Pure Success

Careful planning and research are the right mix for makers of all-natural hair and skin products for children

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).

“They’re really the standard-bearer defining what is considered natural and what is not,” says Kristi, 31. “So 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 they’re sourced, and what happens to them when they’re in their formulation.” 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. “What’s worse than full time? Whatever it is, that’s what we’re doing,” Landra says with a laugh. “But we enjoy it, so it doesn’t seem at all like a burden.”

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