Striving4Zen

While there are plenty of organic and natural body care products for babies, products for older children are harder to come by.

Jason Natural Products is aiming to fill that void with its just-launched Kids Only collection.

“We realized that there weren’t a lot of products out there for kids aged three to 10,” said brand manager Catherine Blackwell. “We wanted to bring out a range of shampoos, conditioners and bath gels targeted to that age range.”

Jason, which is owned by The Hain Celestial Group, has been around since 1959. Jason is just one brand within Hain’s vast naturally-positioned personal care portfolio, which includes Earth’s Best, Avalon Organics, Alba Botanica and Zia Natural Skin Care.

Citing research that children’s skin is known to be 30% thinner than that of adults, Blackwell said the company wanted to bring out a line that was free of toxins, including parabens and other synthetic by-products. It is also wheat and gluten-free.

“We are just getting a sense of the market, reviewing the sales data and getting feedback from customers,” she said, adding that there would also be more additions to the Earth’s Best baby line.

Product prices range from $5.49 for the toothpaste to $8.99 for the shampoos and bath gels.

Blackwell agreed that it was especially important to keep prices reasonable given the current economic situation.

“Consumers are really educating themselves about what’s right for themselves and their families,” said Blackwell. “When it comes to products that are healthful and associated with wellness for their children, consumers are still interested in buying products that are free of irritants and are filled with ingredients that are good for the body.”

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Labels: Avalon Organics, Hain Celestial Group, Jason Natural Products, Jason's, natural products, new product, paraben-free