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TARRYTOWN, N.Y. -- Naturasales LLC, which is known for its Trusted Care line of natural infant care items, has introduced the first alcohol-free liquid baby powder.
"The problem with a powder is that you can never put it where you want it," says Glen lurato, the company's president. "The liquid powder avoids getting dust in the baby's nose and throat." As opposed to talc or corn starch, Trusted Care liquid baby powder uses oat flour as well as witch hazel in place of alcohol.
"Since launching the product earlier this year and due to the success and demand for the liquid powder, we have decided to extend this product with cocoa butter and aloe versions, which will be available by year's end," lurato notes.
The company utilizes print, radio and television advertising as well as on-pack instant redeemable coupons to reach consumers.
"Our objective is to make natural baby care products affordable to mothers and available to them at mass retail outlets," remarks vice president of sales Mark Payne. "With the information now available through the internet, parents are much more aware of what they are actually putting on their babies. That's apparent by the overwhelming response we receive on our own Web site each day."
The Trusted Care product line also includes natural baby shampoo, baby lotion, baby bath, baby oil and gentle vapor bath.
Chain Drug Review
October 25, 1999
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