Retail Merchandiser - January/February 2015 - 75

Rocky Mountain Soap Company
a natural vanilla, and testing different recipes. It had to wait
for suppliers in the raw ingredients market to awaken to the
growing and here-to-stay natural products industry. Knorr explains that its internal red list of outlawed ingredients has certainly put stringent standards on what Rocky Mountain can
and cannot use, but its list of available ingredients continues to
grow as suppliers begin to carry more all-natural ingredients.
"Our toolbox has grown because our ingredient suppliers
are being asked not just by us anymore, but also by our competitors to produce certain ingredients," Knorr explains. "It's
a trend that's been growing steadily. We saw it first in food
and people becoming more aware of what they put in their
mouth, and the bath and body market tends to follow those
food trends. People are reading labels and becoming more
conscious of controversial ingredients such as parabens, sulfates and phthalates."

Green Touchpoints
As suppliers continue to catch up and customer loyalty
strengthens, Rocky Mountain is delving even deeper into
environmental consciousness. Instead of maintaining environmental responsibility simply as an important tenet of its
overall operation, Rocky Mountain makes environmental
responsibility the core of everything it does.
On the product side, this means making the transition to
not only be 100 percent natural but also at least 70 percent organic, while making every effort to keep prices affordable. The
company also is weeding out GMO ingredients and any ingredients that might be natural but are not sustainably farmed.
Rocky Mountain is applying the same healthy living concept it uses in its products to its stores. Three years ago, the
company created another red list, this time outlining the toxins typically found in the built environment. The company
set out to create a store concept where all materials are toxin-free. Rocky Mountain opened its first store using this new
concept in 2012. That number has now grown to five. The
rest of its stores will be transitioned over within the next couple of years. And all new stores going forward will be built in
accordance with Rocky Mountain's new building guidelines.
"We developed a toxin-free store build, and not only that,
all of the materials used in the stores are reused, reclaimed,
compostable, recycled or recyclable so they never end up in a
landfill," Knorr says. "We had to find new ways to do things.
We've used ingredient containers for chandeliers, refinished
antiques, reclaimed wood from an old barn, and we've rescued bathtubs from the landfill."
In the next step of its greening process, Rocky Mountain
wants to tackle its packaging to ensure every bottle and container is toxin-free and recyclable.
"We are in the early stages of researching how we can go
toxin-free with our packaging," Knorr says. "Plastic is recy-

clable but it's not on brand for us. Going toxin-free with our
packaging will be one of the most exciting and challenging
projects we've tackled to date."

A Consistent Brand
Rocky Mountain wants to make sure it is clearly communicating its present and its future to all current and potential
customers. It will launch its revamped website in January,
making it easier for customers to shop.
"The new website will provide a more efficient and positive customer experience," Knorr says. "The system we are
on now doesn't meet the needs of our growing company and
fan-base, and our brand has changed a lot. It's much more
contemporary and fresh."
Online and offline, Rocky Mountain is making sure that
its branding, products and store environments stay true to
its overall mission to be 100 percent natural and toxin-free.
"There are no natural standards out there that would hold
us as accountable as we hold ourselves," Knorr says. "If you
looked at our red list, you'd be amazed at how stringent we
are, but that's why we're here. Our north star, the goal which
we will never reach but always strive for, is to remove toxins
from our world." O

January/February 2015

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Table of Contents for the Digital Edition of Retail Merchandiser - January/February 2015

Contents
Retail Merchandiser - January/February 2015 - Cover1
Retail Merchandiser - January/February 2015 - Cover2
Retail Merchandiser - January/February 2015 - 1
Retail Merchandiser - January/February 2015 - 2
Retail Merchandiser - January/February 2015 - Contents
Retail Merchandiser - January/February 2015 - 4
Retail Merchandiser - January/February 2015 - 5
Retail Merchandiser - January/February 2015 - 6
Retail Merchandiser - January/February 2015 - 7
Retail Merchandiser - January/February 2015 - 8
Retail Merchandiser - January/February 2015 - 9
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Retail Merchandiser - January/February 2015 - 11
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Retail Merchandiser - January/February 2015 - 18
Retail Merchandiser - January/February 2015 - 19
Retail Merchandiser - January/February 2015 - 20
Retail Merchandiser - January/February 2015 - 21
Retail Merchandiser - January/February 2015 - 22
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Retail Merchandiser - January/February 2015 - 24
Retail Merchandiser - January/February 2015 - 25
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Retail Merchandiser - January/February 2015 - Cover3
Retail Merchandiser - January/February 2015 - Cover4
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