Chain Drug Review, November 19, 2018

Chain Drug Reviews Question and Answer Forum Kim Sines is senior vice president of sales at Hello Products the first ever naturally friendly oral care brand for consumers Hello is driven by a vision that personal care should be personal effective beautiful and as natural as they can make it The companys award winning products include fluoride and fluoride free toothpastes for children and adults mouthwashes and toothbrushes Natural brand appeals to modern consumers Q Can you discuss the appeal of naturally friendly oral care A Our mission at hello is to elevate the everyday by bringing the most effective delicious as natural as we can make them products to as many people as possible True to our mission hello is proud to be made in the USA for the 100 not the 1 and we advanced our mission by launching our affordable line of naturally friendly oral care products across the country in leading retailers across all channels of commerce We think anything that goes into your mouth or into your kids mouth should taste incredible and be as natural as we can make it while still being effective We also think that the products we use everyday should look and feel gorgeous and special and be sourced in a transparent traceable and thoughtful way When you take all of these factors into account you end up with products people dont just use you end up with products and a brand and a set of experiences that people actually fall in love with Thats what naturally friendly is all about and its really resonating with people who are looking for brands that speak to them in a more meaningful way Q How has reception been for the activated charcoal line A Our activated charcoal platform is having a very positive impact on the industry and most importantly on brushers we literally receive incredible before and after selfies just about every day In terms of category performance over the last 13 weeks the toothpaste category is up 3 in FDM while the natural toothpaste subsegment as defined by our retailers has grown 21 in FDM Hello contributed 67 of the growth in natural toothpaste in FDM during the 13 weeks to September 9 according to IRI Hello is also the No 2 brand in natural toothpaste in the U S across FDM Partners and brushers alike are thrilled and so are we Our activated charcoal products have taken the country and the oral care category by storm We took a unique sustainable and highly efficacious ingredient and brought it to a staid category in an approachable and affordable way The result is a product line that is really connecting with consumers who are seeking more natural effective delicious and fun ways to elevate their personal care routines and in a way that wont break the bank The best part about it The products really work our charcoal toothpaste users are seeing noticeably whiter teeth in four days Consumers are clearly connecting positively with the products as indicated by our average 47 star rating for Hello Activated Charcoal Toothpaste across hundreds of consumer reviews and counting We receive love letters almost every day from our brushers telling us how our charcoal products have impacted them Its truly rewarding to hear how hello changed my life and lifted my self esteem along with one of our favorites I finally love to smile Q How can retailers keep oral care sales in stores versus online A A lot of shoppers search and learn about new products like hello online so having updated online content that includes relevant company information detailed product particulars ingredient information and current customer reviews really makes a difference In stores weve found merchandising displays to be one of the most effective ways to tell the brand story and bring our products to life In the set stores have done the best when theyve been able to merchandise a regimen paste brush and rinse together to showcase our innovation and build the regimen and basket With hellos flex packaging vertical and horizontal pack options and differentiated items we are in the top productive SKUs in the category as measured by sales per square foot Retailers know that in order to grow new shoppers and to delight new Millennial parents having the right selection of toddler and kids items is key to building a strong future in the category Q Discuss your commitment to sustainability and how it fits in with the concerns of Millennials and Gen Zers A Millennials and Gen Zers expect no compromise products in terms of efficacy and ethics and were excited to deliver the goods This unique wellnessfocused group seeks healthier options to bring to their personal care routines and they place particular emphasis on ingredient origin safety efficacy and sustainability We share this philosophy at hello so we are completely and authentically in sync Hellos activated charcoal line offers both fluoride and fluoridefree options and delivers against everyones primary need for an effective oral care product Beyond outright efficacy the product is super thoughtful from ingredient selection to packaging When looked at holistically our ethos ethics and aesthetic all come together in an authentic way that really appeals to the ideal of the modern consumer recognizing their concerns and exceeding their expectations A d v e r t i s e m e n t Kim Sines Senior Vice President of Sales Hello Products