SAUSALITO, CA: The late-September debut of a new collection of teen-focused, eco-body care products at Whole Foods Markets is being promoted by individual stores and through the line's nonprofit founder.
The line, Teens Turning Green, is the result of a partnership between Teens for Safe Cosmetics, a coalition of young women dedicated to raising awareness about health risks in cosmetics' ingredients, and seven companies with green brands.
Judi Shils, founder and director of Teens for Safe Cosmetics, noted the collection was developed by and created for teenagers, and will be promoted via mediums most resonant with that target demographic.
“We're a nonprofit and don't have a huge budget,” Shils said. “We rely on more nontraditional tactics to get the message... to... different markets.”
PR efforts will center on online outreach through podcasts, YouTube videos, social networking sites, and in-school promotions with teens serving as spokespeople. Mimi Field PR and The Phelps Group will support the effort. In mid-September, a music download of teen bands will be released to “engage kids in a way that they enjoy,” Shils said.
Jeremiah McElwee, senior whole body coordinator for the global purchasing team at Whole Foods, noted that promotion will primarily be done on a grassroots level in stores due to the company's decentralized business model.
“We've never had a national line focused on the teen market, though it is something many of our folks in purchasing have talked about having for years,” McElwee added.
Teen coalition members also created videos and product messaging to explain the items to Whole Foods' staff, Shils noted. “Teens Turning Green” rock concerts are also planned for each of the Whole Foods' regions, with the first event slated for October in New York City, to aid consumer outreach.