H2O Plus adds Bath Fruits, Exotics lotions to body care product mix in early fall.
This article was originally published in The Rose Sheet
Executive Summary
H20 PLUS BATH FRUITS BATH AND BODY CARE LINE is scheduled for a third quarter launch, the Chicago-based specialty retail chain said. The introduction is part of H2O Plus' move to enhance its bath category and bring it "back to the basics," the firm said. The eight-SKU Bath Fruits line-up will launch in H2O Plus' 62 doors nationwide. Bath Fruits is part of a series of H2O Plus bath and body care items slated for a third quarter introduction ("The Rose Sheet" June 3, p. 7).
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H20 PLUS BATH FRUITS BATH AND BODY CARE LINE is scheduled for a third quarter launch, the Chicago-based specialty retail chain said. The introduction is part of H2O Plus' move to enhance its bath category and bring it "back to the basics," the firm said. The eight-SKU Bath Fruits line-up will launch in H2O Plus' 62 doors nationwide. Bath Fruits is part of a series of H2O Plus bath and body care items slated for a third quarter introduction ("The Rose Sheet" June 3, p. 7). H2O Plus is placing its emphasis during the third quarter on tightening up its merchandising mix and creating "families of products," the company said. The specialty store is in the process of giving each line its own "personality," rather than creating one umbrella identity, while maintaining H2O Plus' "clean, pure, simplistic [and] sophisticated image," the firm explained. Bath Fruits bath and shower gels and body lotions are available in four scents -- Pear, Pink Grapefruit, Pomegranate and Tangerine -- that move away from the "typical garden variety" of fragrances, H2O Plus said. The "extra-gentle, extra-foaming" gel is enriched with provitamin B for moisturization and hydrating benefits. The "light, fresh" lotion "nourishes skin and smoothes away dryness" with aloe vera, vitamin E and provitamin B. Packaged in transparent "bullet bottles," 8 oz. scented bath and shower gel and 8 oz. body lotion are priced at $10 and $12.50 each, respectively. Another third quarter entry in the bath and body arena is Exotics body lotions. The moisturizers complement existing Exotics shower gels and replace the seven year-old brand's body moisturizer gels, which were discontinued a few years ago. The body lotion will be available in four formulas -- Tango Mango, Citrus Squeeze, Tahiti Twist and Casaba Melon. The "lightweight" lotions will not clog pores, H2O Plus said. The ingredient mix includes kiwi fruit, orange peel and apricot, and vitamin E and provitamin B5 to "help condition skin," the company said. The 8.4 oz. lotions will be priced at $12.50 each. H2O Plus is also extending its Spa Tea skincare line during the third quarter with Green Tea Moisturizing shower gel and Antioxidant body lotion. Other items in the Spa Tea line-up include dry goods products Tub Infusion, Calming Facial Sauna and Botanical Eye Compress. The Green Tea body lotion combines Japanese green tea and Paraguay tea with algae to protect against free radical scavengers, according to the company. The lotion also is formulated with shea butter, wheat germ and vitamins A, E and C. The shower gel, a companion product to the body lotion, combines seaweed with vitamin E and provitamin B. Packaged in "minimalistic cylinders," the 8 oz. shower gel and lotion are priced at $12.50 and $14, respectively. For an "invigorating cooling sensation," Mint Ice cleansing products "stimulate skin circulation" without irritating, H2O Plus said. The five-SKU Mint Ice line-up, available now, includes shampoo, conditioner, body scrub, body wash and massage oil. The ingredient list for all Mint Ice products includes spearmint extract, wide bergamot extract, menthol, provitamin B and vitamin E. Mint Ice shampoo contains mild cleansers and surfactants to clean hair without stripping essential oils, the company said. The cleanser also stimulates the scalp and strengthens the hair shaft, according to H2O Plus. The Mint Ice conditioner is formulated with silk amino acids and safflower oil to moisturize the hair and scalp and "add sheen," the company said. The 11.5 oz. shampoo and conditioner are priced at $12.50 each. "Cooling, soothing, refreshing" Mint Ice body scrub is formulated with pumice to remove dead surface skin cells, H2O Plus said. Allantoin and jojoba oil are also included in the formula. The body wash moisturizes and cleanses, while the massage oil "soothes sore muscles" with canola, peppermint and safflower oils and vitamin E, the company said. The 11.5 oz. body wash and 6 oz. body scrub are priced at $12.50 each, while the 6 oz. massage oil costs $15. First quarter 1997 launches include a unisex fragrance and 15 new products with introductions in "a least two new categories," H2O Plus said. |