BEAUTY CARE

The Natural Dentist to roll back prices of products

BY Antoinette Alexander

MEDFORD, Mass. The Natural Dentist, a natural oral care brand, is looking to make its products even more accessible to consumers by rolling back prices by 30%. The price decrease will begin appearing on retail shelves April 1.

“Early research shows the natural trend is weathering the economic downturn, but families are making tough decisions. Comprising on oral health shouldn?t be one of them,” stated newly hired Jeff Powers, VP of global sales for The Natural Dentist. “Decreasing the price of our mouth rinse not only engages consumers with the brand, but it allows natural to be a viable choice when it comes to consumer?s mouths.” 

The Natural Dentist announced Powers appointment in early March. Most recently, he served as SVP, sales and marketing for Claridge Foods, makers of La Terra Fina and Circle Foods. Before Claridge Foods, Powers spent nearly three years with Atkins Nutritionals, where he served as global sales VP.

All of the mouth rinses, which are sold in 30,000 stores nationally including Whole Foods, pharmacy retailers and supermarkets, will change from $9.99 to a suggested retail price of $6.99 for a 16-ounce bottle. The cost of toothpaste will remain the same with a suggested retail price of $4.99.

According to the company, its mouth rinses are scientifically proven to support oral health, prevent cavities, freshen breath and kill germs with natural ingredients like peppermint and sage oils, grapefruit seed extract and aloe vera gel.

The news comes on the heels of the launch of its two newest mouth rinses – The Natural Dentist Pre-Brush Whitening Rinse (Clean Mint flavor) and The Natural Dentist All Natural Antigingivitis Rinse (Peppermint Sage flavor) – which were introduced in February.

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Physicians Formula reports net loss in Q4

BY Antoinette Alexander

AZUSA, Calif. Physicians Formula Holdings posted a net loss during the fourth quarter, as consumer spending slowed and retailers tightened inventory control. The beauty company expects the challenging retail environment to continue in 2009.

Net sales for the fourth quarter ended Dec. 31, 2008 were $28.2 million, compared with net sales of $33.9 million in the year-ago period.

Net loss for the quarter was $24.5 million, or a loss of $1.80 per diluted share, compared with net income of $4.9 million, or a gain of 33 cents per diluted share, in the year-ago period. Excluding non-cash goodwill and intangible asset impairment charges, adjusted net income per diluted common share for fourth quarter 2008 was 13 cents.

Net sales for the full year 2008 were $114 million, up 2.2% compared with net sales of $111.5 million for 2007. Net loss for 2008 totaled $19.8 million, or a loss of $1.41 per diluted share, compared with a gain in the year-ago period of $8.7 million, or 60 cents per share. Excluding non-cash goodwill and intangible impairment charges, adjusted net income per diluted common share was 47 cents for 2008.

“Our 2009 strategic initiatives, including new product offerings, our new communication, promotional and merchandising platforms, were designed to raise the profile of our brand, to continue to push the boundaries of innovation and to improve the shopping experience,” stated Ingrid Jackel, chairwoman, CEO of Physicians Formula. “However, during the first quarter of the year, retailers continue to operate under unprecedented tight inventory control programs and, in addition, we are experiencing smaller pipeline orders compared to last year?s larger pipelines from space gains. We expect 2009 will continue to be a very challenging retail environment for our industry.”

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Frederic Fekkai introduces natural, dry shampoo

BY Antoinette Alexander

NEW YORK Frederic Fekkai & Co. has introduced the new Fekkai Au Naturel Powder Clean Dry Shampoo, marking the first Fekkai product that combines natural formulations in a dry shampoo product.

Au Naturel Powder Clean Dry Shampoo is free of sulfates, parabens, dyes and synthetic fragrances. The formula contains natural cotton fibers, corn and rice starch to absorb oil without weighing the hair down. It also contains nourishing ingredients like beta glucan, ceramides and sodium hyaluronate, which is known to provide conditioning benefits. The packaging is made of 40% recycled materials.

The product, available as of March, is sold at Federic Fekkai salons, Sephora and Sephora.com. The suggested retail price is $23.

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