HEALTH

Eulactol USA rebrands company as Laderma Health USA

BY Michael Johnsen

BOCA RATON, Fla. — Eulactol USA, the maker of Flexitol and Natralia brand products, on Friday announced its official corporate name change to Laderma Health USA, effective Jan. 1.

“This new name is better aligned with our long-term strategy, products and categories encompassing skin care and health and well-being products,” stated John Swigert, VP of Laderma Health USA. “We feel this is a very positive step for our company and portrays us more accurately in the marketplace.”

The Sydney, Australia-based principal company, now called Laderma Health International, has expanded globally over the past 20 years, and the international product portfolio has evolved to encompass many different categories across more than 50 countries. As the individual businesses progressed, the company reached the point of needing to rebrand the group of companies and each of the individual operating entities, the company stated.

This change is a corporate rebrand only and does not affect the brands, structure, staff or ownership of the businesses, Laderma Health stated.

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Best Buy gets into health, fitness

BY Allison Cerra

MINNEAPOLIS — After testing a pilot program in select stores last year, Best Buy is addressing the health needs of its customers by rolling out health devices and fitness products at 600 Best Buy stores across the country and online at BestBuy.com.

Customers can find the products on display in a 30-ft.-long in-store health and fitness presentation area, which enables consumers to sample many of these devices before they purchase them. Such products available include state-of-the-art heart rate monitoring watches, blood-pressure monitors, pedometers, scales and other products from leading manufacturers.

Other products include yoga mats, headphones and special MP3 players.

“We were encouraged by the enthusiastic response we saw from our customers during the initial pilot of these health and fitness products,” said Chris Koller, VP portable electronics solutions group at Best Buy. “We clearly tapped into a desire for Best Buy to provide the latest and greatest technology to enhance health regimens, and to help people discover how they can integrate these devices with other personal technology to monitor and share their progress, and to stay motivated.”

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PediaCare Shopper’s Guide simplifies cough-cold purchases

BY Michael Johnsen

MOUNT KISCO, N.Y. — Prestige Brands introduced an iPhone application in support of its PediaCare line — the PediaCare Shopper’s Guide.

It’s an application that will help parents navigate the pediatric cough-cold aisle when they’re physically shopping the shelf, and help to alleviate two parental concerns around kids’ cough-cold remedies that have garnered media attention of late — accurate dosing and the spate of product recalls.

“We saw an opportunity to not only highlight the expanded line of PediaCare products in a new and compelling way, but also help resolve some of the distress parents may be feeling when they try to navigate the children’s medicine aisle,” stated Robin Russo, president of Robin Leedy & Associates, the firm that created the app and specializes in public relations and social media campaigns. “They can get the answer they need from the PediaCare Shopper’s Guide iPhone app right there while they’re standing at the shelf.”

The new PediaCare iPhone app coincides with the launch of PediaCare’s new safe and effective cold-flu-fever medicines — with and without acetaminophen — that match the formulations of the recent recall of children’s Tylenol products.

Robin Leedy & Associates partnered with Thinklabs Interactive to create the iPhone app, which is available for free download in the Apple iTunes App Store.

The app includes information that will help parents of children ages 1 year to 11 years to select which over-the-counter PediaCare product best addresses the symptoms their child is experiencing, help parents understand which products require a dosage recommendation from a pediatrician based on age restrictions and provide a link to the PediaCare website for full product descriptions, including dosage directions.

A modified version of the PediaCare Shopper’s Guide also is offered at the newly redesigned PediaCare website, PediaCare.com. As part of the iPhone application launch, Robin Leedy & Associates has made a video demonstration of the iPhone app available for viewing in the PediaCare YouTube channel.

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