Market Acceptance and Consumer Feedback Prompt Product and Packaging Improvements
Oakland, CA (May 10, 2006) – The two skin care kits that Nature’s Cure launched in the Fall of 2005 are about to see some changes. The Anti-Acne Face & Body Shower Kit for Male Skin and the Anti-Acne Papaya Skin Care System, which have now gained distribution in major retail outlets, provide an easy 3-Step regimen for acne prone skin tailored to the unique needs of males and females. To better accommodate its retail customers and consumers, Nature’s Cure has developed new plastic packaging for the kits and has reformulated several of the acne care products inside the kits based on user feedback. The new and improved kits will begin to hit store shelves in July.
After a successful test market and initial roll-out, Nature’s Cure recognizes the growth potential of these kits and has made the decision to further invest in their development. The company routinely includes feedback cards inside new products so that consumer suggestions can be quickly acted upon. “Both kits have received rave reviews from consumers, who really appreciate that they offer a more structured and effective acne care system based on science and nature. With so many choices, consumers were getting confused about what they really needed to care for their acne-prone skin. These kits simplify their lives,” explains Amy Baker, founder and president of Nature’s Cure. “When we saw some repeat comments on the feedback cards, we saw the opportunity to make the kits even more popular.”
The move to the more compact packaging was prompted by feedback from retailers, who have limited shelf space. Plastic was selected to make it immediately apparent to consumers what they are buying, particularly since Nature’s Cure kits provide about 50% more volume than the leading kits for the same or a lower price. The packages are made of a recyclable PVC plastic.
In initially developing these kits, Nature’s Cure surveyed consumers about their daily skin care and hygiene regimens. Not surprisingly, they found distinct differences between how males and females care for their skin. For males, the key factor was simplicity and minimal effort. While convenience was important to females too, they were more willing to spend the time needed for maximum benefit to their skin. In addition, men focused on the functionality of their products, while women were more attuned to the aesthetics – scent, look and feel.
Nature’s Cure brought these learnings into their products. They developed the Anti-Acne Face & Body Shower Kit to incorporate the typical steps a young acne-prone male takes in his showering rountine – washing his body with a shower gel, washing his face and dabbing on an acne lotion. The kit’s Shower Gel includes salicylic acid acne medication to fight acne on the back, chest, and all over the body without staining towels or clothing. The Foaming Face Wash and All-Day Acne Repair Lotion include Benzoyl Peroxide, a tough anti-bacterial acne-fighting medication proven to be as or more effective than prescription topical antibiotics. All three products include botanicals to soothe skin. They are oil-free, alcohol free and very lightly scented. With the newly introduced product improvements, skin conditioners have been added to the Benzoyl Peroxide products to make it more comfortable for those with sensitive skin to follow the regimen daily.
The Anti-Acne Papaya Skin Care System provides a more comprehensive facial care routine. It incorporates papaya enzyme, a revolutionary ingredient also known as papain, to further enhance the acne-fighting power of the gentle-yet-effective salicylic acid medication used in all three products. Papaya enzyme offers a host of benefits including exfoliating dead skin to promote skin cell turnover and revitalize skin tone; opening pores to allow trapped oil and dirt to exit and acne medication to enter; and hydrating, softening and smoothing skin for an all-around improved complexion. The Papaya Cleanser has now been reformulated for more thickness and foamability to give the consumer a more satisfying usage experience, while the Papaya Moisturizer has been revised to leave a more matte finish, which is particularly important for those with oily skin.
For those who also struggle with body acne, Nature’s Cure still offers its Body Acne Treatment Spray which can be used in conjunction with either kit. The Nature’s Cure Two-Part Acne Treatment, with all-natural homeopathic tablets and Benzoyl Peroxide Vanishing Cream, can also complement either kit for those consumers with stubborn acne that can benefit from the inside- outside treatment approach.
Nature's Cure Inc. was founded in 1994 to develop and market innovative Health & Beauty Care products that successfully integrate the best of the clinical world with the safety of natural products. The company markets and distributes the first OTC two-part acne treatment with an internal and external system approach. Using homeopathic all-natural tablets along with highly effective traditional topical treatments, Nature's Cure revolutionized the acne category in the Food/Drug/Mass channels.