Supplier News Breaks Archives
SheaMoisture, Walgreens team on organic hair care launch
April 1st, 2011
AMITYVILLE, N.Y. – Natural skin care brand SheaMoisture has partnered with Walgreen Co. to roll out a new organic hair care line.
The company said Friday that Walgreen will be the exclusive national drug store retail partner for the new line, which includes shampoos, conditioners and styling aids. The products became available at Walgreens stores nationwide, as well as via Walgreens.com, on April 1.
"We are very excited to launch our newest collection at Walgreens," stated Richelieu Dennis, founder and chief executive officer of Sundial Creations, maker of SheaMoisture. "They have been a key partner in the growth of our business, and we are enthusiastic about bringing organic hair care products to such a broad consumer base."
The SheaMoisture shampoos, conditioners and styling aids come in four varieties: Raw Shea & Argan Oil, Coconut & Hibiscus, Yucca and Baobab, and African Black Soap. The line also includes two hair kits: the Curl & Shine Kit and the Repair & Transition Kit, which contain travel-sized versions of the Coconut & Hibiscus and Raw Shea hair collection.
SheaMoisture said its products are cruelty-free and contain no parabens, phthalates, paraffin, formaldehyde, mineral oil, animal ingredients or synthetic fragrances.
Several programs are in place to support the hair care launch, including a beauty adviser-based program, a social networking strategy, store-level sampling and demo stations, according to the company.
"There has been a tremendous amount of anticipation for this launch in our social networking communities for months," commented Emmet Dennis, Sundial Creations partner and chief marketing officer. "This phenomenon is a testimony to the convenience of shopping at Walgreens and the loyalty that our customers have shown us for almost 20 years."