CVS is betting on organic baby products.
After launching its exclusive Promise Organic skin-care label in 2015, the drug chain this summer is rolling out Promise Organic Baby.
The products in the four-item line are formulated with coconut butter and are certified organic according to NSF/ANSI, a third-party organization that rates household and personal-care products.
As consumers become more attuned to potential hazards of ingredients in personal-care products, CVS is seeing increased demand for better-for-your-baby products.
“Moms are a very important segment when it comes to organic skin care,” said Rob Robillard, chief executive officer of Sensible Organics, the company that develops and manufactures Promise Organic for CVS and Nourish Organic, another mass-market natural brand. “Natural brands are growing 10 to 15 percent versus flat-rate growth [in the baby market].”
The baby items, priced from $7 to $13, are rolling out to 2,500 stores in June and July and will be available on the CVS web site. The products include the Replenishing Coconut Butter 2-in-1 Baby Wash, Replenishing Coconut Butter Baby Lotion, Gentle Coconut Butter Diaper Rash Cream and a SPF 30 Sunscreen Baby Lotion. “The use of chemical sunscreen when it comes to babies is one of the scarier areas,” noted Robillard. “Using mineral sunscreen is really important — we’re really careful to create what we think is safe and gentle.”
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Coconut butter is part of that gentle promise. “It’s a blend of fair-trade shea butter and coconut oil to create a moisturizing base,” said Robillard. “It’s calming and anti-inflammatory, a way to care for skin that needs extra care.”
Promise Organic teamed with a Manhattan-based dermatologist, Dr. Rachel Nazarian, to try to further extol the benefits of the coconut butter ingredient.
In line with new ingredient standards set by CVS earlier this spring — the retailer is banning more than 600 potentially harm additives from its house-label beauty and personal-care products — Promise Organic Baby is free of parabens, phthalates, harsh preservatives, synthetic fragrances and artificial colors.
“The real motivation to buy organic is the purest ingredient listing,” said Robillard. “When consumers in the store are interested in the natural space, they’re trying to find something as clean as they possibly can.”
Robillard declined to talk numbers, but industry sources estimate the Promise Organic Baby line will do about $2 million in retail sales in its first year on shelves.