Pura Naturals Creates First New Retail Category for Body Cleansing in Nearly 40 Years

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Environmentally-Friendly, Soap-Infused Products Set to Change How We Shower

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"Buyers are stating that Pura Naturals are establishing the first new category for personal cleansing since the introduction of liquid soap in 1980,” said Jim Kordenbrock, CEO of Pura Naturals LLC.

Following a four-month private label test at one of the Southwest’s leading upscale retail chains, Pura Naturals (PuraNaturalsProducts.com) is now launching multiple personal bathing products under its own brand on a national basis. The line creates the first new category in body cleansing in nearly four decades, and has attracted early excitement among the retail and natural products communities.

Pura Naturals – created from the same unique foam approved by the U.S. Environmental Protection Agency to clean sensitive waterways – perform like no other personal cleansing product. Infused with Level Naturals milled soaps through a one-of-a-kind manufacturing technique, the product not only exfoliates but also extracts oils and other contaminants from the skin. Unlike traditional, cellulose sponges, Pura Naturals repel water – inhibiting the bacteria growth, odor and other issues that have prevented widespread uses of sponges for personal care.

“Our discussions with some of the top names in upscale grocery, drug, discount and mass have been eye-opening. Buyers are stating that Pura Naturals are establishing the first new category for personal cleansing since the introduction of liquid soap in 1980,” said Jim Kordenbrock, CEO of Pura Naturals LLC. “Just like Netflix has changed how we’re watching television, or Uber is altering how we hail a taxi, Pura Naturals has the potential to change how we shower and bathe.”

The initial products are being introduced in multiple fragrances including Active Peppermint Volcano, Citrus Splash and Lavender Mist, with an option of either a single-pack bar (approximately 3.25″ x 2.75″ x 1″and 28 grams per bar; $5.99) or three-pack thin slice format (approximately 4″ x 4″ x .25″ and 15 grams per slice; $8.99). Additional fragrances and SKUs are planned for later this year.

Pura Naturals are created from renewable plant materials, avoiding the use of petroleum-based and wood cellulose materials. Because of the unique open-cell foam design and milled Level Naturals soaps, exfoliation is possible without using synthetic micro-beads or other environmentally-suspect elements. In addition, because the manufacturing process removes carbon from the atmosphere, every purchase is akin to buying a personal carbon offset.

The Pura Naturals launch is being supported by a nationwide digital and traditional marketing campaign designed to generate category awareness, brand preference and purchase intent.

“It’s a rare opportunity to be able to create an entirely new product category,” noted Kordenbrock, who has led domestic and global marketing efforts for major consumer brands over the past 24 years. “However, it’s even rarer to do so while bringing a product line to market that will not only have a real impact on how people clean, but on our planet.”

For additional information, visit http://www.PuraNaturalsProducts.com, call 1-855-326-8537, or e-mail info (at) puranaturalsproducts (dot) com.


About Pura Naturals LLC

Pura Naturals LLC was founded in 2013 as the consumer products arm of Advanced Innovative Recovery Technology, Inc. (AIRTech). Conceived in response to the ongoing degradation of the Earth’s oceans, lakes and rivers, AIRTech commercialized a unique, EPA-approved foam technology designed to rapidly and effectively remove toxic pollutants from waterways. Sensing that the material could be used for other applications, Pura Naturals has created a line of personal care products to help people clean better, live better and be better. For more information, visit http://www.PuraNaturalsProducts.com.

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Brittany Southwick
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