanes Brands has been part of Lanes Health, a family-owned company that is based in Gloucester, England and makes herbal medicines, supplements and other natural products.
Majestic Drug Co.
Majestic Drug Co. was founded in 1950 as a wholesaler and distributor of pharmaceutical necessities. Over the years the South Fallsburg, N.Y.-based company expanded into dental related products as well as personal care products. Among its best known personal care products are Femystique sensual arousal gel, Mandelay Climax Control Gel and KutKit Styptic Swabs to stop bleeding from minor cuts. Majestic is also known for SenzAway, which company officials say is clinically proven to immediately eliminate tooth sensitivity from cold, sweets and heat for at least three full months with just one treatment.
The company, which is family owned for three generations, is known for its dedicated customer service and satisfaction guarantee, as well as its wide array of essential products, says Sarah Fishman, media manager. One innovative product is the Proxi-Plus interdental brushes with bonus flosser. “There are other interdental brushes and flossers on the market but no other product offers the complete cleaning experience,” says Fishman. “Consumers can find Proxi-Plus in its new updated packaging that reflects the quality of the product. Majestic Drug is always looking to grow, evolve, and meet the needs of both new and loyal customers.”
Mason Vitamins
Mason Vitamins was founded in 1967 and its earliest retailers were drugstores. Gary Pigott, president and COO, says the Miami Lakes, Fla.-based company’s drugstore heritage is an important part of the brand. “We lead in consumer education at the pharmacy level with our drug nutrition and depletion guidelines,” he says. “Our unique, condition specific formulas address today’s primary health concerns.”
Health concerns change just like consumer trends change, and Mason Vitamins keeps up with both. The company focuses on new trending SKUs and categories such as Tart Cherry for gout, Turmeric Complex for inflammation, Peppermint Oil for irritable bowel syndrome (IBS) and others. The company is continually researching the marketplace and evaluating its product mix.
“Mason uses our analysis of trending SKUs and industry data to supply our customers with the right product mix for their particular demographic and continuously apply a consultative approach to our business relationships to ensure retailer success,” says Pigott. “We reformulate as we see need, based on innovative new ingredients and relevant industry information. Additionally, we regularly review pharmacy data to determine complementary products and alternative delivery systems.”
Among the newest products from Mason is the Sugar Free Probiotic Gummy, which has the point of difference of having a pectin base (not gelatin) to contribute to a unique flavor profile. Probiotics are measured in colony forming units, or CFUs, and Pigott says the Sugar Free Probiotic Gummy delivers more CFUs than competitors.
Natracare
Natracare is a pioneer in the organic and natural feminine hygiene category. Its tampons, pads, wipes and other products are made using certified organic and natural, sustainable and compostable materials. For this, Natracare received USDA Bio-preferred accreditation, and earned the highest rating among fempro brands from the London-based Ethical Company Organisation.
“We are the world’s top ethical fempro brand and the organic and natural brand leader by a very large percentage.” says Susie Hewson, international sales and marketing director for the Greeley, Colo.-based company.
Hewson founded Natracare in 1989 after watching a documentary about dioxin pollution and the danger to human health. The feminine hygiene products company uses materials that are chlorine-and plastic-free and biodegradable. Natracare does not test on animals and the products are made from renewable, biodegradable and compostable materials including organic cotton, bioplastics, made from plant starches, and wood pulp.
The segment can benefit retailers, adds Hewson. Innovative organic and natural products provide retailers the opportunity to expand their product offerings to consumers seeking climate-friendly, market disruptive, cost effective green and organic, high quality products. The products also come from an ethical company, a feature that is especially on-trend now among consumers who are concerned about where products come from and how they are made.
Hewson notes that Natracare continuously engages with its demographic via social media, brand ambassadors on TV and radio and selective in-store promotions. They also work with women’s organizations and bloggers. “Most importantly, Natracare is a high quality product that delivers performance customers expect of a personal care brand,” she says.
Natracare is still innovating, and plans to continue to extend the category to areas not yet reached by other organic and natural brands. “We look to design products that will replace the conventional options as people search to eliminate polluting products to enhance their wellbeing,” says Hewson. “We have a few new developments in the pipeline so watch this space.”
Piping Rock Health Products
The “one stop shop for health conscious consumers,” Piping Rock Health Products offers vitamins, supplements, essential oils and other items. The industry is constantly evolving, says Kimberly Vigliante, senior vice president of sales and marketing, and the Ronkonkoma, N.Y.-based company is expanding its product line to meet these changes. One advancement in the wellness category involves the use of essential oils and aromatherapy. This year Piping Rock launched the Nature’s Truth line of 100 percent pure plant-based, paraben-free essential oils, base oils, and aromatherapy products such as diffusers and roll-ons. “We have seen tremendous success with these aromatherapy products,” says Vigliante. “In fact, we are proud to say that we are the No. 1 trending brand in essential oils with the highest dollars per point of distribution.”
Nature’s Truth strives to bring the finest quality, innovative products to market in line with emerging trends. The company also makes sure the products sell on store shelves. “A key to the success retailers find when working with Nature’s Truth is through our expert marketing and research teams, which focus on consumer engagement, driving sales and developing insightful plans of action for promotions and advertising,” says Vigliante. “We work directly with retailers on in-store promotions that drive multiple purchases, increase basket size and introduce customers to new products, with the intention of them becoming repeat purchases.”
Consumer education is important, and Piping Rock strives to communicate with customers on a personal level, building a relationship that creates trust in the brand and loyalty. Nature’s Truth is active on social media, engaging with customers and answering their questions, comments or concerns. The sites also direct consumers to where they can find Nature’s Truth products.
Piping Rock launched NaturesTruthAroma.com, a site dedicated to informing the customer on the many ways they can use essential oils in their everyday lives. The site also offers creative DIYs and blending ideas and can help drive traffic to the stores, Vigliante says. Not only does the information expand the consumer’s knowledge of the products, but it also gives them another reason to visit their local retailer to find the newest Nature’s Truth product and stock up on their favorites.
Packaging also helps. “Our unique packaging reflects the unique products they hold, displays our eye-catching labels and are another example of how we are constantly innovating and evolving,” says Vigliante. “We look at packaging challenges as mere hurdles in our race to success.” For example, the company launched a line of Aromatherapy Roll-Ons to make it easier for users to apply Nature’s Truth essential oils on-the-go. “Other companies see the challenge of creating and bottling roll-ons as something to outsource, but at Nature’s Truth, we’ve developed the machinery needed to do so in-house, further guaranteeing the quality of our product while cutting the cost of development.”
Nature’s Truth is led by industry veterans who share a passion for wellness, pride in meeting customer demands and success in launching proven innovations into the marketplace, says Vigliante. “We have structured a unique business model that works synergistically with our highly experienced team, which has more than 40 years of experience in the nutritional and dietary supplement industry,” she says.
Premier Brands of America
Premier Brands of America is a privately held manufacturer, packager and marketer of high-quality OTC and non-OTC health and beauty aid products. The Mount Vernon, N.Y.-based company offers more than 125 different items in the areas of first aid, foot care, deodorant, body spray and depilatory categories. Premier’s products are available in more than 50,000 retailers across the U.S. and internationally in store brands or under the Premier label.
New products include the Arm & Hammer lineup, which feature innovation in comfort and odor mitigation—two important issues in foot care. The six new products feature Fresh Guard, a proprietary technology that combines the power of Arm & Hammer baking soda with key odor neutralizing technologies new to foot care.
“Our consumer research ranked Arm & Hammer No. 1 as the brand to deliver these key category attributes,” says Steve Corsun, president of Premier Brands. “Arm & Hammer is a highly recognized and sought after household name with 98 percent brand awareness. The Arm & Hammer brand has been trusted by generations of users for providing simple, effective solutions for personal care, cleaning, baby and beyond.” Premier plans to support the launch with a marketing campaign that includes digital media, in-store displays, cross promotions and targeted communications.
Corsun says retailers would be surprised to learn that Premier offers more than foot care and first aid products. The company is seeking new categories and expansion possibilities, in private label and in the branded arena. “Premier has a sophisticated product development process that rivals even the big branded companies,” says Corsun. “Premier employs an in-house product development, marketing, design and engineering team to filter new products and innovations by conducting research, third-party testing and consumer trials to ensure the product potential is understood before it is released to the market.”
He adds that Premier has moved away from the “fast-follower” strategy of following the national brands’ moves, and now employs its own product innovations to enhance the company’s offerings.
Unilever
Unilever is one of the world’s leading suppliers of food, refreshments, home and personal care products, with sales in more than 190 countries and reaching two billion consumers a day. In the U.S., the health and beauty brands in the portfolio include Axe, Degree, Dove personal care products, Lever 2000, Noxzema, Pond’s, Q-tips, St. Ives, Suave, TRESemmé, Vaseline and others.
Among the Englewood Cliffs, N.J.-based company’s newest products is Dove Men Care OIL CONTROL Body Wash made with Kaolin clay to help cleanse skin and effectively remove oil and dirt without over drying, Dove Men Care Complete Care Fortifying Shampoo Conditioner and Dry Spay Antiperspirants across Degree, Dove Men Care and Axe.
US Nonwovens Corp.
U.S. Nonwovens Corp. (USN) is a pharma-led producer of premium health, personal and cosmetic products. Managed as a well-run OTC Pharma producer, quality and control is always the primary focal point of all 800 employees and six U.S. FDA and EPA compliant facilities. In an age where suppliers are cutting back ingredients, manpower or infrastructure, USN stands out for its persistent investment to stay ahead of the pack from research, infrastructure, technology and green responsibilities. Officials for the Brentwood, N.Y.-based company say USN’s ability to life cycle 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,” says a company spokesperson. “Our broad product line and Fortune 100 customers speak of our success.”
Wahl Clipper Corp.
Wahl Clipper Corp. makes products related to haircuts, grooming, pain relief and pets. The products from the Sterling, Ill.-based company are unique in several ways, says Steve Yde, divisional vice president of marketing. Wahl manufactures the main products in its categories rather than distribute, and it makes its primary products in three of the company’s four categories in the U.S.
“We actually invented the categories we participate in – clippers, massagers, trimmers and pet clippers,” says Yde. “We are one of the few consumer brands that have its roots firmly planted in a professional heritage.”
This year the company innovated by developing new technology, bringing existing technology into Wahl’s various categories and adapting to the changing needs of a changing culture. “A great example has been our new total beard, which combines all of the above,” says Yde. “We were the first to bring Lithium Ion into the trimmer category to extend run times, we added individual beard guide combs up to one inch for longer beards, and we focused our position on the lumbersexual Millennial that is now pervasive from coast-to-coast.”
Another great example, he says, is the pulsating massage patch. “We like to say, pain relief without the shock. It is a wearable technology which is very hot right now and uses light spot massage to help relieve pain and keep muscles from tightening up.”
People are changing the way they shop, Yde says, so it is becoming more important than ever for retail partners to get consumers into their stores and for these shoppers to make a purchase in the store, rather than shop from home or buy online even while they are in the store. Wahl has been working to develop simple touch and feel displays of its premium products to drive impulse sales, upsell to these premium items and get attention to the category.
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