CHATSWORTH, Calif. — With a large, 150-stockkeeping unit repertoire that already includes hair care, sun care and toothpaste, Nature’s Gate had only to fill the gap for body cleansing products.
It’s newest category, Velvet Moisture, was designed to do just that.
The collection of four body washes and four liquid soaps is expected to roll out into all of Nature’s Gate’s existing accounts before the end of this year, said Laura Setzfand, vice president of marketing.
“Body washes were a big omission from our product portfolio,” said Setzfand. But she said that beyond simply filling that need, the formulation needed to counter the typical results of liquid soaps made from all-natural ingredients.
“Many of these products tend to be relatively drying because of the ingredients that cannot be used — like petrolatum and mineral oils,” she said.
So the company created a blend of seven natural moisture boosters known to help deliver moisture to the skin — sodium hyaluronate, vegetable glycerin, shea butter, sweet almond oil, vitamin E, apricot kernel oil and soy bean oil.
“The idea was to create products that met the new ingredient profile in the natural category but with new technology,” she said, adding that the line is also free of sulfates and parabens, and offers a biodegradable cleansing system.
The line has been pegged at an accessible price point; the washes are $7.49 at retail for an 18-oz bottle, and the soap is $6.99 for 16 oz. and will be sold through chains such as Whole Foods Market as well as natural product stores and mainstream grocery stores.
The collection also showcases a new-look packaging for Nature’s Gate, featuring a four-color label, graphic images of the key botanicals in the product and a pearlized white bottle that is softer in tone than the current one. Setzfand said that the Classics category of Nature’s Gate — the value brand in the company — would eventually transition all its packaging to the new look.
The Velvet Moisture line comes in scents that are based on the company’s hair and body care products, including pomegranate sunflower, papaya, aloe and hemp in the wash, and pomegranate sunflower, aloe, tea tree and oatmeal in the liquid soaps. The washes have also been formulated to be foamier than can typically be found in natural body washes.
The company, which falls under the Levlad umbrella and is owned by Harvest Partners, continues to brand itself as green-based with its philanthropic efforts, as well. Earlier this year, it partnered with global nonprofit WaterAid, which helps provide access to clean water in rural communities across Asia and Africa. A percentage of sales of holiday gift sets will be earmarked for the charity.
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