This is certainly a tough category. Understanding that your story must be compelling, innovation should tie into it.
Why did you develop the product? What was your need? Where did you see the gap in the marketplace? How did you do this? And on and on....
The upside of this market is that although crowded, there is an audience for a story that resonates, touching the heart and body of your target market. Getting them this information in the way they want to hear it will be key to success.
Question: are you focusing on online sales or in-store? All of this will need to be addressed as the story is developed.