Online Exclusives

Grandfather Knows Best

By Tom Branna, Editorial Director | September 6, 2011

The creator of Little Green personal care products for kids makes sure his products are gentle enough for his own grandchildren.

They say that grandchildren are the reward for having kids. For Carmen DePasquale, grandkids can also act as living laboratories to develop effective personal care products for children with sensitive skin. After becoming a stylist more than 30 years ago, and raising four kids with his wife Janice, DePasquale has developed a knack for building companies too. His beauty empire, the DePasquale Companies, encompasses six subsidiaries including DePasquale The Spa, DePasquale Salon Systems, Artistic Academy of Hair Design and Aesthetics, ECRU, Lakme USA and Cures by Avancé.

His newest creation is Little Green, a collection that includes all-in-one shampoo and body wash, moisturizing body lotion and conditioning detangler for kids and babies. Prices range from $6 for the shampoo and body wash to $16 for the conditioning detangler. The idea for the line came after DePasquale found out his grandchildren—which now number 10—each relied on myriad sunscreen formulas and personal care products due to various skin sensitivities.
 
“I would put the wrong lotion on a grandchild and a rash would develop,” recalled DePasquale. “(I thought) what if I could formulate a collection so that they could all use the same thing? Wouldn’t that satisfy most kids?”

 
DePasquale is quick to point out that no formula is truly hypo-allergenic—somewhere, someone is allergic to something. Still, by carefully selecting the right ingredients, he developed extremely mild formulas that contain ingredients intended to soothe and heal skin; ingredients such as highly concentrated freeze-dried aloe extract, gluten-free oat extract, licorice root and vitamin B5. What Little Green doesn’t contain are things like sulfates and parabens.
 
“It’s been a long difficult process; some products took two years to develop,” he recalled.
 
Testing It Out
 
When DePasquale was confident that he had created the right formulas, he tried them out on his own grandchildren.
 
“Look at my ingredients. All of them have some kind of soothing and calming characteristics,” he said. “For over two years, I tested the products on everybody from the babies to the older kids.”

 
The Little Green Collection includes shampoo and body wash, body lotion and conditioning detangler.
After the Little Green formulas passed DePasquale’s grandchildren test, he opted for conventional testing methods and was not surprised to learn that the line caused no irritation whatsoever in test subjects. But while Little Green can be used on every body, it’s not for everybody. The shampoo and body wash retails for $15, while the body lotion and detangler are $17 each.
 
“It’s not for Walgreens, it’s not priced for that market,” he admitted. But for parents who have kids with sensitive skin, the price is right.
 
“I can’t see a parent who has a child with sensitive skin issue not spending the money to buy a product that works,” he said.
 
For now, Little Green is available online at www.littlegreencares.com and other websites, in 300 salons on the East Coast of the US, as well as in Brazil, Germany and Switzerland, with plans to be in 14 countries by year-end. Back in the US, the Little Green team is in talks to distribute products in Bendel’s.
 
“We are carefully meeting with the right people. I’m not in any rush, the quality of the location is important,” said DePasquale. “I’ve been careful to create a brand that parents can trust. But if you sell things in certain places, parents don’t immediately have that trust.”
 
DePasquale is building trust with new parents too. By January, every new mother will get the Little Green Collection to take home with her baby at Saint Clare’s Hospital in Denville, NJ. At the same time, Little Green is working to get the brand into 1,000 pediatrician offices by the end of 2012.
 
What’s On Tap?
 
As it expands distribution, DePasquale and his team are expanding product offerings as well. In September, Little Green added a face stick to soothe kids’ cheeks in cold weather.
 
“My grandkids’ cheeks would get red and chapped when they were out in the cold, so we made a soothing balm for the face that you can use everywhere.”

In development for 2012 is a sun care collection and three-item lice and tick prevention line that will repel, but not kill the critters.
 
And while DePasquale’s interests in consumer products are wide ranging, he insists that Little Green is the closest to his heart.
 
“We have big plans for this collection,” he told Happi.com. “(But) I’m not concerned with dollars at this time. I need to do the right thing marketing-wise and connect with mothers.
 
“I have six great products that can be put on every one of my grandchildren and they feel great and have no adverse reaction to them,” he explained. “It’s a small collection, but I know what it will become over the next couple of years as I create products that parents can trust.”
 

 

Related End-User Markets:

Related Raw Materials:

  • The World Comes to Orlando

    The World Comes to Orlando

    Tom Branna , Editorial Director||December 1, 2016
    More than 1,600 chemists traveled to Florida for the IFSCC Congress

  • The Plex  Phenomenon

    The Plex Phenomenon

    Denise Costrini, Croda North America||December 1, 2016
    Croda details the hair-protecting qualities of bond multipliers and the company’s new bond-building formulation system.


  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Hair for Me!

    Hair for Me!

    October 31, 2016
    Function of Beauty fulfills the promise of personalization in the beauty space—one bottle at a time.

  • Coming Clean on a Host of Issues

    Coming Clean on a Host of Issues

    October 17, 2016
    Cleaning Products Conference is set for Nov. 9-11, 2016 in Washington DC.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Ogee Opens for Business

    Ogee Opens for Business

    Christine Esposito, Associate Editor||October 10, 2016
    Banking on the power of jojoba oil, a Vermont-based start-up is the newest player in organic luxury skin care.

  • A Cosmetic Armor Against Pollution

    A Cosmetic Armor Against Pollution

    Julia Comas, Cristina Davi, Elena Canadas, Laia Gonzalez, Raquel Delgado, Lipotec SAU||October 3, 2016
    Lipotec’s Pollushield creates a barrier between skin and pollutants and boosts the antioxidative potential of skin.

  • Cosmetic Chemists Head to Orlando Next Month

    Cosmetic Chemists Head to Orlando Next Month

    September 26, 2016
    Organizing Chair Guy Padulo explains why you should attend the IFSCC Congress.

  • Active Agents

    Active Agents

    September 19, 2016
    On the surface, surfactants may seem staid, but the market, and the supplier activity driving it, is bubbling.

  • Long Term Sustainability In the Nonwovens Market

    Long Term Sustainability In the Nonwovens Market

    August 23, 2016
    Learn more at Cleaning Products USA, Nov. 9-11, 2016

  • Fro Yo!

    Fro Yo!

    Tom Branna, Editorial Director||August 22, 2016
    Project Beauty dishes out Hairgurt, a line of vitamin-rich hair shampoos and conditioning masques.

  • And Now for Something Completely Different…

    And Now for Something Completely Different…

    August 15, 2016
    Phlur is out to make you rethink fragrance packaging.

  • The Butler Does It

    The Butler Does It

    August 15, 2016
    A new green cleaning product at your service.

  • Individualism IS The American Way

    Individualism IS The American Way

    Tom Branna, Editorial Director||August 15, 2016
    Why blue hair and BB creams still thrill US consumers.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • Athletes, Not Objects

    Athletes, Not Objects

    Nancy Jeffries, Contributing Editor||August 1, 2016
    Dove Unveils My Beauty billboard in Times Square.

  • Senior Skin Care

    Senior Skin Care

    Christine Esposito, Associate Editor||July 19, 2016
    McCord Research and Product Quest Manufacturing roll out new hospital-grade skin care kits for seniors to use at home.

  • Enter Éclair

    Enter Éclair

    Christine Esposito, Associate Editor||July 5, 2016
    A new naturals line rolls out in Rite Aid stores nationwide.

  • Patent Update

    Patent Update

    June 30, 2016
    J&J's anti-aging patent, LVMH and cannabis essential oil, transdermal botulinum toxins and more in recent patent news.

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • The Future of Innovation

    The Future of Innovation

    Nancy Jeffries, Contributing Editor||June 27, 2016
    Fashion Institute of Technology graduate students tackle a far-reaching topic for their Capstone project.

  • Henkel Grabs the Sun

    Henkel Grabs the Sun

    Ian Bell, Euromonitor International||June 24, 2016
    Euromonitor's Ian Bell on the impact the purchase will have on the US detergent industry.

  • Problems for Preservatives

    Problems for Preservatives

    June 20, 2016
    David Steinberg details the issues surrounding this critical ingredient category.

  • We

    We're Surrounded!

    Tom Branna, Editorial Director||May 30, 2016
    Industry experts explain the important role that the skin microbiome plays in human health.

  • Luxury Re-Coded

    Luxury Re-Coded

    Nancy Jeffries, Online Editor||May 25, 2016
    Consumers have new expectations for beauty.

  • Procter Reels in Doctors

    Procter Reels in Doctors

    May 16, 2016
    The Procter & Gamble stand was abuzz during the annual meeting of the American Academy of Dermatology.