p 3 Wireless BP monitor offers glimpse of future p 3 P&G aligns itself atop the probiotics market p 4 Aura Cacia eco air freshener ‘naturalizes’ odors p 4 Aveeno branches out to Nourish+ hair, too p 5 Axe line cuts into hair care segment p 5 Alaven pumps up with Bifera iron supplement p 6 Boiron pushes homeopathy with flu relief p 6 Bud Light Lime adds fruit flavor to beer segment p 7 Colgate releases a brush for those in a rush p 7 Crest whitens with leave-on, flexible strips p 8 Dixie serves up Ultra paper plates for grilling p 8 Duracell charges up with USB device p 9 Durex capitalizes on ‘allure’ around massagers

p 9 New, improved Elations formula hits shelves p 10 L'Oréal makes hair care ‘EverPure’ p 10 Finish Quantum washes dishes clean and green p 11 Gorilla Glue sticks to innovation with new epoxy BY MICHAEL JOHNSEN p 11 Coty’s Halle by Halle Berry wafts into fragrances n the following pages, you’ll find a list of 30 prod- p 12 Healthy Choice steams up frozen meals ucts — all recently launched or about to be p 12 L’Oréal’s Bare Naturale softens lips Olaunched — that caught the attention of Drug p 13 Nivea shines with new lip care collection p 13 Olay brings Pro-X skin care to mass market Store News’ editors in a big way in the past year. It’s a short p 14 Novartis set to shake up PPIs with OTC Prevacid list of products our editors believe will really drive incremen- p 14 Progresso Light soups tout health, convenience tal growth in the year to come, or as in the case of A&D’s new p 15 Purex 3-in-1 sheets clean up laundry process

LifeSource monitor, ones that herald a tremendous new p 15 Roots of Nature offers natural ethnic hair care p 16 Theraflu takes the homeopathic route opportunity as the OTC category of the future dovetails with p 16 Hyland’s soothes muscles with natural relief the e-health movement. Or such products as Purex’s new p 17 GSK springs into ‘Dual Action’ with new Tums

CONTINUED ON PAGE 2 p 17 Vitaminwater 10 sweetens the pot

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the more challenging. As much as possible, each Hot products According to research from item is supported by data According to research from CONTINUED FROM PAGE 1 Information Resources Inc., from IRI to help illustrate 3-in-1 laundry sheets that 75% of shoppers tried five its impact on the overall Information Resources Inc., 75% of pack a single load’s worth or fewer new products last category. And for those of detergent, softener and year, and that’s a trend products that are so new shoppers tried five or fewer new prod- anti-cling in one sheet that that’s expected to be repli- that the data doesn’t stays with the laundry from cated through 2009. already tell the story, they ucts last year, and that’s a trend that’s washer to dryer. The products that spell opportunity with a big But let’s face it, as cliché appear on the pages of this capital “O.” Like Colgate’s expected to be replicated through 2009. as this sentence has be- section are ones that our new Wisp, which extends come, times are tough. And editors believe already oral care by creating a new time already, especially as Or take Aura Cacia’s eco that makes the feat of con- have broken through that occasion of use — on-the- the whole probiotic category air fresheners and Aveeno’s vincing the consumer to try clutter; products that go, in-between brushing. continues to gain significant Nourish+ (see page 4), both a new product, and the feat either already have initiat- Many of the products cho- traction with the consumer. representative of an over- of convincing him or her ed that trial purchase or sen by Drug Store News’ edi- It’s a category that’s ex- arching opportunity across that the new product has a that have been launched tors are, in fact, part of a big- pected to grow all the hotter consumer packaged goods point-of-differentiation jus- recently and show remark- ger picture. Take Procter & as such companies as P&G toward the natural product tifying its placement in his able promise. It’s an appe- Gamble’s Align, for example and Bayer Consumer with trend. Consumers want or her shopping cart in tizer, if you will, as buyers (see page 3). Officially its recent launch of Phillips more natural products that place of a national brand walk the aisles of NACDS launched in March 2009, Colon Health add their voic- don’t compromise on the equivalent or established Marketplace in search of P&G’s probiotic has been on es to that of Dannon around experience but that are still product of preference, all the main course. the radar for quite some the benefits of probiotics. eco-friendly.

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Wireless BP monitor offers glimpse of future BY MICHAEL JOHNSEN right now consists primarily of early adopters. remote monitoring of those health conditions by But as one of the first fully functional telehealth concerned caregivers or healthcare providers. Open up the package containing A&D products to reach the market, the And that’s where the real opportunity lies. Medical’s LifeSource Wireless Automatic Blood LifeSource wireless monitor her- Attach this kind of Pressure Monitor, and it will be like taking a peek alds a lot of opportunity, even if technology to an elec- into the future. that full potential is still two tronic pill dispenser, Some may think it premature to list this or three years away. and pharmacists may LifeSource monitor among the 2009 Hot Products Today, the appeal for the have a new consumer Editor’s Picks, especially as the consumer market LifeSource monitor, opt-in tool to better man- and its two sister prod- age compliance, a service Blood pressure kits ucts — a wireless that third-party payers accelerometer (pedome- may see as an effective BRAND SALES* % CHG ter) and wireless weight preventative health/cost- scale — is in its conven- control measure. CATEGORY TOTAL $92.3 11.6% ience. No cords, no fuss. Couple the retail clini- OMRON 59.7 6.7 Measurements can be cian or family practitioner PRIVATE LABEL 21.6 151.0 taken anywhere in the with that pharmacist, and SUNMARK 3.1 11.5 home and then down- add devices ranging from LIFESOURCE 2.5 3.4 loaded to the patient’s blood pressure monitors to HOMEDICS 1.8 -48.4 desktop computer, where blood glucose meters into SAMSUNG 1.0 -33.8 outcomes can be charted that mix, and you have a MABIS 0.8 -32.4 using healthcare manage- full disease-state manage- MABIS SMART READ 0.6 -43.9 ment software. ment offering, pairing the MICROLIFE 0.3 -69.1 But in two to three medication therapy manage- LUMISCOPE 0.2 -52.9 years, especially as more ment know-how of the phar- * In millions Source: Information Resources Inc. for the 52 weeks ended April 19 of such products reach the macist with the clinical acumen across food, drug and mass (excluding Walmart) market, that functionality will expand to include of the prescriber. P&G aligns itself atop the probiotics market Usually when a product involved in a limited a couple of weeks in market, Align is already the Stomach remedy tablets test market catapults to the No. 2 spot in its respec- No. 1 probiotic recommended by gastroenter- tive category — against com- ologists for the treatment BRAND SALES*† % CHG petitors with national dis- of irritable bowel syn- tribution — that means the drome,” he said. CATEGORY TOTAL $41.9 8.3% category wasn’t all that And P&G, renowned PEPTO BISMOL 24.5 4.9 large to begin with. for its marketing prowess, ALIGN 7.3 371.5 But that’s not the case is just getting started. PRIVATE LABEL 5.4 5.7 with Procter & Gamble’s The company last month DUAL ACTION CLEANSE 2.4 71.4 probiotic Align, which announced a partnership DIGESTIVE ADVANTAGE 1.2 -79.9 approximately one month with celebrity dietician PHILLIPS 0.9 -17.3 into its national rollout Ashley Koff around Align, * In millions † All other items under $100,000 in sales Source: Information Resources Inc. for the 52 weeks ended April 19 already has generated $7.3 citing a survey finding across food, drug and mass (excluding Walmart) million across food, drug that 75% of women were and mass (excluding Wal- interested in getting a ing for a chance to win a trip to the 36th Annual mart) outlets, according to digestive health makeover People’s Choice Awards and After Party to be Information Resources Inc. with health experts as a held in January 2010. The grand prize winner also data for the 52 weeks way to strengthen gas- will receive free nutritional tips and digestive ended April 19. Compared trointestinal health. makeover advice from Koff. with the 52 weeks ended As part of the partner- “I’m constantly asked what people can do to March 22, that represents ship, P&G launched the have their insides feel as good as their outsides,” approximately $1 million Align My Digestive Make- Koff said. “As a nutritionist, I work to address in sales in the first month over Contest, where con- the root causes of digestive issues, and recom- on shelf, nationwide. sumers can share how mend choosing foods directly from nature and “Align is off to a great Align has helped them maintaining an inner balance of healthy gas- start,” said P&G VP and manage their episodic di- trointestinal bacteria through probiotics as a way CFO Jon Moeller. “After just gestive upsets while enter- to prevent upsets.”

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Aura Cacia eco air freshener ‘naturalizes’ odors BY MIKE DUFF despite falling into the discretionary spending Home air fresheners category at a time when many such products Air fresheners were conceived to counter have sales declines. BRAND SALES* % CHG unpleasant aromas, but in the age of aro- Within the category, a discernable change is matherapy, they have to do more for the sensi- taking place toward air fresheners that address CATEGORY TOTAL $145.6 2.6% tive consumer with demand shifting to prod- concerns beyond the basic one of making a bad GLADE PLUGINS 21.7 3.9 ucts that offer healthier and more soothing smell go away. Odor-neutralizing products that AIRWICK BY WIZARD FRESHMATIC 13.9 -7.3 home environments. kill bacteria as they work have enjoyed success, FEBREZE NOTICEABLES 10.2 -10.1 With the recession prompting consumers to but a shift continues as such authoritative FEBREZE AIR EFFECTS 10.2 3.8 do more around the house, products that make sources as the United States Environmental GLADE 7.6 7.3 the domestic routine more pleasant have found Protection Agency — which issued reports favor, including such atmospheric enhance- about fragrances from household products caus- LYSOL NEUTRA AIR 6.7 14.9 ments as home air fresheners, which enjoyed a ing injury to marine life — and as popular as PRIVATE LABEL 6.6 72.2 2.6% lift in dollar sales over the past year WebMD call into question the safety of synthet- AIRWICK BY WIZARD 6.0 -21.1 ic fragrances. OUST 5.3 -19.6 Naturally, manufactur- RENUZIT LONGLAST 5.2 12.5 ers have stepped in to provide consumers with * In millions Source: Information Resources Inc. for the 52 weeks ended April 19 air fresheners that calm across food, drug and mass (excluding Walmart) chemical concerns, including Aura Cacia, 100% pure essential oils to provide fragrance. which has launched its Product packaging includes a full ingredient first all-natural essential deck to assure consumers that only natural oils electric air freshener. ingredients contribute to fragrance formulas. The new Aura Cacia Aura Cacia oils come in four aromas — laven- Electric Aromatherapy Air der, lime and grapefruit, bergamot and orange, Fresheners line uses only and spices and clove. Aveeno branches out to Nourish+ hair, too BY ANTOINETTE ALEXANDER believe that major marketers, such as J&J, are in an Regular shampoo ideal position to leverage the naturals proposition Johnson & Johnson’s Aveeno skin care brand that began with the smaller niche players. In fact, BRAND SALES* % CHG made waves in the hair care market earlier this recent research by Kline & Co. stated that manufac- year when J&J announced plans to enter the seg- turing economies of scale, a stronger position for CATEGORY TOTAL $1,097.1 -2.9% ment with its new Aveeno Nourish+ Hair Care negotiating supplier agreements and well-developed SUAVE NATURALS 39.3 2.6 Collection. Leveraging Aveeno’s heritage in skin distribution channels will allow master brands to ride PANTENE PRO-V ALWAYS SMOOTH 27.6 -10.9 care, the collection “combines nature + science to the naturals wave even during lean times with “pseu- PRIVATE LABEL 26.5 19.0 nourish damaged hair.” do-natural” or “naturally inspired” products. PANTENE PRO-V DAILY MOISTURE 24.5 -11.5 The collection, which hit retail shelves in April, The Aveeno hair care products feature Aveeno’s PANTENE PRO-V CLASSIC CLEAN 21.2 -13.8 comes at a time when some industry observers Nourishing Wheat Complex, a blend of wheat PANTENE PRO-V SHEER VOLUME 21.0 -14.2 germ oil and wheat protein, to target CLAIROL HERBAL ESSENCES 20.6 -9.7 and repair the most damaged areas PANTENE PRO-V COLOR REVIVAL 19.3 -10.5 of the hair follicle, leaving hair PANTENE PRO-V ICE SHINE 17.1 16.2 restored, replenished and revitalized. GARNIER FRUCTIS DAILY CARE 16.8 5.3 The Aveeno Nourish+ shampoos * In millions and conditioners are designed to Source: Information Resources Inc. for the 52 weeks ended May 17 across food, drug and mass (excluding Walmart) moisturize hair without the added buildup, so according to the company, teamed up with the brand to offer fans an exclusive as long as hair is washed with the look inside Hollywood’s most glamorous night with Aveeno Nourish+ shampoos, a sepa- a live Web cast of the night’s festivities. One of the rate clarifying shampoo is not needed. event’s highlights was the Glam.com VIP Touch-Up The shampoo and conditioners are gen- Lounge with celebrity hair stylist Ken Paves pre- tle enough for color-treated hair. The sented by the Aveeno Nourish+ Hair Care products are priced at $6.49 each. Collection. Paves spoke with such celebrity atten- To help promote the launch, Leeza dees as Jessica Biel, Paris Hilton, Hillary Duff and Gibbons Oscar Night at Mr. Chow Terri Hatcher about their red carpet beauty regimes.

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Axe line cuts into hair care segment BY ANTOINETTE ALEXANDER history since entering the North American market market for men’s grooming is just opening,” stated in 2002, the hair care collection gives Axe fans a Mintel Beauty Innovation’s Taya Tomasello in a With Axe’s seductive fragrances and creative ads way to get an edge in the mating game. recent statement on the men’s grooming segment. that promise any guy who uses the brand that he Axe Hair offers guys a full line of shampoos, “Our research shows men are far less likely than will become an instant sex magnet, Axe has main- conditioners and styling products. Axe sham- women to use skin care products, such as moistur- tained its popularity among guys hot on the dating poos include Just Clean shampoo; De-Glue izers, exfoliants or even body washes. So tailoring game. Now, Unilever is taking its Axe brand into shampoo + scrub, which features rock crystals to new products to the needs of beauty-inexperienced the hair care aisle with the launch of Axe Hair. remove product buildup; De-Poof shampoo to males will help manufacturers expand the Touted as the biggest launch in the Axe brand deflate poofy hair; Anti-dandruff shampoo + advanced men’s grooming market.” conditioner, which offers zinc-based dandruff Hair styling control; and 2-in-1 shampoo + conditioner. As for styling, there’s Messy Look paste, BRAND SALES* % CHG Spiked-Up Look putty, Clean-Cut Look pomade CATEGORY TOTAL $630.8 -3.2% and Shaggy Look cream. AMERICAN CREW 26.4 -1.2 These hair care products GOT2B GLUED 19.4 -0.2 are on trend, as the “bed FRIZZ EASE 13.4 -24.2 head” or “messy look” PANTENE PRO-V STYLE CURL DEFINING 10.8 -8.0 is still popular among TRESEMME FLAWLESS CURLS 10.0 27.4 many younger males. CLAIROL HERBAL ESSENCES 9.4 -9.2 TOTALLY TWISTED While the media buzz TRESEMME THERMAL CREATIONS 9.1 -0.9 around the now stale TRESEMME MOUSSE 8.7 10.6 “metrosexual” term has SUAVE 8.7 -14.3 long fizzled, industry GOT2B 8.5 -7.8 observers believe that ... AXE SPIKED/SHAGGY/CLEAN/MESSY 5.5 NA the opportunities at retail remain very much * In millions Source: Information Resources Inc. for the 52 weeks ended May 17 alive. “In contrast to wo- across food, drug and mass (excluding Walmart) men’s personal care, the Alaven pumps up with Bifera iron supplement BY MICHAEL JOHNSEN Minerals

Alaven Consumer Healthcare earlier this year BRAND SALES* % CHG launched its Bifera iron supplement with a unique proposition — Bifera offers both heme iron (pro- CATEGORY TOTAL $396.6 5.1% tein-based iron) and non-heme iron (plant-based CALCIUM 281.6 5.9 iron). “[That means] Bifera can be taken on an IRON 59.4 7.1 empty stomach, with other multivitamin supple- MAGNESIUM 22.0 8.6 ments and, unlike other over-the-counter iron ZINC 10.0 -11.0 supplements, Bifera can be taken with acid-reduc- POTASSIUM 9.1 7.3 tion medications,” stated Autumn Akin, Bifera CHROMIUM 6.8 -5.8 product manager. That is an important distinc- SELENIUM 4.8 -10.7 tion, given that a common side effect associated with iron supplementation is such gastrointesti- * In millions Source: Information Resources Inc. for the 52 weeks ended April 19 nal distress as nausea, vomiting, constipation, across food, drug and mass (excluding Walmart) diarrhea and stomach distress. The new iron supplement is recommended for Disease Control and Prevention. The CDC esti- adults already taking supplemental iron, mated that the prevalence of iron deficiency women of childbearing age, pregnant women, among adolescent and adult females between people who are anemic and men and women the ages of 12 and 49 years ranged between 9% who simply need more iron in their diet and the and 16%. Iron deficiency was approximately energy it provides. two times higher among non-Hispanic black Iron deficiency is the most common nutrition- and Mexican-American females (19% and 22%, al deficiency and the leading cause of anemia in respecitively) than among non-Hispanic white the United States, according to the Centers for females (10%).

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Boiron pushes homeopathy with flu relief BY MICHAEL JOHNSEN sternation around kids cough-cold these days, and Cold/allergy/sinus tablets the word-of-mouth popularity of the hard-to-pro- Boiron is currently presenting the pediatric line nounce remedy among adults, it ought to do well. BRAND SALES* % CHG extensions of its popular homeopathic flu-relief The homeopathic remedies — Children’s brand Oscillococcinum for inclusion in next sea- Oscillococcinum and Children’s ColdCalm Pellets, CATEGORY TOTAL $2,595.7 8.0% son’s cough-cold planogram. Given all the con- for the flu and the cold — appear to be a natural PRIVATE LABEL 630.9 20.9 for children. The med- ZYRTEC 237.2 247.3 icine is safe and clini- MUCINEX 146.3 0.2 cally proven effective, CLARITIN 144.2 -4.6 and the delivery for- CLARITIN D 133.8 -9.4 mat — sweet, small MUCINEX DM 130.4 6.1 tiny pellets — should BENADRYL 116.4 -15.8 appeal to kids. SUDAFED PE 94.6 -7.6 Boiron also is TYLENOL COLD 89.3 -8.5 packing a little mar- MUCINEX D 74.3 45.9 keting punch behind * In millions its pediatric line exten- Source: Information Resources Inc. for the 52 weeks ended April 19 across food, drug and mass (excluding Walmart) sions with a $6.6 million advertising cam- ed drive higher homeopathic sales in the mass paign behind Chil- channel last year. Cough-cold homeopathic prod- dren’s Oscillo planned ucts represented 64% of all homeopathic sales in for the coming cough- food, drug and mass (excluding Walmart) last cold season. year and 91% of all homeopathic growth, accord- All the concern over ing to Nielsen ScanTrack data for the 52 weeks the safety and efficacy ended Dec. 27, as cited by Boiron. Total homeo- of children’s cough- pathic cold and flu sales totaled $151.6 million, and-cold medicine help- representing growth of 11.4%. Bud Light Lime adds fruit flavor to beer segment BY BARBARA WHITE-SAX Beer

Consumers may have been shoving wedges of lime BRAND SALES* % CHG into their Coronas for years, but it took Anheuser- Busch to bring the south-of-the-border pairing of beer CATEGORY TOTAL $9,211.0 5.9% and lime to the mass market in a big way. BUD LIGHT 1,413.0 6.0 A-B’s research showed that consumers wanted COORS LIGHT 686.0 9.4 an occasional flavored drink for special occasions, MILLER LIGHT 685.0 -0.6 and the company bet they’d be willing to pay more BUDWEISER 666.0 0.2 for it. The launch of Bud Light Lime, a premium CORONA EXTRA 439.0 -1.8 light beer with a splash of 100% natural lime that HEINEKEN 293.0 -2.5 retails for $1 to $1.50 more for a six-pack than Bud NATURAL LIGHT 283.0 5.8 MICHELOB ULTRA LIGHT 209.0 4.6 Light, proved A-B was right on target. BUSCH LIGHT 208.0 6.9 Even though Miller beat A-B to the market and MILLER HIGH LIFE 178.0 10.0 had modest success with Miller Chill, with $35 mil- ... BUD LIGHT LIME 137.0 NA lion in marketing muscle behind the launch, Bud Light Lime soon had market dominance. * In millions Source: Information Resources Inc. for the 52 weeks ended May 17 Based on Information Resources Inc.’s data, for the across food, drug and mass (excluding Walmart) 52 weeks ended Dec. 28, 2008, Bud Light Lime was the top new product across all product categories in A-B’s Bud Light brand, since a significant the convenience store channel. Lime performed percentage of Bud Light Lime drinkers exceptionally well in grocery and drug, as well. were either new to beer or were buying the Sales totaled 1.6 million barrels in a partial year, new brew in addition to brands they were according to Beer Marketer’s Insights, making it usually drinking. one of the most successful beer launches in recent Will the momentum continue? “Everybody is memory, according to BMI’s editor Eric Shepherd. waiting to see how it does in its second year. All Best of all, the launch didn’t cannibalize sales of eyes are on this summer,” Shepard said.

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Colgate releases a brush for those in a rush BY ANTOINETTE ALEXANDER “it” trends for 2009. That’s good news for Colgate- Palmolive, which recently introduced its new sin- Today’s consumers not only want value — they gle-use mini-toothbrush dubbed Colgate Wisp. also want convenience. At least that’s according to The mini-toothbrush, which features a breath- a recent report by Mintel Beauty Innovation, freshening bead so consumers can get a just- which forecasted that convenience is one of the brushed clean anytime, anywhere, brings something different and innovative to an already Portable oral care mature oral care market. Colgate Wisp requires no water or rinsing. Its BRAND SALES* % CHG bristles promise to gently remove food and plaque from between teeth as a liquid-filled CATEGORY TOTAL $9.2 17.3% bead gives the mouth a burst of freshness. After BIOTENE ORAL BALANCE 3.8 20.9 cleaning the surface of the teeth with the tooth- OASIS 1.9 -18.7 brush’s head, the toothbrush can then be BIOTENE 1.1 1,713.1 flipped around, and the soft pick at the handle base can be used to get into the tight spaces DENTABURST 0.8 208.1 between the teeth. FIRST YEARS 0.4 -16.4 Smaller than a lipstick or a car key, the STOPPERS 4 0.3 5.4 Colgate Wisp fits in a pocket or purse and is ORAJEL 0.3 -28.2 packaged in a portable case. PRIVATE LABEL 0.2 -34.9 Available in the oral care aisle at retailers QUANTUM ORAMOIST 0.1 818.5 nationwide as of April, the Colgate Wisp has a SALIVA SUBSTITUTE 0.1 -61.8 suggested retail price of $2.39 for a 4-pack and $7.99 for a 16-pack. * In millions Source: Information Resources Inc. for the 52 weeks ended May 17 It is available in peppermint, spearmint and across food, drug and mass (excluding Walmart) cinnamint flavors. Crest whitens with leave-on, flexible strips Despite the popularity that tures four unique layers Teeth whitening teeth-whitening strips have in one thin, flexible experienced in past years, strip for an im- BRAND SALES* % CHG some consumers have ex- proved user ex- pressed frustration over their perience: 1) the spe- CATEGORY TOTAL $213.9 -14.1% lack of convenience. Well, cial outer layer CREST WHITESTRIPS 41.5 -0.3 long gone are the days when holds the strip CREST WHITESTRIPS PREMIUM 32.2 -17.9 consumers have to put their securely on teeth; CREST WHITESTRIPS PREMIUM PLUS 26.3 -14.2 life on hold for 30 minutes a 2) the whitening PRIVATE LABEL 21.5 -2.7 day while the strips are on layer delivers the AQUAFRESH WHITETRAYS 17.5 -37.9 LISTERINE WHITENING TOOTH BLEACHING/ their teeth, thanks to Procter same whitening in- 16.4 -43.7 & Gamble’s Crest White- gredient used by WHITENING/PWDR/PL strips Advanced Seal. professionals; 3) CREST WHITESTRIPS ADVANCED SEAL 11.2 NA The new strips feature a the inner mesh CREST WHITESTRIPS DAILY MULTICARE 10.7 -44.9 “groundbreaking” adhe- layer keeps the REMBRANDT 2 HOUR 7.3 12.4 sive formulation that tem- whitening ingre- PLUS WHITE 4.4 -14.1 porarily molds the strip to dient firmly on * In millions Source: Information Resources Inc. for the 52 weeks ended May 17 users' teeth, allowing teeth, preventing across food, drug and mass (excluding Walmart) them to easily talk and gel from spreading even drink water for con- to other areas of polymer combination are a perfect balance to venient whitening any- the mouth; and 4) hold the strip in place. Activated by natural where, anytime. The se- the final release mouth moisture, the Advanced Seal technology cure fit comes off clean liner provides the provides instant adhesion and immediately after whitening, leaving strips with stable backing for molds to teeth. After use, it is easily removed no mess behind. easy application. with no mess,” stated Robert Gerlach, global clin- According to P&G, new “Advanced Seal combines the best of physics, ical research scientist at Procter & Gamble, in Crest Whitestrips Advanced Seal technology fea- chemistry and biology. The Corplex mesh and announcing the launch.

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Dixie serves up Ultra paper plates for grilling BY MIKE DUFF outdoor entertaining because as consumers do Disposable plates/bowls more events at home, their ambitions change. Hot Backyard grilling is a big part of a home enter- dogs and potato chips just don’t cut it anymore. BRAND SALES* % CHG tainment trend that has become increas- Today, grilled vegetables, salmon ingly important in the recession. kabobs and beef ribs come off CATEGORY TOTAL $52.1 6.9% Yet, while the recession may the grill, and that requires PRIVATE LABEL 30.4 9.1 have made the connection more versatile tableware. DIXIE 6.9 31.5 between entertainment Dixie has responded GREEN LABEL 2.2 6.2 and home more secure with the Ultra paper VANITY FAIR 2.0 NA† — and brought such plate, designed with DIXIE ULTRA 1.8 21.4 terms as “staycation” enough strength to CHINET 1.1 -42.9 into the lexicon — handle whatever Mark Delaney, an the grill can pro- ASPEN EASY WAY 1.0 20.1 NPD Group ana- duce. Dixie mod- HEFTY 0.9 -17.1 lyst, said the trend ified its paper ORIGINAL HEAVY WEIGHTS 0.8 8.1 has roots that go plate rim con- DIXIE STONEWARE 0.6 -69.4 back for a long time. struction in de- * In millions Today, we’re see- veloping Ultra to † The Dixie Stoneware line was restaged as Vanity Fair during 2008 Source: Information Resources Inc. for the 52 weeks ended April 19 ing an evolution in make the product across food, drug and mass (excluding Walmart) consumers’ desire for 40% sturdier. The more relaxed socializ- new manufacturing choice in outdoor decor. To support Ultra’s ing. “Grilling has bene- process makes the April launch, Dixie rolled out an integrated fited from a move toward product the strongest marketing campaign around a television adver- casual living,” Delaney said. paper plate on the mar- tisement in which chicken and sirloin steak, “Right now, there is so much ket, the company asserted. among other food items, drop on to an unyield- stress in life, the idea is, let’s keep Dixie offers Ultra plates in ing Ultra plate in slow motion to demonstrate it simple.” Yet, that also complicates two designs to give consumers a the product’s strength. Duracell charges up with USB device The need for USB charging has that need can be particularly urgent. Non-alkaline batteries grown with the proliferation of P&G promoted its new USB device as personal electronic devices, among the smallest and simplest BRAND SALES*† % CHG to the degree that conven- chargers on the market, with innova- ient power generation has tive technology that provides five- CATEGORY TOTAL $145.4 1.7% become urgent. To meet volt DC power to keep iPods, ENERGIZER HOLDINGS 92.2 8.9 the nascent need, Procter iPhones and other devices run- PROCTER & GAMBLE 36.4 -9.4 & Gamble has launched ning. It essentially turns a car DC PRIVATE LABEL the Duracell USB Charger, outlet into a USB port that glows 15.4 -6.7 a power source that with a blue light to show it’s SPECTRUM BRANDS 1.2 -15.2 plugs into automobile ready to charge. PANASONIC 0.1 -36.5 DC sockets. The new USB charger is an ele- EASTMAN KODAK CO. 0.1 148.0 P&G cited data from ment in a line of Duracell mobile the Consumer Electronics backup power supplies that can * In millions † All other items under $100,000 in sales Source: Information Resources Inc. for the 52 weeks ended April 19 Association, which indi- provide backup charging for across food, drug and mass (excluding Walmart) cated that Americans are mobile devices whenever con- purchasing fewer new sumers are away from the grid. Of course, P&G remains a leader in batteries, rec- cars with integrated tech- As part of that line expansion, ognized as the No. 1 or No. 2 brand in all battery nology accessories, as evi- P&G has developed mini USB, segments as tracked by Information Resources Inc., dence of the growing need micro USB and iPhone connectors but, with the proliferation of devices with their for charging flexibility for for the Duracell My Pocket own internal power reserves, the company had to consumers who are pur- Charger that enhance the prod- take steps to retain its standing in portable elec- chasing the latest elec- uct’s functionality and establish it tronics. It also is seeking new opportunities in that tronics for use in their as a complementary item to the segment and late last year launched a line of vehicles. For technology dedicated USB charger that can Duracell flash memory products created through a consumers who spend help cover consumer power strategic alliance with Dane-Elec, a global memory long hours in their cars, needs just about anywhere. manufacturer and distributor.

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Durex capitalizes on ‘allure’ around massagers BY MICHAEL JOHNSEN associated with health-pro- Sexual enhancement device suppliers moting behaviors and posi- According to Durex Con- tive sexual function, and is BRAND SALES* % CHG sumer Products, it’s an oppor- rarely associated with side tunity to tap into a roughly effects,” the researchers con- CATEGORY TOTAL $10.1 73.9% $500 million market. Accord- cluded. “Clinicians may find DUREX 5.6 127.6 ing to the May 7 edition of the these data useful in respond- CHURCH & DWIGHT 3.9 38.9 Journal of Sexual Medicine, the ing to patients’ sexual issues ANSELL 0.6 11.7 opportunity may be far larger and recommending [person- * In millions than that. al massager] use to improve Source: Information Resources Inc. for the 52 weeks ended April 19 across food, drug and mass (excluding Walmart) Researchers from Indiana sexual function.” University last month re- Based on Durex Consumer Play Allure at last year’s Marketplace, featuring vealed that out of 2,056 Research, 89% of consumers a few merchandising-savvy learnings to help women between the ages of surveyed saw a definite increase trial. For example, the product was pre- 18 and 60 years who opted need for this product type to sented in a smaller package box for more discreet into a survey around sexual be sold through mass chan- placement on the shelf and at a more mass- health, 52.5% had used per- nels, and usage is heaviest friendly price point of $19.99. sonal massagers. And use of among women between the So far, so good. While actual SKU sales are not that personal massager was ages of 25 and 49 years old provided by Information Resources Inc. for this an indicator of healthy — in other words, mass category, Durex is the leading manufacturer list- behavior — those who used channel shoppers. ed in the sale of sexual enhancement devices sold personal massagers, for All of this adds up to through food, drug and mass (minus Walmart) example, were more likely some pretty significant outlets for the period ended April 19. However, to have had a gynecologic opportunity in the 43 states Church & Dwight’s Trojan-branded vibrating exam in the past year. that allow personal mas- rings are the clear market leader within all ring “[Personal massager] use sagers to be offered at sales, which suggests that sales of Allure in the among women is common, retail. Durex presented its past year have catapulted Durex into its top spot. New, improved Elations formula hits shelves Elations, the glucosamine and chondroitin liq- joint comfort in as little as six days, the company droitin, especially as baby boomers continue to uid supplement originally developed by Procter stated. The new Elations formula began replacing make the transition to seniors. & Gamble, already was experiencing quite the the product already on store shelves last month. resurgence this year before the Elations Co. Elations plans to herald the bene- kicked off a relaunch campaign last month with fits of the liquid supplement — a reformulated product. once-daily liquid dosing versus The new formulation of the bone/joint health three-times-per-day glucosamine/ supplement includes an increased amount of chondroitin tablets — in an ad boron, an ingredient that helps deliver improved campaign across cable TV that includes the Food Network, WE, Liquid supplements Soap Net and TBS. As a subcategory, glucosamine BRAND SALES* % CHG and chondroitin supplements continue to be the best-selling supple- CATEGORY TOTAL $202.7 33.7% ments that are not a single-letter CHASER 5 HOUR ENERGY 59.3 51.0 vitamin or multivitamin. For the 52 ALACER EMERGEN C 42.1 19.0 weeks ended April 19, glu- ENFAMIL POLY-VI-SOL 8.3 9.0 cosamine/chondroitin products ELATIONS 8.1 241.4 generated $334.2 million in sales NATURE’S BOUNTY 7.7 3.9 across food, drug and mass (exclud- PRIVATE LABEL 7.7 53.4 ing Walmart) outlets on growth of NOPALINA LINAZA PLUS 3.7 NA ALACER EMERGEN C IMMUNE DEFENSE 3.3 20.2 3.6%, according to Information ENFAMIL TRI-VI-SOL 3.1 26.8 Resources Inc. And while that does- CENTRUM 2.9 -4.0 n’t include the $8.1 million in Elations sales over that period, it does suggest * In millions Source: Information Resources Inc. for the 52 weeks ended April 19 the continued growth potential of all supple- across food, drug and mass (excluding Walmart) ments containing glucosamine and chon-

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L’Oréal makes hair care ‘EverPure’ BY ANTOINETTE ALEXANDER Regular shampoo tioning. The shampoos feature a blend of five naturally derived L’Oréal Paris has brought to BRAND SALES* % CHG surfactants that give the formula the mass market a sulfate-free a high-density, creamy foam, hair care color system, called CATEGORY TOTAL $1,097.1 -2.9% unlike some other sulfate-free EverPure. The company has posi- SUAVE NATURALS 39.3 2.6 formulas on the market, current- tioned EverPure as the first line to PANTENE PRO-V ALWAYS SMOOTH 27.6 -10.9 ly limited to a small number of feature such ingredients, quality PRIVATE LABEL 26.5 19.0 professional and “natural” lines and expertise at mass. PANTENE PRO-V DAILY MOISTURE 24.5 -11.5 that may not have a rich foam or Instead of harsh surfactants, PANTENE PRO-V CLASSIC CLEAN 21.2 -13.8 dense lather, L’Oréal stated. EverPure uses naturally derived PANTENE PRO-V SHEER VOLUME 21.0 -14.2 The products are 100% vegan, surfactants that cleanse hair. CLAIROL HERBAL ESSENCES 20.6 -9.7 so they are not tested on animals Research shows harsh sulfates, PANTENE PRO-V COLOR REVIVAL 19.3 -10.5 and have no animal by-products. surfactants and salts can strip and PANTENE PRO-V ICE SHINE 17.1 16.2 The collection includes EverPure fade color and dry hair. For a spa- GARNIER FRUCTIS DAILY CARE 16.8 5.3 moisture, smooth or volume * In millions like experience, EverPure features Source: Information Resources Inc. for the 52 weeks ended May 17 formulas. The conditioners and natural botanical infusions of across food, drug and mass (excluding Walmart) masques have both UVA and UVB rosemary, mint and juniper. filters to help protect hair from UV In testing, color has been shown to ture silicones for additional color rays, but a UV Protect spray is available last for up to 32 washes thanks to the protection and nourishment, and for additional coverage. Prices range anti-fade system. The formulas fea- cationic polymers for more condi- between $6.99 and $8.99. Finish Quantum washes dishes clean and green BY MIKE DUFF considerable number of consumers greener. In the report “Sustainability: The Developed to be a particularly efficient Rise of Consumer Responsibility,” the dishwashing detergent solution, Finish research firm noted that despite the reces- Quantum also is positioned as a cleaning sion, 75% of consumers continue to con- system that helps make plates, cups and sider the environment when making pur- cutlery more environmentally friendly. chases. In fact, the study said a third Sustainability remains an important would even be willing to shell out extra issue to consumers, in part because they cash to help the environment. believe helping the environment is the Finish Quantum doesn’t ask con- right thing to do, and in part because they sumers to make a sacrifice to go green. know that using fewer resources is both Rather, it is designed to provide thor- green and cost-effective. ough cleaning without waste. The prod- According to a study by The Hartman uct features a multichamber cleaning Group, the recession may be making a system that allows its three active ingredients to work on dishes sepa- Dishwasher detergents rately and to maximum effect. Enzymes soften dried or burnt- BRAND SALES* % CHG on food, a bleach removes stains and Jet-Dry Gel helps CATEGORY TOTAL $29.2 16.6% dishes shed water and shine. CASCADE 16.1 5.7 By providing a thorough clean- CASCADE ACTION PACS 5.4 30.2 ing solution, Finish Quantum ELECTRASOL/FINISH JET DRY POWERBALL 2.0 96.3 eliminates the need for pre-wash- ELECTRASOL 1.1 1.5 ing dishes. Further, by making JET DRY 1.0 0.0 ELECTRASOL GELPACS 1.0 89.2 the system simple and conven- SUNLIGHT 0.7 -0.7 ient to use, the latest item in the SUN SATIONS 0.7 33.9 Finish line — Finish being the SEVENTH GENERATION 0.5 299.6 new name for Electrasol — CASCADE COMPLETE 0.3 -13.6 ensures that cleaner will never be wasted by excess application, or * In millions Source: Information Resources Inc. for the 52 weeks ended April 19 that insufficient application will across food, drug and mass (excluding Walmart) require finishing dishes by hand.

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Gorilla Glue sticks to innovation with new epoxy BY MIKE DUFF Adhesives

Retailers, including Home Depot in a recent BRAND SALES* % CHG conference call, have remarked that consumers who otherwise aren’t spending much money have CATEGORY TOTAL $43.1 7.3% been willing to invest in small projects around the KRAZY GLUE 11.1 2.8 home. Equally, sales of craft products have driven ELMERS 7.2 7.1 Jo-Ann stores to recent sales success. PRIVATE LABEL 4.6 5.0 Drug stores can get in on the action, too. In fact, MIGHTY PUTTY 3.7 703.7 as at-home projects have prospered, so have glue LOCTITE 2.7 -0.5 sales, up 7.3% as a category according to research AVERY 1.8 -15.8 from Information Resources Inc. And more may be GORILLA GLUE 1.5 18.6 had, as new products designed for specific applica- ELMERS GLUE 1.5 -7.7 tions encourage consumers to take on fresh tasks. CRAYOLA 1.4 -5.2 After all, not many categories include a product as SUREHOLD 1.1 -0.5 flexible as Gorilla Epoxy, which allows consumers * In millions to do projects at home and save on repairs, or even Source: Information Resources Inc. for the 52 weeks ended April 19 across food, drug and mass (excluding Walmart) make money on crafts. The Gorilla Glue brand has been adding new ken bond that might force an additional product products that make it easy for consumers to take application. on more repair and craft challenges. The recent- On top of that, Gorilla Epoxy can act as a gap ly launched Gorilla Epoxy is a flexible adhesive filler, can be drilled when set and sets in just five that can bind a variety of materials, including minutes to keep tasks moving. Gorilla Epoxy joins aluminum, wood and ceramics. It is resistant to a line that already includes high-performance solvents and impacts, employing a urethane bonding products, including Gorilla Super Glue hybrid technology that provides flexibility with and Gorilla Wood Glue, that employ the latest strength so it won’t establish a brittle, easily bro- technology to address urgent consumer needs. Coty’s Halle by Halle Berry wafts into fragrances BY ANTOINETTE ALEXANDER Halle by Halle Berry fragrance. Women’s traditional fragrance Through its partnership with the Oscar award- While fragrance has faced its share of challenges in winning actress, Coty Inc. debuted the fragrance this BRAND SALES* % CHG recent years, especially in the mass market, Coty Inc. spring, and beauty mavens are responding. looks to have a different story to tell with its new According to Coty, the fragrance is the No. 1 new CATEGORY TOTAL $329.7 -2.7% woman’s SKU for the four weeks ended May 24, ELIZABETH TAYLOR’S WHITE DIAMONDS 13.4 -4.9 with a 4.6% dollar share. It is expected to generate RED DOOR 6.8 -4.1 $25 million in annual retail sales. JEAN NATE 6.2 -5.8 “For years I’ve created my own personal DOLCE & GABBANA LIGHT BLUE 6.1 28.9 scent by mixing fragrances at home. I am pas- IN STYLE 6.1 6.8 sionate about this project, as I’ve always want- CK ONE 5.8 -6.4 ed hands-on experience in creating a fragrance GLOW BY J LO 5.3 9.8 that is a true represen- JOVAN MUSK FOR WOMEN 5.3 -7.3 tation of me,” stated BRITNEY SPEARS FANTASY 4.9 -0.2 Berry when announc- PARIS HILTON 4.8 9.9 ing the launch with ... HALLE BY HALLE BERRY 1.5 NA Coty. “Selecting a fra- * In millions Source: Information Resources Inc. for the 52 weeks ended May 24 grance is a very across food, drug and mass (excluding Walmart) personal choice, and I am de- Coty, Berry played an integral role in the conception- lighted to have to-market process, and worked with Coty’s market- this opportunity ing, creative and product development teams. to express my- Likely to further bolster sales is Coty’s work, in self in a creative, cooperation with its retail partners, to enhance the new way work- fragrance category at mass. This year, beauty shop- ing with Coty.” pers will start to see those changes in-store through According to enhanced imagery and sampling.

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Healthy Choice steams up frozen meals BY BARBARA WHITE-SAX value with convenience, it’s got everything Single-serve frozen dinners/entrees consumers want. Meals on the run are a given in this hectic age, ConAgra Foods Inc. hit the mark with its BRAND SALES* % CHG so convenience alone isn’t enough to make a Healthy Choice Café Steamers line of microwav- product a blockbuster. When a product com- able frozen meals. The product uses steam tech- CATEGORY TOTAL $3,755.0 -0.3% bines great taste, a better-for-you profile and nology, a process widely used in Japan and STOUFFER’S 427.0 0.6 Europe. The process is ripe to catch on in WEIGHT WATCHERS SMART ONES 315.0 -6.3 STOUFFER’S LEAN CUISINE the United States as consumers look 275.0 8.3 for ways to reduce prep time on CAFÉ CLASSICS meals made at home — something BANQUET 260.0 -19.3 they are doing more of in this MARIE CALLENDER’S COMPLETE DINNERS 193.0 -3.4 HEALTHY CHOICE COMPLETE SELECTIONS 158.0 -20.1 economy. Steam preparation STOUFFER’S LEAN CUISINE technology has gained momen- 133.0 -1.4 ONE DISH FAVORITES tum in 2008, and is showing up STOUFFER’S LEAN CUISINE 131.0 1.7 in more categories. Steamable SPA CUISINE CLASSICS frozen vegetables entries al- HEALTHY CHOICE CAFÉ STEAMERS 122.0 40.0 ready have boosted growth in BOSTON MARKET SINGLE SERVE 120.0 -2.3 that category. * In millions The technology cuts cooking Source: Information Resources Inc. for the 52 weeks ended April 19 time to three minutes — a big across food, drug and mass (excluding Walmart) advantage. Just as important, since the sauce cooks separate- gained a place on IRI’s 2008 New Product Pace- ly in its own compartment in setters, and ranks in the top 2% of all successful the DuoTray Steamcooker, food product introductions over the past five years, looks and tastes fresher. according to IRI data. “It’s a pretty remarkable Advertising positioning the product around product,” said Thom Blishok, lunchtime in the office will only add to president of consulting and inno- the brand’s continued success, said Lynn vation at Information Resources Dornblaser, director of CPG Trend Insight for Inc. “Café Steamers redefined afford- Mintel Research Consultancy. able meals in a new format using mar- ConAgra recently added four Asian-inspired velous new technology.” The product products to its Café Steamers lineup. L’Oréal’s Bare Naturale softens lips BY ANTOINETTE ALEXANDER Lip treatment prised of a preservative- free, fragrance-free mineral Beauty mavens are still hot on BRAND SALES* % CHG blend that is available in 10 the trail for mineral-based make- shades, including Soft up. Couple that with the contin- CATEGORY TOTAL $32.7 -2.0% Blush, Soft Petal, Soft Mica, ued popularity of shiny, youth- L’ORÉAL BARE NATURALE LIP TREATMENT 5.4 NA Soft Spice and Soft Sugar. ful-looking lips, and it comes as PHYSICIAN FORMULA PLUMP POTION 3.2 22.1 Natural magnesium and no surprise that L’Oréal Paris’ SALLY HANSEN LIP INFLATION 2.9 -28.5 manganese, luminosity- Bare Naturale gentle lip condi- SALLY HANSEN LIP INFLATION EXTREME 2.5 -1.9 enhancing mica and natu- tioner is finding its way into SALLY HANSEN DIAMOND LIP TREATMENT 1.7 -35.1 rally pigmented iron ox- many cosmetic bags. NEW YORK COLOR LIPPIN LARGE 1.4 208.1 ides are blended with vita- In August, L’Oréal intro- SALLY HANSEN COLLAGEN LIFT 1.1 -18.8 min E and sweet almond duced its first collection of soft- SALLY HANSEN HEALING BEAUTY 18-HOUR 1.0 -36.4 oil to improve the look and ly tinted, mineral-infused lip SALLY HANSEN LINE SMOOTHING MINERAL 1.0 -45.1 feel of dry lips. conditioners to replenish and SALLY HANSEN GENTLE PLUMPING 0.9 362.9 Packaged in a pocket- nurture lips. Inspired by the * In millions sized, flow-through tube, Source: Information Resources Inc. for the 52 weeks ended May 17 mineral blend of original Bare across food, drug and mass (excluding Walmart) the lip conditioner offers Naturale gentle mineral make- easy portability, and the up, the lip conditioner is posi- dients, sheer color and lip condi- soft-touch silicone tip ensures a tioned as a natural option for lip tioning and protection. smooth, even application. The care that combines mineral ingre- The lightweight formula is com- suggested retail price is $9.95.

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Nivea shines with new lip care collection BY ANTOINETTE ALEXANDER Lip gloss

While lip products — namely lipstick and lip BRAND SALES* % CHG plumpers — were on the decline last year, according to research by Euromonitor International, lip gloss CATEGORY TOTAL $168.3 0.2% continued to be a favorite among beauty shoppers. L’ORÉAL INFALLIBLE LIP GLOSS 12.6 89.6 Now Nivea is looking to make beauty shoppers oh- REVLON COLORSTAY MINERAL 8.7 NA so-kissable with its entrance into the lip care segment. L’ORÉAL COLOUR JUICE 7.1 -7.4 Beiersdorf’s Nivea Lip Care collection, available BONNE BELL LIP SMACKER 6.9 -7.7 around the world under the name Labello and Nivea MAYBELLINE SHINY LICIOUS 6.5 -25.4 Lip Care, is now available in the U.S. market. The MAYBELLINE VOLUME XL SEDUCTION 6.5 24.4 launch into the U.S. market marks the company’s NEUTROGENA MOISTURESHINE 6.0 -12.1 100th year in the lip care business. NEUTROGENA MOISTURE LIP SOOTHER 5.6 14.4 The collection includes, but is not limited to, COVERGIRL WETSLICKS FRUIT SPRITZERS 5.4 -13.1 Glossy Lip Care for a natural, glossy shine without REVLON SUPER LUSTROUS 4.8 -15.2 † the sticky residue; Tinted Lip Care in cherry and pas- ... NIVEA KISS OF SHINE 1.9 NA * In millions † Additional Nivea Lip products not included sion fruit flavors; Pearly Shimmer Lip Care that Source: Information Resources Inc. for the 52 weeks ended May 17 offers a pearly shimmer effect; and Anti-Aging Lip across food, drug and mass (excluding Walmart) Care SPF 4, which promises to enhance the fullness of lips and reduce the appearance of fine lines. and oils to soften and smooth the lips, and each The collection has 11 different variants and 22 product is fortified with such naturally SKUs. Products are available in both blister card and occurring ingredients as shea butter, loose form. Each product promises to provide long- grape seed extract or jojoba oil for long- lasting moisturization, along with such additional lasting moisture. benefits as relief, protection, color, gloss and anti- The products, available at retail as of aging in a non-waxy consistency. September, have a suggested retail price of Nivea Lip Care products contain rich emollients $3.99 for tube products and $2.99 for stick products. Olay brings Pro-X skin care to mass market The economic crunch has forced many con- um in aged skin. Facial anti-aging sumers to curb their spending and alter their buy- The collection includes primary solutions for ing habits, but research has shown that most beau- use on the entire face. These BRAND SALES* % CHG ty shoppers are not willing to skimp when it comes products include age repair to their skin care regime — fighting fine lines and lotion with SPF 30, wrinkle CATEGORY TOTAL $760.1 15.6% wrinkles, and maintaining healthy skin, is smoothing cream and hydra OLAY REGENERIST 90.4 -15.3 viewed as a necessity, not a luxury. firming cream. There also L'ORÉAL ADVANCED REVITALIFT 54.2 45.1 Now, Procter & Gamble has are specialized treatments OLAY DEFINITY 37.9 -24.0 brought professional anti-aging skin for targeted application to NEUTROGENA HEALTHY SKIN 27.3 -10.0 care to the mass market with its new address specific anti-aging GARNIER NUTRITIONISTE 26.4 467.3 Olay Professional Pro-X line. Geno- concerns. These products OLAY AGE DEFYING 26.1 5.8 mics research and tools that show the include deep wrinkle treat- OLAY TOTAL EFFECTS 7X 26.0 -12.7 importance of a healthy stratum ment, eye restorative com- PRIVATE LABEL 24.7 28.5 corneum to the well-being of the plex and discoloration fight- OLAY REGENERIST MICRO-SCULPTING 24.1 76.4 inner skin inspired the line, which ing concentrate. AVEENO ACTIVE NATURALS 22.6 13.0 launched in February. In addition to the ... OLAY PROFESSIONAL PRO-X 14.9 NA P&G Beauty scientists have iden- six product offer- * In millions Source: Information Resources Inc. for the 52 weeks ended May 17 tified a combination of cosmetic in- ings, the collection across food, drug and mass (excluding Walmart) gredients and have formu- also includes an anti-aging starter protocol, Olay’s lated them in- first-ever product regimen recommendation. The to cosmetic three-step regimen is a cost-effective way for moisturizers women to experience the line, and includes the age that promise repair lotion SPF 30, wrinkle smoothing cream and to protect and eye restorative complex. strengthen the The suggested retail price is $42. The anti-aging stratum corne- starter protocol has a SRP of $62.

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Novartis set to shake up PPIs with OTC Prevacid BY MICHAEL JOHNSEN mental sales to the category. With the switch, Novartis will enjoy a three-year patent exclusiv- Novartis Consumer Healthcare’s announce- ity on the over-the-counter version of Prevacid, ment last month that its Rx-to-OTC switch barring any store brand competition. application of the proton-pump inhibitor Prevacid 24HR marks the second proton-pump Prevacid 24HR has been approved is expected to inhibitor to reach the self-care shelf, following in shake up the digestives space and add incre- the wake of Procter & Gamble’s Prilosec OTC, sales of which are down 24.8% to $289.5 million Antacid tablets for the 52 weeks ended April 19 across food, drug and mass (excluding Walmart) outlets, according as that is when the patent for the prescription BRAND SALES* % CHG to Information Resources Inc. data. brand expires. While Prevacid sales aren’t expected to reach For calendar 2008, prescription Prevacid CATEGORY TOTAL $1,093.0 -1.3% as high as the Prilosec OTC peak of more than was the No. 2 PPI prescription — behind PRILOSEC OTC 289.5 -24.8 $385 million, the only branded PPI on the OTC AstraZeneca’s Nexium — with $3.1 billion in PRIVATE LABEL 266.1 75.9 market ought to do pretty well. Similar to block- sales on 16.4 million prescriptions, according ZANTAC 150 74.0 -7.2 buster switches before Prevacid, such as Claritin to IMS Health data. PEPCID AC 56.2 -6.1 PEPCID COMPLETE 51.2 -8.5 and Prilosec OTC, third-party payers are likely to A Wolters Kluwer Health report last year deter- GAS X 50.3 3.3 inform their Prevacid Rx-users of the switch, and mined that 27% of former prescription Zyrtec TUMS EX 40.2 -1.6 that means Prevacid 24HR will arrive on the OTC patients “followed the molecule” and made the TUMS ULTRA 38.2 -1.5 shelf with a number of familiar and loyal users, move to Zyrtec OTC, the second second-genera- ROLAIDS 34.5 -9.7 generating more incremental growth instead of tion antihistamine to reach the market following LACTAID FAST ACT 21.9 -1.0 causing erosion from Prilosec OTC sales. the switch to Claritin. If a similar number of To date, Novartis has yet to announce when patients follow the Prevacid molecule, that would * In millions Source: Information Resources Inc. for the 52 weeks ended April 19 exactly Prevacid 24HR will begin reaching be some 4.4 million incremental purchasers mak- across food, drug and mass (excluding Walmart) shelves, though November may be a good bet, ing their way to the OTC digestives aisle. Progresso Light soups tout health, convenience BY BARBARA WHITE-SAX includes 4 g of fiber — which more consumers say Ready-to-serve wet soup they are seeking — and a full serving of vegetables. Marrying better-for-you formulations with con- The Weight Watchers distinction proved to be a BRAND SALES* % CHG venience proved to be a winning combination for ticket to success. All five flavors quickly moved General Mills when it into the Top 20 best-sell- CATEGORY TOTAL $1,602.0 -1.4% introduced its line of ing products in the PROGRESSO 409.0 -7.9 Progresso Light soups. In ready-to-serve soup cate- CAMPBELL’S CHUNKY SOUP 330.0 -9.7 collaboration with Weight gory. Jerry Lynch, VP PROGRESSO LIGHT 109.0 66.8 Watchers, General Mills marketing for Progresso CAMPBELL’S SELECT HARVEST 87.0 NA launched the new line of Foods, said the innova- PRIVATE LABEL 85.0 3.1 soups, the first consumer tion was accomplished HEALTHY CHOICE 67.0 -16.7 packaged product in any through a “highly collab- CAMPBELL’S CHUNKY HEALTHY REQUEST 66.0 0.5 grocery category to carry orative process with our CAMPBELL’S SOUP AT HAND 65.0 -16.7 the Weight Watchers en- outside partners.” That dorsement with 0 points- collaboration, he said, CAMPBELL’S SELECT HARVEST LIGHT 46.0 NA value per serving. was a big part of the PROGRESSO HEALTHY FAVORITES 45.0 -9.1 Each Progresso Light product’s success. * In millions Source: Information Resources Inc. for the 52 weeks ended April 17 serving — in such flavors Progresso followed up across food, drug and mass (excluding Walmart) as Italian-style vegetable, the success of the initial vegetable and noodle, Progresso Light soups en noodle, beef pot roast, chicken vegetable rotini savory vegetable barley, with four heartier soups and Santa Fe style chicken. homestyle vegetable and that carry a points value Under the Progresso Light brand, the company rice, and Southwestern- of 1 per 18.5-oz. serving, also has introduced a reduced-sodium version of style vegetable — contains still a significant reduc- roasted chicken and vegetable, also with a points 60 calories, a reduction of tion in calories compared value of 1 per serving. Progresso’s reduced-sodi- up to 33% in calories with the flavors’ regular um soups offer 50% less sodium than regular from other ready-to-serve versions. The heartier ver- canned soups and are certified by the American soups. Each serving also sions are available in chick- Heart Association.

Drug Store News www.drugstorenews.com June 2009 • 14 2009HotProducts 6/23/09 3:25 PM Page 50

Purex 3-in-1 sheets clean up laundry process BY BARBARA WHITE-SAX one super-concentrated sheet that travels with Liquid laundry detergent laundry from washer to dryer to create a stream- Products that simplify tasks are clear favorites lined experience for consumers. BRAND SALES* % CHG with consumers, and it looks like Purex is posi- Lightweight and sturdy, the sheets are formu- tioned to win big with Purex Complete 3-in-1 lated to be used one per wash load. Water from CATEGORY TOTAL $3,082.9 5.2% laundry sheets. The sheets, introduced in May, the washer releases detergent during the wash TIDE 1,288.6 3.7 combine ingredients from detergents, softeners cycle, and the heat of the dryer activates soften- ALL 232.7 5.2 and anti-static ing and anti-static ingredients once laundry PUREX 219.2 -3.2 sheets into travels to that stage of the process. ARM & HAMMER 196.3 22.2 American consumers have traditionally reject- GAIN 185.3 4.8 ed the pre-dosed laundry detergents favored in some other countries, but with concern about XTRA 127.6 19.5 the environment growing, timing for the prod- PRIVATE LABEL 123.8 27.6 uct could be perfect. Purex Complete’s dis- CHEER 89.7 -7.2 penser is space- and waste-saving — something ALL SMALL & MIGHTY 70.6 -11.9 consumers are increasingly concerned about. WISK 65.5 -23.7 “Consumers want multiple benefits,” said Purex brand manager Stephen Koven when * In millions Source: Information Resources Inc. for the 52 weeks ended April 19 the product was introduced. “We’ve tested across food, drug and mass (excluding Walmart) Purex Complete 3-in-1 laundry sheets in thousands of homes across America, and the when compared to purchasing premium brands response was overwhelmingly positive.” in multiple product categories. If the sheets catch on, the mess and has- Complete laundry sheets are available in sle of measuring, pouring, spilling and three scents: Spring Oasis, Tropical Escape and recycling bulky containers could become Pure & Clean. Suggested retail for a 20-sheet a thing of the past. It helps that the starter kit, which includes a dispenser and a 24- product also is positioned as a value sheet refill pouch, is $6.49. Roots of Nature offers natural ethnic hair care BY ANTOINETTE ALEXANDER Hair conditioner/creme rinse

Hair care is extremely important among ethnic BRAND SALES* % CHG consumers, especially African-Americans as their hair tends to be more delicate, and it is easy for CATEGORY TOTAL $921.7 -4.7% hair to get tangled, pulled and broken. Looking to SUAVE NATURALS 22.6 0.0 meet the hair care needs of ethnic consumers, PRIVATE LABEL 19.8 15.1 SoftSheen-Carson has developed for 2009 the new GARNIER FRUCTIS SLEEK AND SHINE 18.9 1.8 Roots of Nature line. PANTENE PRO-V ALWAYS SMOOTH 17.3 -18.8 What makes this line especially important is its NEXXUS HUMECTRESS 16.7 -2.4 natural positioning. Given their specific hair care ALBERTO VO5 15.7 -8.3 needs, African-American shoppers often tend to opt MATRIX BIOLAGE 15.5 -14.9 for products that are natural/organic, reduce break- CLAIROL HERBAL ESSENCES 14.9 -12.5 age and offer therapeutic and moisturizing needs. NEUTROGENA TRIPLE MOISTURE 14.4 -8.0 “The natural/organic trend has been especially PANTENE PRO-V DAILY MOISTURE RENEWAL 13.2 -32.9 pronounced in ethnic hair care, since African hair is ... SOFTSHEEN-CARSON ROOTS OF NATURE 0.2 NA very brittle, while traditional hair care products tend * In millions to be heavily chemically formulated and hence Source: Information Resources Inc. for the 52 weeks ended May 17 across food, drug and mass (excluding Walmart) damaging to African hair,” stated Euromonitor International in its 2009 “U.S. Hair Care” report. “As while simultaneously moisturizing and African-American consumers are learning more nourishing the hair, according to the com- about the damage that traditional products can do pany. The hair care line includes strength- to their hair, many are choosing gentler treatments.” ening oil moisturizer, triple repair hair- The natural-based Roots of Nature hair care line dress, reconstructing deep treatment and is designed to battle severely damaged hair with a stimulating scalp oil. The line, which combination of organic green tea and organic shea became available in April, has a suggested butter. This combination stimulates hair growth retail price of $6.99 each.

Drug Store News www.drugstorenews.com June 2009 • 15 2009HotProducts 6/23/09 3:25 PM Page 52

Theraflu takes the homeopathic route BY MICHAEL JOHNSEN erable, traditional brand of cough-cold therapies and line-extending it with a homeopathic offering — To date, there has been only one notable compa- Theraflu Cold Pursuit. Formulated with two home- ny to take its venerable homeopathic brand and opathic cough-cold ingredients, the berry-flavored extend that brand into allopathic therapies — the Theraflu Cold Pursuit begins shipping Aug. 1. company being Matrixx and the brand Zicam. The move signifies the arrival of homeopathy to Now, Novartis Consumer Health is taking its ven- a mass-market brand, and at the same time attracts Cold/allergy/sinus tablets a new shopper to the concept of homeopathy, as the new product will be brand-blocked alongside BRAND SALES* % CHG Novartis’ other Theraflu offerings. According to Mintel/Nutrition Business Journal CATEGORY TOTAL $2,595.7 8.0% projections, overall sales of homeopathic remedies across all channels are expected to reach $1.1 billion PRIVATE LABEL 630.9 20.9 by 2012, up from an estimated $831 million sales ZYRTEC 237.2 247.3 base in 2008. MUCINEX 146.3 0.2 Homeopathy has garnered more success in mass CLARITIN 144.2 -4.6 outlets of late, for the most part because many of CLARITIN D 133.8 -9.4 the pure-play homeopathic manufacturers have dialed in to the decision matrix of the mass con- MUCINEX DM 130.4 6.1 sumer — efficacy possibly ranks highest on that BENADRYL 116.4 -15.8 decision matrix, followed by safety (as in few-to-no SUDAFED PE 94.6 -7.6 side effects when taken as directed) and price. TYLENOL COLD 89.3 -8.5 In other words, mass consumers want to know MUCINEX D 74.3 45.9 that the medicine they’re taking does what it says it’s going to do and, when used as directed, it will * In millions Source: Information Resources Inc. for the 52 weeks ended April 19 make them feel better overall, not exchanging one across food, drug and mass (excluding Walmart) set of bad symptoms for another. Hyland’s soothes muscles with natural relief Hyland’s in the spring started shipments of External analgesic rubs its Muscle Therapy product line that features the pain-relieving and bruise-reducing ingredi- BRAND SALES* % CHG ent arnica, an ingredient that could very well represent the latest homeopathic product to CATEGORY TOTAL $269.1 -2.0% have a chance to really break through to ICY HOT 60.2 -2.5 mass consumers. BENGAY 37.4 -9.8 The Hyland’s Muscle Therapy line includes PRIVATE LABEL 29.4 18.8 three arnica products merchandised for the ASPERCREME 18.1 13.3 mass market, the typical external gel and two SALONPAS 12.2 -5.9 delivery forms not usually associated with TIGER BALM 9.7 11.7 arnica — Arnica 30x quick-dissolving tablets ACTIVON 8.2 -16.8 and quick-dissolving thin strips in a product STOPAIN 5.4 -12.7 called Muscle Therapy Quick Dissolving Strips BIOFREEZE 5.2 -27.7 with Arnica. ICY HOT PM 4.7 565.0 The Hyland’s line represents both the poten- * In millions tial to brand block and reach different consumer Source: Information Resources Inc. for the 52 weeks ended April 19 across food, drug and mass (excluding Walmart) sets with its varying delivery forms, but it is not the only company creating a buzz around arnica. pain associated with sports-related injuries — Boiron some years ago launched its Arnicare such as those incurred by the weekend warrior product to mass, and this past fall Alpine — and is recognized by many trauma surgeons Pharmaceuticals launched a new arnica capsule and cosmetic surgery physicians for its ability specifically targeting the niche market of trauma to relieve bruising. victims with its marketing plan. In conjunction with the launch, Hyland’s is That’s part of the broad appeal for arnica. It is engaging its most loyal consumers on the social- positioned as an external rub containing natural networking site Facebook, where the company ingredients that can help relieve the muscle can interact directly with users.

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GSK springs into ‘Dual Action’ with new Tums BY MICHAEL JOHNSEN longer-lasting relief as well. “Tums Antacid tablets Dual Action is a natural extension GlaxoSmithKline Consumer for the iconic Tums brand, offering BRAND SALES* % CHG Healthcare in April launched the a proven solution for occasional first Tums line extension to contain heartburn sufferers looking for CATEGORY TOTAL $1,093.0 -1.3% a heartburn-relieving ingredient long-lasting relief from a trusted PRILOSEC OTC 289.5 -24.8 outside of calcium carbonate. source,” stated Jack Levy, Tums PRIVATE LABEL 266.1 75.9 Tums Dual Action contains brand manager. ZANTAC 150 74.0 -7.2 magnesium hydroxide and 10 GSK also will be looking to PEPCID AC 56.2 -6.1 mg of famotidine, the ingredi- position its fast-acting, long- PEPCID COMPLETE 51.2 -8.5 ent most commonly associat- lasting formulation against GAS X 50.3 3.3 ed with Johnson & Johnson’s current proton-pump inhibitor TUMS EX 40.2 -1.6 Pepcid formulations. users, who sometimes experi- TUMS ULTRA 38.2 -1.5 Tums has in the past prevent- ence what is called “break- ROLAIDS 34.5 -9.7 ed market erosion to competing through heartburn.” Despite LACTAID FAST ACT 21.9 -1.0 heartburn-relieving products — high compliance with PPIs, ... TUMS DUAL ACTION 0.6 NA such as H2-blockers or proton- 46% or more of PPI users expe- * In millions Source: Information Resources Inc. for the 52 weeks ended April 19 pump inhibitors — with a rience breakthrough heart- across food, drug and mass (excluding Walmart) steady stream of line extensions. burn, or episodes of heartburn This latest line extension places between doses, often at night, approved OTC PPI on shelf later this year. The the venerable Tums brand name GSK stated. new product also may help to breathe additional on more of a level playing field Positioning it as an incre- life into the Tums brand; sales of core Tums prod- with its competitors. mental purchase to PPIs could ucts were down 3.4% for the 52 weeks ended Now GSK can market Tums be a smart move — especially if April 19, to $15.8 million across food, drug and not only as an immediate relief Schering-Plough joins Novartis mass (excluding Walmart) outlets, according to of heartburn symptoms, but as Consumer Healthcare with an Information Resources Inc. Vitaminwater 10 sweetens the pot BY BARBARA WHITE-SAX Convenience/PET still water

Glacéau Vitaminwater is keeping calorie-counting BRAND SALES* % CHG consumers interested in the beverage category with Vitaminwater10, a naturally sweetened, enhanced CATEGORY TOTAL $3,915.0 -6.8% water for consumers who want the taste of a flavored PRIVATE LABEL 712.0 4.6 water without the calorie count. AQUAFINA 407.0 -18.0 The new entry has only 10 calories per 8-oz. serving DASANI 401.0 -9.4 — a significant reduction from the 50 calories for an 8- GLACÉAU VITAMINWATER 400.0 -10.0 oz. serving of original Vitaminwater. Sweetened with a POLAND SPRING 251.0 0.7 blend of natural ingredients — rebiana, crystalline ARROWHEAD 163.0 -10.6 fructose and erythritol — Vitaminwater10 also con- PROPEL 152.0 -21.5 tains the nutrients for which the original product is DEER PARK 134.0 -2.4 known. “With Vitaminwater10, we’ve given calorie- NESTLÉ PURE LIFE 119.0 -4.1 conscious consumers something they’ve been desper- ...GLACÉAU VITAMINWATER 10 11.0 NA ately looking for — a beverage that doesn’t force you * In millions Source: Information Resources Inc. for the 52 weeks ended April 19 to sacrifice great taste for low calories,” Rohan Oza, across food, drug and mass (excluding Walmart) Glacéau’s chief marketing officer, said when the product was introduced. retail price is $1.49. The 20-oz. bottles also are available The enhanced/flavored water segment was a in 20-packs at a SRP of $18.99, and in 16-oz. four-packs bright spot in the otherwise sluggish bottled water for a SRP of $4.99. category. Flavored and enhanced water was up While the new product is light, the ad budget isn’t. 8.3% and ahead 0.4 points in share, according to Glacéau is expected to spend $40 million to $50 million Beverage Marketing Corp. to support the new intro. In addition to traditional Vitaminwater10 is available in four flavors: print, TV and in-store promotions, the company creat- XXX (acai-blueberry-pomegranate), Essential ed a 10-day pop-up site in Manhattan in which con- (orange-orange), Energy (tropical citrus) and sumers could sample product, as well as tap into the Multi-v (lemonade). For 20-oz. bottles, suggested site’s WiFi and use the laptop bar.

Drug Store News www.drugstorenews.com June 2009 • 17