Natural Foods Merchandiser

Target adds natural PC

In a nationwide launch this March, Target Corp. is introducing nine natural and organic products to its beauty aisles. The Minneapolis-based retailer operates 1,591 stores.

The products include Alba, Avalon Organics, Dr. Bronner's Magic Soaps, Giovanni Organic Cosmetics, Jason Natural Products, Juice Organics, Kiss My Face and Weleda. Target already sells a line of skin care goods from Burt's Bees.

Need more PC know-how? Visit NFM's Personal Care Guide.

Target is promoting its new personal care products as free of parabens, phthalates and sodium lauryl sulfates and as not tested on animals.

Retailers may wonder how Target's new natural and organic products will affect their sales.

"The natural food retailers have such an advantage. I don't think this is going to drive them out of business," said Daniel Fabricant, Ph.D., vice president of scientific and regulatory affairs for the Natural Products Association in Washington, D.C.

People shop at small retail stores because they can ask the staff what to buy and benefit from a sense of community, Fabricant said.

"It's not an economy of scale. It's an economy of information. The natural food stores have such a depth and breadth of information. How does the mass market compete with that? It can't," Fabricant said.

Natural Foods Merchandiser volume XXIX/number 3/p. 24

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