HEALTH

Ansell revives LifeStyles condoms brand

BY Michael Johnsen

NEW YORK — Ansell Healthcare Products on Monday announced a relaunch of its core line of LifeStyles condoms in partnership with strategic brand consultant CBX and released a new Signature Series of premium condom products.

The new LifeStyles condoms encapsulate a brand-centric approach while establishing a consumer-driven position that better reflects a more confident and contemporary masculine style.

“We started by thinking of the premium line as a Signature Series,” stated Gregg Lipman, CBX managing partner. “We wanted to instantly communicate the quality and sensorial promise of each product, but also deliver better experience with a more contemporary masculine style to make them stand out against the competition.”

“We rethought everything, from the packaging structure and materials to how we treated the logos and how these products would be merchandized at different retailers," Lipman added. "[For example,] moving the brand to all vertical packaging reinforces the brand’s innovative position while also helping our retail partners maximize valuable shelf space.”

CBX also took into consideration that some retailers merchandize intimacy health products by brand, Lipman said. “So we made sure the LifeStyles brand name was anchored, consistently in the top left corner of each product in the core and signature lines. This maintains the brand continuity, while still allowing the core benefit of each product to speak for itself.”

Response from retailers has been extremely positive. “We’ve dramatically changed the perception of LifeStyles,” stated Carol Carrozza, VP marketing at Ansell. “We’re getting more shelf facings with our retailers and, importantly, back into the hearts and minds of our consumers. Retailers and consumers alike have been very receptive to these new products.”

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Ilex’s portfolio grows with St. Joseph’s brand acquisition

BY Michael Johnsen

BALTIMORE — Ilex Consumer Products Group on Thursday acquired the St. Joseph brand from McNeil-PPC, the company announced.

Ilex’s current brand portfolio includes Calgon and the Healing Garden.

"Strategic acquisitions in the [over-the-counter] market are core to our shareholder value-creation strategy,” stated Robert Bailey, Ilex president. “We are strengthening Ilex’s position in key categories with the addition of St. Joseph. St. Joseph is a scale brand that competes in an attractive category and provides a clear path for shareholder value creation through increased brand support and line extensions."

“We fully intend to make a significant commitment to communicating the benefits of the brand through an aggressive consumer marketing campaign and are very excited about our prospects of this growth segment into the future,” he said.

Terms of the deal were not disclosed.

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CRN rings in three new members

BY Michael Johnsen

WASHINGTON — The Council for Responsible Nutrition on Thursday announced the addition of three new members to the association’s roster: voting member Joint Juice and associate members Jacobs Compliance Services and Nicholas Hall & Co.

Joint Juice, headquartered in San Francisco, offers three delivery forms of its glucosamine and chondroitin products, including a drink mix, a supplement drink and an easy shot.

Jacobs Compliance Services is a food industry consulting firm that provides industry stakeholders with insight on regulatory affairs.

Nicholas Hall & Co. offers a range of products and services, including consultancy and product brokerage, in-house training and workshops, strategic and data analysis, benchmarking expertise and reports and periodicals covering the global industry, as well as the Newsflash weekly over-the-counter news bulletin.

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