Retailers Clear Shelf Space for The Seaweed Bath Co.

As CVS and Target look for more natural beauty options to meet swelling consumer demand, The Seaweed Bath Co. is getting the nod.
Target added products from the sustainable seaweed-fueled personal-care brand in January and expanded the assortment in July. Four products from The Seaweed Bath Co.’s new Detox + Age-Defying Skin Care launched on last month and will be in stores in January.
The moves come as Target revamps shelves, clearing space for items that play in the natural, better-for-you category — often putting them in more visible spots. “Natural is an area which has done well for us and we put it near the front [of the department], Christina Hennington, senior vice president of Beauty and Essentials at Target said recently.
CVS is witnessing the same consumer migration to natural. The Seaweed Bath Co. expanded in over 2,000 stores within the chain with its Hydrating Body Creams and Detox Cellulite Soap. Maly Bernstein, divisional merchandise manager for beauty at CVS said over half of new stockkeeping units in its stores’ beauty and personal-care departments will be from natural and organic lines like The Seaweed Bath Co.
The burgeoning demand for the brand at mass comes on the heels of several years

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