EarthScrub's first products are three-in-one body scrub with pumice, scented body lotion.
This article was originally published in The Rose Sheet
Executive Summary
EARTHSCRUB'S FIRST PRODUCTS ARE THREE-IN-ONE BODYSCRUB, which can be used as an exfoliant, cleanser and moisturizer, and a body lotion, the New York City based company said. A West Coast launch of the company's EarthScrub body scrub and The Lotion is planned for late fall. EarthScrub, a new company, plans to launch an entire line of body care products, including a shampoo and conditioner, a massage oil, a liquid soap and facial products by next spring.
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EARTHSCRUB'S FIRST PRODUCTS ARE THREE-IN-ONE BODYSCRUB, which can be used as an exfoliant, cleanser and moisturizer, and a body lotion, the New York City based company said. A West Coast launch of the company's EarthScrub body scrub and The Lotion is planned for late fall. EarthScrub, a new company, plans to launch an entire line of body care products, including a shampoo and conditioner, a massage oil, a liquid soap and facial products by next spring. The firm currently plans to introduce the products in 10 to 20 West Coast department store doors. EarthScrub hopes to follow that launch with a limited national roll-out. In addition, the company is considering a test market on the East Coast through a toll-free number. EarthScrub also hopes to distribute to spas nationally. Targeted to college-educated, environmentally-conscious women aged 21 to 35, all of EarthScrub's products will carry the same citrus scent, which the company describes as "very clean and fresh." The products will also contain aromatherapy agents. EarthScrub contains pumice as a natural exfoliant ingredient and "ancient elements from nature," that "let your true skin come alive," according to the company. Incorporated in 1994, EarthScrub was founded by Ron Burkhardt, Gary Beasley and John Campbell. Burkhardt, who also owns the New York City-based ad agency Burkhardt and Partners, is the company's chief creative officer. Beasley is president and Campbell serves as director of operations. A print ad campaign for EarthScrub is under development and will run in women's beauty magazines and city-specific magazines on both the East and West Coasts where the product is debuting. The advertising campaign currently includes two ads designed by Burkhardt and Partners. The first ad features a nude woman against a pumice rock, with the tagline: "Wardrobe by EarthScrub." The second spot depicts women's body parts with zippers to suggest snakes shedding skin and the "revitalizing effect" of EarthScrub. Both ads carry the text "nature's renewal system," followed by a toll-free number that customers can call to order products. The body scrub is housed in 8 oz. containers that will retail for a suggested $24. The lotion is packaged in 6 oz. and 2 oz. containers and will retail for a suggested $17 and $7, respectively. A 14 oz. EarthScrub, retailing for $35, will be made available for spa distribution. |