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Hyland’s expands line for moms seeking natural alternatives

BY Michael Johnsen

Hyland’s has developed a virtual clinic in how to target the new mom niche with meaningful messaging that results in a Hyland’s Baby product being placed in the nursery. And the proof is in the sales. Hyland’s Baby generated $5.7 million, up 294.7%, for the 52 weeks ended Dec. 29, 2013, across total U.S. multi-outlets, according to IRI.

“Baby is a key category for Hyland’s in general,” said Les Hamilton, Hyland’s EVP. “We have nine total baby SKUs, and what makes us unique from other companies is we are allowed to say that our dosing can dose down to the age of 6 months.” That’s a three-and-one-half-year opportunity for the line of homeopathic products, as pediatric allopathic medicines are indicated for children 4 years and older.

Based on the brand’s success, Hyland’s will be line-extending Hyland’s Baby with a nighttime formulation called Hyland’s Baby Nighttime Tiny Cold Syrup. “Mom really gravitates toward our product because … she needs that natural alternative,” Hamilton said.

And Hyland’s is laying the building blocks for the future in what has become a lifecycle of homeopathic solutions. Mom starts with Hyland’s Baby, graduates to Hyland’s 4Kids as the child ages and may even try out Hyland’s adult cough-cold SKU Defend+ given the Hyland’s brand identity.

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i-Health’s Estroven targets peri/menopausal women

BY Michael Johnsen

i-Health has been carving out new niches with its feminine pain reliever brand Estroven, which as a brand family generated more than $37.2 million in sales across total U.S. multi-outlets for the 52 weeks ended Dec. 29, 2013, according to IRI. And more than one SKU tracked at triple-digit growth.

“We are continuously looking for ways to support peri/menopausal women during this crucial stage of life, and to help them feel like themselves again,” April Mills, marketing director menopause brands at i-Health, told DSN. For example, i-Health last year launched Estroven Weight Management for those peri/menopausal women who also are looking to shed a few pounds. “One of our greatest success stories is the recent launch of Estroven Weight Management,” she said. “The success of our newest addition to Estroven’s lineup is undoubtedly due to the fact that weight management issues rank in the top five most prevalent and bothersome symptoms of peri/menopausal women, and is cited as the No. 1 health concern of all women regardless of age.”

As women enter menopause, estrogen levels in their body decrease. Estrogen influences energy expenditure, as well as food intake, and as levels of this hormone decline, processes in the body that regulate weight also change.

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Eos sales benefit from TV campaign, multiple store placements

BY Michael Johnsen

Eos, the Evolution of Smooth, a line of niche fashion-savvy lip balms, has been flying off of retail shelves lately, generating almost $85.5 million in brand sales on triple-digit growth — 125.2% to be exact — for the 52 weeks ended Jan. 26 across total U.S. multi-outlets, according to IRI. Sales of overall lip balm/treatments totaled $650.4 million, up 15.8%, for the period.

A lot of those sales came before the company introduced a national $10 million television campaign beginning in October. So it’s not only the TV spot that’s helping to fuel eos’ growth spurt. Rather it’s the multiple placements of the revolutionary lip balm format — the ball shape broke the mold for the typical stick lip balms — including at check out, a secondary placement in skin care and, of course, in-line with other lip balms. “These multiple points of interruption help to drive the business,” Scott Pakula, EVP sales of eos, told DSN.” [They’re] helping to expose the product to more and more people.”

The ball format sells well outside traditional spikes like the cough-cold season — for example, it’s included in Easter baskets, according to Pakula.

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