NEW YORK — Organic bath, body and skin care marketer Erbaviva LLC is teaming with Target Corp. to introduce Erbaorganics, a skin care line for moms and babies, next month.
There are plans to launch Erbaorganics at more than 1,500 Target stores on an exclusive basis for six months. The line is billed as all-natural skin care, and it features 12 products — including five items for newborn babies and five for pregnant women and new mothers. There are also travel sets for infants and women.
“Erbaorganics is one of the first USDA-certified organic personal care brands for the mass market,” said Robin Brown, who founded Erbaviva 10 years ago in California with his wife, Anna Cirronis Brown. “We are positioning it to become a leading brand of certified organic personal care in mainstream channels.”
The Erbaorganics baby range includes shampoo, lotion, diaper cream, body oil and body wash; the mother’s line features a foot and leg refresher, milk and oat bath, stretch mark cream, stretch mark oil and massage oil. The travel sets include four items and the assortment ranges in price from $9.99 to $19.99.
Certified organic ingredients and essential oils are blended at the company’s Southern California facility and Erbaorganics products are designed to be free of pollutants, pesticides, artificial fertilizers and chemical fragrances. Packaging is intended to be environmentally friendly.
In addition to the launch at Target, Erbaorganics will be available via erbaorganics.com starting Feb. 23. Following the exclusive distribution at Target, Erbaorganics plans to expand its distribution network to international points of sale in Australia and Europe, where the company is considering pharmacy distribution.
Robin Brown noted the Erbaorganics collection featured a higher quantity of organic ingredients in select products and a lower price — by about 30 percent — than the firm’s Erbaviva branded products.
“We’re staying true to Erbaviva’s philosophy by putting the safest and most natural products on the market, but we’re trying to make our pricing reasonable,” said Brown, who noted that Erbaviva is carried at upscale, niche specialty boutiques and spas. “Our goal is to get the highest quality of organic products out to as many people as possible.”
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According to Brown, because organic products are still not regulated, many companies claim their products are organic even when such a claim may be questionable. “A new set of standards will help clarify what ‘organic’ actually means, but they’re not yet in place,” said Brown. “When products get USDA certification, it’s a seal which means you have met the same standard as organic food.”
Brown expects to triple company-wide sales by the end of the year with the introduction of Erbaorganics, which is expected to generate $2 million to $3 million in first-year retail sales.
Erbaviva LLC will donate 15 percent of the proceeds of its Erbaorganics Baby Body Oil, Body Wash and travel set to the Worldwide Orphans Foundation, which provides medical care at orphanages around the world.