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Keen for Innovation: Standing Apart in Private Label

By: Lisa Doyle
Posted: April 26, 2013, from the May 2013 issue of GCI Magazine.

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“Ology reflects our dedication to innovation; our constant drive to improve our customers’ quality of life; and our ongoing commitment to help people get, stay and live well,” said Joe Magnacca, who was president of daily living products and solutions for Walgreens at the time of the launch. The line is sold both in Walgreens and Duane Reade, and is also available online.

Certified by the USDA as an organic processor of personal care products, and also by the American National Standards Institute, Sun Deep Cosmetics prides itself on its commitment to organic beauty. “Sun Deep is actively investing in new product concepts and innovative raw materials that challenge and break the shackles of what natural products can do,” says Gill. “We work with many of the new, up-and-coming natural standards to help define what ‘natural’ really means.”

Further, Sun Deep is certified to manufacture products that carry the NSF Organic seal, which validates a product’s “Made with Organic Ingredients” claim.

Not Just Name Recognition

Often, the success of a private label beauty line comes down to the same thing that any national line relies on—the overall quality of the products. This will largely be the result of the experience and expertise of the private label manufacturer, which nowadays offers not only a turnkey operation, but a wealth of industry and consumer knowledge.

“Your Name is the prestige private label company, so we need to provide our clients with products the customers want and, most importantly, need,” says Gallagher. “We launched our ‘Change is Good’ campaign, where we made changes to our packaging and formulas that our customers wanted to see. We seek what they are looking for, and we deliver.”

Agrees Gill, “When you work with us, we bring decades of experience in the natural products field. Where most companies have just begun to dabble in natural and organic personal care, we have seen more than our share of successes in this tumultuous arena. Our great diversity in the market gives us the insight you need to create brand value.”

Lisa Doyle was formerly the associate editor of GCI magazine and is a freelance writer in the Chicago area. Her work has appeared in Skin Inc. magazine, Salon Today, America’s Best, Renew and Modern Salon.