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V’Tae Targets Spa Channel

NEW YORK — V’Tae is switching gears. The maker of essential oil- and plant-extract-derived bath-and-body products is paying closer attention to its fastest-growing distribution channel: spas. <br><br>Belinda Rush-Carville, founder and...

NEW YORK — V’Tae is switching gears. The maker of essential oil- and plant-extract-derived bath-and-body products is paying closer attention to its fastest-growing distribution channel: spas.

Belinda Rush-Carville, founder and creator of V’Tae products, said she’s seen business from spas grow from 5 to 7 percent to 12 to 15 percent over the past year. Her V’Tae beauty business, which retails to boutiques, health food stores and the specialty supermarket operator Whole Foods Markets, ended 2002 with $4 million in retail sales.

Rush-Carville believes the proliferation of spas in the U.S. is one reason for increased sales, but the other is due to human nature.

“That’s how Americans are thinking. It’s the cocooning thing that Faith Popcorn talked about several years ago,” Rush-Carville said, referring to the well-known consumer trend predictor.

“People are really needing some kind of solace. We have had a huge request for back bar and bulk products so that the practitioners can use it at the spa. With aromatherapy and body care, there is a role.”

So, with that, Rush-Carville has developed a line just for these customers, called Spa V’Tae.

The spa line consists of four essential oil and plant extracts’ blends. There’s Revitalizing, which contains a mixture of lemon, organic lavender and litsea cubeba as a therapy for dry, tired skin. Palmosa and sandalwood essential oils, natural antidepressants, are also included. The Renewing blend contains ginger, peppermint, lemongrass and eucalyptus, to penetrate and uplift the soul. Hydrating blend combines vanilla, almond and cardamon to restore and hydrate skin. And the Toning blend uses grapefruit, cypress, basil and thyme to help circulation.

Each blend can be found in six different product formulations: a body lotion, a massage and bath oil, massage lotion, sea salts, exfoliating buff and body wash.

In addition to sea salt, the exfoliating buff uses sugar for Revitalizing, bran for Toning, green clay for Renewing and apricot seed for Hydrating in its formulas. All products retail for $16.

Rush-Carville is currently sending out mailers to potential Spa V’Tae customers, such as loyal clients Brooke Williams in Los Angeles, Greenbriar Spa in West Virginia and Haven Spa in Manhattan. Distribution begins this month.

NEW YORK — V’Tae is switching gears. The maker of essential oil- and plant-extract-derived bath-and-body products is paying closer attention to its fastest-growing distribution channel: spas.

Belinda Rush-Carville, founder and creator of V’Tae products, said she’s seen business from spas grow from 5 to 7 percent to 12 to 15 percent over the past year. Her V’Tae beauty business, which retails to boutiques, health food stores and the specialty supermarket operator Whole Foods Markets, ended 2002 with $4 million in retail sales.

Rush-Carville believes the proliferation of spas in the U.S. is one reason for increased sales, but the other is due to human nature.

“That’s how Americans are thinking. It’s the cocooning thing that Faith Popcorn talked about several years ago,” Rush-Carville said, referring to the well-known consumer trend predictor.

“People are really needing some kind of solace. We have had a huge request for back bar and bulk products so that the practitioners can use it at the spa. With aromatherapy and body care, there is a role.”

So, with that, Rush-Carville has developed a line just for these customers, called Spa V’Tae.

The spa line consists of four essential oil and plant extracts’ blends. There’s Revitalizing, which contains a mixture of lemon, organic lavender and litsea cubeba as a therapy for dry, tired skin. Palmosa and sandalwood essential oils, natural antidepressants, are also included. The Renewing blend contains ginger, peppermint, lemongrass and eucalyptus, to penetrate and uplift the soul. Hydrating blend combines vanilla, almond and cardamon to restore and hydrate skin. And the Toning blend uses grapefruit, cypress, basil and thyme to help circulation.

Each blend can be found in six different product formulations: a body lotion, a massage and bath oil, massage lotion, sea salts, exfoliating buff and body wash.

In addition to sea salt, the exfoliating buff uses sugar for Revitalizing, bran for Toning, green clay for Renewing and apricot seed for Hydrating in its formulas. All products retail for $16.

Rush-Carville is currently sending out mailers to potential Spa V’Tae customers, such as loyal clients Brooke Williams in Los Angeles, Greenbriar Spa in West Virginia and Haven Spa in Manhattan. Distribution begins this month.