Study: Pharmacists have measurable impact on improving outcomes
Cosmederm launches new ‘calming’ product
SAN DIEGO — Cosmederm Bioscience’s TriCalm OTC itch-relief solution was recognized in May by the journal Clinical, Cosmetic and Investigational Dermatology, which published a study finding that Cosmederm’s solution was superior to diphenhydramine 2% and hydrocortisone 1%.
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That superior efficacy may translate into a significant sales story going forward. As of April 19, TriCalm 52 week sales totaled 5.2 million on growth of 276.5% across total U.S. multi-outlets, according to IRI.
“The results of this study are a testament to TriCalm’s value as the most effective over-the-counter itch relief treatment,” Sean Edwards, president and CEO of Cosmederm Bioscience, said when announcing the results last month. “They validate our claim that TriCalm is more effective at relieving itch than hydrocortisone 1%, providing fast-acting itch relief without the potential side effects of steroid-based creams.”
Cosmederm Bioscience is looking to bring two new anti-itch solutions to the marketplace for the coming review season, said Justin Brown, Cosmederm Bioscience VP sales. “But we’re in development [of other new products]. We anticipate by the end of the year having 10 really unique formulations, everything ranging from psoriasis products to something as simple as a daily sensitive skin lotion.”
TriCalm has a very aggressive integrated marketing and advertising budget that includes TV, radio, print, social media, internet and doctor initiatives, and is represented by David Biernbaum.
Breaking the seasonal mold
Such chronic skin conditions as psoriasis and eczema have taken an anti-itch category known for its summertime seasonal sales spikes — because of such acute needs as poison ivy and bug bites — and have made it a year-round destination category. For the 52 weeks ended April 19, sales of anti-itch solutions totaled $551.9 million, representing growth of 7.8% across total U.S. multi-outlets, according to IRI.
“In the past, the category’s been viewed strictly as a seasonal category,” said Justin Brown, VP sales at Cosmederm Bioscience. “This category actually is a year-long problem [for consumers].”
That’s apparent with the number of successful line extensions in the anti-itch space. Both Beiersdorf and Chattem have launched extensions addressing diabetic skin care and eczema for Eucerin and Gold Bond Ultimate, respectively, and the products are moving exceptionally well. Sales of Eucerin totaled $17.3 million for the 52 weeks ended April 19, according to IRI, on growth of 67.5%. And Gold Bond Ultimate generated $13.9 million on 183.2% growth.
Eczema is one of the more prevalent conditions that drive consumers in search of an anti-itch solution. The National Eczema Association estimates that as many as 31.6 million Americans have eczema today, with 17.8 million suffering from moderate to severe cases.
One of the niche problems that Cosmederm identified is a significant itch associated with dry skin itch conditions, Brown said, noting that the typically dry winter weather exasperates such conditions as psoriasis or eczema. Cosmederm has marketed against that condition in the fourth and first quarters to great success, he said.
Aging skin is another way to segment the anti-itch category. “It’s a real quality-of-life condition [for seniors],” Brown said. “They can’t sleep through the night because their skin is irritable and itchy.” Senile pruritus impacts as many as 20.5 million seniors, Brown said.