BEAUTY CARE

Schmidt’s Naturals launches new deodorant scent amid growth

BY David Salazar

PORTLAND, Ore. — When Schmidt’s Naturals founder Jaime Schmidt started out making her natural deodorant in 2010, she did it in her kitchen and sold it at local farmer’s markets. This year — following the 2014 addition of Michael Cammarata as the company’s chief global strategist and the addition of stick deodorant and sensitive skin product lines — Schmidt’s Naturals launched in Target in February.

On the heels of its introduction into mass, the company — which began with natural deodorant in a jar and expanded to include sticks — just launched its latest stick deodorant scent, Charcoal + Magnesium. Cammarata recently told Drug Store News that that the expansion has been quick and largely driven by consumer interest in stores and on social media.

When Cammarata joined the company in 2014, Schmidt’s Naturals developed the stick deodorants within three months and grew its employee base from four when he came on board to now more than 50 as it has gone from a 1,200-sq. ft. warehouse to a 14,000 sq. ft. facility.

“Jaime is really good at identifying ingredients and developing products,” Cammarata said. “And we've been able to expand our relationships from natural into grocery and from grocery launching into mass with Target this February. Introducing our sensitive skin line and stick, we've been seeing a huge response from customers — and that's been driving the business.”

Before its launch into mass, the company has distribution in several natural stores and independent retailers, as well as Whole Foods, Pharmaca and Urban Outfitters. Cammarata said that in addition to the Target launch and the new scent’s introduction, Schmidt’s Naturals will continue to expand this year, with three new scents planned for April and other planned retail launches.

“We have a couple of tricks up our sleeves that we’ll be announcing soon,” he said.  

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Coty names new creative agency for Max Factor brand

BY David Salazar
NEW YORK — Coty on Monday announced that, following a review for its Max Factor brand, it has selected adam&eveDDB as the brand’s lead creative agency, effective immediately. 
 
 “The appointment of adam&eveDDB is an important step in the progress of the Max Factor brand,” Coty VP Ma Factor Karen Owen said. “Adam&eveDDB has the creative capability, drive and passion to bring a modern expression to the brand and deliver on our vision. Adam&eveDDB has demonstrated a smart strategic approach to this work and fantastic partnership and we’re confident they’re the right fit for Max Factor.”
 
Coty’s VP creative and integrated communications, Sam Southey, said that selecting a new creative agency is part of Coty’s strategy to drive a new level of insights and consumer engagement, in the aftermath of the company’s merger with Procter &  Gamble’s specialty beauty business. 
 
Previously, Max Factor’s lead creative agency was Leo Burnett.
 
“We thank Leo Burnett for the significant contribution that they have made to Max Factor over the years,” Coty said “While we have decided to part ways with Leo Burnett for the Max Factor brand, we wish them every success for the future.”
 
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CVS Pharmacy brings 4 trendy, premium beauty brands to stores this spring

BY David Salazar
WOONSOCKETT, R.I. — CVS Pharmacy is keeping up with beauty trends with plans to bring four tough-to-find brands to its shelves this spring, several of which will be CVS exclusives. 
 
As a follow-up to last year’s exclusive 500-store CVS launch of Wunderbrow from Wunder2, the U.K.-based high-tech makeup company will be expanding the Wunderbrow’s availability to 2,000 stores while introducing eight additional products from its collection in March. The products will include the company’s Wunderkiss Lip Plumping Gloss, making CVS Pharmacy the first place it’s available stateside. 
 
As another exclusive, Tigi Cosmetics will bring more than 40 professional-level products to CVS Pharmacy in April, including some items that will be available at CVS for the first time outside of a salon. Key items include the brand’s Glow Blush, High Density Eyeshadow, Precision Black Eyeliner Pen, Diamond Lipstick and Luxe Lipgloss. CVS will showcase the items on its new trend wall, which is meant to showcase the hottest brands and products. 
 
Also on the trend wall will be Vinylux’s 72-shade range of Weekly Polish. The nail polish features a two-step application that’s said to feature seven-day chip resistance, durability that increases with exposure to natural light and a fast-drying formula. 
 
And with naturals seeing a growing interest among shoppers, CVS is exclusively bringing natural beauty and personal care company Mineral Fusion’s new product extensions to its stores. Mineral Fusion’s products — which include skin care, hair care, nail care and cosmetics — are free of gluten, parabens, phthalates, artificial colors, synthetic fragrances and SLS. They are also 100% vegetarian. 
 
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