Brands focus on lasting legacies
This may be the year of the legacy brands as two companies that recently acquired separate brand portfolios from GlaxoSmithKline focus on reinvigorating consumer attention to their respective product lines.
Prestige Brands will be adding 17 former GSK brands to its stable of legacy brands that already includes Luden’s and Dramamine. The company recently identified the five key GSK-acquired brands that Prestige will be focusing on in terms of both marketing support and new product development — BC, Goody’s, Debrox, Gaviscon and Beano.
That will build off of five new recent product introductions from Prestige — Chloraseptic warming sore throat, Clear Eyes Cooling Comfort, Dramamine for Kids, Efferdent Power Clean Crystals and Comet stainless steel.
Meda Consumer Healthcare, meanwhile, already has revitalized an iron supplementation category with the rebranding of a multi-SKU Feosol line and plans to similarly invigorate the cough-cold category this year with a Contac relaunch.
As part of its product divestiture plan, GSK has sharpened its focus in OTC across four key categories — wellness, oral health, skin health and nutrition. “The category approach that we now are able to take allows us to focus on [a] better and stronger solution,” GSK chief marketing officer John Graham told DSN, “as we move from … a brand-centric model, to a much more category-growth, category-focused model.”
COLD SPRING HARBOR, N.Y. — Cirrus Healthcare Products recently added a little pediatric pizzazz to its line of earplugs for swimming and sound protection with two new character licenses — SpongeBob SquarePants and Hello Kitty.
Sales of ear care products were up 3% to $47.2 million across food, drug and mass (excluding Walmart) for the 52 weeks ended April 15, according to SymphonyIRI Group data.
The ultra soft earplugs employ the same technology as the antimicrobial earplug BioEars — soft silicone earplugs that use ACTIValoe.
Cirrus over the next 12 months will be releasing an additional 10 uniquely printed, themed ear care products, the company stated.
Supplements, allergy drive eye segment
Eye care supplements have become a big growth driver within eye care sets, and for good reason — baby boomers aren’t getting any younger and they plan to see their great grandkids play in the sandbox someday, so eye health is paramount.
Bausch & Lomb’s Preservision multivitamin leads the charge with growth of 14.7% and $50.5 million in sales for the 52 weeks ended April 15 across food, drug and mass (excluding Walmart), according to SymphonyIRI Group data. Alcon’s ICaps eye vitamins garnered 11.9% on the way to $22.3 million in annual sales, and Bausch & Lomb’s OcuVite generated $21.4 million in sales, up 28.2%.
According to the latest American Eye-Q survey conducted annually by the American Optometric Association, both baby boomers and their elders have greater awareness around such conditions as glaucoma (39% and 42%, respectively) and diabetic eye disease (38% and 43%, respectively).
As big as the baby boomer — and older — demographic is, allergy is another significant driver behind trips to the eye care aisle, and represents a much broader potential patient base. According to a recent Vistakon online survey, more than 2-in-5 consumers suffer from mild to moderate eye allergy symptoms on a daily basis.
To that end, at least two suppliers are targeting major eye allergy product launches this year at NACDS Marketplace. Akorn, which last year acquired Advanced Vision Research, is adding Eye Itch Relief to its TheraTears lineup. The new product will become part of an entire system addressing eye allergies that incorporates TheraTears Lubricant Drops and SteriLid Eyelid Cleanser into the regimen.
Parlaying the awareness generated by its pediatric cough-cold products, Similasan is line extending its homeopathic offerings with Kids Allergy Eye Relief to help establish a branded destination within pediatric cough, cold and allergy sets. Similasan is coupling that launch with Kids Irritated Eye Relief for multisymptom relief from redness, burning, stinging and grittiness.