retailers look to niche brands to stand out · ZEST DEODORANT BAR SOAP 73.7 13.8 ZEST LIQUID BODY WASH/ALL OTHER 15.5 -6.3 ZEST NON-DEODORANT BAR SOAP 1.6 -76.2 5 ZICAM 91.7 ... truly

26 • may 19, 2014 drugStoreNewS.com

* In millions Product photos courtesy of Hamacher Resource Group † May include multiple SKUs, but only the top three are listed; Criteria: 1) Small to mid-sized brand doing in total under $100 million, 2) A highly specialized, profitable subsegment of a categorySource: IRI for latest 52 weeks ended Dec. 29, 2013

Brand† SaleS* % Chg

1 SUPER POLIGRIP $98.7

SUPER POLIGRIP DENTURE ADHESIVES 38.0 7.6%

SUPER POLIGRIP FREE DENTURE ADHESIVES 29.9 0.9

SUPER POLIGRIP EXTRA CARE DENTURE ADHESIVES 17.5 5.3

2 AFRIN 96.7

AFRIN NO DRIP NASAL SPRAY/DROPS/INHALER 52.2 10.1

AFRIN NASAL SPRAY/DROPS/INHALER 44.4 0.0

3 SUNSTAR GUM 95.5

SUNSTAR GUM SOFT PICKS DENTAL ACCESSORIES/TOOLS 26.1 7.5

SUNSTAR GUM GO BETWEENS DENTAL ACCESSORIES/TOOLS 19.9 5.0

SUNSTAR GUM EEZ THRU DENTAL ACCESSORIES/TOOLS 10.4 -2.6

4 ZEST 93.2

ZEST DEODORANT BAR SOAP 73.7 13.8

ZEST LIQUID BODY WASH/ALL OTHER 15.5 -6.3

ZEST NON-DEODORANT BAR SOAP 1.6 -76.2

5 ZICAM 91.7

ZICAM RAPIDMELTS COLD/ALLERGY/SINUS TABLETS/PACKETS

48.4 6.2

ZICAM NASAL SPRAY/DROPS/INHALER 20.2 -16.4

ZICAM ORAL MIST COLD/ALLERGY/SINUS LIQUID/POWDER 12.2 1.6

6 PONDS 91.1

PONDS FACIAL CLEANSERS 34.6 -6.4

PONDS FACIAL MOISTURIZERS 24.2 -0.1

PONDS REJUVENESS FACIAL ANTI-AGING 8.3 35.5

7 E.L.F. 90.4

E.L.F. STUDIO MAKEUP APPLICATORS 8.3 38.5

E.L.F. PROFESSIONAL MAKEUP APPLICATORS 5.5 26.8

E.L.F. STUDIO BLUSH 4.8 44.6

8 HYDROXYCUT 89.6

HYDROXYCUT WEIGHT CONTROL CANDY/TABLETS 23.6 111.4

HYDROXYCUT ADVANCED WEIGHT CONTROL CANDY/TABLETS

23.2 -15.5

HYDROXYCUT HARDCORE WEIGHT CONTROL CANDY/TABLETS

15.1 205.3

9 EOS 88.3

EOS THE EVOLUTION OF SMOOTH LIP BALM/TREATMENT 54.7 73.4

EOS EVOLUTION OF SMOOTH LIP BALM/TREATMENT 19.7 NA

EOS LIP BALM/TREATMENT 6.1 35.1

10 HYLAND’S 87.8

HYLAND’S COLD/ALLERGY/SINUS LIQUID/POWDER 24.8 10.7

HYLAND’S INTERNAL ANALGESIC TABLETS 17.6 -6.7

HYLAND’S ORAL PAIN RELIEF 9.7 -20.4

Continued on page 28

DSN: What do you think are the greateSt oBStaCleS for a man-ufaCturer that WantS to move quiCkly on neW produCtS and Be firSt to market? hoW do you navigate exiSting roadBloCkS to Speed the innovation proCeSS along?

angie eChele, national SaleS SolutionS: I find that retailers are very open to innovation. In fact, innovation is exactly what they are seeking. The catch is that, by itself, a great product does not guarantee sales success. A manufacturer must have a total plan and a team that can execute the plan flawlessly. Potential roadblocks can be overcome by anticipating retailer’s needs in terms of supply chain logistics, in-store operations, packaging, shopper marketing and overall brand manage-ment. When all these elements are in place, we can expect success.

Chip Carter, morgan & SampSon: Failure to understand the es-tablished category review dates. With no existing IRI [data], most re-tailers, especially grocery, would rather wait than take any risk.

dan maCk, maCk elevation forum: Manufacturers that proactive-ly vet their new item early in the process — while allowing for retailer feedback — place themselves in the position to maximize new item

The retail landscape can be extremely challenging to navigate, and

perhaps no one knows that better than a smaller, niche brand battling

against the big players for precious shelf space, working tirelessly to

stay top-of-mind with retailers. The good news is that victory is possible.

Retailers increasingly are looking to differentiate themselves in the

marketplace, and those brands that are armed with the right knowledge

and tools can break through the clutter and succeed. This has given

rise to the importance of business development organizations, master

brokers, regional brokers, and sales and marketing consultants to help

niche brands plot a course to retail. To gain greater insight, Drug Store

News hosted a virtual roundtable discussion with some of today’s

leading players.

By Antoinette Alexander

retailers look to niche brands to stand out

Sundial’s beauty and personal care brand SheaMoisture is

not only a breakthrough brand with an authentic story to

tell, it also is taking a re-imagined approach to the shopper

population with its “new general market.” Grown from the

ground up on the legacy of Sofi Tucker, the grandmother

of Sundial founder Richelieu Dennis, SheaMoisture was

originally sold at street fairs and to street vendors.

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launches, first-to-market positioning and consumer loyalty. Retailers also are looking for manufacturers that allow for customized new item merchandising that is unique for the retailer, while serving as a launching pad for the brand. This level of commitment puts your new item in a position to thrive.

david BiernBaum, david BiernBaum & aSSoCiateS: In most cas-es, retailers are not able to move ‘quickly’ on new products because most retailers are driven by their own annual planogram reviews, and their own shelf resets take place just once or twice a year. … It’s by far best to put experience, capability, contacts and knowledge on your side months before you ever approach a retailer — be it at headquarters, ECRM, Total Store Expo, GMDC or otherwise. Far too many smaller or first-time wannabe consumer goods entrepreneurs try first to do it on his or her own and have no clue what needs to be presented to a retail category manager. In fact, most tend to rely strictly on product knowledge rather than category knowledge, busi-ness planning, integrated marketing, financial planning and having a true, comprehensive understanding of the retailer’s own business model, expectations, needs and necessities. Retailers do care about your new product and how unique and wonderful it might be, but that’s only a couple of pages. You need to be totally prepared and capable of presenting far more, and it’s not the retailer’s job to teach or train you. … Hire a reputable master broker or a business develop-ment consultant with years of experience, knowledge and contacts in the consumer goods retail field.

If you are a health and beauty or OTC brand, then make sure you put the right acumen on your team; ideally a well-connected individual with tons of broker-management experience, as well as rich experience with both big brands [and] small brands. The biggest roadblocks are lack of knowledge and experience about the consumer goods and retail business models, lack of having the right experience on your team, trying to do it yourself without a master broker and the appropriate regional brokers, lack of retailer-knowledge and, of course, lack of planning, funding and having a truly integrated marketing plan. Another roadblock is not having exactly the right package design with the right markings and words for a retail store shelf.

DSN: What iS the BiggeSt Challenge for BrandS trying to get

Continued from page 26



Carma Labs provided a little pizzazz and an additional pur-

chase occasion to the lip care category with its launch last

fall of the limited-edition Carmex Moisture Plus lip balm line.

The new line features such limited-edition designs as Chic in

houndstooth, Fab in a pink plaid, Adventurous in leopard print

and Starlet in a metallic chevron. It’s a purchase occasion that

is more cosmetic, fashion-oriented and less seasonal.


11 NEW YORK COLOR $85.8

NEW YORK COLOR EYE LINER 9.2 -3.7%

NEW YORK COLOR LIQUID LIP SHINE LIP GLOSS 5.0 -0.6

NEW YORK COLOR INDIVIDUALEYES EYE SHADOW 4.1 56.9

12 LUBRIDERM 85.7

LUBRIDERM DAILY MOISTURE HAND AND BODY LOTION 43.3 5.3

LUBRIDERM ADVANCED THERAPY HAND AND BODY LOTION 25.3 1.4

LUBRIDERM MENS HAND AND BODY LOTION 7.0 -15.9

13 PALMER’S 85.0

PALMER’S COCOA BUTTER FORMULA HAND AND BODY LOTION 41.6 -1.7

PALMER’S COCOA BUTTER FORMULA FADE/BLEACH 20.3 -1.3

PALMER’S OLIVE OIL FORMULA HAIR CONDITIONER/CREME RINSE 3.2 8.5

14 ROC 84.3

ROC RETINOL CORREXION DP WRINKL FACIAL ANTI-AGING 34.5 4.3

ROC RETINOL CORREXION FACIAL ANTI-AGING 21.3 -3.8

ROC MULTI CORREXION FACIAL ANTI-AGING 11.8 11.1

15 SIX STAR PRO NUTRITION 83.8

SIX STAR PRO NUTRITION WEIGHT CONTROL/NUTRITIONALS LIQUID/POWDER

71.3 28.0

SIX STAR PRO NUTRITN CREATIN X3 WEIGHT CONTROL/NUTRITIONALS LIQUID/POWDER

5.7 45.7

SIX STAR PRO NUTRITION NO FURY WEIGHT CONTROL/NUTRITIONALS LIQUID/POWDER

5.6 17.2

16 DENTEK 83.7

DENTEK DENTAL ACCESSORIES/TOOLS 17.8 -20.5

DENTEK TRIPLE CLEAN DENTAL ACCESSORIES/TOOLS 16.4 -2.1

DENTEK PRO DENTAL ACCESSORIES/TOOLS 12.4 240.3

17 LEVER 2000 83.0

LEVER 2000 PERFECTLY FRESH NON-DEODORANT BAR SOAP 33.5 -0.1

LEVER 2000 NON-DEODORANT BAR SOAP 33.5 -17.1

LEVER 2000 DEODORANT BAR SOAP 9.0 -21.8

18 MATRIX BIOLAGE 82.9

MATRIX BIOLAGE HYDRATHERAPIE HAIR CONDITIONER/CREME RINSE

13.3 -0.9

MATRIX BIOLAGE REGULAR SHAMPOO 7.5 -8.3

MATRIX BIOLAGE HYDRATHERAPIE REGULAR SHAMPOO 7.0 -3.5

19 BIOTENE 82.1

BIOTENE MOUTHWASH/DENTAL RINSE 46.2 7.4

BIOTENE TOOTHPASTE 16.2 3.8

BIOTENE XYLITOL PORTABLE ORAL CARE 8.0 -13.6

20 SKINTIMATE 80.4

SKINTIMATE SKINTHERAPY SHAVING CREAM 44.2 -2.3

SKINTIMATE SIGNATURE SCENTS SHAVING CREAM 33.3 -16.6

SKINTIMATE SHAVING CREAM 2.9 -50.8

21 TIGI 80.4

TIGI BED HEAD HARD HEAD HAIR SPRAY/SPRITZ 10.0 -8.2

TIGI CATWALK CURLS ROCK HAIR STYLING/SETTING GEL/MOUSSE 5.3 -13.3

TIGI BED HEAD MANIPULATOR HAIR STYLING/SETTING GEL/MOUSSE 4.9 -4.7


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Niche


22 BLISTEX $79.5

BLISTEX LIP BALM/TREATMENT 33.6 11.1%

BLISTEX COLD SORE MEDICATION 8.7 -3.8

BLISTEX DEEP RENEWAL LIP BALM/TREATMENT 5.0 -15.1

23 NATURE’S WAY 78.2

NATURE’S WAY ALIVE MULTIVITAMINS 51.0 48.2

NATURE’S WAY MINERAL SUPPLEMENTS 13.0 21.9

NATURE’S WAY EFAGOLD LIQUID VITAMINS/MINERALS 3.4 45.3

24 CLEARASIL 78.1

CLEARASIL ULTRA RAPID ACTION ACNE TREATMENTS 39.0 16.5

CLEARASIL DAILY CLEAR ACNE TREATMENTS 30.0 6.4

CLEARASIL ULTRA ACNE TREATMENTS 7.8 -33.8

25 CALTRATE 75.5

CALTRATE MINERAL SUPPLEMENTS 64.2 -10.0

CALTRATE 600 PLUS MINERAL SUPPLEMENTS 11.3 -16.8

26 WET ONES 75.1

WET ONES MOIST TOWELETTES 67.8 -0.6

WET ONES FRESH N FLUSH MOIST TOWELETTES 2.6 14.2

WET ONES BIG ONES MOIST TOWELETTES 2.6 30.1

27 GAS X 74.3

GAS X ANTACID TABLETS 67.9 5.2

GAS X THIN STRIPS ANTACID TABLETS 6.5 -8.4

28 POLIDENT 73.6

POLIDENT DENTURE CLEANSER/TABLETS 33.4 6.6

POLIDENT OVERNIGHT WHITENING DENTURE CLEANSER/TABLETS

27.4 5.8

POLIDENT DENTU CREME DENTURE CLEANSER/PASTE/POWDER

5.7 -12.0

29 FRIZZ EASE 73.5

FRIZZ EASE HAIR STYLING/SETTING GEL/MOUSSE 18.6 19.2

FRIZZ EASE SMOOTH START HAIR CONDITIONER/CREME RINSE 8.5 -17.4

FRIZZ EASE MOISTURE BARRIER HAIR SPRAY/SPRITZ 8.8 3.4

30 MUELLER 72.9

MUELLER SPORT CARE MUSCLE/BODY SUPPORT DEVICES 64.9 -13.8

MUELLER GREEN MUSCLE/BODY SUPPORT DEVICES 3.5 -5.2

MUELLER SPORT CARE HEAT/ICE PACKS 2.3 -19.7

31 TOM’S OF MAINE 72.8

TOM’S OF MAINE TOOTHPASTE 20.5 18.8

TOM’S OF MAINE DEODORANTS 14.6 15.8

TOM’S OF MAINE WHOLE CARE TOOTHPASTE 9.2 15.7

32 MITCHUM 72.4

MITCHUM POWER GEL DEODORANTS 22.9 4.6

MITCHUM POWER GEL FOR WOMEN DEODORANTS 16.6 30.1

MITCHUM DEODORANTS 12.0 -13.9

33 CLEARBLUE EASY 72.3

CLEARBLUE PREGNANCY TEST KITS 46.3 18.2

CLEARBLUE OVULATION PREDICTION KITS 21.2 32.8

CLEARBLUE EASY PREGNANCY TEST KITS 3.4 -40.1

on the Shelf theSe dayS? What do they need to enSure initial and longer-term SuCCeSS?

maCk: Most new brands over estimate their uniqueness to their retail partners and their relevance with the consumer. Many brands also are guilty of underestimating the importance of a [360-degree] mar-keting campaign generating adequate levels of consumer demand. Many items underperform because the consumer has never had a trial experience with the product. New brands that break through are intentional about building awareness for the first year and beyond. They build trust and ‘share of heart’ with their consumers.

BiernBaum: I would summarize that the biggest challenges for brands are having sufficient capital; the right integrated marketing and busi-ness plan in place before ECRM, Total Store Expo or your first head-quarters call; and … not properly addressing the real fundamentals, … such as the right package design for the retail shelf presence, just as one example. But mostly it comes down to funding because without an integrated marketing plan, most brands have no chance. And yes, marketing comes with cost, the right expertise, the right experience and the right master broker or business development consultant, with the right experience and acumen, the right contacts, etc.

Too many brands try first to present, then get on the shelves and then first start dealing with how to move product off the shelf. That is the recipe for failure more than 95% of the time. Long-term success is driven by having sufficient capital, the right expertise, the right mas-ter broker, the right regional brokers, the right integrated marketing and advertising plan, the right execution, the right relationships at all levels in the industry, … the right product, points of differentiation, the right cost, the right price, and the right promotions, both external and also inside with co-op advertising. And always keeping an active eye and active listening ear to what is going on around you in the industry, the world, inside the retail headquarters, the stores, with competition, etc. [Never be] complacent. Consumer goods marketing at retail is an ever-moving target with changes taking place daily that can help or hurt your business. You need to stay ahead of the game, making the right observations, the right predictions and taking the right actions relentlessly and constantly.

Carter: You need to understand the parameters the customer has




Since launching the Summer’s Eve feminine hygiene brand more

than 40 years ago, Fleet Laboratories has breathed new life into the

brand with modern repackaging for its external cleansing line and a

new marketing campaign, dubbed “The V,” which is about empow-

erment and changing the way women may think of the brand. Al-

beit causing a bit of a stir, the marketing campaign and revamped

look helped move Summer’s Eve back into the spotlight.* In millions Product photos courtesy of Hamacher Resource Group † May include multiple SKUs, but only the top three are listed; Criteria: 1) Small to mid-sized brand doing in total under $100 million, 2) A highly specialized, profitable subsegment of a categorySource: IRI for latest 52 weeks ended Dec. 29, 2013

brandstop 100

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for acceptable hurdle rates. Putting a product in without a marketing plan in place and counting on [public relations] that has already run to create awareness [are challenges].

eChele: I think the biggest challenge for new brands is a trend among retailers to reduce administrative costs by shrinking the number of vendors. The most successful new brands need to be well-researched with extensive premarket due diligence, and must have a technology or unique selling point that can be applied across a variety of products and/or categories. If we can help retailers see not only the current value, but also the potential for future growth, the sales opportunity can be more favorably compared versus administrative costs.

DSN: onCe a Small or medium-Sized Brand doeS manage to Break through, hoW Can they enSure it maintainS relevanCe and remainS top-of-mind With the retailer, and that it iS not Churned out of the mix in the next Category revieW?

Carter: Generally, the numbers determine the fate. As long as the manufacturer continues to stimulate sales, the product should stay in distribution. [If you] stop advertising before [you] have an estab-lished consumer base the sales will decrease.

maCk: The best smaller brands create a trusting bond between their consumers and their retail partners. They stay relevant with their retail partners by constantly innovating their product lines, keeping things fresh and differentiated. They also stay top-of-mind with their retail partners demonstrating that they know more about their core consumer than anyone else. They go deeper, [and] are more special-ized and … flexible than their competitors. It does not take big money to build a brand; it takes a new idea and fearless execution.

BiernBaum: Many small- or medium-sized manufacturers need to do a better job being educated to understand what drives a re-tailer’s decision to maintain and delete any given product off the shelf. Manufacturers need to understand the retailer’s business model, the shelf economics, the products’ own productivity com-pared with competitors products and what else is being presented to the retailer for the valuable shelf space. Manufacturers need to deploy a very knowledgeable master broker that keeps a pulse on the shelf, the retailer and the category manager, with his or her bro-kers, and having also a direct pulse on the shelf environment. Just as importantly, manufacturers need to be absolutely certain that the integrated marketing plans they deploy are ready to rock and roll the minute the product hits the shelf and sustains its momentum throughout the first year and longer. You cannot rely on the retailer, nor the mere presence of the product on the shelf at retail, without marketing and advertising to sufficiently build enough momentum to stay on the shelves past mid-year or annual reviews. … Further-more, it’s very strategic and helpful to participate reasonably in the retailer’s pet co-op programs.



34 SOFTSHEEN-CARSON $71.4

SOFTSHEEN-CARSON DARK & LOVELY WOMEN'S HAIR COLORING 11.2 4.6%

SOFTSHEEN-CARSON DARK & LOVELY HEALTHY HAIR RELAXER KITS 10.1 -8.5

SOFTSHEEN-CARSON MAGIC DEPILATORIES 9.1 3.6

35 ALIGN MINERAL SUPPLEMENTS 71.0 7.9

36 CULTURELLE 69.4

CULTURELLE MINERAL SUPPLEMENTS 66.9 45.2

CULTURELLE ANTACID TABLETS 2.5 NA

37 ROGAINE HAIR GROWTH PRODUCTS 69.0 -3.7

38 NEILMED 69.0

NEILMED SINUS RINSE NASAL SPRAY/DROPS/INHALER 41.0 -7.6

NEILMED NASAFLO NASAL SPRAY/DROPS/INHALER 11.7 -24.1

NEILMED NASA MIST NASAL SPRAY/DROPS/INHALER 3.4 80.5

39 GOT2B 68.5

GOT2B GLUED HAIR STYLING/SETTING GEL/MOUSSE 29.3 17.4

GOT2B KINKIER HAIR STYLING/SETTING GEL/MOUSSE 5.8 12.6

GOT2B SPIKED UP HAIR STYLING/SETTING GEL/MOUSSE 4.6 -6.2

40 HAWAIIAN TROPIC 68.3

HAWAIIAN TROPIC SUNTAN LOTION AND OIL 28.3 -16.2

HAWAIIAN TROPIC SILK HYDRATION SUNTAN LOTION AND OIL 17.0 125.9

HAWAIIAN TROPIC SHEER TOUCH SUNTAN LOTION AND OIL 12.0 -18.9

41 CARMEX 67.9

CARMEX LIP BALM/TREATMENT 43.5 13.5

CARMEX HAND AND BODY LOTION 6.6 -15.7

CARMEX MOISTURE PLUS LIP BALM/TREATMENT 6.3 -21.0

42 AMERICAN CREW 67.5

AMERICAN CREW HAIR STYLING/SETTING GEL/MOUSSE 31.8 8.4

AMERICAN CREW FIBER HAIR STYLING/SETTING GEL/MOUSSE 13.1 5.0

AMERICAN CREW REGULAR SHAMPOO 8.9 -9.0

43 L’IL CRITTERS 67.5

L’IL CRITTERS GUMMY VITES MULTIVITAMINS 42.3 7.4

L’IL CRITTERS MINERAL SUPPLEMENTS 10.0 -0.2

L’IL CRITTERS IMMUNE C 1 AND 2 LETTER VITAMINS 8.0 -1.9

44 SIMPLE FACIAL 65.3

SIMPLE FACIAL CLEANSERS 47.6 49.3

SIMPLE FACIAL MOISTURIZERS 10.9 1.7

SIMPLE FACIAL ANTI-AGING 3.2 -20.9

45 CLEAR EYES 65.2

CLEAR EYES EYE/LENS CARE SOLUTIONS 50.6 3.6

CLEAR EYES COOLING COMFORT EYE/LENS CARE SOLUTIONS 5.3 -5.0

CLEAR EYES TRIPLE ACTION RELIEF EYE/LENS CARE SOLUTIONS 5.0 -2.7

46 NICODERM CQ ANTI-SMOKING PATCH 63.9 -8.8

47 NATROL 63.9

NATROL MINERAL SUPPLEMENTS 41.3 19.5

NATROL 1 AND 2 LETTER VITAMINS 10.7 -1.3

NATROL JUICEFESTIV MINERAL SUPPLEMENTS 3.4 13.7




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eChele: That’s an easy one; … just don’t take your foot off the gas pedal. Every day is a fight for your brand. Every day the marketing and sales teams need to be thinking, ‘What’s next? What more can we do? How can we be a better value than the competition?’ There is never a time to rest on your laurels. The consumer is first, and the retailer is first. What I mean is, if the shopper values your brand, retailers will value it. Howev-er, even if consumer demand is off the charts, there is no way to recover from poor retailer service. Orders need to be fulfilled correctly and de-livered on time. Promotional management and follow-up by the sales personnel are critical. Be committed to excellence in sales, marketing and supply chain, and you won’t be churned out of the mix.

DSN: What do you think haS Been/have Been the BeSt neW, Small or niChe Brand produCtS to emerge in the laSt year or tWo, and Why? What WaS SpeCial aBout the BrandS, their poSitioning, hoW they marketed the idea, that other Cpg CompanieS Can take aWay from that?

BiernBaum: Australian Dream Arthritis Cream and Tri Calm Anti-Itch Hydrogel. In both cases, we have teamed up with a very strategic and very smart advertising agency that maximizes the return on investment for every dollar invested. We have priced our products at premium lev-

Continued from page 32Brand† SaleS* % Chg

48 CITRACAL MINERAL SUPPLEMENTS $63.6 -14.9%

49 CUREL 62.7

CUREL ULTRA HEALING HAND AND BODY LOTION 22.0 3.5

CUREL DAILY MOISTURE HAND AND BODY LOTION 11.8 -10.0

CUREL CONTINUOUS COMFORT HAND AND BODY LOTION 10.6 4.4

50 GERM X 62.0

GERM X HAND SANITIZERS 56.9 3.9

GERM X GERM BLASTER HAND SANITIZERS 2.9 -9.4

GERM X HANDISANI HAND SANITIZERS 1.2 -64.0

51 THERMACARE HEAT/ICE PACKS 61.8 -3.0

52 NAIR 60.4

NAIR DEPILATORIES 45.2 -0.6

NAIR SHOWER POWER DEPILATORIES 8.7 -2.5

NAIR SENSITIVE FORMULA DEPILATORIES 2.4 -6.0

Save the date December 3, 2014

2014 Industry Issues Summit NYC ...stay tuned for more updates

For information, contact Wayne Bennett, Publisher, 212-756-5157

Save the Date.indd 1 5/6/14 11:03 AM

Untitled-28 1 5/7/14 1:07 PM



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drugStoreNewS.com may 19, 2014 • 35

Untitled-22 1 5/6/14 9:54 AM


53 CORICIDIN HBP $58.6

CORICIDIN HBP COLD/ALLERGY/SINUS TABLETS/PACKETS 56.1 7.8%

CORICIDIN HBP COLD/ALLERGY/SINUS LIQUID/POWDER 2.5 -3.6

54 FLEET 58.6

FLEET LAXATIVE TABLETS 16.6 -5.3

FLEET LAXATIVE/STIMULANT LIQ/PWDR/OIL 13.4 11.4

FLEET ENEMA LAXATIVE/STIMULANT LIQ/PWDR/OIL 11.6 -7.0

55 VAGISIL 58.3

VAGISIL ALL OTHER FEMININE HYGIENE/MEDICATED TREATMENTS 56.7 1.8

VAGISIL OTHER HOME TESTING KITS 1.0 NA

VAGISIL VAGINAL TREATMENTS 0.6 -15.8

56 DESITIN 57.9

DESITIN MAXIMUM STRENGTH BABY OINTMENTS/CREAMS 30.6 4.2

DESITIN CREAMY BABY OINTMENTS/CREAMS 18.2 -2.5

DESITIN RAPID RELIEF BABY OINTMENTS/CREAMS 4.6 22.8

els, allowing for ample advertising expenditures on radio, television and social media. What makes these brands successful — in addition to premium positioning — are the smart advertising spends, points of differentiation for the products themselves, specialization, well-defined target markets and executing the right types of in-store promotions that drive our types of products within the specific categories they compete.

Carter: Veeda, which is a new ‘natural’ feminine hygiene cotton tam-pon. They have identified a niche and have the financial strength to cap-italize on the opportunity. Zarbee’s started as a kids’ natural cough-cold item, leveraging their success and continually reinvesting to increase consumer awareness and brand-extend with logic.

eChele: I think B’iota Botanicals is one of the best new brands to come to market in the last several years. B’iota is a brand of hair care that was popular across Europe and Africa, but virtually unknown in America. The brand competes in the hair growth segment, which was dominat-ed by one large brand. B’iota leverages an exotic heritage of botanicals harvested only in Turkey, its home country. For retailers, the natural approach attracts new shoppers into the hair growth section, and the premium retail supports comp-store sales results. For shoppers, the brand offers totally new, clinically proven solutions for an age-old prob-





57 AZO $57.1

AZO STANDARD INTERNAL ANALGESIC TABLETS 27.9 16.8%

AZO CRANBERRY MINERAL SUPPLEMENTS 16.2 15.5

AZO YEAST ALL OTHER FEMININE HYGIENE/MEDICATED TREATMENTS 9.5 4.4

58 BIORE 55.6

BIORE FACIAL CLEANSERS 35.1 -14.5

BIORE ACNE TREATMENTS 9.6 11.5

BIORE ULTRA FACIAL CLEANSERS 5.2 -12.4

59 CURAD 55.2

CURAD FIRST AID - TAPE/BANDAGE/GAUZE/COTTON 23.4 4.2

CURAD PRO GAUZE FIRST AID - TAPE/BANDAGE/GAUZE/COTTON 12.3 37.4

CURAD CLASSIC CARE FIRST AID - TAPE/BANDAGE/GAUZE/COTTON 2.1 -67.4

60 UNISOM 54.6

UNISOM SLEEPGELS SLEEPING AID TABLETS 29.3 11.8

UNISOM SLEEPTABS SLEEPING AID TABLETS 13.9 0.2

UNISOM SLEEPMELTS SLEEPING AID TABLETS 4.4 0.0

61 SHEA MOISTURE 53.8

SHEA MOISTURE HAIR CONDITIONER/CREME RINSE 16.3 72.9

SHEA MOISTURE HAIR STYLING/SETTING GEL/MOUSSE 11.8 58.2

SHEA MOISTURE REGULAR SHAMPOO 7.7 110.4

62 ORGANIC ROOT STIMULATOR 53.3

ORGANIC ROOT STIMULATOR HAIR RELAXER KITS 14.1 -10.9

ORGANIC ROOT STIMULATOR HAIR CONDITIONER/CREME RINSE 11.8 -11.8

ORGANIC ROOT STIMULATOR HAIR STYLING/SETTING GEL/MOUSSE 6.1 -14.1

63 ALLI WEIGHT CONTROL CANDY/TABLETS 53.1 10.1

64 BOSTON 50.6

BOSTON SIMPLUS EYE/LENS CARE SOLUTIONS 15.1 -5.4

BOSTON ADVANCE COMFORT FORMULA EYE/LENS CARE SOLUTIONS 13.4 -4.3

BOSTON ADVANCE EYE/LENS CARE SOLUTIONS 11.1 -5.2

65 ARRID 49.1

ARRID EXTRA EXTRA DRY DEODORANTS 24.0 -4.8

ARRID EXTRA EXTRA DRY ULTRA CLR DEODORANTS 13.2 -1.2

ARRID EXTRA DRY DEODORANTS 11.9 -12.0

66 PEDIACARE 48.9

PEDIACARE INTERNAL ANALGESIC LIQUIDS 19.5 -19.8

CHILDRENS PEDIACARE COLD/ALLERGY/SINUS LIQUID/POWDER 17.5 -14.7

PEDIACARE COUGH SYRUP 5.1 -13.5

67 PAUL MITCHELL 48.5

PAUL MITCHELL COLOR PROTECT REGULAR SHAMPOO 3.2 14.9

PAUL MITCHELL AWAPUHI SHAMPOO REGULAR SHAMPOO 3.0 6.0

PAUL MITCHELL SUPER SKINNY HAIR STYLING/SETTING GEL/MOUSSE 2.5 -1.7

68 BAN DEODORANTS 48.4 -8.2


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Nichelem. IRI research shows that consumers favor new products that can replace a trip to a professional and that promise new benefits and long-lasting results. B’iota Botanicals hits on all these key trends.

maCk: It is hard to ignore the brand success and growth of Garden of Life’s Raw Vitamins in the natural channel, Sparkling Ice drinks and John Frieda Full Repair shampoo and conditioners. These brands have truly connected with their core consumer and are excellent ex-amples of being challenger or ‘dark horse’ brands with a clear brand identity, while staying in front of evolving societal trends. They are organizations with clear purpose.

DSN: thinking of the very top-performing niChe BrandS and Smaller to mid-Sized CompanieS out there that have managed to Break through, ... What do you think they do differently that enaBleS their SuCCeSS?

Carter: A mixture of the infamous ‘social media,’ which too many put 100% of their marketing funds behind, with some more tradition-al avenues. If they are relying only on social media, they need to be experts and commit enough resources to make it work.

maCk: These special companies invest in retail partners whose core consumer aligns with the brand’s true identity. It is no longer about deep pockets; it is about being in the ‘right’ retail stores and having the ‘right’ retail influencers (and consumers) carry your brand mes-sage to the masses. This doesn’t cost a lot, but it takes authenticity, strategy and persistence. Great niche brands create relationships with their tribe. They are not for everyone, and they create a disciplined strategy to achieve brand success.

BiernBaum: For the brands we work with at David Biernbaum & Asso-ciates — including Australian Dream Arthritis Cream, Tri Calm Anti-Itch Hydrogel, Smart Mouth Mouthwash and many others — we pretty much apply a common formula: the right integrated marketing and advertis-ing; timely promotions, particularly in the early stages of the brand’s life in order to give it the right momentum, many of which encourage trial and exposure; [and] the right co-op programs to establish a strong working relationship with the retailer and the category manager. In ad-dition, and maybe most importantly, we encourage our clients to grow their distribution thoughtfully and carefully, and not to try to be on every shelf in the nation too soon only to risk being deleted because distribution is spread too thin. For example, if my product basically is a drug store product, I am perfectly content to push all the initial sales through chain drug before trying to load up the shelves at supermarkets or mass mer-chandisers. My philosophy is first to build strong sales and success where the product has the best chance to create an impressive success story for other channels. Remember, pigs get fat, but hogs get slaughtered. Resist the temptation to have more distribution early on than what your inte-grated marketing plan can truly support. Deletion often is forever with no second chances. Be disciplined in your approach. … I have come to



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Untitled-28 1 5/7/14 1:03 PM



69 METHOD $47.7

METHOD LIQUID HAND SOAP 39.2 4.9%

METHOD ORLA KIELY LIQUID HAND SOAP 5.5 NA

METHOD PURE NAKED LIQUID BODY WASH/ALL OTHER 2.2 47.8

70 PURE PROTEIN 47.6

PURE PROTEIN WEIGHT CONTROL/NUTRITIONALS LIQUID/POWDER 43.1 -13.1

PURE PROTEIN PLUS WEIGHT CONTROL/NUTRITIONALS LIQUID/POWDER 3.9 85.0

PURE PROTEIN NATURAL WHEY PROTEIN WEIGHT CONTROL/NUTRITIONALS LIQUID/POWDER 0.5 9.9

71 SALONPAS EXTERNAL ANALGESICS RUBS 47.3 32.3

72 LITTLE REMEDIES 47.1

LITTLE NOSES NASAL SPRAY/DROPS/INHALER 16.1 -4.9

LITTLE TUMMYS ANTACID LIQUID/POWDER 9.8 17.8

LITTLE FEVERS INTERNAL ANALGESIC LIQUIDS 8.3 3.4

73 SELSUN BLUE 46.8

SELSUN BLUE DANDRUFF SHAMPOO 36.8 -4.0

SELSUN BLUE NATURALS DANDRUFF SHAMPOO 7.6 -7.9

SELSUN BLUE 2-IN-1 DANDRUFF SHAMPOO 2.3 -9.2

74 CHI 46.7

CHI AIR HAIR APPLIANCES 18.2 -5.1

CHI SILK INFUSION HAIR CONDITIONER/CREME RINSE 7.5 -4.7

CHI 44 IRON GUARD HAIR STYLING/SETTING GEL/MOUSSE 5.0 -4.8

75 BIG SEXY HAIR 46.7

BIG SEXY HAIR SPRAY AND PLAY HAIR SPRAY/SPRITZ 15.9 22.8

BIG SEXY HAIR SPRAY AND PLAY HARDER HAIR SPRAY/SPRITZ 7.4 13.1

BIG SEXY HAIR ROOT PUMP HAIR STYLING/SETTING GEL/MOUSSE 3.7 -4.8

76 MIDOL 46.2

MIDOL FEMININE PAIN RELIEVERS 44.9 -4.1

MIDOL PM FEMININE PAIN RELIEVERS 1.3 -12.1

77 TONE 46.1

TONE LIQUID BODY WASH/ALL OTHER 26.6 -2.0

TONE NON-DEODORANT BAR SOAP 14.2 -11.1

TONE DAILY DETOX LIQUID BODY WASH/ALL OTHER 4.7 -33.6

78 PURELL 45.2

PURELL HAND SANITIZERS 24.7 3.0

PURELL ADVANCED HAND SANITIZERS 20.5 65.0

79 ICAPS 45.2

ICAPS MULTIVITAMINS 38.2 -1.7

ICAPS AREDS MULTIVITAMINS 7.0 -17.2

80 EFFERDENT 44.7

EFFERDENT DENTURE CLEANSER/TABLETS 27.5 -1.9

EFFERDENT PLUS DENTURE CLEANSER/TABLETS 12.8 -6.0

EFFERDENT POWERCLEAN DENTURE CLEANSER/TABLETS 2.9 6.9


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81 CHLORASEPTIC $43.7

CHLORASEPTIC SORE THROAT REMEDY LIQUIDS 17.2 -10.7%

CHLORASEPTIC COUGH/SORE THROAT DROP 9.9 -2.2

CHLORASEPTIC MAX COUGH/SORE THROAT DROP 7.0 29.7

82 TRIM 43.2

TRIM GROOMING/SHAVING SCISSORS 25.2 -2.1

TRIM NEAT FEET FOOT CARE DEVICES 6.9 -16.7

TRIM EASY HOLD GROOMING/SHAVING SCISSORS 2.7 -9.5

83 WHITE RAIN 42.6

WHITE RAIN HAIR SPRAY/SPRITZ 14.9 2.3

WHITE RAIN LIQUID BODY WASH/ALL OTHER 9.1 -52.4

WHITE RAIN SENSATIONS LIQUID BODY WASH/ALL OTHER 6.1 196.0

84 BC INTERNAL ANALGESIC TABLETS 41.7 3.6

85 BARBASOL SHAVING CREAM 41.6 -6.9

86 MEDERMA 41.5

MEDERMA FIRST AID OINTMENTS/ANTISEPTICS 35.9 -1.8

MEDERMA FADE/BLEACH 4.8 -39.3

MEDERMA FOR KIDS FIRST AID OINTMENTS/ANTISEPTICS 0.8 -8.6

87 WILKINSON 41.3

WILKINSON SWORD TECH 3 DISPOSABLES 9.4 -47.5

WILKINSON SWORD OASIS DISPOSABLES 7.1 -48.9

WILKINSON OASIS SYMPHONY DISPOSABLES 4.0 NA

88 DR TEAL’S 40.7

DR TEAL’S BATH FRAGRANCES/BUBBLE BATH 30.8 35.1

DR TEAL’S EPSOM SALTS 6.4 51.5

DR TEAL’S FOOT CARE 3.3 -14.8

89 GOODY’S 40.1

GOODY’S INTERNAL ANALGESIC TABLETS 37.3 1.8

GOODY’S PM INTERNAL ANALGESIC TABLETS 2.0 -10.1

GOODY’S HEADACHE RELIEF SHOT INTERNAL ANALGESIC LIQUIDS 0.8 NA

90 APPLIED NUTRITION 39.6

APPLIED NUTRITION WEIGHT CONTROL CANDY/TABLETS 12.6 10.0

APPLIED NUTRITION 14 DAY CLEANSE WEIGHT CONTROL CANDY/TABLETS

10.7 4.8

APPLIED NUTRITION HAIR AND NAILS 1 AND 2 LETTER VITAMINS 4.1 3.1

91 SEA BOND 39.6

SEA BOND DENTURE ADHESIVES 27.2 -2.7

SEA BAND MOTION SICKNESS TABLETS 9.3 4.2

SEA BOND DENTAL ACCESSORIES/TOOLS 3.1 10.0


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92 COMPOUND W $38.5

COMPOUND W WART REMOVERS 24.4 -5.2%

COMPOUND W FREEZE OFF WART REMOVERS 14.2 -6.8

93 O.B. 38.2

O.B. TAMPONS 28.7 3.9

O.B. PRO COMFORT TAMPONS 9.5 -23.1

94 BOIRON 38.1

BOIRON OSCILLOCOCCINUM COLD/ALLERGY/SINUS TABLETS/PACKETS 17.0 17.1

BOIRON ARNICARE EXTERNAL ANALGESICS RUBS 10.9 50.6

BOIRON CHESTAL COUGH SYRUP 3.3 -1.1

95 SHEER BLONDE 37.4

SHEER BLONDE REGULAR SHAMPOO 7.6 -16.9

SHEER BLONDE GO BLONDER REGULAR SHAMPOO 5.9 -6.7

SHEER BLONDE GO BLONDER HAIR CONDITIONER/CREME RINSE 5.0 -8.2

96 ESTROVEN 37.3

ESTROVEN FEMININE PAIN RELIEVERS 23.9 865.1

ESTROVEN MINERAL SUPPLEMENTS 5.6 -76.9

ESTROVEN MULTIVITAMINS 3.0 -26.6

97 PURE HEALTH 36.9

PURE HEALTH NATURALLY WEIGHT CONTROL CANDY/TABLETS 30.4 68.9

PURE HEALTH NATURALLY MINERAL SUPPLEMENTS 3.7 -5.4

PURE HEALTH PREMIUM WEIGHT CONTROL CANDY/TABLETS 2.4 49.5

98 COLACE LAXATIVE TABLETS 36.5 0.9

99 BODY IMAGE 36.2

BODY IMAGE BODY BENEFITS BATH/BODY SCRUBBERS/MASSAGERS 34.0 136.3

BODY IMAGE BATH/BODY SCRUBBERS/MASSAGERS 2.1 298.7

BODY IMAGE BODY BENEFITS MAKEUP REMOVER IMPLEMENT 0.2 -17.1

100 CITRUCEL 36.1

CITRUCEL LAXATIVE/STIMULANT LIQ/PWDR/OIL 20.2 -3.2

CITRUCEL LAXATIVE TABLETS 15.9 2.8

Bomuca is bringing to U.S. shoppers one of the best-selling multivitamins in the

Mexican market under an exclusive-to-the-United-States Vivioptal

brand. The softgel vitamin line was originally developed in Ger-

many 20 years ago and is designed to provide antioxidant pro-

tection, as well as to help support a healthier and more active life-

style. In addition to its original German formula, the line will include

SKUs targeting men, women and children, and is packaged in blister packs.


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2004 2014

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Untitled-28 1 5/7/14 1:05 PM

the conclusion that under most circumstances, advertising, marketing and sometimes public relations are necessities to drive sales early on.

eChele: I think they have an overarching brand strategy and do the best job of coordinating all the tactics that form the plan. They have a brand-sell-ing story that is consistently executed both in and out of the store. The shelf placement is intuitive. In-store displays are consistently executed because they are created with retail operations in mind. The packaging tells a con-vincing sales story. In-store promotions are timed to benefit from national brand marketing initiatives. Social media is linked every step of the way, so answers are available during pre-shopping homework, and, when there is a sales event, the best customers know about it.

DSN: What adviCe do you have for retailerS to Bring more ex-Citement to their aSSortmentS and improve the Shopping expe-rienCe? hoW do you think SupplierS Can help?

maCk: The idea of utilizing model stores to test, showcase and exploit new product or shopping ideas is a philosophy that retailers may want to consider as a strategy to encourage deeper supplier partnerships. This philosophy provides smaller, thought-leading manufacturers unique op-portunities to jointly co-create solutions that transform the in-store shop-ping experience and improve consumer loyalty. Suppliers can showcase their product portfolios, and retailers can create interactive experiences that provide a halo effect for their broader organizations.

eChele: We recommend starting with the overarching brand strategy of the retailer. Put new brands on the shelf that are designed to attract more of the type of shoppers you want. Also, know where your shopper is buy-ing ‘everything else.’ In other words, which categories is she currently not purchasing from your store, and why not? New brands help retailers garner a larger share of the shopper’s wallet. New brands also can pro-vide real solutions to the shopper — if you can save her time or money, you’re the winner. Shelf organization and communication are also key. Suppliers can help by offering new brands that are well matched to the retailer’s overarching brand strategy and helping the retailer understand the connection and vision. Suppliers also can help by providing merchan-dising vehicles that make it easier and faster for customers to shop.

BiernBaum: Retailers today play way too much defense and not nearly enough offense. Retailers need to stop depending completely on historical data, big name brands and low pricing, and stop worrying about Walmart. Today, retailers need to redefine shelf and SKU rationalization to take into consideration that niche brands, specialty brands and even ‘small’ brands might be the best, most productive destination items they have on their shelves. This includes brands that do not have a high IRI market share. … Retailers: You cannot make the kind of profits you desire strictly by carrying only big-name brands that also are sold at competitive low prices under every type of roof in the consumer products arena. Only one retailer on any given day can be the lowest price on a big name brand. You need to carry the niche items, the specialty items and the small brands that many retailers do not carry in order to give a high-spending consumer a reason to visit

your store. Australian Dream Arthritis Cream — which sells for $30 on the shelf — is not available at car washes, C-stores or … most supermarkets. So, we have literally hundreds of thousands of [shoppers] making special trips to Walgreens, CVS or other fine stores to pick up their next jar. And while they are there, they fill up a shopping basket with a lot of other high-margin items. Of course, while they are there, they buy their pantry items, too.

Carter: In the words of a great merchant, ‘Show me an item and I’ll show you an increase.’ The only caveat is it needs to be on the shelf and available for purchase.

DSN: hoW are the BeSt niChe or emerging BrandS leveraging SoCial media to Create exCitement and engagement, aS Well aS improve loyalty and marketing effeCtiveneSS?

BiernBaum: Social media is the best development in the history of small and niche brand marketing because social media levels the playing field for allowing smaller budgets to get effective exposure to the consumer. In social media, the world is your oyster. However, most small, branded manufactur-ers frankly are very poor at using social media. For example, effective social media has nothing to do with how many followers you have on your Face-book page. Effective social media means using Facebook, Twitter, LinkedIn, Pinterest and others to target your real market in an active, eye-catching manner on a very consistent basis. What you really would like to happen on social media is for consumers to talk about your brand to other consumers who happen to be their personal friends. You want to find the opinion lead-ers on social media to pass along your brand’s information as well. What you really want is brand recognition. Professionals who have a comprehen-sive understanding of how social media really works often handle this most effectively. This is not the job for the college intern anymore, I’m sorry to say. Those days are over. Social media has become too integrated, too important and too sophisticated to be treated as though it’s just an ‘extra.’

Carter: Zarbee’s is a great example of how to use social media to cre-ate, sustain and drive a brand.

maCk: We now are living in a world where trust with conventional ad-vertising is very low, and consumers now covet brand transparency and the opinions of their friends. A number of smaller brands that are winning — including Shea Moisture, Yes To and Dentek Oral Care — are not afraid of transparency and to engage their core consumers through one-on-one discussions, Twitter giveaways and Facebook content discussions.

eChele: Social media is the great equalizer. You don’t have to have millions of dollars to do it right. You just have to have passion … and great pho-tography. Take Chobani yogurt, for example. This niche brand has been a highlight on new product lists for a few years. They have a consistent stream of innovative new products, and [looking] at their Facebook page makes me hungry. Choose a social media manager who connects with people, and then go for it. Employ video, photos, contests, charity projects — whatever your target market responds to. It’s an inexpensive way to gather serious consum-er research that can be used to develop new products, improve packaging, focus advertising or identify new retail distribution opportunities.



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Infant gas can be a painful experience for both the baby and the mom. Hyland’s Baby, makers of the top-selling Teeth-ing Tablets, provides infants with natural relief of infant gas discomfort and pain with the new Hyland’s Baby Gas Drops. It safely relieves symptoms of gas — including stomach pressure and pain, bloating, burping, restlessness and gas — that disturb sleep, the company stated. The company’s homeopathic medicine is specially formulated for newborns and infants with only natural active ingredients and a natural grape flavor. This medicine is free of artificial flavors, dyes and sweeteners. For more information on this and other Hyland’s products, visit Hylands.com.

Hyland’s

Tecnu Extreme Medicated Poison Ivy Scrub works in 15 seconds, according to the company. For effective poison ivy or oak treatment, users must first remove the rash-causing urushiol oil, and then apply an anti-itch treatment to alleviate the painful, itchy rash symptoms. Usually this takes two products, but Tecnu Extreme can do both in one step, according to the company. Washing with Tecnu Extreme for just 15 seconds removes the rash-causing oil, relieves itching and soothes burning of poison ivy and oak rash, the company stated.

Tec Labs


Founded in 1921, Morgan & Sampson USA evolved from a West Coast sales agency to a national sales and marketing organization. Its 11 U.S. offices are strate-gically located for accessibility to major retailers. Its primary focus is food, drug, mass, club, home improve-ment, stationary, pet and e-commerce. The company is fortunate to represent established manufacturers, but has the passion and patience to work with companies in the start-up phase. Its level of involvement can in-clude assistance in graphics, product packaging, point

of purchase and the various elements of shopper marketing.When considering a fixed-cost alternative to a national sales force, the com-

pany’s strategic advantage is that all sales calls are made by a Morgan & Sampson USA salaried sales professional. They do not rely on sub-brokers to make key ac-count presentations. Advanced IT provides all aspects of communication, including a proprietary information portal, accessible by their principals for up-to-date status reports. Its 200,000 sq. ft. of warehousing with advanced logistics are located in Southern California.

Morgan & SaMpSon USa

behind The brands

Similasan has introduced Similasan Complete Eye Relief, an eye drop that naturally treats the six most common eye discomforts. Unlike medicated brands, Similasan eye drops are made with 100%-natural active ingredients and don’t contain harsh chemicals or vasoconstrictors. Instead, the formula stimulates the body’s natural defenses to target such symptoms as redness, dryness and burning, according to the company.

Similasan

Shoppers purchasing sunscreen are “UV Savy” and con-cerned about protecting their families from harmful UV radia-tion. Dermatologists recommend a regimen of products for skin cancer prevention, including high-SPF lotions, wide-brim hats, sunglasses and UPF-rated clothing, according to UV Savy.

Retailers who merchandise these items in one location benefit from incremental sales and increase the shopping basket, the company said.

Sun Protection Zone is one of the pioneers of UPF-rated clothing in the United States, and has created displays that create “stores within stores.” Options include freestanding units and peg-board/slat-wall fixtures that adapt to spaces from 28 inches to 48 inches.

UV Savy

Vivioptal was originally developed at Dr. Gerhard Mann’s laboratory in Berlin, Germany. Since being introduced in the Mexican market more than 20 years ago, it has become the No. 1-selling multivitamin in Costco, Walmart and Sam’s Club, according to the company. The complete Vivioptal line is now exclusive to the United States and care-fully tailored to the specific needs of men, women and children. The line includes the Original German Formula to Vivioptal Active with Ginseng + Omega-3, Vivioptal Pro-tect for Men with CoQ10 + Lycopene, Vivioptal Women with CoQ10 + Omega-3 and Vivioptal Kids liquid formula with berries. The Vivioptal multivitamin, multi-mineral line was designed to provide antioxidant protection, as well as to help support a healthier, more active lifestyle for any gender, age and activity level.

Bomuca

Insight Pharmaceuticals recently introduced its e.p.t Preconcep-tion Health Test, a new product that indicates the presence of infec-tions so women can visit their doctor and seek treatment before try-ing to conceive. The target audience is a significant niche. In 2012, 62.9% of pregnancies were planned events that resulted in the birth of almost 2.5 million babies, according to the National Health Sta-tistics Reports and the Centers for Disease Control and Prevention.

The test consists of a swab with a color-changing tip. If any part of the tip turns blue or green, vaginal acidity is abnormal, which can be a sign of an infection, indicating that women should see their healthcare provider.

Insight Pharmaceuticals

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Documents

retailers look to niche brands to stand out · ZEST DEODORANT BAR SOAP 73.7 13.8 ZEST LIQUID BODY WASH/ALL OTHER 15.5 -6.3 ZEST NON-DEODORANT BAR SOAP 1.6 -76.2 5 ZICAM 91.7 ... truly