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New HBC brands make their mark at ECRM events

Personal care, grooming and oral care — three categories that are becoming much more important to retailers and consumers, as suppliers continue to release new items that drive interest in sales.

ECRM held a conference in Miami last month to help retailers and suppliers get a better handle on what brands are entering the marketplace, and what they should do to build momentum in three extremely vital segments of the overall health and beauty care category.

Here is a look at what some of the companies that attended the three-day event had to offer:

Active Products
Active Wow, a fast-growing personal care brand based in Toronto, is offering Activated Coconut Charcoal Teeth Whitening powder in six popular flavors. Each product retails for $24.97. Company officials said that activated charcoal is known as a highly absorbent material and has become the most popular natural choice to whiten teeth, cleanse impurities from skin, and detoxify the stomach.

Active Wow’s marketing pitch is to offer consumers high-quality products, featuring the most popular ingredients in personal care and beauty: activated charcoal, Himalayan salt and argan oil.

Avrio Health
Avrio Health is relaunching the Betadine first aid antiseptic line, a global brand, into the U.S. consumer market this year. The launch will include a major upgrade to the packaging with a consumer-friendly focus, a new digital campaign, and increased promotional support for the brand domestically. The New York-based company offers Betadine in an 8-oz. antiseptic solution with a $15.99 suggested retail price, and an antiseptic spray with a retail price of $10.99.

“We are putting a tremendous amount of support behind these products for the first time in the U.S.,” said Heidi Block, chief marketing officer for Avrio Health US. “Betadine is a leading brand in many other parts of the world, and we are optimistic that with a significant increase in support it will quickly become a major player in the U.S., as well.”

Dr. B
Dr. B is offering Adhesadent, which, according to company officials, is the only denture adhesive that is specifically designed to provide a powerful hold while helping reduce dry mouth and sore spots. The formula contains aloe vera and vitamins A, D and E to moisturize and soothe the gums, and a new copolymer that provides a strong, long-lasting hold that is easier to clean from the appliance and gums.

The new copolymer uses the moisture in the mouth to increase retention, so it doesn’t dry out the mouth like other adhesives. Since Adhesadent reduces dry mouth and provides a tight food seal, it also makes eating easier due to the saliva production and hold, company officials said.

Dr. B also is offering Cleanadent Paste, the only cleansing paste that is gentle enough to safely brush both the gums and oral appliances. Company officials said it is great for removing adhesive off dentures and gums, and leaves the mouth feeling noticeably smooth and fresh. It also is formulated with vitamins A, D and E, aloe vera, coconut oil and tea tree oil to moisturize the mouth and reduce irritation and sore spots. The product is designed for dentures, overdentures and fixed and removable implant bridges.

Hello Products
The Montclair, N.J.-based company is adding activated charcoal fluoride-free whitening toothpaste to its line of toothpaste products and combining the product with an activated charcoal mouthwash and black toothbrush. The 4-oz. toothpaste has a suggested retail price of $5.99, the 16-oz. mouthwash is priced at $6.99 and the toothbrush is $3.99.

“With this regimen, the consumer will put more items into her basket, and that is good for retailers,” said Kim Sines, senior vice president of sales at the company. “We see this as a perfect pairing of products. The combination will make a statement for retailers in their oral care section, and the result will be an increase in sales.”

Hello Products offers a 15-SKU line targeted at kids, featuring toothpaste, rinses and toothbrushes.

Detroit-based LOL is offering three products designed to help fight tooth decay, while also getting kids to use them. The six-year-old company offers Zollipops, Zolli Drops and Zaffi Taffy, a collection of all-natural teeth-cleaning products that also are vegan, kosher and non-GMO; sugar-, gluten- and dairy-free, as well as diabetic friendly, according to company officials.
ZolliProducts are offered in 1-to-5 oz. packages and have suggested retail price points between $2 and $6.

“We have made quite an impression already,” said Alina Morse, the CEO of LOL and creator of the products. “We are already selling at the No. 1 mass, food and natural retail chains in the United States and in South Korea, and are the No. 1 healthy lollipop and the No. 2 of all lollipops sold on Amazon. Kids love these products and parents want to give them. We are one of the few treats allowed in schools.”

Morse said that the ideal place for the various products in the line is by the kids’ toothbrushes in the oral care set, and if a retailer has an allergy-free and healthy candy set. The company also offers several types of shippers and can customize a display for retailers looking to put the product at the front end.

Also, LOL has set up the One Million Smiles Initiative, where 10% of the company’s profits and one million Zollipops are “committed to support oral health education in schools and qualified organizations,” Morse said. The program promotes oral health year-round by engaging kids in discussions about science and chemistry, taking care of their bodies, entrepreneurship and empowering young people.

Organic Initiative
Officials at this New Zealand-based company — whose U.S. headquarters are in Manhattan Beach, Calif. — said that the key for them is simply being different in the feminine hygiene category. According to Helen Robinson, the president of the company, which was founded in 2015, Organic Initiative’s products are made from 100% organic cotton and are priced just a bit higher than traditional products in its segment. The cotton contains no chemicals or harmful preservatives or additives, and is GMO-free.

“We hit the ground running very hard in 2015, and today we are in just about every store in New Zealand,” Robinson said. “There are two reasons for this. One is that there are a growing number of organic products on the market. But most of them disclose all of their ingredients. We do,” she said. “The second reason is that we realize that affordability is the key. Our products are about 50 cents higher than conventional products, and we do that to make it easier for the consumer to purchase our items. We are a pure premium player, but we are priced so women can afford our items.”

Organic Initiative has 18 SKUs in its line of products, including tampons, pads and liners, as well as three menstrual cups.

United Consortium
Mass retailers have a tremendous opportunity to build sales in the adult lubricant channel, said Michael Woolard, CEO of United Consortium, which manufacturers the Muse line of flavored lubricants.

According to Woolard, mass retailers garner about 50% of adult lubricant sales, but a lack of interest in the category is leaving the other half of sales to adult stores, which are more than happy to grab as much volume as possible.

“It does not have to be that way,” Woolard said. “Mass retailers can get a much larger share of sales if they just paid more attention to the category and gave it the right amount of space in store. Lubricant sales are up by about 7% annually, though down 2% at food, drug and mass retailers. Retailers must re-engage with the category, and they need innovation in the section.

Woolard said that flavored lubricants make up about 25% of the category’s sales. Muse offers three SKUs in flavored lubrica
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