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After introducing the standards for natural body care products just a year ago, Whole Foods Market announced that its exclusive 365 Everyday Value shampoo, conditioner, body lotion and shower gel will be reformulated to meet the company's Premium Body Care Standards, which the company calls a benchmark in the personal care industry.
"Whole Foods Market researchers have spent two years evaluating each and every ingredient in our body care products on criteria including safety, source, efficacy and environmental impact to perfect the Premium Body Care Standard label," said Michael Besancon, senior global vice president of purchasing, distribution and marketing, Whole Foods Market. "While our goal is to eventually have all of our Whole Body products adhere to these standards, we are excited to extend the label to one of our most popular set of products. In addition to raising the bar for natural body care, we are also proud to be selling these very popular products at the same great prices—particularly with the new premium ingredients."
The 365 Everyday Value shampoos, conditioners, body lotions and shower gels come in 16-oz or 32-oz sizes of mint, citrus grapefruit, lavender, and unscented. In 2008, the shampoo earned "America's Healthiest Beauty Award" from Health magazine. The reformulated products will be available summer 2009 in the stores' Whole Body departments, and will not contain any of the more than 300 ingredients banned on the Premium Body Care Standard list. There will be no price increase associated with this formulation change.