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walmart walmart How microbes grow in Walmart Eco Lips has been gaining placements for new products in Walmart as the growing focus of the retailer on sustainability opens doors for players in the natural space. "We're not only organic, but we have all the third party seals that the general consumer is becoming smarter," said Jane Merten, vice president of marketing for Eco Lips, to the Path to Purchase Institute. The most sold Mongo Kiss line of the brand is USDA organic, not GMO Project Verified, Fair Trade Certificate, gluten free, cruelty and 100% renewable energy compensations. Launched in 2003, a time when organic products had not yet gone to the main current, Eco Lips' first attempt to penetrate the mass market failed. "We have spent a lot of money on distribution and frankly we didn't really know what we were doing," said founder and chief executive Steve Shriver to Good Side News (an online site founded by the publicity stop for good, a strategic partner of public relations of Eco Lips since 2019). "We wanted to be such a bad mass market product and we tried to quickly jump our way to the sand. When we realized our mistake and had already run out of money, we knew we needed to support and start small. "The brand regrouped and tried again, this time slowly touching its momentum in independent stores, cooperatives and then Whole Foods Market before hiring a master corridor to help the brand grow sales within food, drugs and mass channels, Merten said. The corridor formed the brand with Rogers, AR-based Infinity Worlds, a sales agency focused exclusively on Walmart. "They have relationships with the various buyers within Walmart and they are the ones who really helped us get the meeting," Merten said. Infinity Worlds helped Eco Lips take advantage of their brand certifications, a positive sales history at Whole Foods, and a competitive price point that made organics affordable to get distribution for a few different products at Walmart, including 25 ounces Mongo Kiss lip balms. "It was a launch of, 'Hey, this is selling like hot cakes at Whole Foods, and we know it would do very well with your audience because it is a big stick at a really reasonable price," Merten said. This fall, the brand expanded its alignment in the retailer with seven new organic SKUs. "We've had a great growth year after year in terms of product count growth [in Walmart]," says Colton Dillard, who manages the Eco Lips account at Infinity Worlds. "My team is strongly supported in the data piece of it, helping [Eco Lips] build and create a story that will draw the attention of the Walmart buyer. "One of the new products, a combo package composed of a Mongo Kiss labial bálsamo strawberry lavender and a honey vanilla vainiz, gained placement in 1,892 stores. "The vanilla honey balm that we have in Mongo Kiss is the top seller and we are taking that flavor and putting it in a swept lip and matching it with a different taste lips balm, and I think that's why [Walmart is] willing to take the chance of that," Merten said. "And we're getting some good feedback on that as it's really good to see." The other six SKUs landed in about 100 Walmart stores to test the market. They spread: "It's very exciting for us. We just keep growing our SKU inside Walmart," Merten said. "Your buyers have changed a few times, but we still have a very solid relationship with them." In Walmart stores, the small Mongo Kiss tube is marketed with other impulse items when checkingout, while other Eco Lips products are stored online and on one side in the natural beauty corridor. In addition to PR and blogger/influencer, the marketing support includes an Ibotta geo-targeted coupon that offers a complete rebate in the small Mongo Kiss tube. The brand plans to deploy additional Ibotta coupons in the coming months. "The ultimate goal is only to increase the number of shops within Walmart," Merten said. "The other side of that is taking this great story in Walmart, bringing it to the other big chains."In addition to Whole Foods, where Eco Lips sells exclusive like Mongo Kiss balm in banana, orange blood and flavors of "yumberry", the brand also has distribution through Amazon and regional retailers such as Wegmans and Sprouts. Merten says that Eco Lips has had meetings with several additional retailers and is trying to expand to chains such as Target, Kroger, CVS and Dollar General, although many have delayed their category reviews due to the COVID-19 pandemic. Also on the brand horizon is a redesign and sustainable packaging innovation, both launching in February. Related topics You can also like it. Stay informed Institute Newsletters Path to Purchase IQ Footer

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