Vicks Media Backgrounder EN - Kaz Europe SA

VICKS HEALTH CARE
EUROPEAN MEDIA BACKGROUNDER
Vicks Health Care products combine advanced technology, simple operation, and reliability to
assure customers they are helping their families feel better. Today Vicks Humidifiers and
Thermometers are widely recognised in their categories and can be found almost everywhere
home healthcare appliances are sold.
Founded in 1890 by Lunsford Richardson, Vicks is today owned by Procter & Gamble and the
Healthcare range of the brand was licensed by Kaz in 1995. Kaz is a global leader in developing
and marketing high-quality branded consumer health care devices and home comfort appliances.
Every aspect of product development, from in-house consumer research to operational
excellence and superior consumer care, focuses on providing quality products that meet
consumers’ needs and enhance their lives. Kaz operates in over 65 countries on six continents.
Vicks Healthcare products are manufactured by Kaz Europe SA under license from The Procter &
Gamble Company, Cincinnati, Ohio, USA. Since 1995, Kaz has developed a broad range of Vicks
vaporizers, humidifiers and purifiers, as well as a range of Vicks thermometers with innovative
designs and features. Exclusive new Vicks humidifier designs include Vicks scent pads, allowing
consumers to enjoy the soothing Vicks menthol vapors many know from childhood, while new
Vicks Thermometers include an exclusive Fever Insight feature that visually alerts parents to
fevers.
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QUICK FACTS
• Thermometers are an essential item of any medical cabinet as fever is very common and
frequent:
o Up to 7 infective diseases with fever per year (toddler)
o Approx. 3 infections with fever per year (school age)
o Approx. 2 infections with fever per year (adults)
• Parents tend to own between one and three thermometers as they use different thermometers
for different moments of the day and family members.
• Less invasive technologies have shown the most growth in the thermometry market
• Price is becoming less and less of a purchase barrier.
• According to a recent study of almost 650 Paediatricians and General Practitioners in the UK,
France and Germany by GfK Custom Research France, the Braun ThermoScan® IRT4000
series ear thermometer with ExacTemp Technology was voted as the most used and
recommended thermometer brand by Doctors and Paediatricians.
• With over 250 million Braun lens filters for thermometers sold each year, consumers and
professionals can be assured of an accurate, hygienic reading in one second.
Humidifiers
• Studies have shown that keeping indoor air at relative humidity levels of 40-60% reduces the
survival of flu viruses on surfaces and in the air compared to lower relative humidity levels. 1
• Having the right amount of moisture in the home can help the whole family maintain a healthy
immune system and can also ease other discomforts caused by dry air, such as dry nose and
throat, itchy skin and dry eyes.
• The Vicks GermFree Humidifier kills up to 99.9% of mould and bacteria in the air.
• A hygrometer can be used to determine the humidity levels in a house by providing a digital
reading of the relative humidity in the home. They can be found in most pharmacies.
Purifiers
• One in three people suffers from an allergy.
• The US Environmental Protection Agency says that levels of indoor pollution can be two to
five times higher than outdoor air.
• Particles less than ten microns in size, which may include simple dust, can pass through the
nose and throat and go directly into the lungs. The Vicks air purifier captures 97% of these
airborne particles.
Inhalers and vaporisers
• Just like breathing in steam, inhaling soothing vapors such as menthol and other essential
oils can help clear up the nasal, throat and sinus passages and provide relief from cold and flu
symptoms.
• Vicks vapors can be used with both inhalers and waterless vaporizers.
1 Based on testing for indoor environmental issues and solutions to minimize influenza viruses
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VICKS’ RANGE OF THERMOMETERS
The latest Vicks thermometer:
Product name Features
Vicks Gentle Touch
Behind Ear
thermometer
Additional Vicks thermometers:
• Speed Read - Vicks SpeedRead 3-in-1 digital stick thermometer
• Smart Temp - SmartTemp 3-in-1 digital stick thermometer
• Comfort Flex - Vicks ComfortFlex 3-in-1 digital stick thermometer
• Comfort Touch - Vicks ComfortTouch forehead thermometer
Vicks Gentle Touch behind ear thermometer
• Gentle Touch thermometer is noninvasive:
child’s temperatures can
be taken even if asleep, no need to
undress the child
• Uses a novel heat flow technique
to measure temperature of a major
artery (carotid artery)
• Fever Insight Feature: colorcoded
temperature display
• Professional accuracy: ± 0.2°C
• Reading in one second
• Mercury-free
• Memory feature allows user to
monitor temperature changes
• Extra large backlit display for easy
reading
• Waterproof for easy cleaning and
disinfection
• Beeps when temperature has been
taken
• Automatic shut-off for longer
battery life
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KAZ S.A.’S GUIDE TO FEVER AND THERMOMETERS
1. What is Fever?
If body temperature is consistently above normal temperature range, the patient is said to have a
fever. Fevers are a defence mechanism the body uses to fight infections and are therefore
frequently associated with illnesses. Yet fevers alone are not an illness, only a symptom.
Babies and young children commonly have up to 12 infections per year, and on average seven of
these cause a fever. Many of them are harmless, such as a sore throat or a cold. But they can be
more dangerous, including acute ear infections, or even life-threatening, like meningitis. On
average, school-age children have around three febrile infections per year and adults two.
2. Temperature measurement
Temperatures are taken most commonly in the ear (tympanic measurement), in the mouth (orally
measurement), under the arm (auxiliary measurement) or in the bottom (rectally measurement).
Each method is considered accurate when done correctly. Except for ear thermometers, most
digital thermometers are universal, meaning temperature can be taken orally, rectally or under
the arm. Temperature readings can differ slightly depending on the method, so be sure to use the
same method for the sake of consistency.
• Ear
Ear measurements are gentle, easy and fast, and thus preferred by many parents. However, the
temperature often varies between readings, leading to the misconception that ear thermometers
are inaccurate. To minimise this effect, it’s very important to use the correct ear thermometer. A
reading of 38°C or higher is generally considered as fever.
• Oral
Oral temperature taking is generally recommended for children who are at least four years of age
and can easily hold the thermometer in their mouth. A reading of 37.5°C or higher is generally
considered a fever.
• Underarm
This is a safe and straightforward method for children of all ages. A reading of 37°C or higher is
generally considered as fever.
• Rectal
Taking a baby’s rectal temperature is not difficult and does not have to be uncomfortable for
either the baby or the parent. There are some thermometers designed especially for rectal
measurements that make it fast and easy. A reading of 38°C or higher is generally considered a
fever.
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• Forehead
Forehead temperature taking is a gentle way to monitor a fever. Forehead thermometers
measure the infrared energy emitted from the skin above the eyebrow area and the surrounding
tissue. This energy is collected through the lens and converted to a temperature value. A reading
of 37.5°C or higher is generally considered as fever.
• Behind Ear
Behind ear temperature taking is an innovative, gentle, convenient and non invasive way to
monitor a temperature. The Behind Ear thermometer uses a novel heat flow technique to
measure the temperature of the blood carotid artery which runs behind the ear, bringing blood to
the brain and hypothalamus (the temperature-regulating gland) and so accurately reflecting core
body temperature, just in one second. A reading of 38C or higher is generally considered a fever.
3. Different type of thermometers
• Digital thermometers
Electronic digital thermometers offer a number of advantages over glass thermometers. They
obtain temperature readings faster, and their digital display is easy to read. There is also no risk
of injury from broken glass or mercury.
• Infrared thermometers
Infrared thermometers measure heat generated by surfaces and cavities. The key advantage of
this type of thermometer is its speed as it takes just seconds to take a temperature reading.
Infrared ear thermometers measure the heat generated by the eardrum and surrounding tissue.
They give an accurate temperature on an easy-to-read digital display in just a few seconds. In
addition, because the ear is easily accessed and the measurement is fast, they are ideal for use
with children.
Infrared skin thermometers measure the infrared heat produced by the skin at other sites on the
body, such as the forehead, temple, behind the ear or under the arm. Because the sensors do
not measure the temperature below the skin surface, the measurements may not accurately
reflect the core body temperature.
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VICKS’ RANGE OF HUMIDIFERS
Vicks’ latest humidifiers:
Product Name Features
NEW -VH3900
NEW-VH5000
Additional products available in the Vicks Humidifier sector:
• V188 - Vicks Warm Steam humidifier
• V610 - Vicks Warm Steam humidifier
• V3100 - Vicks Evaporative humidifier
• V5520 - Vicks Ultrasonic humidifier
• V5200S - Vicks Cool Mist Ultrasonic humidifier with scent pad heater
Vicks GermFree Cool & Pure Air Humidifier
• Up to 99.9% Germ Free (bacteria,
mould, fungus and virus at 99.9%
killed)
• Low noise – Maximum on High
setting
• Evaporative technology : Invisible
mist , low energy cost, ultra quiet and
easy absorption of the humidity into
the air Self Regulating Humidity
Control
• Two speeds (Power switch with
different humidity levels)
• Can be used with a Vicks VapoPad
for comfort and well being (one
sample offered in the pack)
• Untreated tap water enters the UV
chamber
• UV light sanitizes the water
• 99.9% of germs in the water
destroyed thanks to UV light
Vicks Cool Mist Mini-Ultrasonic Humidifier
• Ultrasonic technology: ultra quiet,
power savings, no risk of burns (ideal
with children), demonstrated
efficiency through visible mist, makes
the room feel warmer
• Optional demineralization cartridge –
softens water and avoids white dust
• Optional Antibacterial cartridge – to
kill bacteria, viruses and fungus
thanks to active carbon proprieties
• Optional Scent Pad Heater - to
facilitate breathing
Can be used with a Vicks VapoPad for
comfort and well being (one sample
offered in the pack)
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KAZ S.A.’S GUIDE TO HUMIDIFIERS
1. Indoor Air
It is a known fact more fluids should be consumed during the colder months, but it is also very
important to keep the humidity level of the air at an optimal level. The human immune system
depends on this to function efficiently.
Indoor air is especially dry in the winter. But because air is invisible, it is easy to overlook the
question of humidity. Kaz recommends that the humidity level in the rooms that are most often
used in the home, particularly the children’s bedroom, be checked regularly. If it is below the
comfort zone (i.e. a relative humidity of 40-60%)*, the use of a humidifier is recommended.
With Vicks humidifiers it is easy to maintain the proper humidity level in the home. The benefits of
having the right amount of moisture in the air can be noticed immediately.
* Studies have shown that keeping indoor air at relative humidity levels of 40-60% reduces the
survival of flu viruses on surfaces and in the air compared to lower levels.
2. Effects of humidification
One of the first things doctors recommend when a child comes down with a cold is to use a
humidifier, as this can help loosen congestion and soothe a sore throat. Proper humidification is
especially important for children since their smaller nostrils get bunged up more easily.
More generally, the regular use of a humidifier can help keep family members healthy.
Maintaining the right amount of moisture in the home improves the ability of the respiratory
system to expel germs from the body. Proper humidity levels in the home can also ease other
types of discomfort caused by dry winter air, such as a dry nose and throat, itchy skin, and dry
eyes.
Some humidifiers come with fragrance cups or scent pad heaters for soothing menthol
treatments. These can enhance the effect of the added moisture and provide extra comfort.
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3. Different methods of humidification
• Warm moisture
Warm steam humidifiers use a heating element that boils water, producing steam. This kills off
most bacteria in the water. They also allow for the highest level of moisture saturation in a room,
which can be helpful when loosening congestion. Vicks has incorporated safety measures into its
entire line of warm-mist humidifiers via a locking mechanism designed to prevent children from
touching the hot water. Another type of warm moisture humidifier is the vaporiser, in which
electricity passing between two carbon electrodes vaporises water to produce steam.
• Cool moisture
Cool moisture humidification works through evaporation or by means of ultrasonic vibrations. In
evaporative humidifiers, the natural process of evaporation is sped up through the use of a fan
and filter pad. The filter pad soaks water up from the humidifier base. At the same time a fan
blows across the filter pad, causing the water to evaporate into the air.
Ultrasonic humidifiers use a metal diaphragm which vibrates at an ultrasonic frequency to create
water droplets that are released into the room. Doctors recommend cool moisture humidifiers in
nurseries and children’s rooms to avoid potential hot-water injuries.
• Menthol Scents
Vicks VapoPads® work with Vicks humidifiers which include a scent pad heater (VH5000,
VH3900 and V5200S) to release menthol scents into the room. This soothing smell, reminiscent
of childhood, can help relieve congestion and cold symptoms. For children under the age of
three, a doctor must be consulted before using this product. Menthol scent can also be used in
Vicks personal steam inhalers and in Vicks waterless vaporizers to deliver natural essential oils
into the air.
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VICKS’ RANGE OF AIR PURIFIERS
Vicks’ latest air purifier:
Product
Name
V‐9071
Features
HEPA air purifier
• Compact design – ideal for a child’s
bedroom
• Filtration rate: 97%
• Three settings: low, medium, high
• Optional ioniser for turbo boost
• Electronic filter change reminder
• Washable, permanent pre-filter
• Replaceable HEPA type filter
includes active carbon element to
neutralise odors
• Nightlight to comfort children
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KAZ S.A.’S GUIDE TO AIR PURIFIERS
1. Improving respiratory well-being
People are becoming increasingly aware of air quality and want to live in a clean home
environment. They understand that by breathing better, they and their family can live better. This
is particularly important for small children, whose immune systems are still developing and can
suffer from excessive exposure to air pollutants. Many people, adults included, are unknowingly
sensitive to certain air pollutants and will breathe easier and feel healthier in a clean-air
environment.
Today, one in three people suffers from an allergy, and the number of allergy sufferers
dramatically increases with the level of air pollution. Pollutants in the home can include harmful
gases and particles such as germs, viruses, dust, bacteria, pollen, mould spores, animal dander,
smog, tobacco, smoke and soot. Particles less than ten microns in size, which may include
simple dust, can pass through the nose and throat and go directly into the lungs.
2. Improving air quality at home
There are three main ways to improve air quality in the home: increase ventilation, limit the
sources of pollution and clean the air.
1. To increase ventilation, simply flush out indoor air by opening doors and windows.
2. There are a number of ways to limit the sources of pollution in the home:
o Control humidity levels with the help of a humidifier. Medical experts recommend a
relative humidity level of 40-60%.
o Dry clothes outdoors if possible.
o Don’t give indoor plants too much water, because overly damp soil can be a
breeding ground for harmful microorganisms.
o Don’t smoke indoors.
o For gas hobs and ovens, use a hood vent that goes directly outside.
o Open the flue in a gas fireplace when in use.
o Central heating systems should be inspected and serviced annually by a trained
professional.
o Make sure that chimneys and flues are inspected annually.
3. Cleaning the air in a home is extremely easy. By using an air purifier in the rooms where a
family spends the most time, such as the living room, bedroom and study.
3. Removing air particles from home air
Vicks created a HEPA-type (High Efficiency Particulate Air) purifier that removes airborne
particles and ensures purer and fresher air. HEPA-type filtration systems are effective for general,
all-round air purification and particle reduction, removing over 95% of airborne particles that are
as small as one micron. The Vicks air purifier captures 97% of these airborne particles. It also
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has an anti-odour filter that neutralises unpleasant smells. The air purifier operates silently, which
makes it ideal for use in a child’s bedroom. It also includes an optional ionizer feature that further
enhances the performance of the air purifier and freshens the air. The ionizer feature may emit
small traces of ozone when activated, however, and should therefore not be used by people who
have asthma or other breathing conditions.
The Vicks air purifier is odourless and easy to clean and maintain. Its filter system consists of a
pre-filter, an active carbon filter and a HEPA-type filter. The filter cassette must be changed every
six months, but the product has an electronic indicator as a reminder when it is time for a new
one. The pre-filter can simply be rinsed in warm water.
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VICKS’ VAPORISERS AND INHALERS
Product Name Features
V-1700E
Waterless vaporiser
Additional products available in the Vicks Vaporiser and Inhaler range:
• V-1900UK - Waterless Vaporiser
• PHR200W - Personal steam inhaler
• V-1300UK - VapoSteam® inhaler
• V1200N - Personal steam inhaler
• Easy to use: scent pad and plug
vaporiser is inserted into electrical
outlet
• Heat activates the menthol vapours in
the VapoPad®, releasing them into
the air
• Each vaporiser includes five Vicks
refill scent pads
• Up to eight hours of comfort per pad
• Soft glowing nightlight for added
reassurance
• Guiding slots make it easy to insert
and remove scent pads
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KAZ S.A.’S GUIDE TO VAPORISERS AND INHALERS
Helping easier breathing
When family members are blocked up with a cold or the flu, steam inhalation is a natural way of
instantly relieving discomfort. Breathing in warm, moist air will help lessen nasal, sinus and chest
congestion and quickly soothe a sore throat or cough. Vicks offers three personal steam inhalers
that provide an easy and convenient way of reaping the benefits of steam inhalation at home, at
the office or when travelling.
Just like breathing in steam, inhaling soothing vapours such as menthol and other essential oils
can help clear up nasal, throat and sinus passages and provide relief from cold and flu
symptoms. By diffusing essential oils into the air, a relaxing mood can be created which is
conducive to helping family members deal with the discomfort of colds and coughs. This is
particularly useful at night, when a bunged-up nose or a cough can get in the way of muchneeded
sleep.
Vicks vapours can be used with both inhalers and vaporisers. Vicks waterless vaporisers use
heat to release the soothing menthol vapours into the air. Alternatively, the scents can be added
to the water in the inhalers to further enhance the steam inhalation therapy.
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BIOGRAPHIES
Roelof Zeijpveld – General Manager EMEA Kaz Europe S.A.
Roelof Zeijpveld joined Kaz in July of 2005 as General Manager of Kaz
Europe. EMEA. Roelof has spent the last several years improving Kaz
Europe’s positions in Europe, the Middle East, and Africa. He is based in
the EMEA headquarters in Lausanne, Switzerland where he oversees
operations in more than 40 countries from Scandinavia to South Africa.
Roelof has worked in sales, marketing, and general management
positions for companies all over the globe, including Mars, Wrigley's,
Ralston Purina, and Energizer based in France, Spain, Switzerland and
the Netherlands.
He speaks Dutch, German, English, French, and Spanish. Roelof received a degree in business
from Business College Apeldoorn in the Netherlands.
Emanuela D’Aloisio – Brand Manager Healthcare, Europe – Kaz
Europe, responsible for Braun Thermometers
Since joining Kaz Europe at the end of 2008, Emanuela D’Aloisio has
been driving the portfolio strategy and the marketing efforts for the Braun
and Vicks Thermometry range to secure and reinforce Kaz Europe
leadership in the category.
This includes new product development, launching of products,
communication campaigns and consumer promotion.
She has more than 8 years experience in FMCG multinationals gained through Sales, Trade
Marketing and in particular Marketing roles.
Emanuela graduated from Urbino University in Italy and she holds a degree of Marketing and
Communication.
Isabelle Jeangoudoux – Associate Brand Manager HealthCare –
Kaz Europe, responsible for Braun blood pressure monitors
Before joining Kaz in 2008, Isabelle Jeangoudoux worked in Marketing
for 5 years for both consumer goods and the automotive industry.
Isabelle’s expertise includes EMEA market intelligence, introducing new
products development and category extension, answering to sales
needs, providing advertising, promotions and product training across
pan European regions for distributors and retailers teams.
Isabelle was first in charge of supporting the Braun Blood Pressure Monitors category under the
Braun brand by developing and executing marketing plans for EMEA in 2008. In 2009, she added
the Air Treatment category under the Vicks/Wick brand to her portfolio for the management of
Humidifiers, Purifiers, Inhalers and Vaporizers.
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Isabelle graduated from ESCEM School of Management with a degree in International
Management and Marketing, and then from Bradford University-School of Management,
Audencia School of Management, Deusto University with a Master of Arts in Business and
Administration.
Isabelle is a French citizen, her mother tongue is French and she also speaks fluent English,
Italian and Spanish.
For further press information contact:
Sophie Laird
Cohn & Wolfe Public Relations
Tel: +41 22 908 40 73
Email: sophie.laird@cohnwolfe.com
Anne-Lise Berthon
Cohn & Wolfe Public Relations
Tel: +41 22 908 40 77
Email: anne-lise.berthon@cohnwolfe.com
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