HEALTH

Mentholatum Co. sponsors triathlete Belinda Granger

BY Michael Johnsen

ORCHARD PARK, N.Y. As part of a new strategy to target the active, athletic consumer who works hard and plays hard, the Mentholatum Co. last week announced its sponsorship of 11-time Ironman triathalon winner Belinda Granger in support of its Rohto Eye Drop line.

Granger wore the Rohto logo on her jersey in pursuit of her 12th Ironman win at the 33rd annual Ford Ironman World Championship triathalon this past weekend in Kailua-Kona, Hawaii.  She will continue to wear the brand’s logo in subsequent races through 2011, and her name/likeness will be incorporated across all marketing efforts for the brand, including advertising, in-store merchandising, public relations and digital media.

“Eye irritation is a daily issue for athletes, particularly for triathletes, given the intense exposure to sun, wind, water, salt, chlorine — practically every environmental element,” stated Todd Cantrell, director of the eye care and pain management divisions at Mentholatum. “We’re excited to align with Belinda because she is an extraordinary, inspiring athlete who speaks to the benefits of Rohto Eye Drops in a way that resonates with our target consumers who pursue active lifestyles.

This announcement follows the recent news of Mentholatum’s partnership with the Ironman organization to introduce a line of Ironman-branded topical pain relief products. Granger’s likeness will be used on select Ironman product packaging, as well.

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Perrigo files ANDA for topical hair re-growth treatment

BY Michael Johnsen

ALLEGAN, Mich. Perrigo on Tuesday announced that it has filed an abbreviated new drug application for over-the-counter minoxidil topical aerosol foam, 5%, a generic form of Men’s Rogaine Foam, a topical hair re-growth treatment indicated for the re-growth of hair on top of the scalp. Johnson & Johnson’s Men’s Rogaine Foam has estimated sales at retail of approximately $52 million annually, Perrigo reported.

“This is another example of how our ongoing focus on innovation and consistently bringing new products to market saves consumers money,” stated Perrigo chairman and CEO Joseph Papa. “Over the past 15 years Perrigo products have saved consumers over an estimated $10 billion compared to the national brand.”

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Airborne acquired by GF Capital

BY Michael Johnsen

MINNEAPOLIS Airborne was acquired by GF Capital Private Equity Fund, the company announced.

Terms of the deal were not disclosed.

GF Capital named Martha Morfitt Airborne’s new CEO.

Morfitt most recently served as CEO and a director of CNS before that company’s acquisition by GlaxoSmithKline in December 2006.

“Airborne occupies a unique place in the nutritional supplement market,” stated Neil Shapiro, co-founder and managing director GF Capital. “We firmly believe in the company and its products, and believe that there’s tremendous opportunity for us to grow together. As CEO, [Morfitt] has a proven ability to lead companies to profitable growth, expanding their brands and product offerings in the process.”

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