Formerly boutique items go mass market at Exclusively HBA - health and beauty aids, trade show

Discount Store News, Oct 18, 1993 by Dawn Wilensky

DETROIT -- Doing it naturally--that's what manufacturers were doing at the Exclusively HBA show held here with the introduction of hair, skin and bath items made from botanical extracts, fruit essence and organic fragrances.

Many of the new products were at one time viewed only as specialty store or department store items. However, discounters are now more receptive as increasing numbers of chains have created a |boutique-look' in their H&BC departments. Many in fact, have created entire bath shops, featuring products by companies like Sarah Michaels, with everything from loofah pads to shower gelee.

Boutiquing will be even easier for discounters as more suppliers design full lines of products with upscale packaging and product presentation for the mass market.

For example, Avanza Corp.'s packaging for its new Naturessence bath line has updated graphics and colors. It also features a scent layering program incorporating its scent in a variety of beauty products, long a department store niche. Other companies like Lissee and Zenue have also introduced upscale, botanical lines that bridge the gap between specialty/department store lines and those offered at the mass level. Lissee's line actually features herbs floating in the product.

Zenue has targeted a demographic group called "The Challengers" for its product line. These consumers are women, 18 to 29, who have no time to soak in the tub and who demand value and high quality at discount store prices.

These new mass market lines have really benefited the discount sector, and many show attendees agreed that retailers are doing a terrific job with the category. Packaging is also being used to promote concern for the environment. For example, on the packaging for Earth Therapeutics Group's bath line, the package reads "not tested on animals," "recycle" and "environmentally caring."

Cosmepak is using its packaging to promote fund-raising efforts. For instance, the company will donate a percentage of every sale of one its organizers to either the Rainforest Alliance, Save the Children or Amnesty International. The hang tag allows consumers to indicate to which charity they want the donation made.

Children are also being targeted by manufacturers. International Beauty Network introduced Rainforest Friends glycerine soaps with a licensed character from the movie "Once Upon A Forest" in the center of the soap. To get the toy, children must use the soap. The company will also be offering shampoo, conditioner and bubble bath in clear tubs with a toy inside.

Value-packs were also popular with many vendors creating shrink-wrapped products specifically aimed at the warehouse clubs. Organizers were big at the show with Sassaby adding three fabric organizer boxes and a soft box complete with a handle and shoulder strap to its line-up for 1994.

Cosmepak has updated its JamPackers organizer with an adjustable mirror and a larger oval design. Also new is The Basket Case, a portable bathroom organizer.

Attendance at Exclusively HBA was at 1992 levels, said Jay Spaulding principle and ceo. He hopes the 1994 show dates, March 23-25, at Chicago's McCormick Place will better serve the industry.