Vitabath breathes new life into product offerings

PHOENIX — Vitabath, a bath and body brand that dates back more than 50 years, is looking to attract a whole new generation of women with the introduction of 17 new body washes.

The brand's revival will begin with the rollout of lime citron basil, exclusive to Costco, in June. This will be followed by the release of the 16-scent Vitabath fragrance collection in July.

"Our new body washes combine the trusted elements of the existing Vitabath brand — rich, nourishing lather and high-quality ingredients — with playful packaging and fresh fragrances, and are designed to provide affordable indulgence to a younger, highly savvy demographic," Vitabath CEO Richard Neill said. "All of our 17 new products offer busy young professional women a way to take some much needed 'me time' to relax and reinvigorate while nourishing their skin with vitamins and antioxidants."

Beginning June 1, Vitabath's lime citron basil geleé exclusively will retail at Costco locations in 38-oz. bottles for $16.99.

Launching in July, the Vitabath fragrance collection includes 16 body washes retailing for $9.99 each. The fragrances include Spa Day, In Bloom, Fruit Fanatic and Cupcake Couture. This line will be available at Fred Meyer, Ricky's NYC, Harmon Discount and Bed Bath & Beyond stores, as well as other locations.

Vitabath is manufactured and distributed by Rich Brands, formerly known as Esscentual Brands. Rich Brands was founded in 2007 and is based in Phoenix.