The products are tested at home and through focus groups but are professionally formulated, and the sisters took an extra step to enhance their credibility. Nearly all CARA B products are certified by the Natural Products Association (www.npainfo.org).
â€śTheyâ€™re really the standard-bearer defining what is considered natural and what is not,â€ť says Kristi, 31. â€śSo we use them as a guide, kind of setting the standard for us in terms of whom we partner with, where our ingredients come from, how theyâ€™re sourced, and what happens to them when theyâ€™re in their formulation.â€ť CARA B products include body lotion, shampoo and body wash, and leave-in conditioner.
The two sisters hope that maintaining those standards will help them double their revenues this year. In January, CARA B expanded into the retail market, and its products are now sold in nearly 50 stores, including some in the Whole Foods Market chain. So far, radio has been a boon for advertising. In April, for example, CARA B was business of the week on The Michael Baisden Show, which led to a 40% jump in direct sales. Plans are under way to do a national launch on radio and other types of media, including advertising digitally through mom-focused websites. Two new products are in the works for release this year, and CARA B is scheduled to be on shelves in some CVS locations beginning January 2012.
While CARA B is a full-time pursuit for Landra, Kristi works full time as an account director for an advertising agency heading up its Hispanic initiatives. Still, she asserts that her work for CARA B requires the hours of a full-time commitment. â€śWhatâ€™s worse than full time? Whatever it is, thatâ€™s what weâ€™re doing,â€ť Landra says with a laugh. â€śBut we enjoy it, so it doesnâ€™t seem at all like a burden.â€ť