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Industry: Email Alert RSS FeedGM, PBC categories meet in aromatherapy card launch
Drug Store News, May 20, 2002 by Liz Parks
Essence of Vali, a company more familiar to the personal care space, is trying to take its aromatherapy business into the greeting card aisle. The Essence's new atraditional, aromatherapy greeting card line was a finalist last month in the best new product competition at Ex-Tracts, a semi-annual trade show for the aromatherapy, fragrance and personal care industries in its sixth year of operation.
The line of cards--designed by Anne Gibbons, a former winner of the National Cartoonist's Society's greeting card award for her work with Recycled Paper Greetings--is targeted to the female consumer. The cards are not necessarily positioned to face-off against the likes of category captains Hallmark and American Greetings, rather, they play more in the gift space, coupling a vial of aromaterapy oil along with the card. The recommended retail price is $5.99 and $7, margins for the new card line are also atypical of the greeting card category.
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Currently, the line includes two cards, sleep and passion. Sleep, for instance, is suitable for birthdays, as well as everyday occasions, featuring a vial of a mixture of essential oils, including lavender, marjoram, cedar and ylang-ylang, and a caption that reads: "The older we get, the more we appreciate the finer things in life ... like a good night's sleep! Sweet dreams!"
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