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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Naturals by Safety 1st: Dorel Juvenile Group USA, a Dorel Industries unit, adds Naturals by Safety 1 baby-care collection to its portfolio, which includes car seats and strollers, among other children's products. Formulated with natural ingredients and free of dyes, phthalates, triclosan and formaldehyde - chemicals that "have been linked to cancer and other bodily damage" - line consists of Shampoo & Body Wash, Daily Moisture Lotion, Intensive Moisture Cream, Diaper Rash Cream and Bubble Bath. Firm cites Environmental Protection Agency, suggesting that "infants up to age two are, on average, 10 times more vulnerable to carcinogenic chemicals than adults. In fact, children may accumulate up to 50% of their lifetime cancer risk by their second birthday," company says. Dorel Juvenile President and CEO Dave Taylor states: "Upon entering the baby-care space, it was critical to use all-natural ingredients to ensure the safety and health of children, while staying true to the brand's value-conscious model." Products retail for $5.99 apiece at Babies "R" Us stores nationwide and online at BabiesRUs.com.
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