Nonfoods for Profit

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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:

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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 become 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

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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 several 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 shoppers versus just focusing on the most expensive segment. In fact, according 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

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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 offered 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 medicines, 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 innovation in this area,” Hamilton says. “We are thinking about sustainability from a supply chain and product development perspective, including reducing our carbon footprint through packaging and by providing visibility to how and where we source our quality ingredients. We look forward to continuing to find ways to lead the industry in these efforts.”

4The J.R. Watkins Co. www.jrwatkins.com

In 1868, the J.R. Watkins Co. was founded and offered only a single product: J.R. Watkins Pain-Relieving Liniment. Since then, the company has expanded beyond that one item to include personal care and home care products, among others. Since it was established, the company’s goal has been to be America’s most trusted natural products company, says JR Rigley, president and CMO of the Winona, Minn.-based company. The company’s founder Joseph Ray Watkins developed principles that the company still adheres to today, which includes delivering the highest quality, best value, neatest packaging, best delivery, squarest terms, fairest treatment, greatest uniformity, strictest integrity and broadest guarantee, Rigley adds. The company’s internal development team studies trends in a variety of categories to gather inspiration for new J.R. Watkins product offerings. “Whether a new gourmet flavor, hand soap fragrance or body moisturizer, our new products must meet not only our own internal brand standards, but delight the consumer as well,” says Rigley. The J.R. Watkins Co. recently brought a new Pumpkin Spice Extract to market, which was met with great acceptance given the growing popular- ity of pumpkin flavor, according to Rigley.

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philosophy is based on identifying insights into of Dentemp Custom—the first over-the-counter what consumers want and need, and then trans- temporary dental repair to re-cement loose caps lating those insights into innovative solutions and replace lost fillings—in 1979. The company that generate growth.” found growth in this market, and in 1993, in an Today, Kimberly-Clark offers a range of prod- effort to concentrate on the OTC drug product ucts essential for a better life through its three market; Majestic sold its hair care product lines. Its global businesses: Personal Care, which in- focus on the niche oral care market was exempli- cludes diapers, training pants, infant and child fied through its product launches, which included wipes, feminine care, and incontinence care; Dentemp O.S., dental repair for both loose caps Consumer Tissue, which includes facial tissue, and lost fillings; Repair-It denture repair kit; Re- bathroom tissue and paper towels; and Kim- line-It denture reliner; and Clean-It denture wipes. Majestic continued to grow its oral care portfolio with the addition of Recapit, Refilit, Dentool Jr., Sword Floss, Proxi-Plus and SenzAway. “Most recently, Majestic has repackaged all of The company’s current line also features a its oral care products under the Dentist On Call throwback to its history of soap making in the banner, unifying all of these high quality products early 1900s. Its new range of Castile Soaps in- for better customer recognition and shelf pres- cludes both liquids and bars, made from coconut berly-Clark Professional, which includes facial ence,” says David Fishman, executive vice presi- and olive oils for naturally gentle cleansing of tissue, bathroom tissue and paper towels for dent for the South Fallsburg, N.Y.-based company. hands, body and home. All natural scents of Pep- away-from-home use, along with wipers and With Larry Fishman as president since 1985, permint, Lavender and Clary Sage are available. safety products. Majestic continued its family tradition in 2011 when David Fishman was brought aboard as vice 4Kimberly-Clark 4Majestic Drug Co. president—making it a third-generation family owned and operated company. “Majestic prides www.kimberly-clark.com www.majesticdrug.com itself on the family atmosphere in the workplace Kimberly-Clark’s roots trace back 143 years when Majestic Drug Co. has experienced many trans- and its devotion to employees and customers it began operations as a newsprint manufactur- formations since it was founded in 1950 as a alike,” says Fishman. ing company in Neenah, Wis. The company’s wholesaler and distributor of pharmaceutical founding principles included manufacturing necessities. After 10 years in business, Sam Fish- 4Mason Vitamins the best possible product, serving customers man bought the company, and five years later, www.masonvitamins.com well and dealing fairly to gain their confidence Majestic underwent its first of many evolutions. and good will, and dealing fairly with employ- By 1965, the company became a manufacturer Mason Vitamins has been dedicated to provid- ees. Those principles have helped guide the and distributor of its own health and beauty ing the highest quality vitamins, minerals and company to becoming one of the largest con- care products. herbal supplements since it was founded in 1967. sumer products companies in the world today, Fourteen years passed before Majestic would The company began as a generic pharmaceutical with 43,000 employees worldwide and opera- enter the niche oral care market with the launch distributor but shifted its focus to the supplement tions in 35 countries, says Bob Brand, director, program by creating its own brand in the 1990s. external communications. Through the transition, Mason Vitamins’ dedica- Kimberly-Clark brands are sold in more than tion to the nutraceutical industry has given the 175 countries and hold the No. 1 or No. 2 position Miami Lakes, Fla.-based company its reputation in 80 countries, according to company officials. as a trusted leader in the industry with advanced The company currently lists five billion-dollar product formulation, superior manufacturing and brands: Huggies, Scott, Kleenex, Cottonelle and the highest standards of quality, says Gary Pigott, Kotex, in its product portfolio. executive vice president and COO. “Kimberly-Clark has a strong legacy of innova- Product development continues to be the fo- tion, backed by our proprietary technologies,” cus at the company. Mason’s In-Fla-Mend Well- says Brand. “In fact, the company created five of ness formulation is designed to provide nutri- the eight major consumer product categories in tional support for inflammation symptoms. The which it competes. Kimberly-Clark’s innovation company utilizes turmeric extract, rosemary

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new lifecycles for a diverse portfolio of brands ity and reliability,” says Theresa White, senior through a combination of proven marketing prin- executive officer for the Greeley, Colo.-based ciples and cutting-edge marketing techniques. company. “We continue to apply modern think- Meda Consumer Healthcare is the U.S. over- ing to the use of natural materials to find intelli- the-counter division of Stockholm-based Meda gent and worthwhile solutions to keep Natracare AB, a global specialty pharmaceutical company. the trusted and proven name it has become.” The consumer healthcare division is a key part of Natracare remains committed to improving personal and environmental health, and the company believes in a balanced ecologically driven lifestyle, White adds. “Our products are appreci- ated by women for their comfortable and reliable protection and care and responsibility for our environment. This responsibility has led us to push new boundaries in women’s personal care products with our latest product extension and the world’s first certified Cosmos organic Cleans- extract, ginger and other ingredients, along Meda’s business strategy and extends its reach ing Make-Up Removal Wipe,” she says. with a fruit and veggie blend to offer an afford- into the fast-growing OTC and dietary supple- able option in the vitamin section. “Our clients ments markets. refer to us as the ‘first to market new trending “Our people—the experienced marketers products’ vendor for the food, drug and mass with a shared passion for brands—are what set segment,” says Pigott. us apart from other healthcare companies. Our In addition to its commitment to innovation, team has expertise in consumer-focused mar- Mason Vitamins partners with various orga- keting and customer-driven sales,” adds Rios. As nizations including American Cancer Society, diligent and committed brand stewards, Meda American Red Cross, Direct Relief International Consumer Healthcare’s team focuses on priori- and Christian Aid Ministries to fulfill its mission ties, collaborates quickly and continuously works to make the world a healthier place. The com- to improve market performance in order to im- pany’s environmental program, which has been prove the lives of consumers and patients. in place for over 30 years, reduces over 300 tons of waste from reaching state landfills, yearly. 4Natracare Infused with organic essential oils of almond, “Our continued focus will be in the condi- apricot and chamomile, Natracare Cleansing www.natracare.com tion-specific health segment, and we plan on Make-Up Removal Wipes leaves skin moisturized, launching more products in the second half of More than 25 years ago, Susie Hewson was con- cleansed and refreshed naturally. The soft and 2015,” says Pigott. cerned about the way conventional feminine strong organic cotton cloth is gentle but effective, hygiene products were being manufactured removing even waterproof mascara and lipstick. 4Meda Consumer Healthcare and the damage production had on the environ- Formulated for sensitive skin, the wipes are der- ment. Hewson’s drive and desire to change the matologically and opthalmologically tested and www.medaconsumer.com way feminine hygiene products were manufac- free from all the types of ingredients women have Meda Consumer Healthcare markets a range of tured led her to establish Natracare, which offers been concerned about putting on their skin. specialty OTC brands from sleep aids to cold and organic and natural alternatives in the feminine flu remedies to caffeine and vitamin supplements. hygiene category. 4Penn Herb Co. Doctors have recommended the company’s The company’s biodegradable products www.pennherb.com brands for more than 50 years, and its cutting- are made from certified organic and natural, edge products are on the forefront of consumer plant-derived materials that are chemical and The Penn Herb Co. has been dedicated to provid- healthcare trends, according to company officials. additive free, and contain organic and natural ing customers with herbal formulations since Dr. “We breathe new life into heritage brands,” ingredients that are sourced from ecologically Konstanty Kalkosinski—a naturopathic physician says Armando Rios, director of brand marketing managed producers. that grew his own herbs and developed remedies for Somerset, N.J.-based Meda Consumer Health- “Our products are certified free from animal to fit the specific needs of his patients—founded care. The team at Meda specializes in creating testing, and we will never compromise on qual- it in 1924. Kalkosinski remained active in the busi-

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ness 10 years after the Betz family purchased it in 1962, and he shared his wealth of knowledge about herbs, formulas and healthy living so the Betz family could continue the tradition of serving its customers’ health needs. The company’s product selection continues to grow, and as the sole U.S. importer for Olbas Herbal Remedies from Switzerland, Penn Herb has continued to expand distribution into health stores, natural food super- markets, drug stores and other outlets. The company has also made great strides to improve its manufacturing, packaging and quality control, says William P. Betz, Jr., CEO of the Philadelphia-based company. “We firmly believe in taking care of the earth from which these remedies are taken and preserving our natural resources,” says Betz. “By reaching for natural remedies from the earth, we reconnect with our natural environment and with the traditional medicines of our ancestors.” As such, several green initiatives have been completed at the company’s headquarters in Philadelphia, including converting fluorescent office light- ing to energy saving electronic ballasts throughout the entire building and installing a 120 kW photovoltaic power system on the roof of one company building. The solar power plant system is tied directly into the electric power grid, providing clean solar powered energy not only for Penn Herb, but also other residential and commercial electric customers in the area. “These two projects combined are reducing Penn Herb Company’s electric demand by around 62%,” says Betz. “As we move into the next chapter of Penn Herb history, the values that have been the cornerstone of Penn Herb Co. since 1924 have not changed,” Betz adds. “As always, an extensive selection of ‘top-notch’ quality herbs, formulas and natural remedies, along with complete customer satisfaction continue to be our goals.”

4PhamaCare US www.pharmacareus.com

Founded 25 years ago in Sydney, Australia’s Northern beaches with the core mission of improving lives, PharmaCare delivers that promise with its wide range of products to customers in more than 40 countries. The company has hundreds of products that span key categories, including health

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personal and cosmetic products ranging from ed the first practical wipes to creams and liquids. Managed as a well- hair clipper. Wahl run OTC pharma producer, quality and system- held more than 100 atic control is always the primary focal point of all patents in his career 800 employees and six U.S. FDA and EPA compli- and soon discov- ant facilities, according to a USN spokesperson. ered innovation ran in “In an age where companies are cutting back the family. Today, his ingredients, manpower or infrastructure, USN grandson Greg Wahl— and fitness and personal care. stands out for its persistent investments to stay who helped invent a In North America, PharmaCare US brands in- ahead with true research, infrastructure, tech- new category, the first clude Real Health Laboratories, Sambucol, Pro- nology, service, social and green projects,” the consumer beard trimmer mensil, Skin Doctors and Kids Smart. The com- spokesperson says. “Our ability to Life CycleTurn in 1984—leads the third- pany provides effective, high-quality natural products and categories from trend spotting to generation family owned solutions that address both specific and general ramp up to maturity tweaks, is unrivaled. We lis- and operated Sterling, Ill.- health concerns. ten carefully to customer needs, and then inces- based company. In an effort to stay innovative, PharmaCare santly strive to act and execute toward success.” Wahl’s success can be stays abreast of emerging technologies and co- The industry is quickly fragmenting out from attributed to its three-part ordinates improvements with its global offices, strategy, which includes repu- partners and scientists. Its products are tested tation for better quality, mean- thoroughly to meet consumers’ needs and sat- ingful innovation and manufac- isfaction, and the research and development turing its products in the U.S., says Steven Yde, teams include global biotechnology organiza- Wahl’s director vice president of marketing. tions renowned for their ingredient and packag- “Quality is not just a product that works, it is ing innovation. pursuing excellence in every part of that prod- “We believe that trend of a holistic view of well- uct, backing it up with the industry’s longest ness, nutrition and healthy aging will grow outside warranty and providing customer service that of just the ‘green’ and uber-fitness crowds into the comes straight from our factory,” Yde says. mainstream mindset,” says Kimberly Weld, vice The company’s meaningful innovation can be president at the San Diego-based company. “We seen in the new products Wahl brings to market. are looking for an increase in such things as easy global powerhouse brands and entities to rich “While competitors may go for gadgets or fads to use superfoods and superfood additives be- and diverse smaller customers, needing true to drive their introductions, we count on improving incorporated into everyday eating, as more partnership and investment of time and care ing the areas that are most important for the and more stores are moving toward being a more from their vendor if they are to succeed, say com- consumer,” says Yde. “This takes an enormous complete wellness destination.” pany officials. amount of research and retesting to insure the With that in mind, PharmaCare recently intro- “This may take the form of outsourcing their innovation we develop is indeed meaningful.” duced its Real Health SuperFoods line. The prod- R&D needs, data mining and analysis, subjectiv- The recent trend toward facial hair—and more ucts are additive to consumers’ lifestyle, are easy ity and objectivity pivots studies, in home use of it—has helped the company’s growth, but to use and understand, and do not require users tests and branding to supply chain support,” the category leadership comes from understand- to change or give up anything in their current spokesperson adds. “As a full turnkey manufac- ing the difference between fads and trends, Yde lifestyle. “We realized that, although superfoods turing group, we help the small to the multina- adds. “Millennials, Baby Boomers and Gen X indi- have been around for a while, and the benefits of tional pharmacy and cosmetic companies. Our viduals all identify with Wahl as the facial hair and use widely touted, it was still hard for the main- broad product line and Fortune 100 customers hair-cutting leader. This can only be obtained stream consumer to see themselves as a super- speak of our success.” by being authentic and meeting our customers foods user,” Weld says. where they are at. 4Wahl Clipper “Wahl’s dedication to quality and meaningful innovation has helped our retail partner 4U.S. Nonwovens www.wahl.com trade up consumers, which helps both top and www.usnonwovens.com For 96 years, Wahl has been a leader in the hair- bottom line growth,” says Yde. “Our idea here is U.S. Nonwovens Corp. (USN) is a Brentwood, N.Y.- grooming category. The company’s first foray in take care of the consumer and sales and profits based pharma-led producer of premium health, the category was in 1919, when Leo Wahl invent- will follow.” S

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