THE ANNUAL TOP

500NICHE BRANDS/BROKERS REPORT Niche (generally pronounced ‘nesh’ in British English and ‘nitsh’ in American English) May refer to: • Niche market, a focused, targetable portion (subset) of a market sector; • One of 500 items that retailers can’t live without

Drug Store News DrugStoreNews.com May 2010 • 1 the annual Niche Brands/brokers report Niche Brands R etailers begin to ‘SKU’ Tpo 500 Total Brand Sales* % CHG back toward niche items 1 JUST FOR MEN MEN’S $97.3 4.2% 2 ICY HOT EXTERNAL ANALGESICS RUBS 66.7 9.8 By Michael Johnsen course correction toward more profitable 3 DULCOLAX LAXATIVE TABLETS 66.6 5.4 sets — establishing performance metrics 4 RICOLA COUGH/SORE THROAT DROP 65.6 11.8 A down economy certainly has made for that possibly favored bigger brands and some choppy waters for niche suppliers in their store-brand equivalents over slower- 5 PRIMATENE MIST NASAL SPRAY/DROPS/INHALER 63.2 46.4 the past year, especially as the downturn moving and slower-building brands. In AIRBORNE COLD/ALLERGY/SINUS TABLETS/PACKETS 57.8 -18.5 6 in shopper dollars exposed a barnacle that other words, niche products. 7 ALACER EMERGEN C LIQUID VITAMINS/MINERALS 52.9 26.3 had been dragging down performance for But now retailers are acknowledging 8 SMOOTH AWAY DEPILATORIES 49.8 941.9 retailers for quite some time — over- they may have cut too much, opening a 9 FIRST RESPONSE PREGNANCY TEST KITS 46.1 -7.7 populated planograms. pathway of opportunity for many suppli- 10 ORAJEL ORAL PAIN RELIEF 45.7 -6.3 It wasn’t too long ago that SKU ers, especially those of promising niche rationalization became common- brands. “We had done some things that 11 ZICAM COLD/ALLERGY/SINUS TABLETS/PACKETS 44.7 14.1 place, as many retailers attempted a lost a trip,” Walmart EVP and COO Bill GOLD BOND ULTIMATE HAND & BODY 39.4 17.9 12 Simon told analysts at a Bank of America/ 13 CYTOSPORT MUSCLE MILK WGHT CTRL/NUTRITIONALS 36.6 60.5 Amid the sea of razors, Merill Lynch conference in March. “We DENTEK DENTAL ACCESSORIES/TOOLS 31.5 11.6 14 waxes and hair-removal did discontinue [products that] didn’t 15 NEILMED NASAL SPRAY/DROPS/INHALER 29.6 14.7 creams on the market, sell well [and] were only bought infre- 16 PED EGG FOOT CARE DEVICES 28.0 -64.2 Smooth Away has bro- quently, but [it] cost us a trip. And we did discontinue some things that people 17 VAGISIL ALL OTHER FEM. HYGIENE/med trt 27.8 -3.8 ken through the clutter. didn’t buy very often but were aggravat- 18 METHOD LIQUID HAND SOAP 27.7 3.4 Each Smooth Away pad ing to a customer to lose,” he said, noting 19 MEDERMA FIRST AID OINTMENTS/ANTISEPTICS 27.6 13.1 is covered with super- fine crystals that buff away unwanted hair, that the country’s largest front-end retail- 20 AMERICAN CREW HAIR STYLING/SETTING GEL/MOUSSE 26.0 -3.0 leaving skin soft and smooth. er was in the process of repopulating its 21 ARM & HAMMER ADVANCE WHITE TOOTHPASTE 25.8 -6.7 shelves with a small percentage of what 22 BLISTEX /COLD SORE MEDICATION 24.9 4.6 initially was cut. 23 CARMEX LIP BALM/COLD SORE MEDICATION 24.5 -5.9 The reality is, larger brands with more Carmex is one of the ubiquitous distribution only allow for 24 ATKINS ADVANTAGE WGHT CTRL/NUTRITIONALS 24.1 19.3 niche brands that has competition on price and convenience, COLD EEZE COUGH/SORE THROAT DROP 22.9 -10.3 25 cracked the social suggested Mike McBride, senior director 26 TRIM NAIL ACCESSORIES/IMPLEMENTS 22.6 9.2 media code — the of industry relations for Upsher-Smith 27 CLEAR EYES EYE/LENS CARE SOLUTIONS 22.6 -8.3 lip brand’s campaign Labs. Niche enables retailers to compete 28 SUMMERS EVE ALL OTHER FEM. HYGIENE/med trt 22.5 -9.4 where users e-mailed more on product mix, especially pureplay each other personal- 29 HAWAIIAN TROPIC SUNTAN LOTION & OIL 21.9 18.6 pharmacy retailers. Consumers in search ized Carmex Kisses of a national brand shopping on price 30 SELSUN BLUE DANDRUFF 21.7 11.3 got sales all aflutter. can likely find it in all types of retailers, 31 BABY ORAJEL ORAL PAIN RELIEF 20.5 2.4 Continued on page 3 32 PALMERS COCOA BUTTER FORMULA HAND & BODY ltn 19.7 16.6 33 BARBASOL CREAM 19.5 20.9 34 SLIMQUICK WEIGHT CONTROL CANDY/TABLETS 19.1 -12.9 35 FIRST CHECK OTHER HOME TESTING KITS 19.0 -4.7 36 CHLORASEPTIC SORE THROAT REMEDY LIQUIDS 18.8 0.9 37 CEPACOL COUGH/SORE THROAT DROP 18.4 0.9 38 AT HOME OTHER HOME TESTING KITS 18.2 9.4 39 BLAIREX SIMPLY SALINE NASAL SPRAY/DROPS/INHALER 17.9 9.6 40 ARRID EXTRA EXTRA DRY DEODORANTS 17.9 -0.7 41 UNIVERSITY MEDICAL ACNEFREE ACNE TREATMENTS 17.6 -0.1 42 NAIR DEPILATORIES 17.3 2.5 43 AZO STANDARD INTERNAL ANALGESIC TABLETS 17.0 25.3 44 SIMILASAN EYE/LENS CARE SOLUTIONS 17.0 -10.4 45 ASPERCREME EXTERNAL ANALGESICS RUBS 16.9 -5.5 46 REMINGTON GROOMING/SHAVING SCISSORS 16.9 NA 47 ICAPS MULTIVITAMINS 16.8 1.0 48 SINFUL COLORS 16.8 38.3 49 SUMMERS EVE DOUCHES 16.6 -3.9 50 NEILMED NASAFLO NASAL SPRAY/DROPS/INHALER 16.6 51.0 * Sales in millions Source: Infoscan Reviews, SymphonyIRI Group Rankings reflect individual items — NOT totaled brand listings (e.g., all SKUs/versions rolled into a single figures)

Drug Store News DrugStoreNews.com May 2010 • 2 the annual Niche Brands/brokers report

Niche ‘SKU’ toward niche Continued from page 2 Brands he said. “The hyper-rationalization of “From a buy-in standpoint, a niche prod- Tpo 500 Total items in drug chains starts to make them uct can’t compete with even the worst- Brand Sales* % CHG look like all the other retailer models,” selling Tylenol,” said Rick Wellinger, 51 HYDROXYCUT WEIGHT CONTROL CANDY/TABLETS $16.4 -60.8% McBride said. Continued on page 4 52 MUELLER SPORT CARE MUSCLE/BODY SUPPORT DEVICES 15.9 41.1 ACT TOTAL CARE MOUTHWASH/DENTAL RINSE 15.6 NA 53 Amerifit Brands intro- I t wasn’t too long ago that 54 OXY ACNE TREATMENTS 15.3 -11.6 duced its own vener- 55 GOODYS INTERNAL ANALGESIC TABLETS 14.9 -2.9 able probiotic brand to SKU rationalization became 56 COMPOUND W WART REMOVERS 14.8 3.9 the children’s probiot- commonplace, as many re- 57 LIL CRITTERS GUMMY VITES MULTIVITAMINS 14.8 26.7 ics subsegment with the launch of Culturelle 58 GERM X HAND SANITIZERS 14.8 96.8 tailers attempted a course Probiotics for Kids — CORIA CERA VE HAND & BODY LOTION 14.6 57.6 59 according to the company’s research, kids correction toward more 60 CLEARBLUE EASY OVULATION PREDICTION KITS 14.6 -14.3 already make up 60% of probiotic use. 61 ELATIONS LIQUID VITAMINS/MINERALS 14.5 131.1 profitable sets — establish- 62 ORGANIX /CREME RINSE 14.2 38.0 63 MENTHOLATUM SOFT LIPS LIP BALM/COLD SORE MED 14.1 -6.9 ing performance metrics Advanced Vision Re- OPI NAIL POLISH 14.0 10.7 64 search has been keep- that possibly favored big- 65 PHYSICIANS FORMULA MINERAL WEAR POWDER 13.7 -6.0 ing an eye out for the 66 ORGANIX REGULAR SHAMPOO 13.7 44.6 bottom line with its ger brands ... over slower- 67 CULTURELLE ANTACID TABLETS 13.3 30.9 TheraTears SteriLid eye- 68 ESTROVEN MINERAL SUPPLEMENTS 13.3 -9.5 lid that helps moving and slower-building relieve both blepharitis 69 SEA BOND DENTURE ADHESIVES 13.2 -6.8 and dry eye. Scientifi- ASTROGLIDE PERSONAL LUBRICANTS 13.2 6.8 brands. In other words, 70 cally vetted and doctor approved. 71 BOIRON OSCILLOCOCCINUM COLD/ALLRGY/SINUS 13.0 70.1 niche products. But now 72 MEGA T WEIGHT CONTROL CANDY/TABLETS 12.9 28.4 73 FRIZZ EASE HAIR STYLING/SETTING GEL/MOUSSE 12.6 -9.2 retailers are acknowledg- Bio-Oil continues to capture attention with BIG SEXY HAIR /SPRITZ 12.6 42.8 74 its breakthrough ingredient PurCellin Oil, ing they may have cut too 75 AYR NASAL SPRAY/DROPS/INHALER 12.2 -7.1 which helps deliver Bio-Oil’s blend of vi- 76 MILANI NAIL POLISH 12.1 -3.6 tamins and natural much, opening a pathway 77 THERA TEARS EYE/LENS CARE SOLUTIONS 12.0 5.5 plant oils where skin 78 SALONPAS EXTERNAL ANALGESICS RUBS 12.0 -2.4 needs them most. of opportunity for many Doctors have recom- 79 BOSTON SIMPLUS EYE/LENS CARE SOLUTIONS 12.0 5.3 mended it for scars GOLD BOND FOOT CARE/ATHLETES FOOT MEDICATION 11.9 6.8 suppliers, especially those 80 and stretch marks. 81 CHLORASEPTIC COUGH/SORE THROAT DROP 11.8 -8.2 of promising niche brands. 82 NEXT CHOICE FEMALE CONTRACEPTIVES 11.7 NA 83 CETAPHIL 11.5 37.6 84 MATRIX BIOLAGE REGULAR SHAMPOO 11.4 -26.0 85 LITTLE NOSES NASAL SPRAY/DROPS/INHALER 11.0 10.7 86 CABOODLES COSMETIC STORAGE 10.9 13.5 87 BRUT DEODORANTS 10.8 -6.5 88 AIM TOOTHPASTE 10.5 18.4 89 TIGER BALM EXTERNAL ANALGESICS RUBS 10.5 10.6 90 SINUCLEANSE NASAL SPRAY/DROPS/INHALER 10.4 -29.7 91 ARM & HAMMER PEROXICARE TOOTHPASTE 10.4 4.1 92 PAMPRIN FEMININE PAIN RELIEVERS 10.4 -8.6 93 BIO-OIL FACIAL ANTI-AGING 10.3 6.3 94 JOBST MUSCLE/BODY SUPPORT DEVICES 10.3 5.9 95 BROADWAY NAILS REAL LIFE ARTIFCL NAILS & ACCSSRS 10.2 -1.2 96 JUST FOR MEN TOUCH OF GRAY MEN’S HAIR COLORING 10.2 43.4 97 AQUANET HAIR SPRAY/SPRITZ 10.2 -2.0 98 TRIGOSAMINE MINERAL SUPPLEMENTS 10.2 122.7 99 COSAMIN DS MINERAL SUPPLEMENTS 10.1 -17.7 100 BANANA BT ULTR MST SPRT PRFRMNC SUNTAN LtN & OIL 10.1 233.5 * Sales in millions Source: Infoscan Reviews, SymphonyIRI Group Rankings reflect individual items — NOT totaled brand listings (e.g., all SKUs/versions rolled into a single figures)

Drug Store News DrugStoreNews.com May 2010 • 3 the annual Niche Brands/brokers report

Niche ‘SKU’ toward niche Continued from page 3 Brands president of the Emerson Group. “The Wendland, VP of Hamacher Resource Tpo 500 Total challenge from the retailer side is trying Group. “The fulcrum requires a precise Brand Sales* % CHG to find that right mix. That’s where that weighing of best-selling category leaders 101 ESTER C 1 & 2 LETTER VITAMINS $9.9 24.2% word ‘optimization’ comes in — it’s the and a mix of what some may deem artisan 102 HYDROXYCUT ADVANCED WEIGHT CTRL CANDY/TAbltS 9.9 NA right number of SKUs,” he said. “With brands that either provide unique points 103 EXTENZE MINERAL SUPPLEMENTS 9.8 224.8 optimization, you’re not losing any of difference or cater to the needs of an 104 AUSTRALIAN GOLD SUNTAN LOTION & OIL 9.8 12.2 consumer solutions within that mix.” emerging segment of the market.” It’s more akin to such programs SKU optimization certainly is more fa- 105 TWEEZERMAN GROOMING/SHAVING SCISSORS 9.6 15.2 as Walgreens’ Customer Centric Re- vorable diction for niche players, espe- BANANA BOAT ULTRA DEFENSE SUNTAN LOTION & OIL 9.6 68.8 106 tailing initiative — which was 85% cially as they can better justify placement 107 SLIMQUICK WEIGHT CONTROL/NUTRITIONALS LIQ/PWD 9.4 36.4 complete as of March — that iden- on the shelf using metrics other than turns 108 WHITE RAIN LIQUID BODY WASH/ALL OTHER 9.3 20.1 tified and distinguished core cat- and velocity — metrics such as profit-per- 109 POLYSPORIN FIRST AID OINTMENTS/ANTISEPTICS 9.3 3.5 egories and optimal products within sq.-in. and momentum, for example. 110 BUTLER GUM SOFT PICKS DENTAL ACCESSORIES/TOOLS 9.3 29.5 those categories. “I actually prefer “The expectations have to be aligned on the phrase ‘SKU optimization’ rath- both sides,” McBride said. “Today it comes 111 NIX LICE TREATMENTS 9.3 -11.3 er than ‘rationalization,’” said Dave down to if you get more margin out of [a KISS AND ACCESSORIES 9.2 2.8 112 particular SKU] than an item that might FINESSE REGULAR SHAMPOO 9.2 2.1 113 With sales taking off turn more frequently but [the margin] is 114 SARNA ANTI-ITCH TREATMENTS (INC CALAMINE) 9.1 -17.5 within intimate health squeezed because everybody has it,” he 115 QUICK & GENTLE NAIL POLISH REMOVERS 8.9 23.4 sets, Jimmy Johnson added. The niche product might not move 116 SHEER BLONDE REGULAR SHAMPOO 8.9 -19.6 agreed to promote the as fast, but turns enough and at a greater penny profit that it may hold more value 117 GOLD BOND ANTI-ITCH TREATMENTS (INC CALAMINE) 8.9 14.4 male sexual enhance- than a national brand. 118 BODY BENEFITS BATH/BODY SCRUBBERS/MASSAGERS 8.9 3.0 ment supplement Ex- tenZe, joining Mike Dit- “The very nature of it being a niche, sug- 119 ZICAM ORAL MIST COLD/ALLERGY/SINUS LIQUID/PWDR 8.8 6.8 ka as ex-gridiron greats who aren’t afraid gests that it’s not going to cannibalize the HIBICLENS FIRST AID OINTMENTS/ANTISEPTICS 8.8 26.6 120 to grapple with performance issues. rest of the category,” Wendland added. “If 121 ICAPS AREDS MULTIVITAMINS 8.8 39.2 you measure it on turnover only, velocity 122 ACT FOR KIDS MOUTHWASH/DENTAL RINSE 8.7 -5.5 with the category, niche is going to be a 123 PERT PLUS HAPPY MEDIUM REGULAR SHAMPOO 8.7 -43.2 slower mover potentially,” he said. Making the nasal sa- As you get into the conversation about 124 OCEAN NASAL SPRAY/DROPS/INHALER 8.6 -4.2 line category simple optimization versus rationalization, niche SERENITY TENA ADULT INCONTINENCE PRODUCTS 8.6 34.8 125 since 1973, Flem- metrics ought to capture the lifetime value 126 NEW SKIN FIRST AID - TAPE/BANDAGE/GAUZE/COTTON 8.5 10.0 ing Pharmaceuticals of that consumer, the value to a retailer in 127 DEL BORGHESE NAIL POLISH 8.5 42.1 took the mess out of being an early adopter of the niche brand 128 PURE PROTEIN WEIGHT CTRL/NUTRITIONALS LIQ/PWD 8.5 237.3 mixing saline solu- and the value of creating a new user/shop- 129 BOUDREAUXS BUTT PASTE BABY OINTMENTS/CREAMS 8.4 -3.5 tions with the recent per, suggested Curt Behrens, president of launch of its premixed P2B. “You have to introduce the concept 130 SLIM SHOTS WEIGHT CTRL/NUTRITIONALS LIQ/PWD 8.4 17.4 formula Ocean Complete Sinus Irrigation. of market basket and understand related 131 JILLIAN MICHAELS WEIGHT CONTROL CANDY/TABLETS 8.3 NA Continued on page 5 132 ZANTREX 3 WEIGHT CONTROL CANDY/TABLETS 8.3 -13.2 133 AMLACTIN HAND & BODY LOTION 8.2 10.1 134 COMPOUND W FREEZE OFF WART REMOVERS 8.2 -10.2 135 KISS EVERLASTING FRNCH ARTIFiCiaL NAILS & ACCSSrs 8.1 NA 136 UNIVERSITY MEDCL FC LFT WRINKLFR FACIAL ANTIAGING 8.1 149.0 137 AMERICAN CREW REGULAR SHAMPOO 8.1 -11.8 138 EFFERDENT PLUS DENTURE CLEANSER/TABLETS 8.0 -15.1 139 SPORT AID MUSCLE/BODY SUPPORT DEVICES 8.0 -6.5 140 ARM & HAMMR ADVANC WHT BRLLNT SP TOOTHPASTE 7.9 2.1 141 BIOSILK SILK THERAPY HAIR CONDITIONER/CREME RINSE 7.9 -21.6 142 FLORASTOR MINERAL SUPPLEMENTS 7.8 45.2 143 LIP SMACKER 7.8 7.9 144 DOCTORS NIGHTGRD ADVANCD CMFRT DENTAL ACCSSrs 7.8 29.4 145 SIMILASAN EAR DROPS/TREATMENTS 7.8 -9.2 146 CLOSE UP TOOTHPASTE 7.6 -3.9 147 XENADRINE RFA 1 WEIGHT CONTROL CANDY/TABLETS 7.6 258.0 148 FUNGI CURE FOOT CARE/ATHLETES FOOT MEDICATION 7.6 6.0 149 DIUREX DIURETIC TABLETS 7.5 -2.0 150 REPLENS VAGINAL TREATMENTS 7.5 2.4 * Sales in millions Source: Infoscan Reviews, SymphonyIRI Group Rankings reflect individual items — NOT totaled brand listings (e.g., all SKUs/versions rolled into a single figures)

Drug Store News DrugStoreNews.com May 2010 • 4 the annual Niche Brands/brokers report

Niche ‘SKU’ toward niche Continued from page 4 Brands purchases in that basket,” Behrens added, continued, delivering on the promise of Tpo 500 Total given that many retailers are focusing on “one more item. You’ve shown [that con- Brand Sales* % CHG growing their average basket rings. sumer] a way to get into the department 151 NADS DEPILATORIES $7.5 0.3% Take Perlabella as an example, Behrens store retinol franchise in a drug store for- 152 MACKS PILLOW SOFT EAR CARE PRODUCTS 7.4 1.6 said. It is an antiaging agent that brings mat at a price they can afford,” he said. 153 ODOR EATERS FOOT CARE/ATHLETES FOOT MEDICATION 7.4 -6.3 the clinically proven benefits of retinol and Another example of growing market- hyaluronic acid out of specialty skin care basket size through premium placement 154 ORGANIC ROOT STIMULATOR HAIR RELAXER KITS 7.2 19.7 centers and into retail at a shopper-friendly might be Advanced Vision Research’s Ster- BONINE MOTION SICKNESS TABLETS 7.1 -2.9 155 pricepoint. “Now you’re converting a pre- iLid eyelid cleanser, said Pat O’Leary, pres- 156 BALMEX BABY OINTMENTS/CREAMS 7.1 -11.9 vious low-end traditional lotion user into a ident of the Greenwood Group. Launched 157 REPHRESH VAGINAL TREATMENTS 7.0 23.7 retinol or hyaluronic acid customer. You’ve a few years ago against several pre-exist- 158 BIOFREEZE EXTERNAL ANALGESICS RUBS 6.9 44.0 moved them up the chain,” he said. ing , Advanced Vision Research 159 FIRST RESPONSE OVULATION PREDICTION KITS 6.9 4.3 If the product delivers on its promise, introduced a new way to cleanse the eye- the opportunity is there for the retailer lids that was clinically more effective at 160 TRUFORM MUSCLE/BODY SUPPORT DEVICES 6.9 21.3 to convert that customer into a whole lot a premium price. “It took the dollar ring 161 SWISSPERS COTTON BALLS/COTTON SWABS 6.9 -4.7 of other upgraded purchases, Behrens Continued on page 6 162 BUTLER GUM GO BETWEENS DENTAL ACCSSRs/TOOLS 6.9 -4.8 163 BODY FORTRESS WEIGHT CTRL/NUTRITIONALS LIQ/PWD 6.8 -32.4 Hyland’s Leg Cramps PM helps knock From a buy-in standpoint, TRIPLE PASTE BABY OINTMENTS/CREAMS 6.7 -4.9 “ 164 out leg cramps and sleepless nights with 165 PALMERS COCOA BUTTER FORMULA FADE/BLEACH 6.7 -2.6 this natural, nonhabit-forming formula, a niche product can’t com- 166 FANTASIA HAIR STYLING/SETTING GEL/MOUSSE 6.7 0.8 making it a nice addition to 167 HYLAND’S INTERNAL ANALGESIC TABLETS 6.7 4.0 a growing cate­ pete with even the worst- 168 APPLIED NUTRITION WEIGHT CONTROL CANDY/TABLETS 6.7 10.6 gory combin- 169 UNIVERSITY MEDICAL ACNEFRE SEVER ACNE TRTMNTS 6.7 -2.3 ing analge­s- selling Tylenol. The challenge ics with OTC 170 MR BUBBLE BATH FRAGRANCES/BUBBLE BATH 6.6 3.6 sleep aids. 171 WHITE RAIN CLASSIC CARE HAIR SPRAY/SPRITZ 6.6 -11.9 from the retailer side is try- 172 HEAROS EAR CARE PRODUCTS 6.6 9.1 173 BIG SEXY HAIR HAIR STYLING/SETTING GEL/MOUSSE 6.5 7.2 ing to find that right mix. Developed by a den- 174 GOLD BOND HAND & BODY LOTION 6.5 -8.9 tist, Dentemp O.S. of- BANANA BT ULTRA MIST TANNING SUNTAN LoTion & OIL 6.5 166.0 That’s where that word ‘op- 175 fers a convenient and 176 TIGI CATWALK CURLS ROCK HAIR STYl/gel/mousse 6.4 33.9 easy way to tempo- timization’ comes in — it’s 177 KANK A ORAL PAIN RELIEF 6.4 10.2 rarily repair loose 178 ACTIVON EXTERNAL ANALGESICS RUBS 6.4 -30.7 caps and crowns and the right number of SKUs. 179 DIGESTIVE ADVANTAGE ANTACID TABLETS 6.4 -3.1 lost fillings, while providing pain relief. The ” 180 BIOSILK HAIR CONDITIONER/CREME RINSE 6.3 48.8 formula is strong enough that the user can R ick Wellinger, eat on it in 60 minutes. 181 WET N WILD WILD SHINE NAIL POLISH 6.3 9.1 Emerson Group 182 DENTEMP OS DENTAL ACCESSORIES/TOOLS 6.2 26.5 183 HYLAND’S ORAL PAIN RELIEF 6.1 7.1 184 FUNGI NAIL FOOT CARE/ATHLETES FOOT MEDICATION 6.1 11.5 185 SCALPICIN HAIR CONDITIONER/CREME RINSE 6.0 -11.6 186 FINESSE HAIR CONDITIONER/CREME RINSE 6.0 -6.8 187 LIPO FLAVONOID MULTIVITAMINS 6.0 -31.0 188 FIRST RESPONSE RAPID RESULT PREGNANCY TEST KITS 5.9 -8.3 189 PLUS WHITE TOOTHPASTE 5.9 -6.1 190 PEPSODENT TOOTHPASTE 5.8 7.9 191 21ST CENTURY MINERAL SUPPLEMENTS 5.8 2.9 192 ORGANIC ROOT STIMULATOR HAIR CoNDTNer/CR RNS 5.8 11.1 193 DESIGNER WHEY WEIGHT CTRL/NUTRITIONALS LIQ/PWD 5.8 20.6 194 MILANI RUNWAY 5.7 46.5 195 HYDROXYCUT WEIGHT CTRL/NUTRITIONALS LIQ/PWD 5.7 51.8 196 WHITE RAIN REGULAR SHAMPOO 5.6 16.3 197 STRIDEX DAILY CARE ACNE TREATMENTS 5.6 -9.6 198 AZO CRANBERRY MINERAL SUPPLEMENTS 5.6 17.6 199 THERMIPAQ HEAT/ICE PACKS 5.6 55.5 200 BUTLER GUM PROXABRUSH DENTAL ACCSSRS/TOOLS 5.5 -1.5 * Sales in millions Source: Infoscan Reviews, SymphonyIRI Group Rankings reflect individual items — NOT totaled brand listings (e.g., all SKUs/versions rolled into a single figures)

Drug Store News DrugStoreNews.com May 2010 • 5 the annual Niche Brands/brokers report

Niche ‘SKU’ toward niche Continued from page 5 Brands of eyelid cleansing up by about $4 to $5,” Biotab Neutraceuticals’ ExtenZe, a nu- Tpo 500 Total O’Leary said. “Today it’s a strong, success- tritional supplement that supports male Brand Sales* % CHG ful SKU in a handful of retailers.” sexual enhancement, which more or less 201 DEXATRIM MAX COMPLEX 7 WEIGHT CTRL CANDY/TBLTS $5.5 466.6% There’s also growth of market basket established a new category at retail. If a 202 MILANI RUNWAY EYES WET DRY EYE SHADOW 5.4 34.8 through incremental dollars. “A lot of retailer had placed another mutlivita- 203 VANICREAM HAND & BODY LOTION 5.4 43.3 niche products add incremental dollars to min in lieu of a product like ExtenZe, it the [category],” noted Anthony Raissen, would only be trading dollars it already 204 NEW YORK COLOR 5.4 8.7 president at InterQuantum. And if a niche had captured between brands, offered Jer- NEURAGEN PN EXTERNAL ANALGESICS RUBS 5.4 50.1 205 product manufacturer can establish that emy Fox, marketing and sales coordinator 206 ARM & HAMMER SPINBRUSH PRO CLEAN DENTAL ACCSSrs 5.3 NA incremental dollar as part of its proposi- at InterQuantum. “But by [merchandis- 207 SLO NIACIN 1 & 2 LETTER VITAMINS 5.3 5.4 tion, “we found a lot of the retail- ing] ExtenZe, it’s a whole new category; a 208 FLEET PEDIA LAX LAXATIVE/STIMULANT LIQ/PWDR/OIL 5.3 68.0 ers are willing to listen and willing whole new consumer.” 209 STOPAIN EXTERNAL ANALGESICS RUBS 5.3 -11.1 to take a chance on the product,” Nozin, which made a big push against its he said. Nozin product in March during an ECRM 210 CARMEX CLICK STICK LIP BALM/COLD SORE MEDICATION 5.3 -7.3 That risk taking even extends to cough-cold meeting, is another example of 211 PLUS WHITE TOOTH BLEACHING/WHITENING/PWDR/PL 5.2 13.9 a potentially risqué product like potential incremental growth. Sanitizers HERPECIN L LIP BALM/COLD SORE MEDICATION 5.2 14.5 212 were increasingly popular this year thanks FRIZZ EASE MOISTURE BARRIER HAIR SPRAY/SPRITZ 5.2 21.1 213 Slo Niacin, from Upsher- to a constant barrage of H1N1 pandemic 214 TIGI BED HEAD HARD HEAD HAIR SPRAY/SPRITZ 5.1 -4.4 Smith Labs, provides a flu news over the airwaves, and Nozin is a 215 CERTAIN DRI DEODORANTS 5.1 13.9 nonprescription solution sanitizer designed for application directly 216 SOMINEX SLEEPING AID TABLETS 5.1 -19.0 to low HDL levels — and to the nasal passage — potentially elimi- nating germs before they actually enter 217 AMERICAN CREW FIBER HAIR STYLING/Gel/Mousse 5.1 22.9 that means raising the the body. The premium-priced product is 218 SLEEP MD SLEEPING AID TABLETS 5.1 -27.6 good cholesterol. With baby boomers becoming more expected to be a conjunctive sale to hand 219 PHYSICIANS FORMULA SHIMMER STRPS EYE SHADOW 5.1 11.4 lipid conscious, this is one sanitizer, providing workers who can’t af- BREATH RX MOUTHWASH/DENTAL RINSE 5.1 -13.9 220 SKU you really don’t want to do without. ford to call in sick additional protection. 221 BANANA BOAT ULTRA MIST KIDS SUNTAN LOTION & OIL 5.1 215.6 According to Wendland, other exam- 222 LANSINOH BODY ANTI-AGING 5.0 4.0 ples of products that appear to be well- positioned in contributing to category 223 SMOOTH N SHINE POLISHING HAIR STYL/gel/mousse 5.0 -3.9 Following a trend toward a greater preva- growth include: Brilliant! by Lil’ Drug THERABREATH MOUTHWASH/DENTAL RINSE 5.0 11.1 224 lence in breast-feeding, more moms are Stores, a product that combines a device FREEZE IT EXTERNAL ANALGESICS RUBS 4.9 16.7 225 turning to their mommy blogs in search of (pH measurement) with a more traditional 226 NEW YORK COLOR NAIL POLISH 4.9 -0.9 breast care products that are safe for baby. feminine hygiene product; Neuragen from 227 ARRID EXTRA EXTRA DRY ULTRA CLR DEODORANTS 4.9 -4.5 And Lansinoh Origin Biomed, a topical analgesic to treat 228 PRO FOOT TRIAD FOOT CARE DEVICES 4.9 -1.0 is the lead- neuropathy that comes in various delivery ing choice of 229 PERCOGESIC INTERNAL ANALGESIC TABLETS 4.9 4.6 forms to meet the needs of consumers; and mommy blogs Union Springs Pharmaceuticals’ MyClyns, 230 NICOLE NAIL POLISH 4.8 6.8 everywhere. a unique sanitizing product that helps JORDANA EASYLINER EYE LINER 4.8 19.8 231 eliminate blood-borne pathogens. 232 YARDLEY OF LONDON NON-DEODORANT BAR SOAP 4.8 27.3 233 SPLAT WOMEN’S HAIR COLORING 4.8 83.6 234 ALACER EMERGEN C IMMUNE DEFENSE Liq/vt/min 4.8 48.8 235 METABOLIFE ULTRA WEIGHT CTRL CANDY/TABLETS 4.8 -4.8 236 DOCTORS BRUSHPICKS DENTAL ACCESSORIES/TOOLS 4.7 2.6 237 AZO YEAST ALL OTHER FEM. HYGIENE/MED. TRTMNTS 4.7 18.4 238 CYSTEX INTERNAL ANALGESIC TABLETS 4.7 16.0 239 ZEASORB AF FOOT CARE/ATHLETES FOOT MEDICATION 4.7 13.9 240 LUSTER TOOTH BLEACHING/WHITENING/PWDR/PL 4.7 53.3 241 ICELAND HEALTH MINERAL SUPPLEMENTS 4.7 7.9 242 NAIR SHOWER POWER DEPILATORIES 4.7 28.7 243 SEA BAND MOTION SICKNESS TABLETS 4.7 10.9 244 BANANA BT ULTRAMST ULTR DEFENS SUNTAN LTN & OIL 4.7 59.0 245 CORIA CERA VE FACIAL CLEANSERS 4.7 54.7 246 DENTEK SILK FLOSS DENTAL ACCESSORIES/TOOLS 4.6 10.5 247 DIABETIC TUSSIN COUGH SYRUP 4.6 -2.2 248 MATRIX BIOLAGE COLOR CARE REGULAR SHAMPOO 4.6 -16.5 249 GRECIAN FORMULA 16 MEN’S HAIR COLORING 4.6 -8.4 250 PRIMATENE COLD/ALLERGY/SINUS TABLETS/PACKETS 4.5 -15.3 * Sales in millions Source: Infoscan Reviews, SymphonyIRI Group Rankings reflect individual items — NOT totaled brand listings (e.g., all SKUs/versions rolled into a single figures)

Drug Store News DrugStoreNews.com May 2010 • 6 the annual Niche Brands/brokers report Niche Brands R oles change as retailers Tpo 500 Total Brand Sales* % CHG rationalize assortments 251 MATRIX BIOLAGE CLR CAR THERAPI HAIR CND/CR RNSe $4.5 -31.8 252 ZANFEL ANTI-ITCH TREATMENTS (INC CALAMINE) 4.5 -11.0 By Antoinette Alexander supported, profitable and has to generate 253 MATRIX SLEEK LOOK REGULAR SHAMPOO 4.5 -19.3 the expected turns and sales velocity of that As the industry juggles the impact of a retailer,” said Curt Behrens, president of 254 RELACORE WEIGHT CONTROL CANDY/TABLETS 4.5 -50.7 weak economy, ongoing consolidation and P2B Inc., which provides clients with con- NOSTRILLA NASAL SPRAY/DROPS/INHALER 4.5 9.3 255 SKU rationalization, there’s no doubt that sulting and advisory services. “The role of 256 DR BRONNERS MAGIC SOAP LIQUID HAND SOAP 4.5 14.3 the role of the broker, or sales and marketing the broker is to coordinate corporate mar- 257 FRIZZ EASE DREAM CURLS HAIR STYL/gel/mousse 4.5 -1.9 consultant, is changing and growing increas- keting, retailer marketing, retailer strategy 258 PLACKERS DENTAL ACCESSORIES/TOOLS 4.5 -7.8 ingly vital to niche brands and even retail- and corporate strategy into an actionable 259 DIGESTIVE ADVANTAGE LAXATIVE TABLETS 4.4 -3.4 ers. In light of this, several industry players format. You just can’t show up and present.” are embarking on new paths and initiatives Ask anyone who has been in the business 260 EMETROL MOTION SICKNESS/EMETIC/ANTI-EMETIC 4.4 -33.7 to help smaller manufacturers and retailers for some time, and they’ll likely agree that 261 BED BUDDY HEAT/ICE PACKS 4.4 -35.3 succeed in this challenging environment. the industry has undergone great change. STAIN AWAY PLUS DENTURE CLEANSER/PASTE/PWDR 4.4 51.8 262 “It is no longer good enough to bring in Now, ask them what has become the great- 263 MERLOT FACIAL ANTI-AGING 4.4 33.2 product, a promise and a compelling story. est challenge today, and you’ll likely hear 264 MIDNITE SLEEPING AID TABLETS 4.4 10.4 It needs to be fact-based, data-supported two words — SKU rationalization. For ex- 265 PHYSICIANS FORMULA POWDER PALETT BLUSH 4.4 -9.1 and relevant to the market, and relevant to ample, one industry source pointed to a ma- 266 KINOKI FOOT CARE DEVICES 4.4 -81.6 that specific retailer. It has to be properly jor chain that has slashed its SKU count to 18,000 from 25,000. 267 SUMMERS EVE SHEER FLORAL ALL OTHER FEM. HYG 4.3 86.0 “It has become really challenging this year 268 SHORT SEXY HAIR HAIR STYLING/SETTING GEL/MOUSSE 4.3 19.0 HeelTastic is a roll-on cracked heel renewal because the SKU rationalization process is 269 SLEEP RIGHT DENTAL ACCESSORIES/TOOLS 4.3 20.3 that helps soothe, re- very short-sided in terms of niche brands or JOHN FRIEDA LUX VOL HAIR STYLING/SETTING GEL/MOUSSE 4.3 74.7 270 lieve and soften. It is specialty brands,” said David Biernbaum, PEDIACARE COLD/ALLERGY/SINUS LIQUID/POWDER 4.3 -31.5 271 made with antibacterial, president and senior consultant at David 272 ARM & HAMMER WHITEN BooSTER TeeTH BLeaCHING 4.3 70.3 antifungal ingredients, Biernbaum & Associates. “The real issue right now is SKU rationalization.” 273 HEEL TASTIC FOOT CARE/ATHLETES FOOT MEDICATION 4.2 NA and also is great for According to Biernbaum, the sticking BLISTEX FRUIT SMOOTHIES LIP BALM/COLD SORE MEd 4.2 -15.4 rough knees, and dry, 274 point is the fact that SKU rationalization is PURE BODY BATH/BODY SCRUBBERS/MASSAGERS 4.2 17.6 itchy elbows or cuticles. 275 predicated “completely on velocity, profit- 276 DERMOPLAST FIRST AID OINTMENTS/ANTISEPTICS 4.2 -5.0 ability and the return on investment on how 277 PSORIASIN ANTI-ITCH TREATMENTS (INC CALAMINE) 4.2 2.5 the specific item moves.” This is problematic 278 ABSORBINE JR EXTERNAL ANALGESICS RUBS 4.2 -10.4 Dr. Fresh has redefined oral care for a niche brand, which seldom has the ve- through innovation, new technology 279 PRELL CLASSIC REGULAR SHAMPOO 4.1 -2.6 locity that is comparable with a major com- and lower prices. The brand made modity brand in any given category. This 280 FRIZZ EASE SeCReT WEAPON HAIR STYL/gel/mousse 4.1 3.5 headlines with its Fire Fly toothbrush has prompted Biernbaum to form a group — BIKINI ZONE EXTERNAL ANALGESICS RUBS 4.1 17.7 281 for children, which flashes for one comprised of industry members with strong 282 GERATHERM PERSONAL THERMOMETERS 4.1 49.0 minute when the base is pressed, backgrounds in economics, consumer be- 283 VILLAGE NTRLS SHOPPE BATH FRGRNCS/BUBBLE BATH 4.1 12.8 and has since expanded to more havioral research and retail — to meet with 284 GLYOXIDE ORAL PAIN RELIEF 4.1 9.1 than 250 personal care products, senior-level executives and address the topic 285 STYE EYE/LENS CARE SOLUTIONS 4.1 -6.3 including the fun Float’n Fire Fly. of SKU “over-rationalization.” 286 WET N WILD MEGA SLICKS LIP GLOSS 4.1 -5.9 Continued on page 8 287 BUMPITS DENTAL ACCESSORIES/TOOLS 4.1 NA 288 HEALTH PLUS SUPER COLON CLEANSE LAXATIVE TBLTS 4.1 11.0 289 DR FRESH DENTAL ACCESSORIES/TOOLS 4.1 114.5 290 RELEEV LIP BALM/COLD SORE MEDICATION 4.1 -16.1 291 BULLFROG MARATHON MIST SUNTAN LOTION & OIL 4.0 NA 292 SHEER BLONDE HAIR CONDITIONER/CREME RINSE 4.0 139.4 293 BURTS BEES FACIAL CLEANSERS 4.0 -15.9 294 MATRIX BIOLAGE HYDRATHERAPIE REGULAR SHAMPOO 4.0 35.7 295 GARLIQUE MINERAL SUPPLEMENTS 4.0 -17.4 296 SEA BREEZE FACIAL CLEANSERS 4.0 4.6 297 T N DICKINSONS FIRST AID OINTMENTS/ANTISEPTICS 4.0 15.0 298 BLAIREX FIRST AID OINTMENTS/ANTISEPTICS 4.0 -2.7 299 LOFTHOUSES FISHERMANS FRND COUGH/SORE THT drp 4.0 7.6 300 BODY IMAGE BODY BeNeFiTS BATH/BODY SCRUB/msg 3.9 38.2 * Sales in millions Source: Infoscan Reviews, SymphonyIRI Group Rankings reflect individual items — NOT totaled brand listings (e.g., all SKUs/versions rolled into a single figures)

Drug Store News DrugStoreNews.com May 2010 • 7 the annual Niche Brands/brokers report

Niche Roles change Continued from page 7 Brands “Where I see my role is that we have to re- some retailers. Tpo 500 Total ally go to senior-level executives and discuss “If this [trimming SKUs] is the route that Brand Sales* % CHG a possible flaw in the whole SKU-rational- the retailer is taking, then you have to under- 301 KONSYL LAXATIVE/STIMULANT LIQ/PWDR/OIL $3.9 -5.4 ization process that I think major retailers are stand what they are taking and have to abide 302 FLEET PEDIA LAX LAXATIVE TABLETS 3.9 140.1 missing right now,” Biernbaum said. “Niche by what the retailer is doing. This is part of 303 14 DAY CLEANSE WEIGHT CONTROL CANDY/TABLETS 3.9 NA brands are never going to have the vol- being part of a salesman who can adjust,” 304 FINESSE HAIR SPRAY/SPRITZ 3.9 NA ume or return on investment that a said Alan Harvith, president of Birchcrest large, nationally advertised brand with Marketing, a marketing and sales represen- 305 FLEXITOL FOOT CARE/ATHLETES FOOT MEDICATION 3.9 -12.8 $100 million or more in advertising will tative firm. “You really have to show the re- BLISTEX COMPLETE MOISTURE LIP BALM/COLD SORE MED 3.9 -11.9 306 have. But what [niche brands] will do tailer that this item belongs, and it becomes 307 BIG SEXY HAIR SPRAY AND PLAY HAIR SPRAY/SPRITZ 3.9 -28.6 that the large, nationally advertised tougher. You have to make certain that the 308 BLISTEX DEEP RENEWAL LIP BALM/COLD SORE MED 3.9 88.9 brands will not do is they will bring in retailer, if they try this new item, isn’t going 309 SMART MOUTH 24 HR FRSH BREATh MtHWSH/DT RNSE 3.9 -17.3 a destination consumer who will spend to lose anything.” 310 MANE N TAIL REGULAR SHAMPOO 3.9 3.2 an average extra 26% on other high- The tougher environment has prompted margin, high-profitable items while [he National Sales Solutions, a sales and market- 311 BUTLER GUM CRAYOLA POWER TOOTHBRUSHES 3.9 87.5 or she is] in the store.” ing consulting firm, to be even more selec- DOANS INTERNAL ANALGESIC TABLETS 3.9 -19.4 312 Biernbaum said it was too early to tive in taking on clients. In fact, Ron Otto, 313 PERT PLUS MEDIUM REGULAR SHAMPOO 3.9 NA disclose additional details, but he did president of the firm, said that it has turned 314 PHYSICIANS FORMULA POWDER PALETT POWDER 3.9 -10.1 acknowledge that several meetings al- away more companies in the past year than 315 WHITE RAIN HAIR SPRAY/SPRITZ 3.8 -3.1 ready have taken place and signs are ever before simply because it has to be more 316 BLISTEX LIP MEDEX LIP BALM/COLD SORE MEDICATION 3.8 -8.5 emerging of a trend reversal among selective. “We have to make sure that the products that we take forward to the retail- 317 DERMAREST ANTI-ITCH TREATMENTS (INC CALAMINE) 3.8 -2.6 Launched in 1982, Finesse has been pro- ers have a chance and have a better-than-av- 318 INTELLIGENDER OTHER HOME TESTING KITS 3.8 NA moted by such celebrities as Heidi Klum, erage chance,” Otto said, noting that a prod- TRIM NEAT FEET FOOT CARE DEVICES 3.7 0.7 319 Sharon Stone and Rene Russo. In 2006, uct must have a strong point of difference. 320 OGILVIE PRECISELY RIGHT HOME PERMANENT KITS 3.7 16.6 Lornamead purchased Finesse from Unile- Meanwhile, the Swanson Group, a sales 321 MAGNIVISION EYE/LENS CARE TABLETS/ACCESSORIES 3.7 -9.5 ver and gave the brand a new look. It also and marketing organization, is taking its 322 PHYSICIANS FORMULA ORGANIC WEAR POWDER 3.7 -27.3 put an emphasis be- own path toward driving success — “unlock- hind the Hispanic con- 323 LOBOB OPTIMUM EYE/LENS CARE SOLUTIONS 3.7 10.0 ing new value and profitable new revenue sumer, who it found to streams through a customer blueprint pro- 324 MENTHOLATUM CHEST RUBS 3.6 -8.8 be a high purchaser of cess, national go-to-market strategy, industry CRYSTAL DEODORANTS 3.6 -2.1 325 the brand. consultation, B2B development and seamless 326 STIM U DENT DENTAL ACCESSORIES/TOOLS 3.6 18.2 execution,” according to the company. 327 INFUSIUM 23 MOISTUROLOGIE REGULAR SHAMPOO 3.6 -4.8 As part of this solution, Dan Mack, EVP 328 XENNA NONYX NAIL TREATMENT 3.6 -15.4 Relacore has defined strategic business development for the 329 AETREX FOOT CARE DEVICES 3.6 -66.4 a new incremental Swanson Group, said he is working on an dieting opportunity initiative referred to as The Industry Busi- 330 GENISOY WEIGHT CONTROL/NUTRITIONALS LIQ/PWD 3.6 -6.9 for those folks who ness Planning Best Practices. Through this BABYS BLISS LIQUID VITAMINS/MINERALS 3.6 43.3 331 dropped the dress initiative, the Swanson Group is leverag- NOW MINERAL SUPPLEMENTS 3.5 18.0 332 sizes but still suffered ing and optimizing several major industry 333 SUDDEN CHNGE SCAR ZONE FIRST AID OINT/ANTISPTCS 3.5 -23.2 from “belly bulge” meetings, such as NACDS Marketplace and 334 MOTIONS AT HOME HAIR CONDITIONER/CREME RINSE 3.5 -9.8 with its extra weight NACDS Annual, to interview major retail 335 KANK A SOFTBRUSH ORAL PAIN RELIEF 3.5 -4.7 control products. executives and gain insights from manufac- 336 AIRBORNE MULTIVITAMINS 3.5 NA Continued on page 9 337 BRYLCREEM HAIR STYLING/SETTING GEL/MOUSSE 3.5 -5.7 338 NOPALINA LINAZA PLUS LIQUID VITAMINS/MINERALS 3.5 -19.3 339 SPENCO FOOT CARE DEVICES 3.5 -3.5 340 LIL CRITTERS MINERAL SUPPLEMENTS 3.5 44.5 341 FREEZE FREEZE IT HAIR SPRAY/SPRITZ 3.5 -12.2 342 ESSIE NAIL POLISH 3.5 93.2 343 FLORA JEN MINERAL SUPPLEMENTS 3.5 56.9 344 JOLEN FADE/BLEACH 3.4 -8.9 345 RELACORE EXTRA WEIGHT CONTROL CANDY/TABLETS 3.4 242.4 346 ODOR EATERS FOOT CARE DEVICES 3.4 5.4 347 JAY ROBB WEIGHT CONTROL/NUTRITIONALS LIQ/PWD 3.3 27.7 348 LIL CRITTERS 1 & 2 LETTER VITAMINS 3.3 54.7 349 CRYO MAX HEAT/ICE PACKS 3.3 -23.3 350 ENZYTE MINERAL SUPPLEMENTS 3.3 -22.2 * Sales in millions Source: Infoscan Reviews, SymphonyIRI Group Rankings reflect individual items — NOT totaled brand listings (e.g., all SKUs/versions rolled into a single figures)

Drug Store News DrugStoreNews.com May 2010 • 8 the annual Niche Brands/brokers report

Niche Roles change Continued from page 8 Brands turers to develop a blueprint that will help product brokerage firm. “The fact is that Tpo 500 Total the industry bolster productivity and get these category managers at these accounts Brand Sales* % CHG even more out of the meetings. are always changing, and it is more impor- 351 STRIDEX ACNE TREATMENTS $3.3 -9.0 “This is a piece that we are working on tant that you know the account than some- 352 XENADRINE ULTRA WEIGHT CONTROL CANDY/TABLETS 3.3 NA now, and it should be ready in the times the people. The processes, the paper- 353 FEVERALL INTERNAL ANALGESIC TABLETS 3.3 -19.7 next six to eight weeks. We will prob- work and what they look for in a program ably find different venues to market is the same, so there’s no reason why we 354 TINEACIDE FOOT CARE/ATHLETES FOOT MEDICATION 3.3 0.8 it, similar to the products-to-market can’t go see another category. So we are try- DEXATRIM MAX WEIGHT CONTROL CANDY/TABLETS 3.3 -42.7 355 initiative a couple of years ago,” Mack ing to do more of that.” 356 TWINLAB RIPPED FUEL EXTREME WGHT CTRl CDY/TBT 3.3 -7.6 said. “That is something our team is Jim Lewis, president of NAGMR, the 357 GRECIAN 5 MEN'S HAIR COLORING 3.3 -17.6 working very closely on.” professional association representing man- 358 QUANTUM LIP CLEAR LYSINE PLUS LIP BALM/COLD SORE 3.3 9.8 Meanwhile, Elias Shaker is work- ufacturers to the food, drug and mass trade, 359 CHI HAIR CONDITIONER/CREME RINSE 3.3 -6.6 ing on broadening its scope. “We are said the group has implemented a “Find a starting to take more of a look at cat- Broker” tab on its site with a questionnaire 360 CALADRYL ANTI-ITCH TREATMENTS (INC CALAMINE) 3.2 -9.3 egories that maybe we haven’t been to be filled out by an inquiring manufactur- 361 VCF FEMALE CONTRACEPTIVES 3.2 -13.8 so involved with lately, like, for exam- er. The submission is sent to each NAGMR JOBST ULTRASHEER MUSCLE/BODY SUPPORT DEVICES 3.2 33.7 362 ple, housewares. Sometimes firms like member and then stored in the tab for six 363 APATRIM WEIGHT CONTROL CANDY/TABLETS 3.2 42.2 ours specialize in health-and-beauty months. In addition, the group is looking 364 MURINE EARIGATE EAR DROPS/TREATMENTS 3.2 -61.6 aids and we get pigeonholed there into setting up another tab for sharing re- 365 PRONTO PLUS LICE TREATMENTS 3.2 -25.7 a bit,” said Bruce Funk, president of sources, such as PR companies and contract 366 CLEAR EYES ACR EYE/LENS CARE SOLUTIONS 3.1 -26.8 Elias Shaker, a full-service consumer manufacturing, among its members. In light of the challenges smaller compa- 367 PED EGG PRO FOOT CARE DEVICES 3.1 -43.0 nies face when coming to market, it some- 368 FERRO SEQUELS MINERAL SUPPLEMENTS 3.1 -5.6 Weight-loss products continue to be hot times makes more sense to shift gears from 369 PERT PLUS SO FINE REGULAR SHAMPOO 3.1 -36.3 products — especial- eyeing a national launch to eyeing perhaps NU HAIR MINERAL SUPPLEMENTS 3.1 -3.5 370 ly just after New Year’s a more focused, manageable distribution 371 MANE N TAIL HAIR CONDITIONER/CREME RINSE 3.1 1.6 and just before bikini channel, such as a regional retailer, the 372 STACKER 3 WEIGHT CONTROL CANDY/TABLETS 3.1 -9.1 season — that help to Internet or catalog. “You have to pick out what will work in each different channel of 373 SUNMARK BLOOD PRESSURE KIT 3.1 10.4 streamline consumer distribution. For example, some things to- FRIZZ EASE STRaiGHT FIXATION HAIR STYL/gel/mousse 3.1 NA waistlines while fat- 374 day aren’t going to work in a conventional UNISOM SLEEPMELTS SLEEPING AID TABLETS 3.1 71.8 tening bottom lines. 375 drug store; however, it might be perfect for 376 NAIR FOR MEN DEPILATORIES 3.1 -9.7 selling online,” Harvith said. 377 KISS SALON RESULTS ARTIFICIAL NAILS AND ACCSSrS 3.1 2.5 Added Funk, “it is difficult because some- 378 GUM CANKER X ORAL PAIN RELIEF 3.1 46.1 Women who shop at mass for how you have to get your item established. 379 BENZEDREX NASAL SPRAY/DROPS/INHALER 3.0 0.6 frizz-fighting solutions likely are Maybe it is in some sort of direct response- picking up John Frieda’s Frizz- type of arena, like the home catalog trade or 380 ACTIFADE FADE/BLEACH 3.0 72.5 Ease. Frizz-Ease Straight Fixa- home shopping network — that sometimes MATRIX BIOLAGE HAIR SPRAY/SPRITZ 3.0 -38.3 381 tion smoothing cream promises will lend itself well to certain times. Or try- 382 ORGANIC ROOT STIMULaToR HAIR STYL/Gel/mousse 3.0 14.3 to keep away frizz and keep hair ing to pick up some small, independent 383 HAWAIIAN TRPC PRTCTV TNNNG DRY O SNTN LTN & OIL 3.0 6.0 silky-straight for up to 24 hours. business, if you can. One way or another get 384 MASSENGILL DOUCHES 3.0 -25.1 It also features a ThermaGuard some sort of track record so that when you 385 SUSTENEX ANTACID TABLETS 3.0 94.4 Complex to protect hair against damage. do go to some of the major players you can say, ‘Here’s what we’ve done.’” 386 TECNU EXTREME ANTI-ITCH TRTMNTS (INC CALAMINE) 3.0 3.7 387 CHI SILK INFUSION HAIR CONDITIONER/CREME RINSE 3.0 38.8 388 DR MIRACLES HAIR RELAXER KITS 3.0 -6.2 389 CHASER PLUS MINERAL SUPPLEMENTS 3.0 -20.2 390 WHITE RAIN NATURALS REGULAR SHAMPOO 3.0 -5.9 391 ESOTERICA FADE/BLEACH 2.9 3.8 392 FLEX TASTIC FOOT CARE DEVICES 2.9 306.3 393 CEPACOL MOUTHWASH/DENTAL RINSE 2.9 5.0 394 BATH ESSENTIALS BATH/BODY SCRUBBERS/MASSAGERS 2.9 38.0 395 JOINT FLEX OUT PAIN EXTERNAL ANALGESICS RUBS 2.9 NA 396 MODELLA COSMETIC STORAGE 2.9 6.8 397 LIBIDO MAX MINERAL SUPPLEMENTS 2.9 2.8 398 ARM & HAMMER ESSENTIALS DEODORANTS 2.9 54.4 399 TWEEZERMAN LTD FOOT CARE DEVICES 2.9 -30.4 400 TIGI BED HEAD MANIPULATOR HAIR STYL/gel/mousse 2.9 -8.2 * Sales in millions Source: Infoscan Reviews, SymphonyIRI Group Rankings reflect individual items — NOT totaled brand listings (e.g., all SKUs/versions rolled into a single figures)

Drug Store News DrugStoreNews.com May 2010 • 9 the annual Niche Brands/brokers report Niche Brands Tpo 500 Total Total Mycocide NS antimi- Brand Sales* % CHG Brand Sales* % CHG crobial nail solution is 401 AZO TEST STRIPS URINE TESTS/KITS $2.9 15.7% made with Benzalkoni- 451 DR MIRACLES HAIR CONDITIONER/CREME RINSE $2.6 -14.0% 402 CLEAR EYES TEARS EYE/LENS CARE SOLUTIONS 2.9 NA um chloride, which can 452 REMINGTON PRECISION GROOMING/SHAVING SCISSORS 2.6 128.3 403 RECLEAR AF FOOT CARE/ATHLETES FOOT MEDICATION 2.9 -16.0 kill more germs than 453 RANIR DENTAL ACCESSORIES/TOOLS 2.6 -23.6 404 MUELLER GREEN MUSCLE/BODY SUPPORT DEVICES 2.9 NA antibacterial or antifun- 454 BROADWAY NAILS FSHN DIVA ARTIFICIAL NAILS & ACC 2.6 NA 405 RUGBY MOTION SICKNESS TABLETS 2.9 45.6 gal agents alone. The 455 LIL DRUGSTORE REPHRESH PRO B MNRL SUPPLEMENTS 2.6 NA product’s patented de- 406 COLOR OOPS WOMEN’S HAIR COLORING 2.9 6.8 456 NUTRA NAIL NAIL TREATMENT 2.6 -23.1 livery system allows the ASTROGLIDE GEL PERSONAL LUBRICANTS 2.9 23.8 MILANI 2.6 -0.4 407 Benzalkonium chloride 457 408 HOTHANDS 2 HEAT/ICE PACKS 2.8 21.8 to maintain its germ- 458 FRUIT OF THE EARTH FIRST AID OINT/ANTISEPTICS 2.6 -8.5 409 WINDMILL 1 & 2 LETTER VITAMINS 2.8 17.5 killing ability while pen- 459 PHYSICIANS FORMULA POWDER PALETT BRONZER 2.6 0.4 410 LICEMD LICE TREATMENTS 2.8 109.8 etrating around and un- 460 LANACANE FIRST AID OINTMENTS/ANTISEPTICS 2.6 -11.9 411 BACITRAYCIN PLUS FIRST AID OINTMENTS/ANTISEPTICS 2.8 0.6 der the nail 461 PRO FOOT MIRACLE FOOT CARE DEVICES 2.6 -18.3 to the 412 BULLFROG SUNSCREEN/INSECT REPELLENT 2.8 0.8 462 DESIGNER WHEY BIGGEST LOSER WGHT CTRL/NTRTNLS 2.6 NA site of FRIZZ EASE TAKE CHARGE HAIR STYLING/GEL/MOUSSE 2.8 7.8 PHYSICIANS FORMULA MINERAL WEAR 2.6 15.2 413 the in- 463 414 BRDWAY NAILS NTRL DECEPTNS ARTIFCL NAILS & ACC 2.8 -11.6 fection. 464 THERA TEARS STERILID EYE/LENS CARE SOLUTIONS 2.6 20.5 415 SINUS BUSTER NASAL SPRAY/DROPS/INHALER 2.8 NA 465 WELLESSE LIQUID VITAMINS/MINERALS 2.6 38.6 416 CALMOSEPTINE FIRST AID OINTMENTS/ANTISEPTICS 2.8 49.3 466 HoLLYWD 48 HR MIRACLE DIET WGHT CTRL/NUTRTNLs 2.6 24.2 417 ALBOLENE FACIAL CLEANSERS 2.8 -0.2 Tricks aren’t really for 467 THERABREATH TOOTHPASTE 2.6 3.6 418 BLUE EMU EXTERNAL ANALGESICS RUBS 2.8 -3.4 kids, and neither are 468 SAMY FAT HAIR HAIR SPRAY/SPRITZ 2.6 11.0 adult gummy vitamins. 419 VOGUE VITAMIN REGULAR SHAMPOO 2.8 476.1 469 KAZ SMART TEMP HEAT/ICE PACKS 2.6 -1.6 DENTEK SILK EASY ANGLE DENTAL ACCESSORIES/TOOLS 2.8 -8.7 Northwest Natural has BALNEOL ALL OTHER FEM. HYGIENE/MED. TREATMENTS 2.6 52.3 420 pieced together a full line 470 CAREBEARS BABY WIPES 2.8 3.2 SWIM EAR EAR DROPS/TREATMENTS 2.6 -10.3 421 of supplements, from the 471 422 SUDDEN CHANGE FACIAL ANTI-AGING 2.8 -7.9 expectant moms with 472 ZOSTRIX EXTERNAL ANALGESICS RUBS 2.6 -7.7 423 MYCOCIDE NS FOOT CARE/ATHLETES FOOT MEDICATION 2.8 5.1 a gummy prenatal to 473 SEVENTH GENERATION BABY WIPES 2.5 0.2 424 THERA TEARS MINERAL SUPPLEMENTS 2.8 8.6 baby boomers in search 474 CHI 44 IRON GUARD HAIR STYLING/SETTING GEL/MOUSSE 2.5 71.2 425 JUST FOR ME HAIR RELAXER KITS 2.8 -8.4 of supplements in 475 FLENTS QUIET PLEASE EAR CARE PRODUCTS 2.5 -7.3 something-other-than- 426 MATRIX SLEEK LOOK HAIR STYLING/STTNG GEL/MOUSSE 2.8 -15.8 476 SHEER BLONDE CRYSTAL CLEAR HAIR SPRAY/SPRITZ 2.5 -0.5 a-pill form. 427 VITAFUSION MULTI VITES MULTIVITAMINS 2.8 212.6 477 PURE & NATURAL LIQUID BODY WASH/ALL OTHER 2.5 2.2 428 TIGI BED HEAD AFTER PaRTY HAIR STYL/GEL/MOUSSE 2.8 5.0 478 SESAME STREET BATH FRAGRANCES/BUBBLE BATH 2.5 -3.4 429 AFTER BITE INSECT FIRST AID PRODUCTS 2.8 -0.2 479 DENTEK TEMPARIN ORAL PAIN RELIEF 2.5 23.8 430 MICRO TOUCH MAGIC GROOMING/SHAVING SCISSORS 2.7 15.1 480 JORDANA EYE LINER 2.5 6.8 431 ORTHO OPTIONS CONCEPTROL FeM CONTRACEPTIVES 2.7 -1.3 481 STACKER 2 WEIGHT CONTROL CANDY/TABLETS 2.5 -19.3 432 MATRIX BIOLAGE COLOR CAR THERAPI ReG SHAMPOO 2.7 -41.7 482 ZUCOL COUGH/SORE THROAT DROP 2.5 224.6 433 BLUE LIZARD SUNTAN LOTION & OIL 2.7 -7.6 483 DR FRESH FIRE FLY MANUAL TOOTHBRUSHES 2.5 -12.6 434 THERA GESIC EXTERNAL ANALGESICS RUBS 2.7 -14.5 484 PURE & NATURAL LIQUID HAND SOAP 2.5 22.6 435 BABY MAGIC BABY SOAPS 2.7 -14.3 485 AMBI FADE/BLEACH 2.5 -1.6 436 SPECTRUM ESSENTIALS LIQUID VITAMINS/MINERALS 2.7 -2.5 Designer Whey’s Big- 486 UNISOL 4 EYE/LENS CARE SOLUTIONS 2.5 15.9 gest Loser is one of the 437 YARDLEY OF LNDN ENGLSH LAVENDR NONDEO BAR SOAP 2.7 28.4 487 WET N WILD MEGA LINER EYE LINER 2.5 1.8 biggest winners in diet EVERCLEANSE LAXATIVE TABLETS 2.7 NA CEPACOL SORE THROAT REMEDY LIQUIDS 2.5 -27.2 438 aid sets, thanks to the 488 439 SUCRETS COUGH/SORE THROAT DROP 2.7 -13.3 large “Biggest Loser” fan 489 DUAL ACTION CLEANSE STOMACH REMEDY TABLETS 2.5 19.3 440 CHERATUSSIN AC COUGH SYRUP 2.7 19.0 base. According to NBC, 490 FRS WEIGHT CONTROL/NUTRITIONALS LIQ/PWD 2.5 84.6 441 POSTURE D MINERAL SUPPLEMENTS 2.7 10.8 the Biggest Loser con- 491 CULTURELLE MINERAL SUPPLEMENTS 2.5 NA 442 SPORTSCREME EXTERNAL ANALGESICS RUBS 2.7 -24.4 sumer products program 492 DENTEK TEMPARIN ONE STEP DENTAL ACCSSRS/TOOLS 2.5 127.4 has generated more than 443 REAL HEALTH PROSTATE FRMLa MINERAL SPPLMNTS 2.7 16.0 493 FACIAL CLEANSERS 2.4 -3.5 $50 million in spending, TIGI CATWALK HAIR STYLING/SETTING GEL/MOUSSE 2.7 15.1 AFRICAS BEST HAIR RELAXER KITS 2.4 10.0 444 with a presence at more 494 445 PHYSICIANS FORMULA ORGANIC WEAR BLUSH 2.7 57.0 than 25,000 retailers. 495 IVY SUPER DRY ANTI-ITCH TREATMENTS (INC CALAMINE) 2.4 -16.2 446 COMPLETE 7 DAY CLEANSE LAXATIVE TABLETS 2.7 140.9 496 RAINBOW LGHT JST ONC PRENATL ONE MULTIVITAMINS 2.4 94.6 447 MILANI GLITZY LIP GLOSS 2.6 -0.6 497 BE KOOOL HEAT/ICE PACKS 2.4 12.0 448 PHYSICIAN FORMULA PLUMP POTION LIP TREATMENT 2.6 -13.0 498 LUSTERS PINK SMOOTH TOUCH HAIR RELAXER KITS 2.4 23.1 449 WET N WILD EYE BROW MAKEUP 2.6 0.4 499 EARPLANES EAR CARE PRODUCTS 2.4 -11.6 450 MOTIONS HAIR STYLING/SETTING GEL/MOUSSE 2.6 -7.3 500 ALCON BION TEARS EYE/LENS CARE SOLUTIONS 2.4 -13.2 * Sales in millions Source: Infoscan Reviews, SymphonyIRI Group * Sales in millions Source: Infoscan Reviews, SymphonyIRI Group Rankings reflect individual items — NOT totaled brand listings (e.g., all SKUs/versions rolled into a single figures) Rankings reflect individual items — NOT totaled brand listings (e.g., all SKUs/versions rolled into a single figures)

Drug Store News DrugStoreNews.com May 2010 • 10 the annual Notable Niche Brands Auro-Dri Caldesene Bio-Oil Bionime Swim season and summer Care for baby, comfort for parents. A cult skin care product hailing from South Bionime Corp. is commit- vacations are just around the Caldesene powder is recognized by moms, Africa that gives skin the boost it needs, Bio- ted to manufacturing blood corner. Get ready. Auro-Dri dads and doctors as a safe, effective way Oil is the No. 1 selling scar and stretch-mark glucose monitoring systems helps clear excess water and to treat diaper rash, prickly heat and chaf- product in 12 countries, and the No. 1 mul- with the highest possible lev- prevents clogged-ear dis- ing. The unique formula treats and protects tipurpose skin care oil in the United States, els of quality, accuracy and comfort due to swimming, with two-way action to seal according to the company. It is a special- reliability. Bringing together diving and surfing. Auro-Dri is the only product that out wetness and protect ba- ist skin care product formulated to improve top industry professionals in five-time Olympic gold medalist Aaron Peirsol will by’s skin. Caldesene’s new the appearance of scars, stretch marks and chemistry, software develop- use, and is the official product of the American Swim- promotion offers a sample uneven skin tone. The unique formulation, a ment, mechanical engineering and precision ming Coaches Association. with the coupon card in combination of natural oils and vitamins, to- manufacturing, Bionime has created an award- This summer, Auro-Dri is sponsoring “The World’s American Baby magazine’s gether with the breakthrough ingredient Pur- winning line of glucose meters that are accurate, Largest Swimming Lesson” on June 3 — a Guinness hospital maternity packs. Cellin Oil, also is highly effective for aging and easy to use and affordable. World Record attempt — at water parks and pools For information on dehydrated skin. Bio-Oil absorbs quickly and Bionime’s Rightest GM100 blood glucose across the country for “Swimming Lessons Save Lives.” Insight Pharmaceuticals leaves no oily residue. It is suitable for all skin monitoring system, introduced in 2009, set a new For information on Insight Pharmaceuticals and its brands, visit types and should be applied twice daily. standard for accuracy, design and ease of use in and its brands, visit InsightPharma.com or call InsightPharma.com, or Bio-Oil is advertised the BGM market. Bionime continued raising the (800) 797-7969. call (800) 797-7969. in major consumer and standards for BGMs in 2010 with the introduction medical publications, of our new Rightest GM250 and GM550 line of trade magazines and BGMs, which incorporate our new, patented true Bonine on national TV. Bio-Oil auto coding technology. In addition, Bionime’s Bonine protects travelers against air, sea and car motion sick- is available in two siz- large, plastic test strips are unique and improve ness. The all-day, less-drowsy formula is a chewable tablet that can es: 2 oz. and 4.2 oz. For the overall testing experience for users. be taken without liquids — anytime, anywhere. There also is berry comprehensive prod- All Bionime products are developed, manu- flavored Bonine For Kids, which is formulated especially for children uct information, please factured and marketed by Bionime. New for 6 years and older. Bonine is every family’s friend this summer. contact Pacific World 2010, our complete line is now available for For information on Insight Pharmaceuticals and its brands, visit at (949) 598-2400, and OEM and private label. For more information, InsightPharma.com, or call (800) 797-7969. visit us at Bio-Oil.com. visit BionimeUSA.com. Bed Buddy Dentemp O.S. Carex Health Brands, a global leader in the development, manufacturing and retailing of in-home National television advertising has paid off in a big way for at least one personal care item. Den- health products for more than two decades, announced the prelaunch of Bed Buddy Aromatherapy temp O.S. temporary dental cement was “far and away” the biggest unit seller in the oral pain relief Hot & Cold packs. category in drug stores over the past year, according to Larry Fishman, president of manufacturer An extension of Carex’s No. 1 best-selling original Bed Buddy Hot & Cold packs, the Majestic Drug Co. new Aromatherapy Hot & Cold packs are filled with 100% natural grain, herbs and Fishman notes that the strong sales of Dentemp O.S., which provides excellent profits for retailers, flowers for calming, balancing and uplifting the mood. The patented design is producing incremental sales for the category and raising awareness of other Majestic products, such delivers doctor-recommended moist heat for deep, soothing relief of arthritis, as Recapit for securing loose caps and Refilit for replacing lost fillings. joint stiffness and sore muscles. Bed Buddy heats quickly in the microwave, Newer products in the Majestic table include the Dentool Jr., a pat- stays heated for up to an hour and is easy and safe to use over and over again. ented, two-in-one dental pick and scraper. The product is compact, but The line features three exciting new fragrances and colors including: Pink when the cap is removed and screwed onto the tool’s base, it becomes a Bliss “uplifting and healing” (a portion of proceeds will support the fight against full-size device. Also, the Proxi-Plus is an interdental brush with a dispos- breast cancer), Green Fresh “purifying and invigorating” and Orange Balance able flosser at the other end. “comforting and calming.” Sold for a suggested retail price of $12.99. Visit “To have both is a great thing,” Fishman says. “Anybody who sees Carex.com for more information. [the Proxi-Plus] uses it and loves it.” E.F. Bavis ExtenZe Hyland’s E. F. Bavis and Associates, a specialist in the manufacture of Biotab Nutraceuticals, the manufacturer of ExtenZe, the No. drive-through equipment for pharmacies, has developed a kit that 1 selling male-enhancement tablet, according to the company, Leg Cramps will provide for the use of debit, credit and signature capture trans- has launched the perfect partner, Women’s ExtenZe. Gynecolo- Hyland’s Leg Cramps and Hyland’s Leg Cramps PM provide a actions at the drive-through. The kit allows pharmacy patients to gist formulated, Women’s ExtenZe enhances arousal and re- comprehensive solution set for those who suffer leg cramps during securely pay for their prescriptions without divulging PIN or card sponse, boosts passion and increases sexual intensity. the day or night. Hyland’s Leg Cramps with Quinine, its non-PM for- numbers. The kit can be retrofit- Biotab Nutraceuticals also is the maker of Alteril, an all- mula, has been the No. 1 selling OTC leg cramp medication in drug ted into existing Bavis drawers natural sleep aid that is becoming a category leader, according stores since 2003. However, according to a survey conducted by or installed in the factory with to the company. Alteril combines three powerful sleep aids — Hyland’s, 50% of leg cramp sufferers experience pain only at night. new purchases. melatonin, l-tryptophan and valerian — into one great product. With Leg Cramps PM, Hyland’s is pleased to now offer the same Because of the large interior Additionally, with the launch of fast-acting ExtenZe 2-oz. daytime relief, but targeted to nighttime cramps, helping individuals size of the pharmacy-specific Ba- shots and ExtenZe Shared Passion intimate lubricant for cou- fall asleep and stay asleep after a painful leg cramp. Hyland’s Leg vis drawers, the reader and pre- ples, Biotab continues to meet the growing consumer demand Cramps products are non-habit forming and relieve the symptoms scription easily fit within the drawer bin. Also, because the Bavis for quality sexual wellness products. Biotab has and continues of pain and cramps in the lower body, legs, feet drawer has the longest reach available, the reader is very accessible to support its brands with national television and print adver- and toes. Hyland’s Leg Cramps to the patient for entering a PIN number and using his or her card. tising. Its 2010 advertising campaign will be $75 million. For PM also helps users fall back In addition to this kit and drawers, Bavis offers a full line of more informa- to sleep after being awoken such pharmacy drive-through products as modular and separate tion, contact during the night by leg cramp windows, remote lanes, sensors, audio products and much more. Harvey Hen- pain. Both products are avail- For additional information, visit Bavis.com, or contact Terry Roberts kin at (972) able in drug stores and natural at (513) 677-0500, ext. 106, or [email protected]. 931-7509. food stores nationwide.

Drug Store News DrugStoreNews.com May 2010 • 11 the annual Notable Niche Brands Gentle Naturals HeatMax The Gentle Naturals line of comforting, therapeutic treatments is uniquely for- When consumers need relief from minor aches and pain from mulated for babies, and includes such natural ingredients as calendula, jojoba oil their daily routine, HeatMax has the products they are looking for. and vitamins A, D and E. Gentle Natural’s Cradle Cap Care has patented technol- HeatMax offers a full line of high-margin, air-activated, therapeu- ogy that offers a light, nongreasy lotion to soften and moisturize baby’s scalp. tic heat products determined by independent testing. “HeatMax is The Baby Eczema Cream is a petroleum-based cream to lock in moisture, and acceptable versus ThermaCare,­ ” said STR Labs, formerly Schus- is dye- and fragrance-free. Gentle Naturals now is giving samples in new-mom ter. HeatMax’s direct skin patches and wraps provide relief for hospital packets. For information on Insight Pharmaceuticals and its brands, visit neck/shoulder, knee, back, menstrual pain and other areas. InsightPharma.com, or call (800) 797-7969. To find out more about HeatMax products, contact Greenwood Group at (716) 631-3003. iEssentials Joint Juice Underscoring its commitment to provide forward-thinking drug store owner-operators with a The originator of the joint health beverage segment is significantly updating its turnkey merchandising program specifically designed to capture back-to-school consumer spend- entire line of products from formulation to eye-catching, new graphics. The refor- ing dollars, Mizco International (Mizco.com) has introduced its new “iEssentials Back To School mulated Joint Juice supplement drink now has only 20 calories and has added Computer Accessories” display. joint health ingredients chondroitin and vitamin D to its already effective formula Packed with only the most popular computer accessories proven to be sales winners with students of 1,500 mg of vegetarian-based glucosamine and rich antioxidants. Addition- and their parents, the new four-color, stand-alone shipper-display features three units of the iEssen- ally, the new product is in a more environmentally friendly, lightweight bottle and tials Ultra-Mini Retractable Optical mouse, separate black and pink computer mouse pads featuring comes in two great new flavors: cran pomegranate and blueberry acai. gel wrist rests, a USB-powered mini-vacuum (complete with brush attachment for hard-to-reach While the product originally was developed for pro athletes by orthopedic surgeon areas), a USB-powered lamp that easily attaches to the side of any computer, a four-port USB hub and Kevin Stone to keep joints healthy and flex­ible, the product is broadly used by mara- a USB card reader/writer. The shipper easily converts into either a floor-standing or power-wing aisle thoners and gardeners alike. Joint Juice provides an easy and delicious way for display, and features compelling, four-color graphics that command consumer attention. those who want to remain active to do so. Only a bottle a day will keep joints in play. Best of all, according to Mizco VP Art Serrano, each one of the included SKUs is priced to move at only $9.99. “This is a program that has been custom-de- signed for drug store operators. With across-the-board retail pricing of $9.99 on all of the Max-FREEZE products, we be­ Max-FREEZE offers maximum muscle and joint pain relief with a lieve that the unique cold therapy application. Max-FREEZE is available in 4-oz. gel, program will gen- 3-oz. roll-on and 4-oz. continuous spray, and contains organic ilex, aloe erate maximum and arnica with vitamin E and tea tree oil. Max-FREEZE can effectively impulse buys at a help relieve pain associated with sore muscles and muscle sprains; peak buying sea- back, shoulder and neck pain; arthritis; painful ankle, knee, hip and el- son for students,” bow joints; and muscular strains. It also can help to relieve pain prior he said. to ultrasound treatments, massage therapy, soft-tissue trigger point therapy, rehabilitation exercises and pre- and post-workout stretching. Kidz-Med The Kidz-Med 5-in-1 Non-Contact Thermometer is one of the world’s most advanced and eas- Mederma iest-to-use thermometers, according to the company. The totally safe infrared technology allows Stretch marks can make even the most beautiful women feel insecure and parents to accurately and instantly check the temperature of a sick child without touching him or self-conscious. Approximately 90% of pregnant women and 70% of adolescent her. The Kidz-Med 5-in-1 Non-Contact Thermometer is ergonomically designed with large buttons females have stretch marks, according to Mederma. With new Mederma Stretch and a backlit screen so parents will never need to wake a sick child or struggle with a fussy one to Marks Therapy, women now have an effective, dermatologist-tested and clinically read his or her temperature. proven option to improve the appearance of their stretch marks. The superior technology of the Kidz-Med 5-in-1 Non-Contact Thermometer also allows parents to From the makers of the No. 1 doctor-recommended brand for scars for more than measure the temperature of a room, bath, baby’s food or bottle. Because the thermometer is nonin- a decade, Mederma Stretch Marks Therapy is a patented formula that combines a vasive and hygienic, there is no need for expensive probe covers. The Kidz-Med 5-in-1 Non-Contact unique blend of ingredients, including the proprietary botanical extract Cepalin, hyal- Thermometer is approved by the Food and Drug Administration, meeting rigid ASTM standards. It uronic acid and centella asiatica leaf extract, according to the company. This advanced has been recommended by pediatricians and is the winner of “Parent Tested, Parent Approved.” formula is dermatologist-tested and clinically proven to reduce discoloration, improve To find out more about Kidz-Med products, contact Greenwood Group at (716) 631-3003. texture and enhance skin’s softness, with noticeable improvement in about four weeks and optimum improvement in 12 weeks when used twice daily. Mederma Stretch Marks Therapy is now available at CVS, Walgreens and in other drug stores nationwide. Visit Mederma at Mederma.com. King of Shaves King of Shaves’ fantastically smooth shaving oils and gels include award-winning AlphaGels, Mycocide NS AlphaOils, Kinexium Oil, Azor Advanced Gels and Maximum-strength Mycocide NS antifungal treatment is the No. 1 solution the new Queen Of line for the ladies. The launch of recommended by doctors, according to the company. Developed by a foot doc- King of Shaves’ Azor Hybrid Synergy System razor tor, this powerful treatment kills the germs that cause fungal infections and im- adds a new dimension of innovation. proves hard-to-treat, infected finger and toe areas. Its patented delivery system Created in 1993 by Will King, King of Shaves penetrates to the site of infection so nails can grow out healthy, and the aseptic is the second-largest brand of shaving products dropper tip beats the bottle-and-brush application systems of similar products. in the United Kingdom, according to the company. There is no need to remove nail polish or acrylics. Improvement can be seen in King of Shaves is growing steadily across the as little as three weeks if used twice daily. Dramatic results appear in three to six globe and in the United States with such retail partners as A&P, CVS/pharmacy, Drugstore.com, months. Backed by the creative “Mycocide Nails Fungus” TV ad campaign and Duane Reade, Harmon, Harris Teeter, Pathmark, Target and Wegmans. delivering healthy profits to the foot care section since 1992, retailers can’t afford to not have Mycocide Find out more about King of Shaves by contacting Greenwood Group at (716) 631-3003. NS on their shelves, according to the company. For more details, contact Pacific World at (949) 598-2400.

Drug Store News DrugStoreNews.com May 2010 • 12 the annual Notable Niche Brands Nicole by OPI Mother’s Special Blend From OPI, the leading professional nail lacquer company in the Since 1971, Mountain Ocean has been one of the most respected, reliable manufacturers in the world, comes Nicole Nail Lacquer. Nicole by OPI is about color, natural products industry. Mountain Ocean products are sold throughout the United States in natural food style and fashion. The cutting-edge shades allow women to stores, sporting goods outlets and selected supermarkets. express their individuality while providing the retailer with Mother’s Special Blend, newly repackaged, was developed to help nourish and the best margins in the category, according to OPI. Nicole’s condition your skin while it expands and contracts before, during and after preg- superior formula is long-wearing, fast-drying and does not nancy, to help prevent stretch marks naturally. Mother’s Special Blend Skin toning contain DBP, toluene or formaldehyde. oil contains all-natural ingredients. Safe for you; safe for your baby. Find out more For more information, please visit NicoleByOPI.com. about Mother’s Special Blend by contacting Greenwood Group at (716) 631-3003. Nozin Perform Nozin Nasal Sanitizer antiseptic is specially made to improve hygiene at the vulnerable From the makers of Biofreeze — the No. 1 external analgesic brand most often area of the nose. Lasting up to eight hours, its patented, safe, zinc-free formula helps used and recommended by hands-on health-and-wellness professionals, according reduce the risk of germs at this critical point of infection, according to the company. to the company — comes Perform pain-relieving gel, roll-on and spray. This unique This innovative, highly effective, clinically proven product is easily applied with a external analgesic delivers the benefits of cold therapy without the side effects of ice. swab and features a pleasant, citrus scent. Laboratory tests showed the product kills Underrepresented in the retail category, cold therapy is the favored regimen for 99.99% of harmful germs. All-natural, plant-based, nourishing moisturizers rich in an- acute injuries affecting virtually any body part, as well as the pain associated with tioxidants are combined with the highest quality alcohol for arthritis. Perform pain reliever provides effective, soothing, long-lasting relief from “defense that makes sense.” aches and pains. Offer your customers this exciting, new pain-management solu- Consumers also will enjoy dual-action relief plus protection tion endorsed with the clinical legacy of the megabrand Biofreeze, which has been as clinically proven Nozin Allergy Master nasal spray defends used by practitioners for years. against allergens and pollutants, the company stated. Nond- For more details on Perform pain-relieving gel, roll-on and spray, contact Green- rowsy, nonhabit-forming, Nozin Allergy Master is a new, scien- wood Group at (716) 631-3003. tific, natural way to help clear congestion, sneezing, watery eyes and itchy/runny nose without the use of antihistamines or ste- roids. Nozin Allergy Master with AntioxClear technology provides Porcelana fast relief and lasting protection to help “master your allergies.” Porcelana has been an authority in skin care for 40 years, and still is one of Find out more about Nozin Nasal Sanitizer and Nozin Allergy the brands women trust most to help fade dark spots, as well as to brighten Master by contacting Greenwood Group at (716) 631-3003. and even skin tones. In a world where moisturizers, anti-aging complexes, skin- brightening and fade creams have collided — with multiple claims and crossover benefits — Porcelana remains one of the most effective products and Ocean Complete best consumer values on the market, according to the company. Sinus irrigation, the centuries-old healthcare practice from India, has driven big in- At a retail price under $8, it is affordable to consumers, and often $10 to $12 creases in U.S. nasal saline sales — generating growth of 450% since 2003, with 2009 below products making similar claims. There are two formulas: Porcelana Day contains antioxidants to fight retail sales exceeding $153 million according to SymphonyIRI Group. environmental damag­es and sunscreen for extra daytime protection; Porce­lana Night contains moist­urizers, Now Fleming Pharmaceuticals, creator of the nasal saline category with Ocean Saline including avocado oil, and vitamins to help restore skin. Nasal Spray in 1973, brings the ancient practice of sinus irrigation into the 21st century with Ocean Complete Sinus Irrigation. With Ocean Complete busy sinus sufferers can avoid Thera-Band messy neti-pots and squeeze bottles that recommend Thera-Band, the leader in progressive resistance products, is using boiled or distilled water, require mixed-at-home excited to cross over from clinical markets into traditional retail saline solutions and need thorough cleaning and drying channels with products providing health and wellness for custom- following each use. Ocean Complete is the first sinus ers. Bringing more than 30 years of clinical experience, Thera- irrigator and nasal that is sterile, premixed Band products are focused on improving people’s quality of life and ready to use right out of the box. by reducing pain and increasing fitness, strength, balance and Fleming’s innovative product is the first 2-in-1 sa- stability. There are more than 78 million aging baby boomers in the United line irrigator and moisturizer allowing consumers to States, and many are seeking products that help them stay active and healthy as they age. conveniently irrigate sinuses or moisturize nasal pas- Thera-Band has designed specific wellness kits that meet government guidelines on general health and wellness sages simply by switching between two easy-to-use and fall prevention, each of which is aimed at improving strength, balance and stability. spray tips. One product, the Thera-Band FlexBar, is clinically proven to reduce elbow pain by 81% and improve strength by more than 70% in people who suffer from tennis elbow, according to the company. With more than 12 million tennis players in the United States, retailers now can offer a cost-effective treatment that requires no doctor visit, Rev. injection or expensive equipment. A study is under way to look at a similar exercise using the FlexBar to help Got pain? Now there’s Rev. Rev.’s re- those who suffer from golfer’s elbow. With more than 25 million golfers in the United States, this simple-to-use storative powers come from all-natural product becomes a very affordable solution to the aches and pains associated with this condition. The FlexBar is ingredients specially formulated to keep simple-to-use, compact, affordable and perfect for use at home, the gym or club — virtually anywhere. active moms, toddlers, families and ath- For more on Thera-Band products, contact Greenwood Group at (716) 631-3003. letes at their best. Rev.’s four formulas are Rev. Mother’s Formula, because behind every great kid is an exhausted mom; Rev. Topol Family Formula, for active families on the When you think of a stain-fighting toothpaste, you probably think of Topol, go; Rev. Toddler’s Formula for bumps, the original stain fighter. Topol is more relevant today than ever. Many of the bruises and bug bites; and Rev. Athletes things we love most — coffee, tea, red wine and tobacco — can cause Formula, which helps restore athletes’ magnesium levels, helping to keep them at their best. serious stains on our teeth, and plaque creates an ideal environment for Rev. contains the world’s only natural epsom salt. Magnesium sulfate is the main stains. Topol Plus has an added plaque-fighting ingredient that works with ingredient in epsom salt, linked to improved health, reduced pains and fast recoveries. the brand’s unique polishing system to gently, yet effectively, remove stains and keep them from coming back. The brand While other versions of epsom salts are available, they are synthetically produced with has been updated with contemporary packaging and a new fresh-mint flavor, based on consumer preferences. Topol Plus acids. Find out more about Rev. by contacting Greenwood Group at (716) 631-3003. also is being nationally advertised, rebuilding awareness of the brand and regenerating interest in this market segment.

Drug Store News DrugStoreNews.com May 2010 • 13 the annual Notable Niche Brands Viviscal TheraTears Viviscal, the No. 1 selling dietary supplement for hair loss worldwide, recently TheraTears now provides complete dry- launched with Rite Aid pharmacies nationwide. eye relief for everyone, all the time, with Viviscal is a clinically proven supplement, providing nourishment for thinning preservative-free and bottled TheraTears hair and promoting existing hair growth. This 100% lubricant eye drops for daytime, TheraTears natural, premium European beauty product has liquid gel for nighttime and TheraTears Nu- been available in the United States for more than trition, an omega-3 supplement containing 10 years in professional clinics and hair salons, both flaxseed and fish oil, for all-the-time eye comfort. “Everyone” now includes contact-lens wearers. and has been improved and brought to retail in SteriLid eyelid cleanser, with its “gentle-on-the-eye-tough-on-bugs” formula kills the bugs in 60 seconds and the United States due to widespread consumer provides medical lid hygiene for blepharitis, dry-eye and presurgical patients. demand. Viviscal is sold in more than 25 coun- And now, Advanced Vision Research successfully has launched MacuTrition for vision and health — providing tries with hundreds of thousands of satisfied the vitamins, minerals and carotenoids everyone needs, especially those at risk from diabetic eye disease or macu- users worldwide. lar degeneration. For more details, contact Greenwood Group at (716) 631-3003. Coupled with a national media campaign, Emmy award-winning actress Finola Hughes has become the Vitafusion brand ambassador for Viviscal and Taking your vitamins never tasted so good. Some ideas are smart, and the spokeswoman for thinning some are crazy smart. Vitafusion gummy vitamins pack essential vita- hair in the United States. mins and minerals into delicious gummy vitamins specially formulated For more information, contact for adults. Vitafusion MultiVites are a tasty way to get the daily vitamins Viviscal’s retail hotline at (888) you may need every day. Vitafusion Calcium contains as much calcium 577-7277 or Mark Holland, VP as two 6-oz. glasses of milk, and Vitafusion Power C packs the vitamin C sales, at (312) 924-0216. of 10 tangerines into tasty gummies. Enjoy your vitamins.

Birchcrest Marketing Birchcrest Marketing is a top-flight marketing and Behind the Brands sales representative firm with an exceptional track record of building successful programs. We are retail experts at selling products to mass-market accounts. David Biernbaum David Biernbaum is a national sales “master broker,” and also a rock-solid consultant in retail sales business With almost 40 years of experience in every aspect of the & Associates development and consumer products marketing. For some clients, Biernbaum hires, develops and manages bro- sales cycle to the mass market, we offer unparalleled enthu- kers and retail accounts coast to coast, while for many other clients, he is strictly a consultant behind the scenes, siasm and a unique, positive approach toward the process. on the phone, online or in the conference room at his or his clients’ offices. Birchcrest Marketing is a recognized leader with a Biernbaum has an extensive history of leading successful product launches and pivotal business development ac- depth of knowledge in sales, marketing, advertising, manufacturing, importing, packaging complishments for numerous brands, including Aquafresh, Zooth, Gillette, Oral-B, Vi-Jon and many successful “chal- and distribution of consumer products. lenger brands” in health and beauty care, over-the-counter, licensed, private label, and niche and specialty, and across many product categories, with a large variance of stages, funding and development. Biernbaum is well-connected at all levels of retail and with regional brokers in every market. He is an industry leader with great connections and the ability National National Sales Solutions specializes in healthcare-related to successfully guide client companies through NACDS, ECRM, GMDC and other pivotal events. He also brings a high Sales Solution products and works with small- to medium-sized manufacturers. level of expertise in merchandising, package design and business communications. Its philosophy is simple — the client comes first. David Biernbaum & Associates is based in St. Louis. David Biernbaum is a “BrainTrust” panelist online at the popular retail executive A team of six field sales managers and a network of more than blog RetailWire.com. He also founded and oversees the CPG Retail Professionals social and business networking group on LinkedIn. 40 independent brokers cover all FDM accounts in the United States. For more information, visit Consultdavid4retailsales.com. The NSS management team has more than 160 years of experience working for such consumer product giants as P&G, and Bris- tol-Myers. Their experience in sales, marketing, administration and Elias Shaker & Co. As Elias Shaker & Co. begins its 86th year of representing CPG manufacturers to the retail and wholesale trades, promotion ensures fast distribution in the retail chains. it remains focused on providing outstanding, reliable service to the vendors it represents and the accounts it calls on. NSS president Ron Otto, along with partners Jim Lewis, Tom It’s a reputation to be proud of because it leads to measurable sales results. Fraley, Chuck Robinson and Ron Benincasa, have a solid track record of success with both With the company’s extensive experience and knowledge of the mass retail trade, Elias Shaker & Co. can as- niche and mainstream product lines. They limit the firm’s number of clients to ensure all sist vendors in building their businesses by offering new ideas, creative approaches and effective marketing and receive the attention they deserve. For more information, visit NationalSalesSolutions.com. merchandising programs — regardless of whether the product has never been presented to the trade, or already has been well established. Through a network of affiliates, Elias Shaker & Co. can provide national coverage with a centralized administra- tive point in its Chicago-area office. It, of course, also can cover specific accounts or regions, based on the vendor’s Nagmr NAGMR (National Association of General Merchandise Rep- needs. Contact the company at (847) 434-0951 for more information. resentatives) was founded in 1948 to the common good of repre- sentation of the then merging drug product categories. And, after 62 years, NAGMR continues to provide services and representa- Pinnacle Sales Pinnacle Sales & Merchandising’s major focus is in the health-and-beauty aid, food and private-label catego- tions to the FDM retail trade in the United States for small- and & Merchandising ries for a leading mass retailer, as well as H-E-B, SAJ Distributors, military accounts, Brookshires, Fred’s and medium-sized manufacturers. specialty stores, including Michael’s, Hobby Lobby and The Container Store. The company is one of the few that Due to the consolidation of retailers, it has become more impor- covers the Southwest with six salespeople, all with at least 15 years of experience in the industry. tant for the small- and medium-sized emerging manufacturer with Pinnacle can help small- to mid-sized manufacturers with everything from product launches to designing niche products to look for regional brokers to manage their busi- promotions, retail merchandising and pricing strategies. Pinnacle associates serve on several broker advisory ness. NAGMR representatives have the knowledge, relationships committees and act as category captains at several major retail accounts. and understanding of the chains in their specific geographical territories to maximize sales. The company has been successful in launching such niche brands as Breathe Right, Purell and Ginsana, and A small to medium manufacturer should consider the following benefits of utilizing represents such companies as Inverness, Hyland’s, Implus, Tec Labs, Blaine Labs and Taro. NAGMR brokers when the opportunity arises to bring their products to mass retail — • Credibility and experience: NAGMR brokers know the territory and have the best con- tacts, providing better market penetration and lasting, close relationships with the retailer; The Swanson The Swanson Group offers a vertical sales solution specializing in growth. TSG is a sales and marketing team that • Market specialization: NAGMR representatives can penetrate the drug, food, and Group specializes in building clients’ businesses in health and wellness, diagnostics, personal care and retailer brands with the mass-market segments without suppliers adding staff and costs; top strategic retailers. TSG utilizes leading-edge practices in driving “smart growth,” including facilitating “Deep Dive” strat- • Expansion at low cost: NAGMR representatives already are established with the customer egy and planning meetings while leading the development of customer blueprints to ensure success. in virtually any area in which suppliers seek expansion. The only expense is paying a com- TSG also leads business development and consultative initiatives for clients wanting to create a more dynamic po- mission on increasing sales versus the high cost of breaking new ground with the staff; sition on a national, class of trade, regional or account-specific basis, generating boardroom-to-boardroom alignment • Improved feedback: NAGMR consumer brokers are closer to the retailer, thus able to strategies and action steps through its Strategic Blueprint and Elevation Model business development systems. point out needs, trends and opportunities to be explored. NAGMR brokers also have DrugIts comprehensive Store News solution includes: managing all tactical daily broker responsibilities,DrugStoreNews.com including analysis and adminis- knowledge of the competition and insight into what they are doingMay or planning; 2010 • and 15 tration; facilitating the design of a differentiated national or retailer sales blueprint; leading store brand strategic positioning; • Support: NAGMR brokers can provide support for a company during such major guidance in elevating relationships with retail merchandising influencers; designing a differentiated sales vision, capabili- conferences as NACDS, ECRM and GMDC. ties and retailer communication plan; supporting the design of effective trade promotional programs; and influencing stron- To learn more about how NAGMR can take you to market in the most cost-effective ger industry alignment at key events. Call Rich Swanson, Ric Durr or Dan Mack at (847) 850-7783 to discuss how TSG can support your business. manner, please contact Jim Lewis, president of NAGMR, or visit NAGMR.com.

Drug Store News DrugStoreNews.com May 2010 • 14