Online Exclusives

From Table to Tub and Tube

By Christine Esposito, Associate Editor | April 29, 2013

Morton Salt moves into personal care.

There’s a new player in the health and beauty aid marketplace: Morton Salt, a brand most consumers recognize from the spice aisle of their local supermarket. The Chicago-based firm best known for its iconic “When It Rains It Pours” table salt has rolled out new natural Epsom salt products, marking its foray into the health and beauty category.
 
According to executives, the sustained growth in the Epsom salt category during the past few years presented an opportunity for the firm to leverage its brand equity with the health and beauty shopper. In fact, prior to the launch, more than half of the consumers Morton surveyed assumed that that it was already a player the space. For the record, prior to its entry into Epsom, Morton Salt’s consumer offerings included culinary salts, water softening salts, pool salts and ice melt products.

According to data from SymphonyIRI Group, sales of Epsom salts for the 52 weeks ended Feb. 24, 2013 rose 12.74% to $71.4 million in supermarkets, drug stores, mass market retailers, military commissaries and select club and dollar retail chains.
 
Morton Salt sees the Epsom space as a perfect fit.

The new Natural Epsom Salt line frm Morton Salt include scented variants.

 
“Launching an Epsom Salt line is a natural extension for Morton Salt given our expertise in salt and our broad portfolio of products,” Sara Shenoha, Natural Epsom Salts brand manager, Morton Salt, told HAPPI. “And Morton Salt has a tradition of improving lives through the science of salt. Epsom salt, with its natural properties that can help deodorize, exfoliate and condition skin and hair, fits with this tradition.”
Morton's new line includes four core products that are made with natural magnesium sulfate. The products include Morton Natural Epsom Salt, which helps soothing minor aches and sprains when soaking in a bath of hot water and the salt; as well as Morton Natural Epsom Salt with Lavender or Eucalyptus fragrances, which provide the same benefits with an added sensory experience.
 
“We chose two popular fragrances, lavender and eucalyptus, for the sensory experiences they can deliver. Lavender is known for its calming properties, and the ability to encourage a restful sleep. Eucalyptus helps to relax the senses and relieve tension,” said Shenoha. “We put a lot of effort into blending the Epsom salt with the fragrances to make sure the aromas were soothing but not overpowering.Once the right amount of fragrance was identified, the blending process was fairly straightforward.”
 
The range also includes Morton Unscented Epsom Lotion, a concentrated, greaseless formula that can be used to massage away minor aches and strains for fast-acting relief. It is also great for on-the-go use, according to the company.

 
“Morton Epsom Lotion is unique in that it uses a proprietary formula to deliver Epsom salt in a concentrated lotion form, enabling consumers to massage away minor aches and sprains for fast-acting relief without the tub,” she said.
 
Morton Salt has created Epsom salt lotion that deliver the benefits of the product on rub-on format that’s perfect for application away from the tub.

 
Morton's Natural Epsom Salts are sold in 3- and 4lbs. resealable pouches ($6.19) that help seal out moisture and preserve the product; the lotion comes in an 8oz. bottle, which the company was selling on its website for $9.69.
 
This Spring, Morton says it will focus on educating consumers about the benefits of Morton's Natural Epsom Salts through a print advertising campaign, public relations programming and social media promotion.
 
“We also plan on driving awareness with sampling events and incentivizing trial with an FSI in June,” Shenoha told HAPPI.
 
Morton Natural Epsom Salt products are currently on store shelves in select drug and retail chains nationwide and in various regional chains. In addition, some of the products are sold online on www.Amazon.com and on Morton's website, www.MortonSalt.com.
 

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