Apr 16, 2011

Vitabath Is Back With 17 New Body Washes

PHOENIX, AZ – After more than 50 years as a trusted bath and body brand, Vitabath is poised to reach a whole new generation of women with the introduction of 17 new moisturizing, sulfate and paraben free body washes in a wide variety of fresh, playful fragrances. The brand’s revival will begin with the rollout of Lime Citron Basil, exclusive to Costco, in June 2011, followed by the release of the 16 scent Vitabath Fragrance Collection in July 2011.

“Our new body washes combine the trusted elements of the existing Vitabath brand – rich, nourishing lather and high quality ingredients – with playful packaging and fresh fragrances, and are designed to provide affordable indulgence to a younger, highly savvy demographic,” says Vitabath CEO Richard Neill. “All of our 17 new products offer busy young professional women a way to take some much needed ‘me time’ to relax and reinvigorate while nourishing their skin with vitamins and antioxidants.”

Vitabath’s Lime Citron Basil gelée will retail exclusively at Costco locations in 38 oz bottles for $16.99 beginning on June 1, 2011. The gelée features an enriched, luxurious formula that nourishes the skin with an antioxidant rich vitamin blend and added botanicals. The sophisticated scent features a blend of lime, sparkling citron, sweet basil and patchouli. The product also contains aromatherapy benefits from Lime Extract, as well as Aloe Vera to moisturize the skin and help promote healing.

Launching in July 2011, the Vitabath Fragrance Collection includes 16 body washes, retailing for $9.99 each, in four fragrance profiles: Spa Day, In Bloom, Fruit Fanatic and Cupcake Couture. Each body wash in the collection features a nourishing blend of Vitamins A, B3, C, E and Pro-Vitamin B5, as well as an antioxidant superfruit blend. The line will be available at Fred Meyer, Ricky’s Beauty, Harmon Discount and Bed Bath & Beyond stores, as well as other locations.

Vitabath’s classic family of products has been unequaled in skin cleansing and conditioning for more than 50 years. The line pampers consumers with nourishing vitamins, natural extracts and four rich fragrances: Original Spring Green™, Plus For Dry Skin™, Fresh Citrus Twist™ and Spa Skin Therapy™. Each fragrance is available in a range of products including the popular Moisturizing Bath & Shower Gelée, a concentrated shower gelée with incredible performance and twice the active ingredients of competitor brands, as well as Gelée Soap, Shea Butter Hand Crème, Moisturizing Lotion and Exfoliating Sugar Scrub. The products are available at Bon-Ton, Sears and select pharmacies and gift shops.

About Vitabath:

For more than 50 years, consumers have trusted the Vitabath brand for unparalleled skin cleansing and conditioning. Vitabath’s quality ingredients and rich fragrances indulge the senses and nourish the skin, resulting in a relaxing, yet invigorating, at-home spa experience. This year, the brand will be revitalized with the introduction of two moisturizing, natural body wash lines in a wide variety of fresh, playful fragrances. Vitabath is manufactured and distributed by Rich Brands, LLC, formerly known as Esscentual Brands, LLC. Rich Brands was founded in 2007 and is headquartered in Phoenix, Arizona.

Please contact Rachel Colley at 646-430-5647 or rcolley@js2comm.com for any inquiries, image and interview requests.