KROGER, WEGMANS BLENDING IN NATURISTICS COSMETICS LINE

PETER MALBIN

LOUISVILLE, Ky. -- About 200 Kroger stores and 50 Wegmans stores are adding the Naturistics line of cosmetics to their health and beauty care sections.

The Kroger Marketing Area here is giving the Naturistics line, including bodywashes, skin care products, bath gels and fragrances, about 4 feet of space in its supermarkets. Wegmans Food Markets, based in Rochester, N.Y., is allocating about 2 feet in its bath section to Naturistics products.

"This is new space. This is the first time they are taking the Naturistics line," said Bill McMenemy, executive vice president of marketing for Farmingdale, N.Y.-based Del Laboratories, which manufactures Naturistics.

A Kroger official could not be reached for comment. Wegmans declined to comment.

"I believe it's in Kroger now. It should be in Wegmans in the next 60 days," McMenemy said. Winn-Dixie Stores, Jacksonville, Fla., also carries Naturistics, he said. An HBC buying source at Winn-Dixie confirmed the chain was selling the brand.

Kroger will carry smaller units designed as bath shops, and Wegmans will have 38 full-size displays and 12 units that are bath-only. Items range in price from $3 to $10, with margins of about 40%, McMenemy said.

Del Laboratories is shipping the products and display fixtures directly to the supermarkets' distribution centers. "I don't believe brokers are involved. Some companies utilize brokers, others don't," McMenemy said.

Naturistics was launched in 1991 as an all-encompassing, naturally based beauty brand.