There’s no shortage of bath and body brands on the market, but rarely do they have the same history and as wide a variety of products as Vitabath. The company is nearly 60 years old and still going strong with intriguing scents and a rich backstory. We recently had the opportunity to test a few products, as well as quiz Richard Neill, the CEO of Vitabath’s parent company Rich Brands, about what makes Vitabath unique.
“One of the things that makes us different is [the company] was founded in 1957. Back then there were only bar soaps in existence,” Richard explained when we spoke to him earlier this month. “Dermatologists got together and the whole idea was to invent the first liquid soap or body wash that would actually supplement or moisturize your skin…They infused it with Vitamin A, B3, B5, C and E.”
Vitabath still maintains its original vitamin-rich product line, now known as Vitabath Classic, but has also transplanted that same concept into a new product line known as the Fragrance Collection. The new line offers the same product options, from body wash to body mist and lotion, but widens the scope to include several more scent choices and even more benefit for consumers.
“We’ve also now added seven antioxidants into the formulation – including green tea and coffee – and then put them in fragrances. We have sixteen fragrances. We have something for everyone, and we made young, fun scents. We have things like Dreamy Pink Frosting, Green Tea and Sage, Luscious Lemon Creme, Asian Orchid and Coconut,” Richard continued.
“I would say [another] thing that makes us different is the variety of fragrances. If you look at most body wash lines, there are maybe three or four fragrances in the line. So to have sixteen sets us apart, and the fragrances we’ve brought out are fun. One of my favorites is Pomegranate and Blood Orange. But one is as good as the next.”
Other options within the Vitabath Fragrance Collection include interesting choices such as Green Apple and White Lily, Wild Red Cherry, and Grapefruit Vanilla. We had the opportunity to sample product from both the Fragrance Collection and Classic lines, including the Vanilla Amber Body Lotion, Spring Green Shower Gel, and Asian Orchid and Coconut Body Wash. Each of the scents is immediately identifiable and true to its description. No matter what scent, every Vitabath product was easy to use, not too heavy or too oily on the skin, and leaving the consumer with a refreshed feeling as well as just a welcome trace of the fragrance of choice.
That superior product is also due in part to the formulation. “A lot of our competition is thirty to forty percent active ingredients, sixty to seventy percent water. We are closer to sixty to seventy percent active ingredients and thirty to forty percent water,” Richard told us. “When you pop the top on the bottle, you’ll smell the fragrance…and the concentrated formula is there as well. We wanted a product that we could be proud of.”
Speaking of being proud, something else that makes the brand distinct is how the company conducts its business, respecting not only its history but its employees. “All companies need sales to drive the business and stay in business, but I think we take pride in maintaining the history of Vitabath. I feel we’re the stewards of the brand,” he added, “and it’s 57 years young and you don’t want to be the one that changed it.”
“One of the things that’s equally important to me [is that] in our Phoenix office, we have had zero turnover there. The team really enjoys working together, they’re very creative in developing new products,” he continued. “Another thing I would mention is we do have a licensing agreement and we’re coming out with some new patented products, with Jennifer Adams who’s on HGTV and the Hallmark Channel.”
Vitabath’s people-oriented approach extends to its customers as well. “Rich Brands is a unique smaller company that battles the industry giants by doing the right thing for our consumers on a consistent basis,” Richard told us. “Product innovation and fragrance creates our soul, and we look forward to growing the brand through social media and guerilla marketing.”
For more on Vitabath and to order any of their products, visit the company’s website (myvitabath.com).
(c)2014 Brittany Frederick. All rights reserved. No reproduction permitted. Visit my official website and follow me on Twitter at @tvbrittanyf.