Christine Esposito, Managing Editor03.01.22
While a nice soak in the tub is often considered a luxury, products that help one rejuvenate the mind, body and spirit have become more ingrained in consumer’s routines. The pandemic pushed health and wellness higher up the hierarchy of consumer needs. It’s a trend that doesn’t seem to be fading even as the world moves into the endemic phase of the virus.
That’s great news for brands like Dr Teal’s; this personal care brand and Epsom salt leader plays a big role in how consumers seek muscle recovery and relaxation.
Late last year, Dr Teal’s released its largest ad campaign to date. The ‘Soak It In’ campaign was built around the idea that Dr Teal’s helps rejuvenate body, mind and spirit so consumers can soak in the small, prized moments in life that shouldn’t be missed. It has been running on connected TV, digital and social.
Just a few years ago, Dr Teal’s Epsom Salt might have been thought of as a niche product. Today people take roughly 360 million baths a year with Dr Teal’s products, according to the brand, which is part of PDC Brands, the Stamford, CT-based company that was ranked No. 28 in Happi’s 2021 Top 50 Report.
In fact, officials say Dr Teal’s retail sales business has nearly doubled since 2018. It is largest and fastest-growing brand in PDC portfolio, according to Chief Marketing Officer Brad Essig.
The brand is far and away the leader in Epsom salts, a $195 million category in US multi-outlets. While category sales rose 1.9%, Dr Teal’s sales jumped by 14.1%, according to data from Information Resources, Inc. for the 52 weeks ended Jan. 23, 2022.
Dr Teal’s appeals to a wide range of consumers—from stressed moms to weekend warriors to world class athletes. LA Rams defensive tackle Aaron Donald and Olympian and US gymnast Laurie Hernandez have both been said to call on Dr Teal’s.
In addition to relaxing soaks, Dr Teal’s expanded its offerings to new products that incorporate similar wellness themes into other everyday routines. New products under the Dr. Teal’s banner include moisturizing hand soaps, shea sugar body scrubs and witch hazel facial toner. The brand also has aluminum-free deodorant, body care oils and hair care products.
“Dr Teal’s is a brand committed to developing products that are really focused on allowing consumers to recharge the mind-body experience,” Essig told Happi.
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That’s because products are more than functional, he insisted. For example, Dr Teal’s shea sugar body scrubs contain ingredients like sugar and shea to exfoliate and smooth skin and aromatherapeutic fragrances from essential oils that include rose and black elderberry, among others.
According to Essig, the Dr Teal’s customer is a wellness seeking consumer; she’s under pressure and stress, but remains an optimist who is getting it all done.
“She wants an easy way to alleviate stress and incorporate wellness at home,” he explained, in order to be “more mindfully present.”
Essig said that Dr Teal’s will continue to spend on digital to reach those customers, who are also big on discovery and follow influencers for tips and tricks.
The brand is looking deeper into marketing through connected TV. And, then, there’s TikTok, too.
Essig cited the high level of discovery that happens that on the fast-growing ByteDance-owned social channel; in fact, one organic Dr Teal’s post on TikTok had 3 million views.
PDC contends consumers trust Dr. Teal’s, and that reputation will help drive the brand’s success in other markets.
“Due to that trust, we have license to go into other categories,” he said.
The brand promises to rejuvenate mind body and spirit with products that are efficacious, use high-quality ingredients and are multisensorial.
“It is part of our DNA, and we put that into every single product,” Essig said.
Officials insist that strategy has Dr Teal’s well-positioned for future growth in the $1.5 trillion wellness category.
“We’re lucky—we were born in wellness. We didn’t have to adjust to it,” Essig said.
That’s great news for brands like Dr Teal’s; this personal care brand and Epsom salt leader plays a big role in how consumers seek muscle recovery and relaxation.
Late last year, Dr Teal’s released its largest ad campaign to date. The ‘Soak It In’ campaign was built around the idea that Dr Teal’s helps rejuvenate body, mind and spirit so consumers can soak in the small, prized moments in life that shouldn’t be missed. It has been running on connected TV, digital and social.
Just a few years ago, Dr Teal’s Epsom Salt might have been thought of as a niche product. Today people take roughly 360 million baths a year with Dr Teal’s products, according to the brand, which is part of PDC Brands, the Stamford, CT-based company that was ranked No. 28 in Happi’s 2021 Top 50 Report.
In fact, officials say Dr Teal’s retail sales business has nearly doubled since 2018. It is largest and fastest-growing brand in PDC portfolio, according to Chief Marketing Officer Brad Essig.
The brand is far and away the leader in Epsom salts, a $195 million category in US multi-outlets. While category sales rose 1.9%, Dr Teal’s sales jumped by 14.1%, according to data from Information Resources, Inc. for the 52 weeks ended Jan. 23, 2022.
Dr Teal’s appeals to a wide range of consumers—from stressed moms to weekend warriors to world class athletes. LA Rams defensive tackle Aaron Donald and Olympian and US gymnast Laurie Hernandez have both been said to call on Dr Teal’s.
In addition to relaxing soaks, Dr Teal’s expanded its offerings to new products that incorporate similar wellness themes into other everyday routines. New products under the Dr. Teal’s banner include moisturizing hand soaps, shea sugar body scrubs and witch hazel facial toner. The brand also has aluminum-free deodorant, body care oils and hair care products.
“Dr Teal’s is a brand committed to developing products that are really focused on allowing consumers to recharge the mind-body experience,” Essig told Happi.
.
That’s because products are more than functional, he insisted. For example, Dr Teal’s shea sugar body scrubs contain ingredients like sugar and shea to exfoliate and smooth skin and aromatherapeutic fragrances from essential oils that include rose and black elderberry, among others.
According to Essig, the Dr Teal’s customer is a wellness seeking consumer; she’s under pressure and stress, but remains an optimist who is getting it all done.
“She wants an easy way to alleviate stress and incorporate wellness at home,” he explained, in order to be “more mindfully present.”
Essig said that Dr Teal’s will continue to spend on digital to reach those customers, who are also big on discovery and follow influencers for tips and tricks.
The brand is looking deeper into marketing through connected TV. And, then, there’s TikTok, too.
Essig cited the high level of discovery that happens that on the fast-growing ByteDance-owned social channel; in fact, one organic Dr Teal’s post on TikTok had 3 million views.
PDC contends consumers trust Dr. Teal’s, and that reputation will help drive the brand’s success in other markets.
“Due to that trust, we have license to go into other categories,” he said.
The brand promises to rejuvenate mind body and spirit with products that are efficacious, use high-quality ingredients and are multisensorial.
“It is part of our DNA, and we put that into every single product,” Essig said.
Officials insist that strategy has Dr Teal’s well-positioned for future growth in the $1.5 trillion wellness category.
“We’re lucky—we were born in wellness. We didn’t have to adjust to it,” Essig said.