Piping Rock Health presents aromatheraphy line via new Nature’s Truth brand

RONKONKOMA, N.Y. — OTC buyers sniffing out the next big opportunity within VMS may need only go as far as their nose. Piping Rock Health Products, led by NBTY cofounder Scott Rudolph, is bringing aromatherapy to the mass market with its new Nature’s Truth brand. “Consumers and retailers alike are looking for the next great trend in wellness,” Kimberly Vigliante, Piping Rock SVP sales and marketing, told DSN. “Some retailers are ahead of the curve and starting to [treat] their VMS section ... like a ‘wellness destination’ to improve consumer experience. Those [retailers] who embrace change early will really benefit and be able to capture a greater share of market.”

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