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LOS ANGELES — While there are plenty of organic and natural body care products for babies, products for older children are harder to come by.
Jason Natural Products, which is based in Petaluma, Calif., is aiming to fill that void with its just-launched Kids Only collection.
This story first appeared in the November 21, 2008 issue of WWD. Subscribe Today.
“We realized that there weren’t a lot of products out there for kids aged three to 10,” said brand manager Catherine Blackwell. “We wanted to bring out a range of shampoos, conditioners and bath gels targeted to that age range.”
Jason, which is owned by The Hain Celestial Group of Melville, N.Y., has been around since 1959. Jason was acquired by Hain in June 2004, and is just one brand within Hain’s vast naturally-positioned personal care portfolio, which includes Earth’s Best, Avalon Organics, Alba Botanica and Zia Natural Skin Care.
Citing research that children’s skin is known to be 30 percent thinner than that of adults, Blackwell said the company wanted to bring out a line that was free of toxins, including parabens and other synthetic by-products. It is also wheat and gluten-free.
The line, which encompasses 10 stockkeeping units, is shipping to retailers that sell Jason, such as Whole Foods Markets and Babies ‘R’ Us. But Blackwell said plans were afoot for the range to be in mainstream stores as well. Jason already has a presence in Target and Wal-Mart stores nationally, and in CVS and Long’s Drugs on the West Coast.
The collection includes two sets of shampoos and conditioners — one for daily detangling and extra conditioning, the other for a more sensitive scalp. There is also a bath gel in Berry Burst and Tropical fragrances. All products are tear-free. A hand soap with a larger size pump for small hands contains a foamy soap, while a toothpaste comes in strawberry and orange. The packaging is bright yellow and functional, topped with green caps and adorned with animal images. Ingredients such as extracts of calendula, chamomile and orange bitter peel add a natural fragrance.
Blackwell said there were some long-range plans to add more units to the collection.
“We are just getting a sense of the market, reviewing the sales data and getting feedback from customers,” she said, adding that there would also be more additions to the Earth’s Best baby line.
Product prices range from $5.49 for the toothpaste to $8.99 for the shampoos and bath gels.
Blackwell agreed that it was especially important to keep prices reasonable given the current economic situation.
“Consumers are really educating themselves about what’s right for themselves and their families,” said Blackwell. “When it comes to products that are healthful and associated with wellness for their children, consumers are still interested in buying products that are free of irritants and are filled with ingredients that are good for the body.”