HEALING GARDEN: TAKING CARE OF BABY
Byline: Faye Brookman
NEW YORK — The Healing Garden is growing again.
This time, the offspring is aimed at the youngest consumers — babies. The Healing Garden Zzztheraphy for Baby is being touted as the first holistic sleep line created for babies. The Healing Garden has an existing adult sleep-enhancing product called ZzzTheraphy (pronounced Sleep Therapy).
Although there are other brands such as Johnson & Johnson’s and Eckerd’s Comfy line sold at mass for babies, most are purely bathing and grooming, but don’t feature aromachology benefits.
“The Healing Garden Zzztheraphy for Baby is the first in mass to capitalize on the treatment and fragrance trend for babies, delivering enhanced aromachology benefits, vitamins and moisturizers as well as premium fragrance and design,” said Anastasia C. Ayala, senior vice president, global fragrances for Coty Beauty US.
The baby category is a bouncing business to be in today, added Ayala. Sales of all products for babies, excluding petroleum jelly, are up 7 percent, she said. That’s not surprising since 450 babies are born in the U.S. per hour, according to U.S. Census.
Ayala said this is the first of many steps to expand Coty’s successful The Healing Garden franchise beyond women into the family. “We have women who are users and they’ll have the trust to use this on their babies,” she added.
Additionally, Coty researched what families need when it comes to baby care. It appears most parents are sleep deprived. “It was a knee-jerk reaction when we asked parents about life with babies,” said Ayala. “Parents want products to help kids sleep.”
The stockkeeping units include a 6.7-fl.-oz. Calm & Cuddly Baby Wash, a 5.0-fl.-oz. Comfy Cozy Nourishing Baby Lotion and 3.4-fl.-oz. Tender Touch Soothing Baby Powder. The products are priced at $6.95. There are two gift sets — Hugs and Kisses Baby Set for $14.95 and the Bedtime Story Baby Set for $17.95. “This gives mass merchants the opportunity to sell a nice gift for new parents,” Ayala said.
Since Zzztheraphy is for babies, Coty had to ensure the ingredients were formulated for tots. The bath wash, for example, is ophthalmologist tested, while the baby lotion has passed the grade with dermatologists. Pediatricians have also approved all products. To encourage sleep, the line features essential oil of chamomile and botanical extracts of vanilla bean and orange blossom.
The introduction of the baby spa products not only helps Coty draw in new users, but also takes the company into new store real estate. Some retailers are positioning the new Zzztheraphy in the baby department, while others are adding it to the existing The Healing Garden display next to the adult Zzztheraphy. “And, there are some putting it into both,” said Ayala who believes the dual positioning helps court incremental sales. Also, the line nets Coty distribution in specialty stores such as Baby Depot. A spokeswoman for Sears said the company is excited about the launch because babies are an important component in its shoppers’ lives.
Zzztheraphy for baby is currently shipping to drug, discount, food and specialty stores. The company has earmarked more than $1.5 million for advertising.
Launched in 1997, The Healing Garden now has total sales exceeding $70 million. The Healing Garden’s ZzzTheraphy for adults was introduced in September 2000. Ayala said the line is in the process of an “evolution” and that many new products will bow in the next six months.
Marketing to youths is still one of the hottest trends in the mass market. However, retailers are starting to weed through the various players to find brands with staying power. One that has emerged as a brand with a positive track record is Caboodles, according to buyers.
New products are the lifelines of the youth business. Caboodles not only updates its products frequently, but according to Karen Jameson, brand manager, the company also freshens its in-store merchandising fixture. “We’ve specifically made the unit more flexible so we could update it without major resets,” said Jameson. Caboodles is currently rolling out its new look featuring a color palette Jameson said, “is fresh and new”
The new wall can also accommodate without extra footage additional stockkeeping units in 10 new categories that Caboodles is launching, such as a roll-on glitter scented with a baby powder, new eye compacts and frosty stick pearl eye pastels. Caboodles is also launching a mechanical pen lip brush. Caboodles, which is frequently merchandised with its assortment of makeup cases, is introducing a new print advertising campaign to support the fresh look and new items. In the bag areas, Caboodles has new hard and soft looks including a large denim statement that was popular at the recent Efficient Consumer Response Management meeting in Dallas.
Now in its third year, Caboodles is in 17,000 locations worldwide. Among the chains now stocking the youth brand are Eckerd, ShopKo and Walgreens.