HEALTH

LIVE FROM MARKETPLACE: Alaven to put weight behind promoting Dr Natura brand

BY Drug Store News Team

MARIETTA, Ga. Alaven Consumer Healthcare recently bought Dr Natura’s whole line of products, which includes ToxinOut, a probiotic as detoxification program.

And while the line is new to mass retail, it’s not new to mass consumers — more than 1 million orders have been placed against the entire line since 2003.

And more are likely to come. Alaven is planning to spend some $17 million promoting the Dr Natura brand in the coming year.

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Perrigo promotes McCormick to consumer healthcare pricing and planning manager

BY Michael Johnsen

ALLEGAN, Mich. Perrigo earlier this week promoted Shawn McCormick to consumer healthcare pricing and planning manager, where he will be responsible for managing pricing and business planning functions within CHC marketing.

McCormick, a four-year Perrigo veteran, most recently served as the CHC sales and marketing controller. Before joining Perrigo, he worked for Steelcase in finance and with BDO Seidman in auditing.

A Certified Public Accountant, McCormick earned his Bachelor’s of Business Administration in Accounting from Grand Valley State University in 2001.

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Bausch & Lomb Vision Care adjusts focus on lens care

BY Michael Johnsen

ROCHESTER, N.Y. Bausch & Lomb Vision Care on Friday announced a renewed focus on its ReNu brand of lens care solutions through a U.S. consumer rebranding effort that targets both eye care practitioners and consumers with messaging around ReNu Fresh Lens Comfort (formerly ReNu MultiPlus) and ReNu Sensitive Eyes (formerly ReNu Multipurpose Solution). New packaging around Sensitive Eyes begins shipping this month.

Additionally, the company recently established a dedicated U.S. lens care solution and eye care product sales force that primarily is responsible for engaging with eye care practitioners and keeping them updated on the benefits of B&L products for their patients and their practice. The sales team presently is focusing on eye care professionals across the East Coast, and will be moving its emphasis to the West Coast by next year.

“We felt that it was time to rejuvenate our original ReNu brand of lens care solutions … that clearly articulates the specific benefits of each formula,” stated Steven Robins, president, North America, Vision Care. “With ReNu Fresh Lens Comfort and ReNu Sensitive Eyes, we can more directly help meet existing consumer needs, such as the desire for a fresh lens feeling daily or for a solution that is gentle enough for sensitive eyes.”

B&L also has launched a fully integrated consumer marketing campaign, which includes www.renufresh.com, a free-standing advertising insert distributed in newspapers nationally, in-store shelf talkers and banners and an online advertising and search keyword campaign.

The Web site, which features lens care information and tips for consumers, includes a B&L Wear & Care video and a coupon for the Fresh Lens Comfort solution. Consumers also are able to vote for their favorite fresh image of the day.

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