Online Exclusives

Answering the ‘Quiet’ Need

By Christine Esposito, Associate Editor | December 16, 2013

High Ridge Brands links with nonprofit Family-to-Family to deliver needed personal care products to those in need.

Clean hair or full stomach? In 2013, it might be hard to imagine that any US family has to make a choice between shampoo and food. But the needs are great say non-profit groups that are on the ground helping struggling families who can’t make ends meet.
 
SNAP (the US food stamp program) and other major Federal assistance programs don’t cover personal care items, leading millions of families to reach out to local social service organizations for help. In fact, a 2013 study by Feeding America, found that of those surveyed who were unable to afford basic household goods, 55% reported skipping shampooing and 33% reported bathing without soap as a means to save money and cope with difficult economic times. In addition, 40% of that study’s low income respondents reported skipping or delaying rent payment in the past year to afford non-food household essentials.
 
 “The statistics were startling,” said James Daniels, CEO of High Ridge Brands, in recalling similar numbers he heard during a meeting with Pam Koner, executive director of Family-to-Family, a grassroots hunger and poverty relief organization.
 
Family-to-Family, based in Hastings-on-Hudson, NY, came to High Ridge for donation of products.

“As we had the chance to meet Pam and hear what [Family-to-Family] was doing, I personally became very interested. It was a smart program,” said Daniels.
 
Having had experience in teaming with other nonprofits while working with brands like Trojan, Daniels saw synergy between the High Ridge family of products and Koner’s endeavors.
 
“It was one of those amazing, wonderful connections. We really got each other,” recalled Koner, who told HAPPI that she and others in hunger relief didn’t necessarily recognize the needs among families for basic personal care staples.
 
“It has been an education for all of us. We learned that this need, which is a quiet need, is huge,” she said.
 
That Spring meeting between Koner and Daniels led to a new initiative—the Family-to-Family Shower To The People Program, which is designed to get personal care products in the hands of families that need it most.

For starters, “one million showers-worth” of High Ridge products—like VO5, Zest White Rain and others—are being shipped to social service organizations in more than 20 states.  
 
And consumers are being invited to help increase the donation—up to another two million showers worth of products—by redeeming specially-marked coupons for each participating brand.
 
Starting in January, specially-marked coupons for Zest, VO5, Rave, Coast and White Rain redeemed through March 15 will provide one additional shower’s worth of products for families in need, up to a total of three million showers for the entire program. Coupons will be available on each participating brand’s website and through an FSI that will appear in Sunday newspapers nationwide on Feb. 2. 
 
The initiative will be heavily promoted through each brand’s social media channels, according to High Ridge, which was formed just two and half years ago by private equity firm Brynwood Partners.
 
FSIs generate broad-based awareness and trial of products—which, naturally is good for Rave, Coast and Alverto-VO5. But this FSI will also help broaden awareness of Family-to-Family on a national level.
 
“A large reach vehicle like an FSI is great opportunity for Family-to-Family,” said Daniels. “The goal is to have the consumer see that these are great products and great savings, and if I buy, it gives back too. It is a winning combination.”
 
Welch’s, Fed Ex and Peapod also support Family-to-Family, which got its start in 2002 after Koner, prompted by a New York Times article on poverty in Pembroke, IL, convinced friends and neighbors to join her by sending monthly boxes of food to families in the impoverish town. 

Currently, Family-to-Family provides more than 12,000 meals per month to over 1,800 struggling moms, dads and kids in 12 states. And, today’s current economic situation is fueling the need for even more assistance.
 
 “As we look at the economy, I don’t see a lot of optimism,” said Daniels. “What’s happening right now is steady grind-it-out growth. For the consumers we typically serve, the value consumer, it is still tough times. A significant amount of low income families are still struggling and large portions of the population aren’t secure…That’s why we feel it is very important that we are giving consumers excellent products at a fantastic price.”
 
Sales numbers aside, Daniels recognizes how personal care marketers can impact the greater good. Clean hair and skin helps with self-esteem—and that can mean even more to a family that is struggling.
 
“People can feel good about themselves and their family. And that’s critical to anyone working their way out economic difficulties,” he said.
 
Think, for example, about a child who might be bullied at school because his hair is dirty, or the mom who can’t afford to buy deodorant or toothpaste for her teenage daughter. These families often rely on smaller food pantries that may not have the supply, especially at the end of the month, according to Koner.
 
 “By helping families have integrity and self esteem that so often gets battered by living in poverty, High Ridge is setting an example, a model for corporate responsibility,” said Koner.
 

blog comments powered by Disqus
  • Innovation On Display

    Melissa Meisel, Associate Editor||February 3, 2016
    P&G Beauty Digital Studio showcases new products for 2016

  • Burgeoning Beauty

    Burgeoning Beauty

    Melissa Meisel, Associate Editor||January 4, 2016
    A look at trailblazers for 2016 and beyond.

  • Testing for Sustainable Preservatives

    Adam P. Byrne, William Michael Hart-Cooper, Kaj Johnson, Larry H. Stanker, Dominic W. S. Wong, William J. Orts||January 4, 2016
    A rapid, inexpensive and qualitative protocol for determining microbial growth inhibition.

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 9, 2016
    Nova Scotia Fisherman makes a boatload of products that contain sea kelp and a raft of natural ingredients.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.

  • Witch

    Witch's Brew: Dickinson's celebrates milestone in 2016

    Christine Esposito, Associate Editor||February 1, 2016
    Dickinson’s celebrates 150 years of witch hazel skin care with the biggest line expansion in the company’s history.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • Between The Sheets: A look at the dryer sheet category

    Between The Sheets: A look at the dryer sheet category

    Christine Esposito, Associate Editor||January 25, 2016
    How has the fabric softener sheet category fared of late?

  • Morning Jolt…Before Coffee

    Morning Jolt…Before Coffee

    Christine Esposito, Associate Editor||January 18, 2016
    New caffeine-infused toothpaste launches on Indiegogo.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Unshrinkit Is Undeterred

    Unshrinkit Is Undeterred

    Christine Esposito, Associate Editor||December 21, 2015
    The biggest night in this startup’s history didn’t go as smoothly as planned, but the company’s co-founder is confident about the future of her specialty laundry product.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • The Space Between

    The Space Between

    Christine Esposito, Associate Editor||November 24, 2015
    Prestige Brands expands its platform with yesterday's acquisition of DenTek, a major player in the fast-growing “peg” oral care sector.

  • A Home of One’s Own

    A Home of One’s Own

    Christine Esposito, Associate Editor||November 23, 2015
    NeoStrata’s Exuviance has opened its first freestanding retail space, complete with on-site skin analysis and express treatment rooms.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.

  • Sharp Competition

    Sharp Competition

    Christine Esposito, Associate Editor||October 26, 2015
    800Razors.com signs a high-profile athlete to promote its growing direct-to-consumer razor and personal care business.

  • About a Boy

    About a Boy

    Christine Esposito, Associate Editor||October 19, 2015
    As a mom, Jenny Cupido wanted to solve her son’s skin issues. Now she’s raising an indie beauty brand too.

  • A Suite Deal

    A Suite Deal

    October 12, 2015
    Image Studios provides an innovative venue for beauty professionals seeking a new way to do business.

  • Step Aside Ladies

    Step Aside Ladies

    October 5, 2015
    Frey Brothers Create Oak & Musk ‘Mantergent’

  • For Their Own Good

    For Their Own Good

    Christine Esposito, Associate Editor||September 29, 2015
    With a rich heritage and recognized formulation expertise, FC Sturtevant Company is moving into the consumer marketplace.

  • What’s All the ‘Fuzz’ About?

    What’s All the ‘Fuzz’ About?

    Jeremy Kerstetter, Assistant Editor||September 28, 2015
    Lawyer presents the power and versatility of essential oils by adding them to her own handmade dryer balls.

  • A Foothold in Foot Care

    A Foothold in Foot Care

    Christine Esposito, Associate Editor||September 22, 2015
    Treating feet right is the heart and soul of one Brooklyn-based company.

  • A New Kind of Hero

    A New Kind of Hero

    Tom Branna, Editorial Director||September 14, 2015
    An upstart household product company puts a new spin on the idea of home cleaning.

  • SK-II to the Rescue

    SK-II to the Rescue

    September 8, 2015
    A new formula targets microRNA, which a P&G researcher insists plays a key role in skin aging.