Purell differentiates itself with seasonal scented hand sanitizers
Focusing on the on-the-go consumer niche, GOJO Industries’ Purell hand sanitizer has helped to bring brand relevance back to what was a commoditized category only a few years ago. Today, sales of its new Purell Advanced line have reached $20.5 million for the 52 weeks ended Dec. 29, 2013, across total U.S. multi-outlets, according to IRI. And with a growth rate of 65%, consumers can’t seem to get enough of it.
And now GOJO is further differentiating its line of germ-killing gels with seasonal scented offerings, which according to Tim Cleary, sales VP for Purell Consumer, currently command 14.4% of the category. “People are looking to move away from that functional germ kill experience to experiential,” he said. With the primary target being moms, the scented offerings create multiple purchase opportunities.
Some of its upcoming fragrances yet to be launched include watermelon splash and ocean kiss, Cleary said.
Purell Advanced also holds another point of differentiation over other brands. Last year, the company released results of a series of independent lab studies testing the ability of instant hand sanitizers to meet Food and Drug Administration Healthcare Personnel Handwash germ-kill requirements at various dosage levels. Purell Advanced Instant Hand Sanitizer formulations contain a patent-pending blend of ingredients that maximize the impact of alcohol on bacteria while maintaining skin moisture for optimal skin health, Cleary said.
Similasan products address niche need of eye allergy relief
Similasan showcases a family of products that address the niche need state of eye relief. “Antihistamine eye drops or artificial tears may provide temporary relief, but they don’t address the problem as well as homeopathic preparations that gently stimulate the body’s natural ability to relieve symptoms,” stated Sherry Torkos, pharmacist and Similasan spokeswoman. “Such products as Sim-ilasan Allergy Eye Relief contain 100% natural active ingredients: no dyes, chemical vasoconstrictors, decongestants or steroids. The great thing about natural and/or homeopathic remedies, such as Similasan, is that there also are kids’ formulas available, so the whole family benefits.”
Similasan also recently introduced Similasan Complete Eye Relief, an eye drop that stimulates the body’s natural defenses to treat the six most common eye discomforts, including redness, dryness and burning.
With the ragweed season getting longer and longer, according to government reports, allergy has become a significant driver behind trips to the eye care aisle and represents a much broader potential patient base. Ragweed pollen season length has increased in central North America between 1995 and 2011 by as much as 11 days to 27 days in parts of the United States and Canada, in response to rising temperatures.
According to a Vistakon online survey, more than 2-in-5 consumers suffer from mild to moderate eye allergy symptoms on a daily basis.
TheraTears sampling strategy brings new excitement to older brand
Advanced Vision Research’s TheraTears may be an older brand, but it is a brand that is re-energized and growing. The niche dry eye remedy generated $26 million in sales with growth of 16.5% for the 52 weeks ended Dec. 29, 2013, across total U.S. multi-outlets, according to IRI.
“Our enhanced capabilities in consumer and professional marketing have really taken hold,” said Scott Chapman, who joined Advanced Vision Research almost two years ago as its general manager. “Our physician detailing team, coupled with our marketing and sales team at Greenwood Group, has brought new excitement to this great brand. TheraTears works. It’s been a simple message, and when people try it, they stay with it.”
Couple the physician detailing with a sampling strategy that is taking hold, the brand is seeing growth in recommendations from doctors. Combine that with trade support, shopper marketing, advertising and clear messaging, and you get double-digit brand growth. “We’re not done yet,” Chapman said.
“TheraTears has been a cornerstone business for us,” said Pat O’Leary, president of Greenwood Group. “TheraTears with Osmocorrection is a hypotonic and electrolyte-balanced formula that replicates natural tears. So long as we keep telling more and more people about it, they’ll try it.”