HEALTH

NAD refutes Pure Life’s performance claims for Gabatrol

BY Michael Johnsen

NEW YORK The National Advertising Division of the Council of Better Business Bureaus on Wednesday recommended that Pure Life modify or discontinue performance, speed-of-action and exclusivity claims for its Gabatrol dietary supplement product.

Following its review of the data provided by the Pure Life, NAD determined that the claims at issue—”feel your stress and anxiety melt away in just 10 minutes,” for example—imply that Gabatrol provides relief from stress anxiety and depression reduction. NAD noted that the advertising does not disclose that the support relied upon is based on animal studies on the ingredients.

In addition to the claims of stress, anxiety and depression reduction, the advertising also claims that Gabatrol “enhances ambition, motivation, and libido,” and “decreases performance anxiety.” NAD found these claims to be specific performance claims, and found no support for them in the record. Accordingly, NAD recommended that these claims be discontinued.

NAD found that overall, the advertiser must discontinue all of its performance claims as currently written. The advertising must be extensively modified to make it clear that all claims being made are based on animal studies conducted on the specific ingredients, not the product itself and that the ingredients may not perform the same way in humans.

NAD also recommended that the advertiser discontinue all speed-of-action claims, as there was no support for such claims.

In its advertiser’s statement, Pure Life agreed to disagree with NAD’s concludsions, but said it would “take NAD’s recommendations into account in future advertising, and will make changes to the current Web site in order to reflect the NAD’s conclusions.”

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Rite Aid announces plans for its allergy healthcare platform

BY Michael Johnsen

CAMP HILL, Pa. Rite Aid on Tuesday geared up for its allergy healthcare platform, which will be featured at stores during April and May, the chain announced.

“Rite Aid is committed to offering our patients the programs, resources and support to help them live healthier, happier lives,” stated John Learish, senior vice president of marketing. “At Rite Aid, our pharmacists are able to give patients recommendations on how to alleviate their allergy symptoms and help them find the best relief possible this allergy season.”

As part of the program, Rite Aid has published an 11-page Allergy Guide, free to customers, that features information on how to avoid and treat allergies along with a pamphlet on how to manage indoor and outdoor allergies. Rite Aid created the guides in collaboration with the American Academy of Allergy, Asthma & Immunology, the largest professional medical specialty organization in the United States dedicated to advancing the knowledge and practice of allergy, asthma and immunology.

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Pharmavite sponsors free downloads of Oprah’s online class

BY Michael Johnsen

NORTHRIDGE, Calif. Beginning today, consumers who miss Oprah Winfrey and Eckhart Tolle’s weekly online class surrounding “A New Earth: Awakening to Your Life’s Purpose” can download the event for free at Oprah.com or iTunes as part of a sponsorship deal with Pharmavite promoting its new Nature Made Liquid Softgels, Pharmavite announced Monday.

“Ms. Winfrey and Mr. Tolle’s program represents the world’s largest interactive classroom and we’re thrilled to be a part of it,” stated Richard Yoder, marketing director, Nature Made vitamins. “This class fuels people’s spirits and that meshes perfectly with our commitment to help individuals fuel their own greatness. We know people’s lives are busy and they can’t always participate in the live event, so we’re excited to be able to offer free downloads of the weekly classes.”

Each weekly class covers a chapter from “A New Earth: Awakening to Your Life’s Purpose” and includes a discussion led by Winfrey and Tolle. The discussion can be viewed live on Oprah.com every Monday at 9/8 CDT p.m. through May 5.  People can register for the class at www.oprah.com/anewearth.

In correlation with the sponsorship agreement, Pharmavite also announced Monday the introduction of its new Nature Made Liquid Softgel, a family of softgel supplemeings available in six formulations: Multi Complete, Multi For Her, Calcium 600 mg with Vitamin D, Vitamin C 500 mg, Vitamin D 1,000 IU and Super B-Complex.

“The launch of Liquid Softgels exemplifies Nature Made’s continued commitment to innovation,” Yoder said. “This new line not only addresses consumer demand for easier-to-swallow supplements, but also further bolsters Nature Made’s reputation as a clear industry leader by utilizing new premium products to help drive growth and trial within the vitamin, mineral and supplement arena.”

Nature Made is currently the only major brand offering key letter vitamins and multivitamins in convenient, easy-to-swallow liquid softgel form.

Liquid Softgels will be supported by a comprehensive integrated marketing program totaling about $10 million, Pharmavite stated. National television and print campaigns launch in April. In addition, more than 800,000 14-day supply samples of the products will be available for consumers online. Other key elements of the program include targeted online advertising, broad-based public relations outreach and national in-store consumer promotions. 

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