Kroger Starts Own Beauty Line, Not A "National Brand Knock-Off"
This article was originally published in The Rose Sheet
Executive Summary
One of the country's largest grocery retailers has started its own line of private-label beauty products
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One of the country's largest grocery retailers has started its own line of private-label beauty products. Called mirra , the new line from the Kroger Co. features natural ingredients and is aimed at "family-focused women seeking effortless beauty." "Not just a national brand knock off," the line is packaged in upscale-looking, colorful bottles and tubes, the food chain says. Products are sold exclusively at Kroger stores at prices ranging from approximately $2.99 to $12.99. The firm has been promoting mirra online with a digital coupon for $5 off the purchase of two items. Daily, Renew & Inspire Mirra products are divided into three regimens to meet different needs - Daily products for routine personal care, Renew for "a rejuvenating time-out," and Inspire for special occasions or nights out. Daily & Renew items are for sale now, while products in the Inspire segment are being developed for a later launch date, according to Kroger. "Professionally formulated" Daily shampoos and conditioners restore pH balance to allow hair "to reach its full potential," according to the company. Ingredients include sunflower extract, soy protein, amino acids and chicory root. Hair styling products and makeup brushes made from natural hair and synthetic fibers are also included in mirra's Daily set. Renew body-care items "nourish, strengthen, moisturize and soothe" skin, the retailer says. Kroger will offer foaming bath, body wash, body lotion and body mist. The products are available in Bamboo & Honey, Lemongrass & Ginger, Black Tea & Cracked Pepper and Japanese Yuzu scents. Renew skin-care solutions - featuring ingredients such as aloe, green tea, vitamin A and apricot seeds - include exfoliating cleansers and creams that hydrate, firm, lift, reduce wrinkle appearance and accelerate skin renewal, Kroger says. Kroger Co. operates nearly 2,500 supermarkets in 31 states under a variety of local names including Kroger, City Market, Dillons, Food 4 Less, Fred Meyer, Fry's and Ralphs. The company recorded fiscal 2008 sales of $76 billion. Kroger Joins Growing Retailer Trend Major drugstores and mass merchandisers have pared down their product mixes as they search for wider gross margins - a process that favors store brands, Jeff Stinson, a partner and senior research analyst with Cleveland Research Co., said at the Consumer Healthcare Products Association's Manufacturing Controls Seminar (1 (Also see "Private-Label Trend Presents "Scary Reality" For Brand Makers" - HBW Insight, 26 Oct, 2009.)). Private-label penetration in consumer packaged goods has climbed in the past year to 18 months to around 24 percent of the overall consumer packaged goods market, he said. Walmart announced in March 2009 an expansion of its Great Value store brand, while Target's up & up core commodities brand was expected to have 800 products in 40 categories by the end of September. In February of last year, Rite Aid launched its Rx Suncare range (2 (Also see "“Year Of The Private Label”: Retailer Brands Eating Into Name-Brand Profits" - HBW Insight, 16 Mar, 2009.)). CVS and Walgreens have accelerated placement of house brands going into 2010, according to Cleveland Research Company analyst Mark Herbeck (3 (Also see "Private-Label Trend Presents "Scary Reality" For Brand Makers" - HBW Insight, 26 Oct, 2009.)). - Lauren Nardella ( 4 [email protected] ) |