2009 Hot Products - Drug Store News

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2009 Hot Products - Drug Store News

BY MICHAEL JOHNSEN

On the following pages, you’ll find a list of 30 prod-

ucts — all recently launched or about to be

launched — that caught the attention of Drug

Store News’ editors in a big way in the past year. It’s a short

list of products our editors believe will really drive incremen-

tal growth in the year to come, or as in the case of A&D’s new

LifeSource monitor, ones that herald a tremendous new

opportunity as the OTC category of the future dovetails with

the e-health movement. Or such products as Purex’s new

CONTINUED ON PAGE 2

table of contents

p 3 Wireless BP monitor offers glimpse of future

p 3 P&G aligns itself atop the probiotics market

p 4 Aura Cacia eco air freshener ‘naturalizes’ odors

p 4 Aveeno branches out to Nourish+ hair, too

p 5 Axe line cuts into hair care segment

p 5 Alaven pumps up with Bifera iron supplement

p 6 Boiron pushes homeopathy with flu relief

p 6 Bud Light Lime adds fruit flavor to beer segment

p 7 Colgate releases a brush for those in a rush

p 7 Crest whitens with leave-on, flexible strips

p 8 Dixie serves up Ultra paper plates for grilling

p 8 Duracell charges up with USB device

p 9 Durex capitalizes on ‘allure’ around massagers

p 9 New, improved Elations formula hits shelves

p 10 L'Oréal makes hair care ‘EverPure’

p 10 Finish Quantum washes dishes clean and green

p 11 Gorilla Glue sticks to innovation with new epoxy

p 11 Coty’s Halle by Halle Berry wafts into fragrances

p 12 Healthy Choice steams up frozen meals

p 12 L’Oréal’s Bare Naturale softens lips

p 13 Nivea shines with new lip care collection

p 13 Olay brings Pro-X skin care to mass market

p 14 Novartis set to shake up PPIs with OTC Prevacid

p 14 Progresso Light soups tout health, convenience

p 15 Purex 3-in-1 sheets clean up laundry process

p 15 Roots of Nature offers natural ethnic hair care

p 16 Theraflu takes the homeopathic route

p 16 Hyland’s soothes muscles with natural relief

p 17 GSK springs into ‘Dual Action’ with new Tums

p 17 Vitaminwater 10 sweetens the pot

Drug Store News www.drugstorenews.com June 2009 • 1


Hot products

CONTINUED FROM PAGE 1

3-in-1 laundry sheets that

pack a single load’s worth

of detergent, softener and

anti-cling in one sheet that

stays with the laundry from

washer to dryer.

But let’s face it, as cliché

as this sentence has become,

times are tough. And

that makes the feat of convincing

the consumer to try

a new product, and the feat

of convincing him or her

that the new product has a

point-of-differentiation justifying

its placement in his

or her shopping cart in

place of a national brand

equivalent or established

product of preference, all

the more challenging.

According to research from

Information Resources Inc.,

75% of shoppers tried five

or fewer new products last

year, and that’s a trend

that’s expected to be replicated

through 2009.

The products that

appear on the pages of this

section are ones that our

editors believe already

have broken through that

clutter; products that

either already have initiated

that trial purchase or

that have been launched

recently and show remarkable

promise. It’s an appetizer,

if you will, as buyers

walk the aisles of NACDS

Marketplace in search of

the main course.

As much as possible, each

item is supported by data

from IRI to help illustrate

its impact on the overall

category. And for those

products that are so new

that the data doesn’t

already tell the story, they

spell opportunity with a big

capital “O.” Like Colgate’s

new Wisp, which extends

oral care by creating a new

occasion of use — on-thego,

in-between brushing.

Many of the products chosen

by Drug Store News’ editors

are, in fact, part of a bigger

picture. Take Procter &

Gamble’s Align, for example

(see page 3). Officially

launched in March 2009,

P&G’s probiotic has been on

the radar for quite some

According to research from

Information Resources Inc., 75% of

shoppers tried five or fewer new products

last year, and that’s a trend that’s

expected to be replicated through 2009.

time already, especially as

the whole probiotic category

continues to gain significant

traction with the consumer.

It’s a category that’s expected

to grow all the hotter

as such companies as P&G

and Bayer Consumer with

its recent launch of Phillips

Colon Health add their voices

to that of Dannon around

the benefits of probiotics.

Or take Aura Cacia’s eco

air fresheners and Aveeno’s

Nourish+ (see page 4), both

representative of an overarching

opportunity across

consumer packaged goods

toward the natural product

trend. Consumers want

more natural products that

don’t compromise on the

experience but that are still

eco-friendly.

Drug Store News www.drugstorenews.com June 2009 • 2


Wireless BP monitor offers glimpse of future

BY MICHAEL JOHNSEN

Open up the package containing A&D

Medical’s LifeSource Wireless Automatic Blood

Pressure Monitor, and it will be like taking a peek

into the future.

Some may think it premature to list this

LifeSource monitor among the 2009 Hot Products

Editor’s Picks, especially as the consumer market

Blood pressure kits

BRAND SALES* % CHG

CATEGORY TOTAL $92.3 11.6%

OMRON 59.7 6.7

PRIVATE LABEL 21.6 151.0

SUNMARK 3.1 11.5

LIFESOURCE 2.5 3.4

HOMEDICS 1.8 -48.4

SAMSUNG 1.0 -33.8

MABIS 0.8 -32.4

MABIS SMART READ 0.6 -43.9

MICROLIFE 0.3 -69.1

LUMISCOPE 0.2 -52.9

* In millions

Source: Information Resources Inc. for the 52 weeks ended April 19

across food, drug and mass (excluding Walmart)

Usually when a product involved in a limited

test market catapults to the No. 2 spot in its respective

category — against competitors

with national distribution

— that means the

category wasn’t all that

large to begin with.

But that’s not the case

with Procter & Gamble’s

probiotic Align, which

approximately one month

into its national rollout

already has generated $7.3

million across food, drug

and mass (excluding Walmart)

outlets, according to

Information Resources Inc.

data for the 52 weeks

ended April 19. Compared

with the 52 weeks ended

March 22, that represents

approximately $1 million

in sales in the first month

on shelf, nationwide.

“Align is off to a great

start,” said P&G VP and

CFO Jon Moeller. “After just

right now consists primarily of early adopters.

But as one of the first fully functional telehealth

products to reach the market, the

LifeSource wireless monitor heralds

a lot of opportunity, even if

that full potential is still two

or three years away.

Today, the appeal for the

LifeSource monitor,

and its two sister products

— a wireless

accelerometer (pedometer)

and wireless weight

scale — is in its convenience.

No cords, no fuss.

Measurements can be

taken anywhere in the

home and then downloaded

to the patient’s

desktop computer, where

outcomes can be charted

using healthcare management

software.

But in two to three

years, especially as more

of such products reach the

market, that functionality will expand to include

a couple of weeks in market, Align is already the

No. 1 probiotic recommended by gastroenterologists

for the treatment

of irritable bowel syndrome,”

he said.

And P&G, renowned

for its marketing prowess,

is just getting started.

The company last month

announced a partnership

with celebrity dietician

Ashley Koff around Align,

citing a survey finding

that 75% of women were

interested in getting a

digestive health makeover

with health experts as a

way to strengthen gastrointestinal

health.

As part of the partnership,

P&G launched the

Align My Digestive Makeover

Contest, where consumers

can share how

Align has helped them

manage their episodic digestive

upsets while enter-

remote monitoring of those health conditions by

concerned caregivers or healthcare providers.

And that’s where the real opportunity lies.

Attach this kind of

technology to an electronic

pill dispenser,

and pharmacists may

have a new consumer

opt-in tool to better manage

compliance, a service

that third-party payers

may see as an effective

preventative health/costcontrol

measure.

Couple the retail clinician

or family practitioner

with that pharmacist, and

add devices ranging from

blood pressure monitors to

blood glucose meters into

that mix, and you have a

full disease-state management

offering, pairing the

medication therapy management

know-how of the pharmacist

with the clinical acumen

of the prescriber.

P&G aligns itself atop the probiotics market

Stomach remedy tablets

BRAND SALES* † % CHG

CATEGORY TOTAL $41.9 8.3%

PEPTO BISMOL 24.5 4.9

ALIGN 7.3 371.5

PRIVATE LABEL 5.4 5.7

DUAL ACTION CLEANSE 2.4 71.4

DIGESTIVE ADVANTAGE 1.2 -79.9

PHILLIPS 0.9 -17.3

* In millions † All other items under $100,000 in sales

Source: Information Resources Inc. for the 52 weeks ended April 19

across food, drug and mass (excluding Walmart)

ing for a chance to win a trip to the 36th Annual

People’s Choice Awards and After Party to be

held in January 2010. The grand prize winner also

will receive free nutritional tips and digestive

makeover advice from Koff.

“I’m constantly asked what people can do to

have their insides feel as good as their outsides,”

Koff said. “As a nutritionist, I work to address

the root causes of digestive issues, and recommend

choosing foods directly from nature and

maintaining an inner balance of healthy gastrointestinal

bacteria through probiotics as a way

to prevent upsets.”

Drug Store News www.drugstorenews.com June 2009 • 3


Aura Cacia eco air freshener ‘naturalizes’ odors

BY MIKE DUFF

Air fresheners were conceived to counter

unpleasant aromas, but in the age of aromatherapy,

they have to do more for the sensitive

consumer with demand shifting to products

that offer healthier and more soothing

home environments.

With the recession prompting consumers to

do more around the house, products that make

the domestic routine more pleasant have found

favor, including such atmospheric enhancements

as home air fresheners, which enjoyed a

2.6% lift in dollar sales over the past year

BY ANTOINETTE ALEXANDER

Johnson & Johnson’s Aveeno skin care brand

made waves in the hair care market earlier this

year when J&J announced plans to enter the segment

with its new Aveeno Nourish+ Hair Care

Collection. Leveraging Aveeno’s heritage in skin

care, the collection “combines nature + science to

nourish damaged hair.”

The collection, which hit retail shelves in April,

comes at a time when some industry observers

despite falling into the discretionary spending

category at a time when many such products

have sales declines.

Within the category, a discernable change is

taking place toward air fresheners that address

concerns beyond the basic one of making a bad

smell go away. Odor-neutralizing products that

kill bacteria as they work have enjoyed success,

but a shift continues as such authoritative

sources as the United States Environmental

Protection Agency — which issued reports

about fragrances from household products causing

injury to marine life — and as popular as

WebMD call into question the safety of synthetic

fragrances.

Naturally, manufacturers

have stepped in to

provide consumers with

air fresheners that calm

chemical concerns, including

Aura Cacia,

which has launched its

first all-natural essential

oils electric air freshener.

The new Aura Cacia

Electric Aromatherapy Air

Fresheners line uses only

believe that major marketers, such as J&J, are in an

ideal position to leverage the naturals proposition

that began with the smaller niche players. In fact,

recent research by Kline & Co. stated that manufacturing

economies of scale, a stronger position for

negotiating supplier agreements and well-developed

distribution channels will allow master brands to ride

the naturals wave even during lean times with “pseudo-natural”

or “naturally inspired” products.

The Aveeno hair care products feature Aveeno’s

Nourishing Wheat Complex, a blend of wheat

germ oil and wheat protein, to target

and repair the most damaged areas

of the hair follicle, leaving hair

restored, replenished and revitalized.

The Aveeno Nourish+ shampoos

and conditioners are designed to

moisturize hair without the added

buildup, so according to the company,

as long as hair is washed with the

Aveeno Nourish+ shampoos, a separate

clarifying shampoo is not needed.

The shampoo and conditioners are gentle

enough for color-treated hair. The

products are priced at $6.49 each.

To help promote the launch, Leeza

Gibbons Oscar Night at Mr. Chow

Home air fresheners

BRAND SALES* % CHG

CATEGORY TOTAL $145.6 2.6%

GLADE PLUGINS 21.7 3.9

AIRWICK BY WIZARD FRESHMATIC 13.9 -7.3

FEBREZE NOTICEABLES 10.2 -10.1

FEBREZE AIR EFFECTS 10.2 3.8

GLADE 7.6 7.3

LYSOL NEUTRA AIR 6.7 14.9

PRIVATE LABEL 6.6 72.2

AIRWICK BY WIZARD 6.0 -21.1

OUST 5.3 -19.6

RENUZIT LONGLAST 5.2 12.5

* In millions

Source: Information Resources Inc. for the 52 weeks ended April 19

across food, drug and mass (excluding Walmart)

100% pure essential oils to provide fragrance.

Product packaging includes a full ingredient

deck to assure consumers that only natural

ingredients contribute to fragrance formulas.

Aura Cacia oils come in four aromas — lavender,

lime and grapefruit, bergamot and orange,

and spices and clove.

Aveeno branches out to Nourish+ hair, too

Regular shampoo

BRAND SALES* % CHG

CATEGORY TOTAL $1,097.1 -2.9%

SUAVE NATURALS 39.3 2.6

PANTENE PRO-V ALWAYS SMOOTH 27.6 -10.9

PRIVATE LABEL 26.5 19.0

PANTENE PRO-V DAILY MOISTURE 24.5 -11.5

PANTENE PRO-V CLASSIC CLEAN 21.2 -13.8

PANTENE PRO-V SHEER VOLUME 21.0 -14.2

CLAIROL HERBAL ESSENCES 20.6 -9.7

PANTENE PRO-V COLOR REVIVAL 19.3 -10.5

PANTENE PRO-V ICE SHINE 17.1 16.2

GARNIER FRUCTIS DAILY CARE 16.8 5.3

* In millions

Source: Information Resources Inc. for the 52 weeks ended May 17

across food, drug and mass (excluding Walmart)

teamed up with the brand to offer fans an exclusive

look inside Hollywood’s most glamorous night with

a live Web cast of the night’s festivities. One of the

event’s highlights was the Glam.com VIP Touch-Up

Lounge with celebrity hair stylist Ken Paves presented

by the Aveeno Nourish+ Hair Care

Collection. Paves spoke with such celebrity attendees

as Jessica Biel, Paris Hilton, Hillary Duff and

Terri Hatcher about their red carpet beauty regimes.

Drug Store News www.drugstorenews.com June 2009 • 4


Axe line cuts into hair care segment

BY ANTOINETTE ALEXANDER

With Axe’s seductive fragrances and creative ads

that promise any guy who uses the brand that he

will become an instant sex magnet, Axe has maintained

its popularity among guys hot on the dating

game. Now, Unilever is taking its Axe brand into

the hair care aisle with the launch of Axe Hair.

Touted as the biggest launch in the Axe brand

Hair styling

BRAND SALES* % CHG

CATEGORY TOTAL $630.8 -3.2%

AMERICAN CREW 26.4 -1.2

GOT2B GLUED 19.4 -0.2

FRIZZ EASE 13.4 -24.2

PANTENE PRO-V STYLE CURL DEFINING 10.8 -8.0

TRESEMME FLAWLESS CURLS 10.0 27.4

CLAIROL HERBAL ESSENCES

TOTALLY TWISTED

9.4 -9.2

TRESEMME THERMAL CREATIONS 9.1 -0.9

TRESEMME MOUSSE 8.7 10.6

SUAVE 8.7 -14.3

GOT2B 8.5 -7.8

... AXE SPIKED/SHAGGY/CLEAN/MESSY 5.5 NA

* In millions

Source: Information Resources Inc. for the 52 weeks ended May 17

across food, drug and mass (excluding Walmart)

BY MICHAEL JOHNSEN

Alaven Consumer Healthcare earlier this year

launched its Bifera iron supplement with a unique

proposition — Bifera offers both heme iron (protein-based

iron) and non-heme iron (plant-based

iron). “[That means] Bifera can be taken on an

empty stomach, with other multivitamin supplements

and, unlike other over-the-counter iron

supplements, Bifera can be taken with acid-reduction

medications,” stated Autumn Akin, Bifera

product manager. That is an important distinction,

given that a common side effect associated

with iron supplementation is such gastrointestinal

distress as nausea, vomiting, constipation,

diarrhea and stomach distress.

The new iron supplement is recommended for

adults already taking supplemental iron,

women of childbearing age, pregnant women,

people who are anemic and men and women

who simply need more iron in their diet and the

energy it provides.

Iron deficiency is the most common nutritional

deficiency and the leading cause of anemia in

the United States, according to the Centers for

history since entering the North American market

in 2002, the hair care collection gives Axe fans a

way to get an edge in the mating game.

Axe Hair offers guys a full line of shampoos,

conditioners and styling products. Axe shampoos

include Just Clean shampoo; De-Glue

shampoo + scrub, which features rock crystals to

remove product buildup; De-Poof shampoo to

deflate poofy hair; Anti-dandruff shampoo +

conditioner, which offers zinc-based dandruff

control; and 2-in-1 shampoo + conditioner. As

for styling, there’s Messy Look paste,

Spiked-Up Look putty,

Clean-Cut Look pomade

and Shaggy Look cream.

These hair care products

are on trend, as the “bed

head” or “messy look”

is still popular among

many younger males.

While the media buzz

around the now stale

“metrosexual” term has

long fizzled, industry

observers believe that

the opportunities at retail

remain very much

alive. “In contrast to women’s

personal care, the

Disease Control and Prevention. The CDC estimated

that the prevalence of iron deficiency

among adolescent and adult females between

the ages of 12 and 49 years ranged between 9%

and 16%. Iron deficiency was approximately

two times higher among non-Hispanic black

and Mexican-American females (19% and 22%,

respecitively) than among non-Hispanic white

females (10%).

market for men’s grooming is just opening,” stated

Mintel Beauty Innovation’s Taya Tomasello in a

recent statement on the men’s grooming segment.

“Our research shows men are far less likely than

women to use skin care products, such as moisturizers,

exfoliants or even body washes. So tailoring

new products to the needs of beauty-inexperienced

males will help manufacturers expand the

advanced men’s grooming market.”

Alaven pumps up with Bifera iron supplement

Minerals

BRAND SALES* % CHG

CATEGORY TOTAL $396.6 5.1%

CALCIUM 281.6 5.9

IRON 59.4 7.1

MAGNESIUM 22.0 8.6

ZINC 10.0 -11.0

POTASSIUM 9.1 7.3

CHROMIUM 6.8 -5.8

SELENIUM 4.8 -10.7

* In millions

Source: Information Resources Inc. for the 52 weeks ended April 19

across food, drug and mass (excluding Walmart)

Drug Store News www.drugstorenews.com June 2009 • 5


Boiron pushes homeopathy with flu relief

BY MICHAEL JOHNSEN

Boiron is currently presenting the pediatric line

extensions of its popular homeopathic flu-relief

brand Oscillococcinum for inclusion in next season’s

cough-cold planogram. Given all the con-

Bud Light Lime adds fruit flavor to beer segment

BY BARBARA WHITE-SAX

Consumers may have been shoving wedges of lime

into their Coronas for years, but it took Anheuser-

Busch to bring the south-of-the-border pairing of beer

and lime to the mass market in a big way.

A-B’s research showed that consumers wanted

an occasional flavored drink for special occasions,

and the company bet they’d be willing to pay more

for it. The launch of Bud Light Lime, a premium

light beer with a splash of 100% natural lime that

retails for $1 to $1.50 more for a six-pack than Bud

Light, proved A-B was right on target.

Even though Miller beat A-B to the market and

had modest success with Miller Chill, with $35 million

in marketing muscle behind the launch, Bud

Light Lime soon had market dominance.

Based on Information Resources Inc.’s data, for the

52 weeks ended Dec. 28, 2008, Bud Light Lime was

the top new product across all product categories in

the convenience store channel. Lime performed

exceptionally well in grocery and drug, as well.

Sales totaled 1.6 million barrels in a partial year,

according to Beer Marketer’s Insights, making it

one of the most successful beer launches in recent

memory, according to BMI’s editor Eric Shepherd.

Best of all, the launch didn’t cannibalize sales of

sternation around kids cough-cold these days, and

the word-of-mouth popularity of the hard-to-pronounce

remedy among adults, it ought to do well.

The homeopathic remedies — Children’s

Oscillococcinum and Children’s ColdCalm Pellets,

for the flu and the cold — appear to be a natural

for children. The medicine

is safe and clinically

proven effective,

and the delivery format

— sweet, small

tiny pellets — should

appeal to kids.

Boiron also is

packing a little marketing

punch behind

its pediatric line extensions

with a $6.6 million

advertising campaign

behind Children’s

Oscillo planned

for the coming coughcold

season.

All the concern over

the safety and efficacy

of children’s coughand-cold

medicine help-

Beer

BRAND SALES* % CHG

CATEGORY TOTAL $9,211.0 5.9%

BUD LIGHT 1,413.0 6.0

COORS LIGHT 686.0 9.4

MILLER LIGHT 685.0 -0.6

BUDWEISER 666.0 0.2

CORONA EXTRA 439.0 -1.8

HEINEKEN 293.0 -2.5

NATURAL LIGHT 283.0 5.8

MICHELOB ULTRA LIGHT 209.0 4.6

BUSCH LIGHT 208.0 6.9

MILLER HIGH LIFE 178.0 10.0

... BUD LIGHT LIME 137.0 NA

* In millions

Source: Information Resources Inc. for the 52 weeks ended May 17

across food, drug and mass (excluding Walmart)

A-B’s Bud Light brand, since a significant

percentage of Bud Light Lime drinkers

were either new to beer or were buying the

new brew in addition to brands they were

usually drinking.

Will the momentum continue? “Everybody is

waiting to see how it does in its second year. All

eyes are on this summer,” Shepard said.

Cold/allergy/sinus tablets

BRAND SALES* % CHG

CATEGORY TOTAL $2,595.7 8.0%

PRIVATE LABEL 630.9 20.9

ZYRTEC 237.2 247.3

MUCINEX 146.3 0.2

CLARITIN 144.2 -4.6

CLARITIN D 133.8 -9.4

MUCINEX DM 130.4 6.1

BENADRYL 116.4 -15.8

SUDAFED PE 94.6 -7.6

TYLENOL COLD 89.3 -8.5

MUCINEX D 74.3 45.9

* In millions

Source: Information Resources Inc. for the 52 weeks ended April 19

across food, drug and mass (excluding Walmart)

ed drive higher homeopathic sales in the mass

channel last year. Cough-cold homeopathic products

represented 64% of all homeopathic sales in

food, drug and mass (excluding Walmart) last

year and 91% of all homeopathic growth, according

to Nielsen ScanTrack data for the 52 weeks

ended Dec. 27, as cited by Boiron. Total homeopathic

cold and flu sales totaled $151.6 million,

representing growth of 11.4%.

Drug Store News www.drugstorenews.com June 2009 • 6


Colgate releases a brush for those in a rush

BY ANTOINETTE ALEXANDER

Today’s consumers not only want value — they

also want convenience. At least that’s according to

a recent report by Mintel Beauty Innovation,

which forecasted that convenience is one of the

Portable oral care

BRAND SALES* % CHG

CATEGORY TOTAL $9.2 17.3%

BIOTENE ORAL BALANCE 3.8 20.9

OASIS 1.9 -18.7

BIOTENE 1.1 1,713.1

DENTABURST 0.8 208.1

FIRST YEARS 0.4 -16.4

STOPPERS 4 0.3 5.4

ORAJEL 0.3 -28.2

PRIVATE LABEL 0.2 -34.9

QUANTUM ORAMOIST 0.1 818.5

SALIVA SUBSTITUTE 0.1 -61.8

* In millions

Source: Information Resources Inc. for the 52 weeks ended May 17

across food, drug and mass (excluding Walmart)

Despite the popularity that

teeth-whitening strips have

experienced in past years,

some consumers have expressed

frustration over their

lack of convenience. Well,

long gone are the days when

consumers have to put their

life on hold for 30 minutes a

day while the strips are on

their teeth, thanks to Procter

& Gamble’s Crest Whitestrips

Advanced Seal.

The new strips feature a

“groundbreaking” adhesive

formulation that temporarily

molds the strip to

users' teeth, allowing

them to easily talk and

even drink water for convenient

whitening anywhere,

anytime. The secure

fit comes off clean

after whitening, leaving

no mess behind.

According to P&G, new

Crest Whitestrips Advanced Seal technology fea-

“it” trends for 2009. That’s good news for Colgate-

Palmolive, which recently introduced its new single-use

mini-toothbrush dubbed Colgate Wisp.

The mini-toothbrush, which features a breathfreshening

bead so consumers can get a justbrushed

clean anytime, anywhere, brings something

different and innovative to an already

mature oral care market.

Colgate Wisp requires no water or rinsing. Its

bristles promise to gently remove food and

plaque from between teeth as a liquid-filled

bead gives the mouth a burst of freshness. After

cleaning the surface of the teeth with the toothbrush’s

head, the toothbrush can then be

flipped around, and the soft pick at the handle

base can be used to get into the tight spaces

between the teeth.

Smaller than a lipstick or a car key, the

Colgate Wisp fits in a pocket or purse and is

packaged in a portable case.

Available in the oral care aisle at retailers

nationwide as of April, the Colgate Wisp has a

suggested retail price of $2.39 for a 4-pack and

$7.99 for a 16-pack.

It is available in peppermint, spearmint and

cinnamint flavors.

Crest whitens with leave-on, flexible strips

tures four unique layers

in one thin, flexible

strip for an improved

user experience:

1) the special

outer layer

holds the strip

securely on teeth;

2) the whitening

layer delivers the

same whitening ingredient

used by

professionals; 3)

the inner mesh

layer keeps the

whitening ingredient

firmly on

teeth, preventing

gel from spreading

to other areas of

the mouth; and 4)

the final release

liner provides the

strips with stable backing for

easy application.

“Advanced Seal combines the best of physics,

chemistry and biology. The Corplex mesh and

Teeth whitening

BRAND SALES* % CHG

CATEGORY TOTAL $213.9 -14.1%

CREST WHITESTRIPS 41.5 -0.3

CREST WHITESTRIPS PREMIUM 32.2 -17.9

CREST WHITESTRIPS PREMIUM PLUS 26.3 -14.2

PRIVATE LABEL 21.5 -2.7

AQUAFRESH WHITETRAYS 17.5 -37.9

LISTERINE WHITENING TOOTH BLEACHING/

WHITENING/PWDR/PL

16.4 -43.7

CREST WHITESTRIPS ADVANCED SEAL 11.2 NA

CREST WHITESTRIPS DAILY MULTICARE 10.7 -44.9

REMBRANDT 2 HOUR 7.3 12.4

PLUS WHITE 4.4 -14.1

* In millions

Source: Information Resources Inc. for the 52 weeks ended May 17

across food, drug and mass (excluding Walmart)

polymer combination are a perfect balance to

hold the strip in place. Activated by natural

mouth moisture, the Advanced Seal technology

provides instant adhesion and immediately

molds to teeth. After use, it is easily removed

with no mess,” stated Robert Gerlach, global clinical

research scientist at Procter & Gamble, in

announcing the launch.

Drug Store News www.drugstorenews.com June 2009 • 7


Dixie serves up Ultra paper plates for grilling

BY MIKE DUFF

Backyard grilling is a big part of a home entertainment

trend that has become increasingly

important in the recession.

Yet, while the recession may

have made the connection

between entertainment

and home more secure

— and brought such

terms as “staycation”

into the lexicon —

Mark Delaney, an

NPD Group analyst,

said the trend

has roots that go

back for a long time.

Today, we’re seeing

an evolution in

consumers’ desire for

more relaxed socializing.

“Grilling has benefited

from a move toward

casual living,” Delaney said.

“Right now, there is so much

stress in life, the idea is, let’s keep

it simple.” Yet, that also complicates

Duracell charges up with USB device

The need for USB charging has

grown with the proliferation of

personal electronic devices,

to the degree that convenient

power generation has

become urgent. To meet

the nascent need, Procter

& Gamble has launched

the Duracell USB Charger,

a power source that

plugs into automobile

DC sockets.

P&G cited data from

the Consumer Electronics

Association, which indicated

that Americans are

purchasing fewer new

cars with integrated technology

accessories, as evidence

of the growing need

for charging flexibility for

consumers who are purchasing

the latest electronics

for use in their

vehicles. For technology

consumers who spend

long hours in their cars,

outdoor entertaining because as consumers do

more events at home, their ambitions change. Hot

dogs and potato chips just don’t cut it anymore.

Today, grilled vegetables, salmon

kabobs and beef ribs come off

the grill, and that requires

more versatile tableware.

Dixie has responded

with the Ultra paper

plate, designed with

enough strength to

handle whatever

the grill can produce.

Dixie modified

its paper

plate rim construction

in developing

Ultra to

make the product

40% sturdier. The

new manufacturing

process makes the

product the strongest

paper plate on the market,

the company asserted.

Dixie offers Ultra plates in

two designs to give consumers a

that need can be particularly urgent.

P&G promoted its new USB device as

among the smallest and simplest

chargers on the market, with innovative

technology that provides fivevolt

DC power to keep iPods,

iPhones and other devices running.

It essentially turns a car DC

outlet into a USB port that glows

with a blue light to show it’s

ready to charge.

The new USB charger is an element

in a line of Duracell mobile

backup power supplies that can

provide backup charging for

mobile devices whenever consumers

are away from the grid.

As part of that line expansion,

P&G has developed mini USB,

micro USB and iPhone connectors

for the Duracell My Pocket

Charger that enhance the product’s

functionality and establish it

as a complementary item to the

dedicated USB charger that can

help cover consumer power

needs just about anywhere.

Disposable plates/bowls

BRAND SALES* % CHG

CATEGORY TOTAL $52.1 6.9%

PRIVATE LABEL 30.4 9.1

DIXIE 6.9 31.5

GREEN LABEL 2.2 6.2

VANITY FAIR 2.0 NA †

DIXIE ULTRA 1.8 21.4

CHINET 1.1 -42.9

ASPEN EASY WAY 1.0 20.1

HEFTY 0.9 -17.1

ORIGINAL HEAVY WEIGHTS 0.8 8.1

DIXIE STONEWARE 0.6 -69.4

* In millions

† The Dixie Stoneware line was restaged as Vanity Fair during 2008

Source: Information Resources Inc. for the 52 weeks ended April 19

across food, drug and mass (excluding Walmart)

choice in outdoor decor. To support Ultra’s

April launch, Dixie rolled out an integrated

marketing campaign around a television advertisement

in which chicken and sirloin steak,

among other food items, drop on to an unyielding

Ultra plate in slow motion to demonstrate

the product’s strength.

Non-alkaline batteries

BRAND SALES* † % CHG

CATEGORY TOTAL $145.4 1.7%

ENERGIZER HOLDINGS 92.2 8.9

PROCTER & GAMBLE 36.4 -9.4

PRIVATE LABEL 15.4 -6.7

SPECTRUM BRANDS 1.2 -15.2

PANASONIC 0.1 -36.5

EASTMAN KODAK CO. 0.1 148.0

* In millions † All other items under $100,000 in sales

Source: Information Resources Inc. for the 52 weeks ended April 19

across food, drug and mass (excluding Walmart)

Of course, P&G remains a leader in batteries, recognized

as the No. 1 or No. 2 brand in all battery

segments as tracked by Information Resources Inc.,

but, with the proliferation of devices with their

own internal power reserves, the company had to

take steps to retain its standing in portable electronics.

It also is seeking new opportunities in that

segment and late last year launched a line of

Duracell flash memory products created through a

strategic alliance with Dane-Elec, a global memory

manufacturer and distributor.

Drug Store News www.drugstorenews.com June 2009 • 8


Durex capitalizes on ‘allure’ around massagers

BY MICHAEL JOHNSEN

According to Durex Consumer

Products, it’s an opportunity

to tap into a roughly

$500 million market. According

to the May 7 edition of the

Journal of Sexual Medicine, the

opportunity may be far larger

than that.

Researchers from Indiana

University last month revealed

that out of 2,056

women between the ages of

18 and 60 years who opted

into a survey around sexual

health, 52.5% had used personal

massagers. And use of

that personal massager was

an indicator of healthy

behavior — those who used

personal massagers, for

example, were more likely

to have had a gynecologic

exam in the past year.

“[Personal massager] use

among women is common,

Elations, the glucosamine and chondroitin liquid

supplement originally developed by Procter

& Gamble, already was experiencing quite the

resurgence this year before the Elations Co.

kicked off a relaunch campaign last month with

a reformulated product.

The new formulation of the bone/joint health

supplement includes an increased amount of

boron, an ingredient that helps deliver improved

associated with health-promoting

behaviors and positive

sexual function, and is

rarely associated with side

effects,” the researchers concluded.

“Clinicians may find

these data useful in responding

to patients’ sexual issues

and recommending [personal

massager] use to improve

sexual function.”

Based on Durex Consumer

Research, 89% of consumers

surveyed saw a definite

need for this product type to

be sold through mass channels,

and usage is heaviest

among women between the

ages of 25 and 49 years old

— in other words, mass

channel shoppers.

All of this adds up to

some pretty significant

opportunity in the 43 states

that allow personal massagers

to be offered at

retail. Durex presented its

joint comfort in as little as six days, the company

stated. The new Elations formula began replacing

the product already on store shelves last month.

Elations plans to herald the benefits

of the liquid supplement —

once-daily liquid dosing versus

three-times-per-day glucosamine/

chondroitin tablets — in an ad

campaign across cable TV that

includes the Food Network, WE,

Soap Net and TBS.

As a subcategory, glucosamine

and chondroitin supplements continue

to be the best-selling supplements

that are not a single-letter

vitamin or multivitamin. For the 52

weeks ended April 19, glucosamine/chondroitin

products

generated $334.2 million in sales

across food, drug and mass (excluding

Walmart) outlets on growth of

3.6%, according to Information

Resources Inc. And while that doesn’t

include the $8.1 million in Elations

sales over that period, it does suggest

the continued growth potential of all supplements

containing glucosamine and chon-

Sexual enhancement device suppliers

BRAND SALES* % CHG

CATEGORY TOTAL $10.1 73.9%

DUREX 5.6 127.6

CHURCH & DWIGHT 3.9 38.9

ANSELL 0.6 11.7

* In millions

Source: Information Resources Inc. for the 52 weeks ended April 19

across food, drug and mass (excluding Walmart)

Play Allure at last year’s Marketplace, featuring

a few merchandising-savvy learnings to help

increase trial. For example, the product was presented

in a smaller package box for more discreet

placement on the shelf and at a more massfriendly

price point of $19.99.

So far, so good. While actual SKU sales are not

provided by Information Resources Inc. for this

category, Durex is the leading manufacturer listed

in the sale of sexual enhancement devices sold

through food, drug and mass (minus Walmart)

outlets for the period ended April 19. However,

Church & Dwight’s Trojan-branded vibrating

rings are the clear market leader within all ring

sales, which suggests that sales of Allure in the

past year have catapulted Durex into its top spot.

New, improved Elations formula hits shelves

Liquid supplements

BRAND SALES* % CHG

CATEGORY TOTAL $202.7 33.7%

CHASER 5 HOUR ENERGY 59.3 51.0

ALACER EMERGEN C 42.1 19.0

ENFAMIL POLY-VI-SOL 8.3 9.0

ELATIONS 8.1 241.4

NATURE’S BOUNTY 7.7 3.9

PRIVATE LABEL 7.7 53.4

NOPALINA LINAZA PLUS 3.7 NA

ALACER EMERGEN C IMMUNE DEFENSE 3.3 20.2

ENFAMIL TRI-VI-SOL 3.1 26.8

CENTRUM 2.9 -4.0

* In millions

Source: Information Resources Inc. for the 52 weeks ended April 19

across food, drug and mass (excluding Walmart)

droitin, especially as baby boomers continue to

make the transition to seniors.

Drug Store News www.drugstorenews.com June 2009 • 9


BY MIKE DUFF

BY ANTOINETTE ALEXANDER

Developed to be a particularly efficient

dishwashing detergent solution, Finish

Quantum also is positioned as a cleaning

system that helps make plates, cups and

cutlery more environmentally friendly.

Sustainability remains an important

issue to consumers, in part because they

believe helping the environment is the

right thing to do, and in part because they

know that using fewer resources is both

green and cost-effective.

According to a study by The Hartman

Group, the recession may be making a

L’Oréal Paris has brought to

the mass market a sulfate-free

hair care color system, called

EverPure. The company has positioned

EverPure as the first line to

feature such ingredients, quality

and expertise at mass.

Instead of harsh surfactants,

EverPure uses naturally derived

surfactants that cleanse hair.

Research shows harsh sulfates,

surfactants and salts can strip and

fade color and dry hair. For a spalike

experience, EverPure features

natural botanical infusions of

rosemary, mint and juniper.

In testing, color has been shown to

last for up to 32 washes thanks to the

anti-fade system. The formulas fea-

Regular shampoo

considerable number of consumers

greener. In the report “Sustainability: The

Rise of Consumer Responsibility,” the

research firm noted that despite the recession,

75% of consumers continue to consider

the environment when making purchases.

In fact, the study said a third

would even be willing to shell out extra

cash to help the environment.

Finish Quantum doesn’t ask consumers

to make a sacrifice to go green.

Rather, it is designed to provide thorough

cleaning without waste. The product

features a multichamber cleaning

system that allows its three active ingredients

to work on dishes separately

and to maximum effect.

Enzymes soften dried or burnton

food, a bleach removes

stains and Jet-Dry Gel helps

dishes shed water and shine.

By providing a thorough cleaning

solution, Finish Quantum

eliminates the need for pre-washing

dishes. Further, by making

the system simple and convenient

to use, the latest item in the

Finish line — Finish being the

new name for Electrasol —

ensures that cleaner will never be

wasted by excess application, or

that insufficient application will

require finishing dishes by hand.

BRAND SALES* % CHG

CATEGORY TOTAL $1,097.1 -2.9%

SUAVE NATURALS 39.3 2.6

PANTENE PRO-V ALWAYS SMOOTH 27.6 -10.9

PRIVATE LABEL 26.5 19.0

PANTENE PRO-V DAILY MOISTURE 24.5 -11.5

PANTENE PRO-V CLASSIC CLEAN 21.2 -13.8

PANTENE PRO-V SHEER VOLUME 21.0 -14.2

CLAIROL HERBAL ESSENCES 20.6 -9.7

PANTENE PRO-V COLOR REVIVAL 19.3 -10.5

PANTENE PRO-V ICE SHINE 17.1 16.2

GARNIER FRUCTIS DAILY CARE 16.8 5.3

* In millions

Source: Information Resources Inc. for the 52 weeks ended May 17

across food, drug and mass (excluding Walmart)

ture silicones for additional color

protection and nourishment, and

cationic polymers for more condi-

tioning. The shampoos feature a

blend of five naturally derived

surfactants that give the formula

a high-density, creamy foam,

unlike some other sulfate-free

formulas on the market, currently

limited to a small number of

professional and “natural” lines

that may not have a rich foam or

dense lather, L’Oréal stated.

The products are 100% vegan,

so they are not tested on animals

and have no animal by-products.

The collection includes EverPure

moisture, smooth or volume

formulas. The conditioners and

masques have both UVA and UVB

filters to help protect hair from UV

rays, but a UV Protect spray is available

for additional coverage. Prices range

between $6.99 and $8.99.

Finish Quantum washes dishes clean and green

Dishwasher detergents

BRAND SALES* % CHG

CATEGORY TOTAL $29.2 16.6%

CASCADE 16.1 5.7

CASCADE ACTION PACS 5.4 30.2

ELECTRASOL/FINISH JET DRY POWERBALL 2.0 96.3

ELECTRASOL 1.1 1.5

JET DRY 1.0 0.0

ELECTRASOL GELPACS 1.0 89.2

SUNLIGHT 0.7 -0.7

SUN SATIONS 0.7 33.9

SEVENTH GENERATION 0.5 299.6

CASCADE COMPLETE 0.3 -13.6

* In millions

Source: Information Resources Inc. for the 52 weeks ended April 19

across food, drug and mass (excluding Walmart)

L’Oréal makes hair care ‘EverPure’

Drug Store News www.drugstorenews.com June 2009 • 10


Gorilla Glue sticks to innovation with new epoxy

BY MIKE DUFF

Retailers, including Home Depot in a recent

conference call, have remarked that consumers

who otherwise aren’t spending much money have

been willing to invest in small projects around the

home. Equally, sales of craft products have driven

Jo-Ann stores to recent sales success.

Drug stores can get in on the action, too. In fact,

as at-home projects have prospered, so have glue

sales, up 7.3% as a category according to research

from Information Resources Inc. And more may be

had, as new products designed for specific applications

encourage consumers to take on fresh tasks.

After all, not many categories include a product as

flexible as Gorilla Epoxy, which allows consumers

to do projects at home and save on repairs, or even

make money on crafts.

The Gorilla Glue brand has been adding new

products that make it easy for consumers to take

on more repair and craft challenges. The recently

launched Gorilla Epoxy is a flexible adhesive

that can bind a variety of materials, including

aluminum, wood and ceramics. It is resistant to

solvents and impacts, employing a urethane

hybrid technology that provides flexibility with

strength so it won’t establish a brittle, easily bro-

BY ANTOINETTE ALEXANDER

While fragrance has faced its share of challenges in

recent years, especially in the mass market, Coty Inc.

looks to have a different story to tell with its new

Adhesives

BRAND SALES* % CHG

CATEGORY TOTAL $43.1 7.3%

KRAZY GLUE 11.1 2.8

ELMERS 7.2 7.1

PRIVATE LABEL 4.6 5.0

MIGHTY PUTTY 3.7 703.7

LOCTITE 2.7 -0.5

AVERY 1.8 -15.8

GORILLA GLUE 1.5 18.6

ELMERS GLUE 1.5 -7.7

CRAYOLA 1.4 -5.2

SUREHOLD 1.1 -0.5

* In millions

Source: Information Resources Inc. for the 52 weeks ended April 19

across food, drug and mass (excluding Walmart)

ken bond that might force an additional product

application.

On top of that, Gorilla Epoxy can act as a gap

filler, can be drilled when set and sets in just five

minutes to keep tasks moving. Gorilla Epoxy joins

a line that already includes high-performance

bonding products, including Gorilla Super Glue

and Gorilla Wood Glue, that employ the latest

technology to address urgent consumer needs.

Coty’s Halle by Halle Berry wafts into fragrances

Halle by Halle Berry fragrance.

Through its partnership with the Oscar awardwinning

actress, Coty Inc. debuted the fragrance this

spring, and beauty mavens are responding.

According to Coty, the fragrance is the No. 1 new

woman’s SKU for the four weeks ended May 24,

with a 4.6% dollar share. It is expected to generate

$25 million in annual retail sales.

“For years I’ve created my own personal

scent by mixing fragrances at home. I am passionate

about this project, as I’ve always wanted

hands-on experience in creating a fragrance

that is a true representation

of me,” stated

Berry when announcing

the launch with

Coty. “Selecting a fragrance

is a very

personal choice,

and I am delighted

to have

this opportunity

to express myself

in a creative,

new way working

with Coty.”

According to

Women’s traditional fragrance

BRAND SALES* % CHG

CATEGORY TOTAL $329.7 -2.7%

ELIZABETH TAYLOR’S WHITE DIAMONDS 13.4 -4.9

RED DOOR 6.8 -4.1

JEAN NATE 6.2 -5.8

DOLCE & GABBANA LIGHT BLUE 6.1 28.9

IN STYLE 6.1 6.8

CK ONE 5.8 -6.4

GLOW BY J LO 5.3 9.8

JOVAN MUSK FOR WOMEN 5.3 -7.3

BRITNEY SPEARS FANTASY 4.9 -0.2

PARIS HILTON 4.8 9.9

... HALLE BY HALLE BERRY 1.5 NA

* In millions

Source: Information Resources Inc. for the 52 weeks ended May 24

across food, drug and mass (excluding Walmart)

Coty, Berry played an integral role in the conceptionto-market

process, and worked with Coty’s marketing,

creative and product development teams.

Likely to further bolster sales is Coty’s work, in

cooperation with its retail partners, to enhance the

fragrance category at mass. This year, beauty shoppers

will start to see those changes in-store through

enhanced imagery and sampling.

Drug Store News www.drugstorenews.com June 2009 • 11


Healthy Choice steams up frozen meals

BY BARBARA WHITE-SAX

Meals on the run are a given in this hectic age,

so convenience alone isn’t enough to make a

product a blockbuster. When a product combines

great taste, a better-for-you profile and

BY ANTOINETTE ALEXANDER

Beauty mavens are still hot on

the trail for mineral-based makeup.

Couple that with the continued

popularity of shiny, youthful-looking

lips, and it comes as

no surprise that L’Oréal Paris’

Bare Naturale gentle lip conditioner

is finding its way into

many cosmetic bags.

In August, L’Oréal introduced

its first collection of softly

tinted, mineral-infused lip

conditioners to replenish and

nurture lips. Inspired by the

mineral blend of original Bare

Naturale gentle mineral makeup,

the lip conditioner is positioned

as a natural option for lip

care that combines mineral ingre-

value with convenience, it’s got everything

consumers want.

ConAgra Foods Inc. hit the mark with its

Healthy Choice Café Steamers line of microwavable

frozen meals. The product uses steam technology,

a process widely used in Japan and

Europe. The process is ripe to catch on in

the United States as consumers look

for ways to reduce prep time on

meals made at home — something

they are doing more of in this

economy. Steam preparation

technology has gained momentum

in 2008, and is showing up

in more categories. Steamable

frozen vegetables entries already

have boosted growth in

that category.

The technology cuts cooking

time to three minutes — a big

advantage. Just as important,

since the sauce cooks separately

in its own compartment in

the DuoTray Steamcooker, food

looks and tastes fresher.

“It’s a pretty remarkable

product,” said Thom Blishok,

president of consulting and innovation

at Information Resources

Inc. “Café Steamers redefined affordable

meals in a new format using marvelous

new technology.” The product

L’Oréal’s Bare Naturale softens lips

Lip treatment

BRAND SALES* % CHG

CATEGORY TOTAL $32.7 -2.0%

L’ORÉAL BARE NATURALE LIP TREATMENT 5.4 NA

PHYSICIAN FORMULA PLUMP POTION 3.2 22.1

SALLY HANSEN LIP INFLATION 2.9 -28.5

SALLY HANSEN LIP INFLATION EXTREME 2.5 -1.9

SALLY HANSEN DIAMOND LIP TREATMENT 1.7 -35.1

NEW YORK COLOR LIPPIN LARGE 1.4 208.1

SALLY HANSEN COLLAGEN LIFT 1.1 -18.8

SALLY HANSEN HEALING BEAUTY 18-HOUR 1.0 -36.4

SALLY HANSEN LINE SMOOTHING MINERAL 1.0 -45.1

SALLY HANSEN GENTLE PLUMPING 0.9 362.9

* In millions

Source: Information Resources Inc. for the 52 weeks ended May 17

across food, drug and mass (excluding Walmart)

dients, sheer color and lip conditioning

and protection.

The lightweight formula is com-

prised of a preservativefree,

fragrance-free mineral

blend that is available in 10

shades, including Soft

Blush, Soft Petal, Soft Mica,

Soft Spice and Soft Sugar.

Natural magnesium and

manganese, luminosityenhancing

mica and naturally

pigmented iron oxides

are blended with vitamin

E and sweet almond

oil to improve the look and

feel of dry lips.

Packaged in a pocketsized,

flow-through tube,

the lip conditioner offers

easy portability, and the

soft-touch silicone tip ensures a

smooth, even application. The

suggested retail price is $9.95.

Single-serve frozen dinners/entrees

BRAND SALES* % CHG

CATEGORY TOTAL $3,755.0 -0.3%

STOUFFER’S 427.0 0.6

WEIGHT WATCHERS SMART ONES 315.0 -6.3

STOUFFER’S LEAN CUISINE

CAFÉ CLASSICS

275.0 8.3

BANQUET 260.0 -19.3

MARIE CALLENDER’S COMPLETE DINNERS 193.0 -3.4

HEALTHY CHOICE COMPLETE SELECTIONS 158.0 -20.1

STOUFFER’S LEAN CUISINE

ONE DISH FAVORITES

133.0 -1.4

STOUFFER’S LEAN CUISINE

SPA CUISINE CLASSICS

131.0 1.7

HEALTHY CHOICE CAFÉ STEAMERS 122.0 40.0

BOSTON MARKET SINGLE SERVE 120.0 -2.3

* In millions

Source: Information Resources Inc. for the 52 weeks ended April 19

across food, drug and mass (excluding Walmart)

gained a place on IRI’s 2008 New Product Pacesetters,

and ranks in the top 2% of all successful

product introductions over the past five years,

according to IRI data.

Advertising positioning the product around

lunchtime in the office will only add to

the brand’s continued success, said Lynn

Dornblaser, director of CPG Trend Insight for

Mintel Research Consultancy.

ConAgra recently added four Asian-inspired

products to its Café Steamers lineup.

Drug Store News www.drugstorenews.com June 2009 • 12


Nivea shines with new lip care collection

BY ANTOINETTE ALEXANDER

While lip products — namely lipstick and lip

plumpers — were on the decline last year, according

to research by Euromonitor International, lip gloss

continued to be a favorite among beauty shoppers.

Now Nivea is looking to make beauty shoppers ohso-kissable

with its entrance into the lip care segment.

Beiersdorf’s Nivea Lip Care collection, available

around the world under the name Labello and Nivea

Lip Care, is now available in the U.S. market. The

launch into the U.S. market marks the company’s

100th year in the lip care business.

The collection includes, but is not limited to,

Glossy Lip Care for a natural, glossy shine without

the sticky residue; Tinted Lip Care in cherry and passion

fruit flavors; Pearly Shimmer Lip Care that

offers a pearly shimmer effect; and Anti-Aging Lip

Care SPF 4, which promises to enhance the fullness

of lips and reduce the appearance of fine lines.

The collection has 11 different variants and 22

SKUs. Products are available in both blister card and

loose form. Each product promises to provide longlasting

moisturization, along with such additional

benefits as relief, protection, color, gloss and antiaging

in a non-waxy consistency.

Nivea Lip Care products contain rich emollients

The economic crunch has forced many consumers

to curb their spending and alter their buying

habits, but research has shown that most beauty

shoppers are not willing to skimp when it comes

to their skin care regime — fighting fine lines and

wrinkles, and maintaining healthy skin, is

viewed as a necessity, not a luxury.

Now, Procter & Gamble has

brought professional anti-aging skin

care to the mass market with its new

Olay Professional Pro-X line. Genomics

research and tools that show the

importance of a healthy stratum

corneum to the well-being of the

inner skin inspired the line, which

launched in February.

P&G Beauty scientists have identified

a combination of cosmetic ingredients

and

have formulated

them into

cosmetic

moisturizers

that promise

to protect and

strengthen the

stratum corne-

Lip gloss

BRAND SALES* % CHG

CATEGORY TOTAL $168.3 0.2%

L’ORÉAL INFALLIBLE LIP GLOSS 12.6 89.6

REVLON COLORSTAY MINERAL 8.7 NA

L’ORÉAL COLOUR JUICE 7.1 -7.4

BONNE BELL LIP SMACKER 6.9 -7.7

MAYBELLINE SHINY LICIOUS 6.5 -25.4

MAYBELLINE VOLUME XL SEDUCTION 6.5 24.4

NEUTROGENA MOISTURESHINE 6.0 -12.1

NEUTROGENA MOISTURE LIP SOOTHER 5.6 14.4

COVERGIRL WETSLICKS FRUIT SPRITZERS 5.4 -13.1

REVLON SUPER LUSTROUS 4.8 -15.2

... NIVEA KISS OF SHINE † 1.9 NA

* In millions † Additional Nivea Lip products not included

Source: Information Resources Inc. for the 52 weeks ended May 17

across food, drug and mass (excluding Walmart)

and oils to soften and smooth the lips, and each

product is fortified with such naturally

occurring ingredients as shea butter,

grape seed extract or jojoba oil for longlasting

moisture.

The products, available at retail as of

September, have a suggested retail price of

$3.99 for tube products and $2.99 for stick products.

Olay brings Pro-X skin care to mass market

um in aged skin.

The collection includes primary solutions for

use on the entire face. These

products include age repair

lotion with SPF 30, wrinkle

smoothing cream and hydra

firming cream. There also

are specialized treatments

for targeted application to

address specific anti-aging

concerns. These products

include deep wrinkle treatment,

eye restorative complex

and discoloration fighting

concentrate.

In addition to the

six product offerings,

the collection

Facial anti-aging

BRAND SALES* % CHG

CATEGORY TOTAL $760.1 15.6%

OLAY REGENERIST 90.4 -15.3

L'ORÉAL ADVANCED REVITALIFT 54.2 45.1

OLAY DEFINITY 37.9 -24.0

NEUTROGENA HEALTHY SKIN 27.3 -10.0

GARNIER NUTRITIONISTE 26.4 467.3

OLAY AGE DEFYING 26.1 5.8

OLAY TOTAL EFFECTS 7X 26.0 -12.7

PRIVATE LABEL 24.7 28.5

OLAY REGENERIST MICRO-SCULPTING 24.1 76.4

AVEENO ACTIVE NATURALS 22.6 13.0

... OLAY PROFESSIONAL PRO-X 14.9 NA

* In millions

Source: Information Resources Inc. for the 52 weeks ended May 17

across food, drug and mass (excluding Walmart)

also includes an anti-aging starter protocol, Olay’s

first-ever product regimen recommendation. The

three-step regimen is a cost-effective way for

women to experience the line, and includes the age

repair lotion SPF 30, wrinkle smoothing cream and

eye restorative complex.

The suggested retail price is $42. The anti-aging

starter protocol has a SRP of $62.

Drug Store News www.drugstorenews.com June 2009 • 13


Novartis set to shake up PPIs with OTC Prevacid

BY MICHAEL JOHNSEN

Novartis Consumer Healthcare’s announcement

last month that its Rx-to-OTC switch

application of the proton-pump inhibitor

Prevacid 24HR has been approved is expected to

shake up the digestives space and add incre-

Antacid tablets

BRAND SALES* % CHG

CATEGORY TOTAL $1,093.0 -1.3%

PRILOSEC OTC 289.5 -24.8

PRIVATE LABEL 266.1 75.9

ZANTAC 150 74.0 -7.2

PEPCID AC 56.2 -6.1

PEPCID COMPLETE 51.2 -8.5

GAS X 50.3 3.3

TUMS EX 40.2 -1.6

TUMS ULTRA 38.2 -1.5

ROLAIDS 34.5 -9.7

LACTAID FAST ACT 21.9 -1.0

* In millions

Source: Information Resources Inc. for the 52 weeks ended April 19

across food, drug and mass (excluding Walmart)

BY BARBARA WHITE-SAX

Marrying better-for-you formulations with convenience

proved to be a winning combination for

General Mills when it

introduced its line of

Progresso Light soups. In

collaboration with Weight

Watchers, General Mills

launched the new line of

soups, the first consumer

packaged product in any

grocery category to carry

the Weight Watchers endorsement

with 0 pointsvalue

per serving.

Each Progresso Light

serving — in such flavors

as Italian-style vegetable,

vegetable and noodle,

savory vegetable barley,

homestyle vegetable and

rice, and Southwesternstyle

vegetable — contains

60 calories, a reduction of

up to 33% in calories

from other ready-to-serve

soups. Each serving also

mental sales to the category. With the switch,

Novartis will enjoy a three-year patent exclusivity

on the over-the-counter version of Prevacid,

barring any store brand competition.

Prevacid 24HR marks the second proton-pump

inhibitor to reach the self-care shelf, following in

the wake of Procter & Gamble’s Prilosec OTC,

sales of which are down 24.8% to $289.5 million

for the 52 weeks ended April 19 across food, drug

and mass (excluding Walmart) outlets, according

to Information Resources Inc. data.

While Prevacid sales aren’t expected to reach

as high as the Prilosec OTC peak of more than

$385 million, the only branded PPI on the OTC

market ought to do pretty well. Similar to blockbuster

switches before Prevacid, such as Claritin

and Prilosec OTC, third-party payers are likely to

inform their Prevacid Rx-users of the switch, and

that means Prevacid 24HR will arrive on the OTC

shelf with a number of familiar and loyal users,

generating more incremental growth instead of

causing erosion from Prilosec OTC sales.

To date, Novartis has yet to announce when

exactly Prevacid 24HR will begin reaching

shelves, though November may be a good bet,

includes 4 g of fiber — which more consumers say

they are seeking — and a full serving of vegetables.

The Weight Watchers distinction proved to be a

ticket to success. All five flavors quickly moved

into the Top 20 best-selling

products in the

ready-to-serve soup category.

Jerry Lynch, VP

marketing for Progresso

Foods, said the innovation

was accomplished

through a “highly collaborative

process with our

outside partners.” That

collaboration, he said,

was a big part of the

product’s success.

Progresso followed up

the success of the initial

Progresso Light soups

with four heartier soups

that carry a points value

of 1 per 18.5-oz. serving,

still a significant reduction

in calories compared

with the flavors’ regular

versions. The heartier versions

are available in chick-

as that is when the patent for the prescription

brand expires.

For calendar 2008, prescription Prevacid

was the No. 2 PPI prescription — behind

AstraZeneca’s Nexium — with $3.1 billion in

sales on 16.4 million prescriptions, according

to IMS Health data.

A Wolters Kluwer Health report last year determined

that 27% of former prescription Zyrtec

patients “followed the molecule” and made the

move to Zyrtec OTC, the second second-generation

antihistamine to reach the market following

the switch to Claritin. If a similar number of

patients follow the Prevacid molecule, that would

be some 4.4 million incremental purchasers making

their way to the OTC digestives aisle.

Progresso Light soups tout health, convenience

Ready-to-serve wet soup

BRAND SALES* % CHG

CATEGORY TOTAL $1,602.0 -1.4%

PROGRESSO 409.0 -7.9

CAMPBELL’S CHUNKY SOUP 330.0 -9.7

PROGRESSO LIGHT 109.0 66.8

CAMPBELL’S SELECT HARVEST 87.0 NA

PRIVATE LABEL 85.0 3.1

HEALTHY CHOICE 67.0 -16.7

CAMPBELL’S CHUNKY HEALTHY REQUEST 66.0 0.5

CAMPBELL’S SOUP AT HAND 65.0 -16.7

CAMPBELL’S SELECT HARVEST LIGHT 46.0 NA

PROGRESSO HEALTHY FAVORITES 45.0 -9.1

* In millions

Source: Information Resources Inc. for the 52 weeks ended April 17

across food, drug and mass (excluding Walmart)

en noodle, beef pot roast, chicken vegetable rotini

and Santa Fe style chicken.

Under the Progresso Light brand, the company

also has introduced a reduced-sodium version of

roasted chicken and vegetable, also with a points

value of 1 per serving. Progresso’s reduced-sodium

soups offer 50% less sodium than regular

canned soups and are certified by the American

Heart Association.

Drug Store News www.drugstorenews.com June 2009 • 14


Purex 3-in-1 sheets clean up laundry process

BY BARBARA WHITE-SAX

Products that simplify tasks are clear favorites

with consumers, and it looks like Purex is positioned

to win big with Purex Complete 3-in-1

laundry sheets. The sheets, introduced in May,

combine ingredients from detergents, softeners

and anti-static

sheets into

BY ANTOINETTE ALEXANDER

Hair care is extremely important among ethnic

consumers, especially African-Americans as their

hair tends to be more delicate, and it is easy for

hair to get tangled, pulled and broken. Looking to

meet the hair care needs of ethnic consumers,

SoftSheen-Carson has developed for 2009 the new

Roots of Nature line.

What makes this line especially important is its

natural positioning. Given their specific hair care

needs, African-American shoppers often tend to opt

for products that are natural/organic, reduce breakage

and offer therapeutic and moisturizing needs.

“The natural/organic trend has been especially

pronounced in ethnic hair care, since African hair is

very brittle, while traditional hair care products tend

to be heavily chemically formulated and hence

damaging to African hair,” stated Euromonitor

International in its 2009 “U.S. Hair Care” report. “As

African-American consumers are learning more

about the damage that traditional products can do

to their hair, many are choosing gentler treatments.”

The natural-based Roots of Nature hair care line

is designed to battle severely damaged hair with a

combination of organic green tea and organic shea

butter. This combination stimulates hair growth

one super-concentrated sheet that travels with

laundry from washer to dryer to create a streamlined

experience for consumers.

Lightweight and sturdy, the sheets are formulated

to be used one per wash load. Water from

the washer releases detergent during the wash

cycle, and the heat of the dryer activates softening

and anti-static ingredients once laundry

travels to that stage of the process.

American consumers have traditionally rejected

the pre-dosed laundry detergents favored in

some other countries, but with concern about

the environment growing, timing for the product

could be perfect. Purex Complete’s dispenser

is space- and waste-saving — something

consumers are increasingly concerned about.

“Consumers want multiple benefits,” said

Purex brand manager Stephen Koven when

the product was introduced. “We’ve tested

Purex Complete 3-in-1 laundry sheets in

thousands of homes across America, and the

response was overwhelmingly positive.”

If the sheets catch on, the mess and hassle

of measuring, pouring, spilling and

recycling bulky containers could become

a thing of the past. It helps that the

product also is positioned as a value

while simultaneously moisturizing and

nourishing the hair, according to the company.

The hair care line includes strengthening

oil moisturizer, triple repair hairdress,

reconstructing deep treatment and

stimulating scalp oil. The line, which

became available in April, has a suggested

retail price of $6.99 each.

Liquid laundry detergent

BRAND SALES* % CHG

CATEGORY TOTAL $3,082.9 5.2%

TIDE 1,288.6 3.7

ALL 232.7 5.2

PUREX 219.2 -3.2

ARM & HAMMER 196.3 22.2

GAIN 185.3 4.8

XTRA 127.6 19.5

PRIVATE LABEL 123.8 27.6

CHEER 89.7 -7.2

ALL SMALL & MIGHTY 70.6 -11.9

WISK 65.5 -23.7

* In millions

Source: Information Resources Inc. for the 52 weeks ended April 19

across food, drug and mass (excluding Walmart)

when compared to purchasing premium brands

in multiple product categories.

Complete laundry sheets are available in

three scents: Spring Oasis, Tropical Escape and

Pure & Clean. Suggested retail for a 20-sheet

starter kit, which includes a dispenser and a 24sheet

refill pouch, is $6.49.

Roots of Nature offers natural ethnic hair care

Hair conditioner/creme rinse

BRAND SALES* % CHG

CATEGORY TOTAL $921.7 -4.7%

SUAVE NATURALS 22.6 0.0

PRIVATE LABEL 19.8 15.1

GARNIER FRUCTIS SLEEK AND SHINE 18.9 1.8

PANTENE PRO-V ALWAYS SMOOTH 17.3 -18.8

NEXXUS HUMECTRESS 16.7 -2.4

ALBERTO VO5 15.7 -8.3

MATRIX BIOLAGE 15.5 -14.9

CLAIROL HERBAL ESSENCES 14.9 -12.5

NEUTROGENA TRIPLE MOISTURE 14.4 -8.0

PANTENE PRO-V DAILY MOISTURE RENEWAL 13.2 -32.9

... SOFTSHEEN-CARSON ROOTS OF NATURE 0.2 NA

* In millions

Source: Information Resources Inc. for the 52 weeks ended

May 17 across food, drug and mass (excluding Walmart)

Drug Store News www.drugstorenews.com June 2009 • 15


Theraflu takes the homeopathic route

BY MICHAEL JOHNSEN

To date, there has been only one notable company

to take its venerable homeopathic brand and

extend that brand into allopathic therapies — the

company being Matrixx and the brand Zicam.

Now, Novartis Consumer Health is taking its ven-

Cold/allergy/sinus tablets

BRAND SALES* % CHG

CATEGORY TOTAL $2,595.7 8.0%

PRIVATE LABEL 630.9 20.9

ZYRTEC 237.2 247.3

MUCINEX 146.3 0.2

CLARITIN 144.2 -4.6

CLARITIN D 133.8 -9.4

MUCINEX DM 130.4 6.1

BENADRYL 116.4 -15.8

SUDAFED PE 94.6 -7.6

TYLENOL COLD 89.3 -8.5

MUCINEX D 74.3 45.9

* In millions

Source: Information Resources Inc. for the 52 weeks ended April 19

across food, drug and mass (excluding Walmart)

erable, traditional brand of cough-cold therapies

and line-extending it with a homeopathic offering —

Theraflu Cold Pursuit. Formulated with two homeopathic

cough-cold ingredients, the berry-flavored

Theraflu Cold Pursuit begins shipping Aug. 1.

The move signifies the arrival of homeopathy to

a mass-market brand, and at the same time attracts

a new shopper to the concept of homeopathy, as

the new product will be brand-blocked alongside

Novartis’ other Theraflu offerings.

According to Mintel/Nutrition Business Journal

projections, overall sales of homeopathic remedies

across all channels are expected to reach $1.1 billion

by 2012, up from an estimated $831 million sales

base in 2008.

Homeopathy has garnered more success in mass

outlets of late, for the most part because many of

the pure-play homeopathic manufacturers have

dialed in to the decision matrix of the mass consumer

— efficacy possibly ranks highest on that

decision matrix, followed by safety (as in few-to-no

side effects when taken as directed) and price.

In other words, mass consumers want to know

that the medicine they’re taking does what it says

it’s going to do and, when used as directed, it will

make them feel better overall, not exchanging one

set of bad symptoms for another.

Hyland’s soothes muscles with natural relief

Hyland’s in the spring started shipments of

its Muscle Therapy product line that features

the pain-relieving and bruise-reducing ingredient

arnica, an ingredient that could very well

represent the latest homeopathic product to

have a chance to really break through to

mass consumers.

The Hyland’s Muscle Therapy line includes

three arnica products merchandised for the

mass market, the typical external gel and two

delivery forms not usually associated with

arnica — Arnica 30x quick-dissolving tablets

and quick-dissolving thin strips in a product

called Muscle Therapy Quick Dissolving Strips

with Arnica.

The Hyland’s line represents both the potential

to brand block and reach different consumer

sets with its varying delivery forms, but it is not

the only company creating a buzz around arnica.

Boiron some years ago launched its Arnicare

product to mass, and this past fall Alpine

Pharmaceuticals launched a new arnica capsule

specifically targeting the niche market of trauma

victims with its marketing plan.

That’s part of the broad appeal for arnica. It is

positioned as an external rub containing natural

ingredients that can help relieve the muscle

External analgesic rubs

BRAND SALES* % CHG

CATEGORY TOTAL $269.1 -2.0%

ICY HOT 60.2 -2.5

BENGAY 37.4 -9.8

PRIVATE LABEL 29.4 18.8

ASPERCREME 18.1 13.3

SALONPAS 12.2 -5.9

TIGER BALM 9.7 11.7

ACTIVON 8.2 -16.8

STOPAIN 5.4 -12.7

BIOFREEZE 5.2 -27.7

ICY HOT PM 4.7 565.0

* In millions

Source: Information Resources Inc. for the 52 weeks ended April 19

across food, drug and mass (excluding Walmart)

pain associated with sports-related injuries —

such as those incurred by the weekend warrior

— and is recognized by many trauma surgeons

and cosmetic surgery physicians for its ability

to relieve bruising.

In conjunction with the launch, Hyland’s is

engaging its most loyal consumers on the socialnetworking

site Facebook, where the company

can interact directly with users.

Drug Store News www.drugstorenews.com June 2009 • 16


GSK springs into ‘Dual Action’ with new Tums

BY MICHAEL JOHNSEN

GlaxoSmithKline Consumer

Healthcare in April launched the

first Tums line extension to contain

a heartburn-relieving ingredient

outside of calcium carbonate.

Tums Dual Action contains

magnesium hydroxide and 10

mg of famotidine, the ingredient

most commonly associated

with Johnson & Johnson’s

Pepcid formulations.

Tums has in the past prevented

market erosion to competing

heartburn-relieving products —

such as H2-blockers or protonpump

inhibitors — with a

steady stream of line extensions.

This latest line extension places

the venerable Tums brand name

on more of a level playing field

with its competitors.

Now GSK can market Tums

not only as an immediate relief

of heartburn symptoms, but as

BY BARBARA WHITE-SAX

longer-lasting relief as well. “Tums

Dual Action is a natural extension

for the iconic Tums brand, offering

a proven solution for occasional

heartburn sufferers looking for

long-lasting relief from a trusted

source,” stated Jack Levy, Tums

brand manager.

GSK also will be looking to

position its fast-acting, longlasting

formulation against

current proton-pump inhibitor

users, who sometimes experience

what is called “breakthrough

heartburn.” Despite

high compliance with PPIs,

46% or more of PPI users experience

breakthrough heartburn,

or episodes of heartburn

between doses, often at night,

GSK stated.

Positioning it as an incremental

purchase to PPIs could

be a smart move — especially if

Schering-Plough joins Novartis

Consumer Healthcare with an

Glacéau Vitaminwater is keeping calorie-counting

consumers interested in the beverage category with

Vitaminwater10, a naturally sweetened, enhanced

water for consumers who want the taste of a flavored

water without the calorie count.

The new entry has only 10 calories per 8-oz. serving

— a significant reduction from the 50 calories for an 8oz.

serving of original Vitaminwater. Sweetened with a

blend of natural ingredients — rebiana, crystalline

fructose and erythritol — Vitaminwater10 also contains

the nutrients for which the original product is

known. “With Vitaminwater10, we’ve given calorieconscious

consumers something they’ve been desperately

looking for — a beverage that doesn’t force you

to sacrifice great taste for low calories,” Rohan Oza,

Glacéau’s chief marketing officer, said when the

product was introduced.

The enhanced/flavored water segment was a

bright spot in the otherwise sluggish bottled water

category. Flavored and enhanced water was up

8.3% and ahead 0.4 points in share, according to

Beverage Marketing Corp.

Vitaminwater10 is available in four flavors:

XXX (acai-blueberry-pomegranate), Essential

(orange-orange), Energy (tropical citrus) and

Multi-v (lemonade). For 20-oz. bottles, suggested

Antacid tablets

BRAND SALES* % CHG

CATEGORY TOTAL $1,093.0 -1.3%

PRILOSEC OTC 289.5 -24.8

PRIVATE LABEL 266.1 75.9

ZANTAC 150 74.0 -7.2

PEPCID AC 56.2 -6.1

PEPCID COMPLETE 51.2 -8.5

GAS X 50.3 3.3

TUMS EX 40.2 -1.6

TUMS ULTRA 38.2 -1.5

ROLAIDS 34.5 -9.7

LACTAID FAST ACT 21.9 -1.0

... TUMS DUAL ACTION 0.6 NA

* In millions

Source: Information Resources Inc. for the 52 weeks ended April 19

across food, drug and mass (excluding Walmart)

approved OTC PPI on shelf later this year. The

new product also may help to breathe additional

life into the Tums brand; sales of core Tums products

were down 3.4% for the 52 weeks ended

April 19, to $15.8 million across food, drug and

mass (excluding Walmart) outlets, according to

Information Resources Inc.

Vitaminwater 10 sweetens the pot

Convenience/PET still water

BRAND SALES* % CHG

CATEGORY TOTAL $3,915.0 -6.8%

PRIVATE LABEL 712.0 4.6

AQUAFINA 407.0 -18.0

DASANI 401.0 -9.4

GLACÉAU VITAMINWATER 400.0 -10.0

POLAND SPRING 251.0 0.7

ARROWHEAD 163.0 -10.6

PROPEL 152.0 -21.5

DEER PARK 134.0 -2.4

NESTLÉ PURE LIFE 119.0 -4.1

...GLACÉAU VITAMINWATER 10 11.0 NA

* In millions

Source: Information Resources Inc. for the 52 weeks ended April 19

across food, drug and mass (excluding Walmart)

retail price is $1.49. The 20-oz. bottles also are available

in 20-packs at a SRP of $18.99, and in 16-oz. four-packs

for a SRP of $4.99.

While the new product is light, the ad budget isn’t.

Glacéau is expected to spend $40 million to $50 million

to support the new intro. In addition to traditional

print, TV and in-store promotions, the company created

a 10-day pop-up site in Manhattan in which consumers

could sample product, as well as tap into the

site’s WiFi and use the laptop bar.

Drug Store News www.drugstorenews.com June 2009 • 17

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