Sensing an urgency in the skin care market for labels that are transparent about what is in or is not in a product, Korres Natural Products is taking action now.
Shipping to its various retail and distributor partners are sleeves that can easily be slipped onto existing packages, which explain a product's formula facts, such as whether an item has petrochemicals, mineral oil, silicones, parabens, fragrance, wheat, nuts and so on. A checklist is placed on each sleeve and, depending on whether a product has it or not, the word "yes" or "no" appears next to the ingredient in question. A product's natural content is also listed at the top of the list in percentage form.
The laundry list of ingredients looks to help consumers better understand the brand's natural positioning, said Robert DeBaker, chief operating officer, Korres Natural Products USA. New artwork on the sleeves also aims to "make it easier for the consumer to navigate the brand," he added. So now, for example, all stockkeeping units within the Wild Rose range each bear the same color rose (red) on packages.
Items bearing the new sleeves are scheduled to hit shelves in September.
Also on the horizon for Korres is a new line of products that will utilize a new patent. The line is set to launch in the next several months. In the U.S. Korres is sold in Sephora, Studio at Fred Segal, 27 Nordstrom doors and various boutiques as well as its two company stores in New York, one in Manhattan and the other in Brooklyn.
Korres Natural Products is sold globally with distribution in 30 countries in more than 6,000 points of sale, including 23 stand-alone stores. For 2007, the company generated revenue of $56.5 million. Korres, which is listed on the Athens Stock Exchange, closed yesterday at $14.30 a share at current exchange rates.
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