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Chattem redefines ‘shelf talker’

BY Michael Johnsen

With the recent switch of Chattem’s Nasacort 24HR, the first nasal corticosteroid to be sold OTC, Chattem launched a very unique marketing tool — an interactive shelf display that gives a whole new meaning to the term “shelf talker.” With the press of a button, shoppers could watch a short video on how Nasacort 24HR worked and why they should consider the new nasal product to be their allergy remedy of choice.

(For the full category review, including data, click here.)

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Longer season spurs additional remedies

BY Michael Johnsen

The allergy remedy business is growing, and not just because of new entries to the market like Chattem’s Nasacort 24HR, which to date has brought in more than $50 million to the category. Allergy seasons are lasting longer, and there are more people suffering from allergies.

(For the complete category review, including data, click here.)

Allergies represent the fifth most-common chronic disease in the United States, impacting 1-in-5 Americans. And as many as 90% of allergy sufferers self-treat their condition, while 40% of allergy sufferers report moderate to severe symptoms and 38% report those symptoms are intolerable.

Approximately 40 million Americans have indoor-outdoor allergies. Approximately 10 million people are allergic to cat dander, the most common pet allergy. The most common indoor-outdoor allergy triggers are tree, grass and weed pollen; mold spores; dust mite and cockroach allergen; and cat, dog and rodent dander.

Approximately 4% of allergy sufferers have eye allergies as their primary allergy, often caused by many of the same triggers as indoor-outdoor allergies.

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Targeting younger consumers

BY Michael Johnsen

Adult incontinence market leader Kimberly Clark continues to innovate with the recent launch of the thin and absorbent Poise Microliners, featuring super absorbent material (SAM). “The little changes that women can begin to experience in their 30s and 40s are more common than they think,” said Melissa Dennis, Poise brand manager at Kimberly-Clark. “And if a woman has light bladder-leakage, it’s definitely time she met SAM.” Poise Microliners is positioned as the thinnest liners in the light-incontinence category.

(For the complete category review, including data, click here.)

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