The Scented Life: All about fragrance

Insider Scoop: The Healing Garden and Love’s Baby Soft

by Amy on February 29th, 2008

I get the weekly WWD BeautyNewsletter, and more often than not it’s a very interesting look at the supply side of the beauty and fragrance world. It’s got a lot of focus on the mass market segment, which sometimes gets overlooked by the big budgets and PR campaigns for more expensive brands. I found this interesting tidbit:

WWDBeautyNews: Tell us about Ascendia?
Scheyer: Ascendia had strength in bath with Lander and Mr. Bubble which was acquired from Playtex. With the addition of The Healing Garden and Calgon, we add on to the pyramid with higher margin items.

WWDBeautyNews: What have you done with The Healing Garden and Calgon?
Scheyer: We hired people to study the brands and tweeze them apart. We now have a focus on the consumer base for each. We are starting with our relaunch of The Healing Garden, but we’ll be doing something behind Calgon, too. We are very excited about the relaunch of The Healing Garden and so are our retailers.

I didn’t know that The Healing Garden and Calgon had been purchased by a different company.  I did like their newest honey-scented line of products, but I’m not sure if that happened before or after the move.  Anyway, this is an interesting brand and I’ll be looking at the relaunch more closely now.  I also read a bit about Love’s Baby Soft, the super-cheap, cult perfume (for sure, I had a bottle back in the day) that’s a wistful fave of many rags-to-riches celebs.  Also, apparently Salon Selectives is getting relaunched!  That’s another brand I have very strong memories from my youth.  Don’t you remember the distinctive apple scent?

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