ECRM event features natural/organic products aimed at mass market

DESTIN, Fla. Retail buyers and sellers gathered here this week to attend ECRM Cosmetics, Fragrance & Bath EPPS event.

Nestled beachside in the Hilton Sandestin Beach Golf Resort & Spa in Destin, Fla., the event attracted 82 retailers and featured 90 planning sessions and 32 Power Hall sessions. Meetings kicked off Monday morning and wrap-up was Thursday.

While retail beauty buyers undoubtedly saw a range of beauty products while at the show, there was a clear trend: bath and body products that are positioned as natural and/or organic.

The health-and-wellness movement shows little signs of slowing as many beauty manufacturers highlighted the latest in product development.

For example, Organic Bath Co. is looking to make a splash in the mass market after spending several years in the natural foods market. Among its offerings is a new anti-aging line called Timeless, infused with certified organic ingredients.

In addition, The Village Company has created a new Village Naturals Green line that includes shampoo and conditioner, as well as body products. This marks the company’s first foray into the hair care segment.