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TheraTears sampling strategy brings new excitement to older brand

BY Michael Johnsen

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.”

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Hyland’s expands line for moms seeking natural alternatives

BY Michael Johnsen

Hyland’s has developed a virtual clinic in how to target the new mom niche with meaningful messaging that results in a Hyland’s Baby product being placed in the nursery. And the proof is in the sales. Hyland’s Baby generated $5.7 million, up 294.7%, for the 52 weeks ended Dec. 29, 2013, across total U.S. multi-outlets, according to IRI.

“Baby is a key category for Hyland’s in general,” said Les Hamilton, Hyland’s EVP. “We have nine total baby SKUs, and what makes us unique from other companies is we are allowed to say that our dosing can dose down to the age of 6 months.” That’s a three-and-one-half-year opportunity for the line of homeopathic products, as pediatric allopathic medicines are indicated for children 4 years and older.

Based on the brand’s success, Hyland’s will be line-extending Hyland’s Baby with a nighttime formulation called Hyland’s Baby Nighttime Tiny Cold Syrup. “Mom really gravitates toward our product because … she needs that natural alternative,” Hamilton said.

And Hyland’s is laying the building blocks for the future in what has become a lifecycle of homeopathic solutions. Mom starts with Hyland’s Baby, graduates to Hyland’s 4Kids as the child ages and may even try out Hyland’s adult cough-cold SKU Defend+ given the Hyland’s brand identity.

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i-Health’s Estroven targets peri/menopausal women

BY Michael Johnsen

i-Health has been carving out new niches with its feminine pain reliever brand Estroven, which as a brand family generated more than $37.2 million in sales across total U.S. multi-outlets for the 52 weeks ended Dec. 29, 2013, according to IRI. And more than one SKU tracked at triple-digit growth.

“We are continuously looking for ways to support peri/menopausal women during this crucial stage of life, and to help them feel like themselves again,” April Mills, marketing director menopause brands at i-Health, told DSN. For example, i-Health last year launched Estroven Weight Management for those peri/menopausal women who also are looking to shed a few pounds. “One of our greatest success stories is the recent launch of Estroven Weight Management,” she said. “The success of our newest addition to Estroven’s lineup is undoubtedly due to the fact that weight management issues rank in the top five most prevalent and bothersome symptoms of peri/menopausal women, and is cited as the No. 1 health concern of all women regardless of age.”

As women enter menopause, estrogen levels in their body decrease. Estrogen influences energy expenditure, as well as food intake, and as levels of this hormone decline, processes in the body that regulate weight also change.

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