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June 15, 2022

Edgewell launches Gen Z-focused skincare line

Photo | Contributed Some of the new Fieldtrip products launched by Edgewell Personal Care of Shelton.
By Liese Klein

Shelton-based Edgewell Personal Care has debuted a line of “Gen-Z-focused, gender inclusive, sustainable skincare” called Fieldtrip, the company announced last week. 

The unisex line consists of nine products including a body wash, moisturizer, serum and facial mist, all made with sustainably-sourced ingredients. The products’ packaging will also highlight the historical significance of each ingredient, the company said. 

All products are vegan and free of ingredients like parabens, sulfates, phthalates, triclosan,  and petrolatum. Fieldtrip’s packaging is made with bioplastics and post-consumer recycled materials. 

Edgewell will donate 5% of net proceeds on Fieldtrip sales to the Keep America Beautiful RETREET program, which enables communities to replant trees lost to natural disasters.

The brand’s ingredients and mission align with Gen Z customer expectations, said Gabrielle DeLatin, head of marketing for grooming at Edgewell.

“Gen-Z consumers expect more than just functional benefits,” DeLatin said. “They seek out brands who are socially responsible and sustainable, offer clean formulations that perform as advertised, and are transparent throughout.”

In recent months Edgewell has also launched an eco-friendly tampon line and rebranded its Schick grooming products to focus on real people and individuality. 


Contact Liese Klein at lklein@newhavenbiz.com.
 

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