HEALTH

The Mentholatum Co. teams up with Ironman

BY Michael Johnsen

TAMPA, Fla. The Mentholatum Co. on Friday announced its partnership with the Ironman brand on the launch of a Mentholatum Ironman pain relief product line.

“Partnering with Ironman sets apart our line and formulas, calling out strong, effective formulations in a category often confusing to consumers,” commented Todd Cantrell, director of the pain management division at Mentholatum.  ”Consumers who see the Ironman brand on our products will know that they have been formulated to work on the sorest of muscles.”

“We are excited to be adding Mentholatum as an Ironman partner, as the formulas tested very well among our athlete audiences,” stated Bill Potts, VP marketing and business development for Ironman. “If the Mentholatum Ironman Pain Relief products work well enough on the discomfort in the muscles of Ironman athletes – who put in hundreds of miles weekly – they will work great on anyone else experiencing pain from other strenuous activities.”

The new topical analgesics will be available as a topical gel, a continuous spray or a roll-on application. Shipments begin in January, Mentholatum stated.

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The Preval Group showcasing two new products

BY Michael Johnsen

PORTLAND, Maine The Preval Group is currently showcasing two new products for the retail channel — Wrecking Balm Tattoo Fade System and Quietus, a homeopathic remedy for symptoms of tinnitus.

With the tattoo fading system Wrecking Balm, available as a direct-to-consumer brand since 2006 and more recently through specialty channels (tattoo parlors), there is the potential for a new category in the drug channel. The product contains DemoMatic, approved as a Class I device by the Food and Drug Administration, and a Suffusion gel that helps exfoliate the upper layers of the skin, among other ingredients.

Current retail packaging contains between a one to two month supply of the product, but takes on average between six and eight months to fully fade the tattoo, which means return business.

Approximately 40 million Americans already have tattoos, the Preval Group, and citing the American Society of Dermatological Surgery, half of them consider removing permanent body art like tattoos at some point in their lives.

Quietus offers symptomatic relief to the symptoms of tinnitus, a ringing in the ears associated with exposure to loud noise that about 1-in-6 Americans experience in their lifetime. At greater risk to tinnitus are carpentry and construction workers, airport workers, gun enthusiasts and hunters, machine operators and night club workers and musicians.

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NAD: Bayer Healthcare ad claims for Aleve are supported

BY Michael Johnsen

NEW YORK The National Advertising Division of the Council of Better Business Bureaus on Thursday determined that Bayer Healthcare can substantiate claims made in packaging, television, print and Internet advertising for Aleve and Aleve Liquid Gels products.

Claims at issue included:

  • “minimum daily dosing” and “minimum label dosing”;
  • “all day pain-free movement” and “stop pain all day”; and
  • “Only two Aleve can stop pain all day” and “that would take twice as many Advil.”

NAD, the advertising industry’s self-regulatory forum, reviewed the claims at issue, following a challenge by Wyeth Consumer Healthcare, manufacturer of Advil, a competing analgesic.

Wyeth also challenged a pill-count comparison graph that two Aleve caplets stacked next to four Advil caplets, with the claim “Just 2 Aleve = 4 Advil.”

 NAD noted in its decision that Bayer has, since at least 2002, made a pill-count comparison in its advertising, including the recent claim that two Aleve capsules equal four Advil capsules. The advertiser maintained, and NAD accepted, that the pill count comparison is based on the respective FDA-approved labels for Aleve and Advil.

Consistent with past decisions, NAD accepted product labels, approved by the Food and Drug Administration as reasonable support for the durational capacity of Aleve and Advil.

NAD determined that the advertiser provided a reasonable basis for its “pain-free” claim, based on its FDA-approved label. Further, NAD determined that it was unlikely that consumers who use over-the-counter analgesics would expect to experience a complete absence of any pain.  The NAD also found that the advertiser established a reasonable basis for its value calculator, based on a minimum daily dose of two Aleve pills versus four Advil tablets.

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