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Nonfoods for Profit | G H Q | NONFOODS FOR PROFIT 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. BY LINDSEY WOJCIK SHOPPERS ARE NOT ONLY RELYING ON THE PERIMETER introduce innovative items that meet con- were chosen by the Grocery Headquarters edi- OF THE GROCERY STORE TO SATISFY THEIR HEALTH sumer needs. torial team and Board of Retailers, were select- AND WELLNESS NEEDS. Increasingly, they are Grocery Headquarters is once again honor- ed for their innovation, branding, creativity, turning to the health and beauty care aisle in ing the health and beauty care manufacturers packaging, marketing, social responsibility search of convenient products that will boost that have had a positive impact on the catego- and convenience—among other factors. their overall well-being. Manufacturers are ry during the last year with the third-annual So without further ado, the 2015 HBC responding to the demand by continuing to HBC Trailblazer Awards. The winners, which Trailblazer Award winners are: WWW.GROCERYHEADQUARTERS.COM JULY 2015 107 | GHQ | NONFOODS FOR PROFIT 4Baby Spa the National Eczema Association. sion and excitement for innovative menstrual “We are more than just a baby care line,” says care but also for environmental sustainability.” www.babyspausa.com Medoni. “We also offer biodegradable wipes, Lul- The DivaCup boasts a delivery of higher sales Understanding that the needs of a newborn laby Pampering Baby Cologne, and coming soon: and profits in the category, along with higher and toddler are different, BabySpa has a whole- an all natural SPF collection in creams and stick dollar spend and profit from each consumer, some and pure approach to skin care. “We be- for face and body.” Masaro says, adding that sales of The DivaCup lieve natural is better and that skin protection BabySpa believes in supporting its retail part- in dollars and units are growing at double-digit and nourishment is especially important as ners with promos, TLCs and couponing. In ad- rates for same-store sales, thus contributing real babies grow and are exposed to different sur- dition, all BabySpa open stock items now come growth to the category. “For retailers, the brand roundings,” says Karina Medoni, executive vice with free sachet attachments to promote trial. generates higher sales dollars and higher prod- president of sales and marketing for the Coral “No other baby care line in the market is doing uct margins than traditional feminine hygiene Gables, Fla.-based company. this,” Medoni adds. products,” says Masaro. Products in the BabySpa collection contain The company also offers DivaWash, a botani- more than 30 nourishing ingredients, which are 4Diva International cally enriched cleanser specifically formulated to each carefully selected for their benefits and preserve the silicone of The DivaCup. It can also www.divacup.com therapeutic properties. The company’s formula- be used for face and body. Founded in 2002, the Diva International story began with Francine Chambers’ entrepreneur- 4Edgewell Personal Care ial spirit and passion for better menstrual care, www.edgewell.com which led her to discover menstrual cups. Today, in partnership with her daughter Carinne Cham- Energizer Personal Care has a new name, Edgewell bers, the company is changing the way women Personal Care (EPC), and a new vision. While view menstrual care with its revolutionary men- product innovation has always been—and will strual cup, The DivaCup. continue to be—paramount to the company’s Since its launch in 2003, The DivaCup has be- come a widespread choice for women seeking an alternative to tampons and pads, says Daniela Masaro, brand marketing manager at Diva Inter- national, based in Kitchener, Ont., Canada. Made tions combine ECOCERT certified ethnobotani- out of healthcare-grade silicone, The DivaCup, cals, traditionally used by ancient Native Ameri- which offers 12 hours of leak-free protection, is success, its focus has expanded beyond products cans, proven to soothe and heal delicate skin; also free of chemicals, plastics and dyes, is appli- to include shopper marketing innovation and vitamin-rich oils native to the Indonesian and cable for women and girls of all ages. category innovation, say company officials. In the Pacific Islands to protect against harsh weather Since The DivaCup is reusable, it is also a great last year, the company has spent time developing conditions; and patented Swiss moisturizers that environmental choice, Masaro adds. “We are so and refining category visions in sun care, shave, hydrate and treat sensitive skin irritations. proud of the ongoing feedback and comments feminine care and infant, says Tim Grosskopf, The company offers easy-to-follow “staged” we get from our consumers,” she says. “To learn vice president of sales and customer service for skin care formulas that are simple for all new that The DivaCup has changed the lives of count- Edgewell Personal Care, based in St. Louis. and seasoned mothers to use. Stage One, which less women is truly inspiring. It’s also exciting to “These visions leverage shopper and consumer is specially formulated for newborns and babies learn how many of them share not only our pas- insights, along with category dynamics to pro- with extra-sensitive skin, features products that vide a mutual path to growth with retail part- contain hydrating nutrients that soothe and ners,” says Michael Law, senior director of cus- nourish; patented Swiss moisturizers that relive tomer strategy and planning. redness and irritations; and a fresh baby scent. “In women’s shave for example, EPC’s category Stage Two is formulated for active toddlers and vision is to reframe the category as ‘leg care’ ver- features citrus-scented products with protec- sus hair removal,” says Grosskopf. The company’s tive elements, such as natural SPF boosters and Schick Hydro Silk TrimStyle razor combines the ingredients to shield skin from outdoor weather Hydro Silk razor with a waterproof bikini trimmer conditions. Stage One and Stage Two Soothing for all leg and bikini area needs. It features five Face Creams recently received approval from Curve Sensing blades to provide closeness while 108 JULY 2015 WWW.GROCERYHEADQUARTERS.COM | GHQ | NONFOODS FOR PROFIT reducing skin irritation. “With just a flip of the handle, the Trimstyle trans- forms 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 sev- eral of its products can help improve category growth. “Men want person- alized 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 shop- pers versus just focusing on the most expensive segment. In fact, accord- ing 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 poten- tial 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. 4Hyland’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 110 JULY 2015 WWW.GROCERYHEADQUARTERS.COM | GHQ | NONFOODS FOR PROFIT 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 of- fered 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 child- hood 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 medi- cines, 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 innova- tion in this area,” Hamilton says.
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