The range will consist of 68 organic personal care products comprising a range of lotions, body washes, shampoos, deodorants and toothpastes.
In launching a private label range, Holland and Barrett follows in the footsteps of supermarkets such as Tesco and Waitrose but is the first health food retailer to enter the market.
There has been considerable growth in private label organic products of late. They are typically 3-4 times cheaper than equivalents from leading natural and organic cosmetic brands.
This price difference goes a long way to explaining their growing sales and should encourage further growth as the recession starts to bite into consumer spending.
Organic Monitor the new private label range from Holland and Barrett to take a leading position in the growing market.
Director Amarjit Sahota told Cosmetics Design: “Since Holland and Barrett has an extensive retail network and a comprehensive product range, Dr Organic has the potential to become the leading private label retailer for organic personal care products in the UK”.
Holland and Barrett has over 540 stores in the UK having consolidated its market position last September when it acquired the Julian Graves chain.
The new Dr Organic range will be supported by in-store marketing, potentially followed by TV advertisements in the coming six months.
Widest choice of organic ingredients
Christina Panyani, brand manager for Holland and Barrett, said that this new range brought the “widest choice of organic, SLS free and paraben free products that we have ever had”, using “truly functional ingredients that Holland and Barrett has believed in for years”.
The company has been keen to maximize the use of organic ingredients in their products, using aloe vera as the base ingredient where possible.
This is in contrast to other private label organic ranges, which use 50-70% water as their base ingredient, diluting the organic strength of the product, according to Holland and Barrett.
The company says its move into natural organic care products represents a natural extension of its existing health foods portfolio.
Panyani told Cosmetics Design: “We have always been a natural retailer which is why Dr Organic creates a perfect synergy with our brand direction and our mission to offer high quality products at the best value”.