By  on November 2, 2007

As part of the brand's relaunch initiative, Pure & Natural has repackaged and reformulated its personal care assortment, which is set to bow in food, drug and mass chains in February.

With hypoallergenic and paraben-free products including body wash, liquid hand soap and bar soap, each of the nine products aims to be environmentally friendly. Packaging for the body wash and liquid hand soap is biodegradable, while the bar soap is packaged in 100 percent postconsumer paper made from seeds. Ranging in price from $3.99 for liquid hand soaps to $5.99 for body wash, the new products are available in three ingredient combinations: Almond Oil & Cherry Blossom, Rosemary & Mint and Grapefruit & Pomegranate. The Almond Oil & Cherry Blossom combination is designed to moisturize, nourish and soothe skin; Rosemary & Mint, to cleanse and refresh skin, and Grapefruit & Pomegranate, to exfoliate and renew the skin.

"With the growth of the natural trend, we decided the timing was right to give the brand a push, since it's positioned between a natural and mainstream brand," said Sami Myohanen, Pure & Natural brand manager. "We wanted to find ingredients that were natural and allowed us to stay within our price point."

Although executives wouldn't comment, industry sources estimate first-year sales from the nine items will bring in about $30 million in retail sales.

Currently, the brand is sold in limited distribution in about 2,000 Wal-Mart and food stores. However, with the relaunch, the brand is looking to expand its distribution in food, drug and mass channels. The company also is looking into expanding internationally, said Myohanen.

Since the previous packaging captured more of the hypoallergenic look, Myohanen said the brand needed a more upscale look, highlighting the natural ingredients found in the products.

To further the brand's mission statement, "Nurture yourself and the world around you," the company has partnered with organizations sharing similar goals to help educate consumers on living a healthy lifestyle. As part of the initiative, Pure & Natural will donate a minimum of $100,000 annually to the World Wildlife Fund to demonstrate its commitment to protect nature.

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