BROKERS REPORT. (generally pronounced nesh in British English and nitsh in American English)

THE ANNUAL TOP 500 NICHE BRANDS/BROKERS REPORT Niche (generally pronounced ‘nesh’ in British English and ‘nitsh’ in American English) May refer to...
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THE ANNUAL

TOP 500 NICHE 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

Top500 1 2 3 4 5 6 7 8 9

10 11

12 13 14

15

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20 21 22 23 24 25

26

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34 35

36 37

38

39 40

41 42

43 44

Niche Brands

Brand JUST FOR MEN MEN’S HAIR COLORING

Total Sales* $97.3

% CHG 4.2%

ICY HOT EXTERNAL ANALGESICS RUBS

66.7

9.8

DULCOLAX LAXATIVE TABLETS

66.6

5.4

RICOLA COUGH/SORE THROAT DROP

65.6

11.8

PRIMATENE MIST NASAL SPRAY/DROPS/INHALER

63.2

46.4

AIRBORNE COLD/ALLERGY/SINUS TABLETS/PACKETS

57.8

-18.5

ALACER EMERGEN C LIQUID VITAMINS/MINERALS

52.9

26.3

SMOOTH AWAY DEPILATORIES

49.8

941.9

FIRST RESPONSE PREGNANCY TEST KITS

46.1

-7.7

ORAJEL ORAL PAIN RELIEF

45.7

-6.3

ZICAM COLD/ALLERGY/SINUS TABLETS/PACKETS

44.7

14.1

GOLD BOND ULTIMATE HAND & BODY LOTION

39.4

17.9

CYTOSPORT MUSCLE MILK WGHT CTRL/NUTRITIONALS

36.6

60.5

DENTEK DENTAL ACCESSORIES/TOOLS

31.5

11.6

NEILMED NASAL SPRAY/DROPS/INHALER

29.6

14.7

PED EGG FOOT CARE DEVICES

28.0

-64.2

VAGISIL ALL OTHER FEM. HYGIENE/med trt

27.8

-3.8

METHOD LIQUID HAND SOAP

27.7

3.4

MEDERMA FIRST AID OINTMENTS/ANTISEPTICS

27.6

13.1

AMERICAN CREW HAIR STYLING/SETTING GEL/MOUSSE

26.0

-3.0

ARM & HAMMER ADVANCE WHITE TOOTHPASTE

25.8

-6.7

BLISTEX LIP BALM/COLD SORE MEDICATION

24.9

4.6

CARMEX LIP BALM/COLD SORE MEDICATION

24.5

-5.9

ATKINS ADVANTAGE WGHT CTRL/NUTRITIONALS

24.1

19.3

COLD EEZE COUGH/SORE THROAT DROP

22.9

-10.3

TRIM NAIL ACCESSORIES/IMPLEMENTS

22.6

9.2

CLEAR EYES EYE/LENS CARE SOLUTIONS

22.6

-8.3

SUMMERS EVE ALL OTHER FEM. HYGIENE/med trt

22.5

-9.4

HAWAIIAN TROPIC SUNTAN LOTION & OIL

21.9

18.6

SELSUN BLUE DANDRUFF SHAMPOO

21.7

11.3

BABY ORAJEL ORAL PAIN RELIEF

20.5

2.4

PALMERS COCOA BUTTER FORMULA HAND & BODY ltn

19.7

16.6

BARBASOL SHAVING CREAM

19.5

20.9

SLIMQUICK WEIGHT CONTROL CANDY/TABLETS

19.1

-12.9

FIRST CHECK OTHER HOME TESTING KITS

19.0

-4.7

CHLORASEPTIC SORE THROAT REMEDY LIQUIDS

18.8

0.9

CEPACOL COUGH/SORE THROAT DROP

18.4

0.9

AT HOME OTHER HOME TESTING KITS

18.2

9.4

BLAIREX SIMPLY SALINE NASAL SPRAY/DROPS/INHALER

17.9

9.6

ARRID EXTRA EXTRA DRY DEODORANTS

17.9

-0.7

UNIVERSITY MEDICAL ACNEFREE ACNE TREATMENTS

17.6

-0.1

NAIR DEPILATORIES

17.3

2.5

AZO STANDARD INTERNAL ANALGESIC TABLETS

17.0

25.3

SIMILASAN EYE/LENS CARE SOLUTIONS

17.0

-10.4

45

ASPERCREME EXTERNAL ANALGESICS RUBS

16.9

-5.5

REMINGTON GROOMING/SHAVING SCISSORS

16.9

NA

47

ICAPS MULTIVITAMINS

16.8

1.0

SINFUL COLORS NAIL POLISH

16.8

38.3

SUMMERS EVE DOUCHES

16.6

-3.9

NEILMED NASAFLO NASAL SPRAY/DROPS/INHALER

16.6

51.0

46

48

49

50

Retailers begin to ‘SKU’ back toward niche items By Michael Johnsen A down economy certainly has made for some choppy waters for niche suppliers in the past year, especially as the downturn in shopper dollars exposed a barnacle that had been dragging down performance for retailers for quite some time — overpopulated planograms. It wasn’t too long ago that SKU rationalization became commonplace, as many retailers attempted a Amid the sea of razors, waxes and hair-removal creams on the market, Smooth Away has broken through the clutter. Each Smooth Away pad is covered with superfine crystals that buff away unwanted hair, leaving skin soft and smooth.

Carmex is one of the niche brands that has cracked the social media code — the lip brand’s campaign where users e-mailed each other personalized Carmex Kisses got sales all aflutter.

course correction toward more profitable sets — establishing performance metrics that possibly favored bigger brands and their store-brand equivalents over slowermoving and slower-building brands. In other words, niche products. But now retailers are acknowledging they may have cut too much, opening a pathway of opportunity for many suppliers, especially those of promising niche brands. “We had done some things that lost a trip,” Walmart EVP and COO Bill Simon told analysts at a Bank of America/ Merill Lynch conference in March. “We did discontinue [products that] didn’t sell well [and] were only bought infrequently, but [it] cost us a trip. And we did discontinue some things that people didn’t buy very often but were aggravating to a customer to lose,” he said, noting that the country’s largest front-end retailer was in the process of repopulating its shelves with a small percentage of what initially was cut. The reality is, larger brands with more ubiquitous distribution only allow for competition on price and convenience, suggested Mike McBride, senior director of industry relations for Upsher-Smith Labs. Niche enables retailers to compete more on product mix, especially pureplay pharmacy retailers. Consumers in search of a national brand shopping on price can likely find it in all types of retailers, Continued on page 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 • 2

the annual

Niche Brands/brokers report

Top500 51

Niche ‘SKU’ toward niche “The hyper-rationalization of Brands heitemssaid.in drug chains starts to make them

Brand HYDROXYCUT WEIGHT CONTROL CANDY/TABLETS

Total Sales* $16.4

% CHG -60.8%

15.9

41.1

52

MUELLER SPORT CARE MUSCLE/BODY SUPPORT DEVICES ACT TOTAL CARE MOUTHWASH/DENTAL RINSE

15.6

NA

54

OXY ACNE TREATMENTS

15.3

-11.6

GOODYS INTERNAL ANALGESIC TABLETS

14.9

-2.9

COMPOUND W WART REMOVERS

14.8

3.9

LIL CRITTERS GUMMY VITES MULTIVITAMINS

14.8

26.7

GERM X HAND SANITIZERS

14.8

96.8

CORIA CERA VE HAND & BODY LOTION

14.6

57.6

CLEARBLUE EASY OVULATION PREDICTION KITS

14.6

-14.3

ELATIONS LIQUID VITAMINS/MINERALS

14.5

131.1

ORGANIX HAIR CONDITIONER/CREME RINSE

14.2

38.0

MENTHOLATUM SOFT LIPS LIP BALM/COLD SORE MED

14.1

-6.9

OPI NAIL POLISH

14.0

10.7

PHYSICIANS FORMULA MINERAL WEAR POWDER

13.7

-6.0

ORGANIX REGULAR SHAMPOO

13.7

44.6

CULTURELLE ANTACID TABLETS

13.3

30.9

ESTROVEN MINERAL SUPPLEMENTS

13.3

-9.5

SEA BOND DENTURE ADHESIVES

13.2

-6.8

ASTROGLIDE PERSONAL LUBRICANTS

13.2

6.8

BOIRON OSCILLOCOCCINUM COLD/ALLRGY/SINUS

13.0

70.1

MEGA T WEIGHT CONTROL CANDY/TABLETS

12.9

28.4

FRIZZ EASE HAIR STYLING/SETTING GEL/MOUSSE

12.6

-9.2

BIG SEXY HAIR HAIR SPRAY/SPRITZ

12.6

42.8

AYR NASAL SPRAY/DROPS/INHALER

12.2

-7.1

MILANI NAIL POLISH

12.1

-3.6

THERA TEARS EYE/LENS CARE SOLUTIONS

12.0

5.5

SALONPAS EXTERNAL ANALGESICS RUBS

12.0

-2.4

BOSTON SIMPLUS EYE/LENS CARE SOLUTIONS

12.0

5.3

GOLD BOND FOOT CARE/ATHLETES FOOT MEDICATION

11.9

6.8

CHLORASEPTIC COUGH/SORE THROAT DROP

11.8

-8.2

NEXT CHOICE FEMALE CONTRACEPTIVES

11.7

NA

CETAPHIL FACIAL MOISTURIZERS

11.5

37.6

MATRIX BIOLAGE REGULAR SHAMPOO

11.4

-26.0

LITTLE NOSES NASAL SPRAY/DROPS/INHALER

11.0

10.7

CABOODLES COSMETIC STORAGE

10.9

13.5

BRUT DEODORANTS

10.8

-6.5

AIM TOOTHPASTE

10.5

18.4

TIGER BALM EXTERNAL ANALGESICS RUBS

10.5

10.6

SINUCLEANSE NASAL SPRAY/DROPS/INHALER

10.4

-29.7

ARM & HAMMER PEROXICARE TOOTHPASTE

10.4

4.1

PAMPRIN FEMININE PAIN RELIEVERS

10.4

-8.6

BIO-OIL FACIAL ANTI-AGING

10.3

6.3

53

55

56

57 58

59

60 61

62

63 64

65 66

67

68

69

70

71 72 73 74

75

76

77

78

79 80 81 82

83

84

85 86

87

88

89

90 91 92

93

94

95 96 97

98

99

JOBST MUSCLE/BODY SUPPORT DEVICES

10.3

5.9

BROADWAY NAILS REAL LIFE ARTIFCL NAILS & ACCSSRS

10.2

-1.2

JUST FOR MEN TOUCH OF GRAY MEN’S HAIR COLORING

10.2

43.4

AQUANET HAIR SPRAY/SPRITZ

10.2

-2.0

TRIGOSAMINE MINERAL SUPPLEMENTS

10.2

122.7

COSAMIN DS MINERAL SUPPLEMENTS

10.1

-17.7

10.1

233.5

100 BANANA BT ULTR MST SPRT PRFRMNC SUNTAN LtN & OIL

look like all the other retailer models,” McBride said. Amerifit Brands introduced its own venerable probiotic brand to the children’s probiotics subsegment with the launch of Culturelle Probiotics for Kids — according to the company’s research, kids already make up 60% of probiotic use.

Advanced Vision Research has been keeping an eye out for the bottom line with its TheraTears SteriLid eyelid cleanser that helps relieve both blepharitis and dry eye. Scientifically vetted and doctor approved.

Bio-Oil continues to capture attention with its breakthrough ingredient PurCellin Oil, which helps deliver Bio-Oil’s blend of vitamins and natural plant oils where skin needs them most. Doctors have recommended it for scars and stretch marks.

Continued from page 2 “From a buy-in standpoint, a niche product can’t compete with even the worstselling Tylenol,” said Rick Wellinger, Continued on page 4

It wasn’t too long ago that SKU rationalization became commonplace, as many retailers attempted a course correction toward more profitable sets — establishing performance metrics that possibly favored bigger brands ... over slowermoving and slower-building brands. In other words, niche products. But now retailers are acknowledging they may have cut too much, opening a pathway of opportunity for many suppliers, especially those of promising niche brands.

* 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

Top500

Niche ‘SKU’ toward niche Brands president of the Emerson Group. “The

Brand 101 ESTER C 1 & 2 LETTER VITAMINS

102 HYDROXYCUT ADVANCED WEIGHT CTRL CANDY/TAbltS 103 EXTENZE MINERAL SUPPLEMENTS

104 AUSTRALIAN GOLD SUNTAN LOTION & OIL

105 TWEEZERMAN GROOMING/SHAVING SCISSORS

106 BANANA BOAT ULTRA DEFENSE SUNTAN LOTION & OIL 107 SLIMQUICK WEIGHT CONTROL/NUTRITIONALS LIQ/PWD 108 WHITE RAIN LIQUID BODY WASH/ALL OTHER

109 POLYSPORIN FIRST AID OINTMENTS/ANTISEPTICS

110 BUTLER GUM SOFT PICKS DENTAL ACCESSORIES/TOOLS 111 NIX LICE TREATMENTS

112 KISS ARTIFICIAL NAILS AND ACCESSORIES 113 FINESSE REGULAR SHAMPOO

114 SARNA ANTI-ITCH TREATMENTS (INC CALAMINE)

115 CUTEX QUICK & GENTLE NAIL POLISH REMOVERS 116 SHEER BLONDE REGULAR SHAMPOO

117 GOLD BOND ANTI-ITCH TREATMENTS (INC CALAMINE) 118 BODY BENEFITS BATH/BODY SCRUBBERS/MASSAGERS 119 ZICAM ORAL MIST COLD/ALLERGY/SINUS LIQUID/PWDR

120 HIBICLENS FIRST AID OINTMENTS/ANTISEPTICS 121 ICAPS AREDS MULTIVITAMINS

122 ACT FOR KIDS MOUTHWASH/DENTAL RINSE

123 PERT PLUS HAPPY MEDIUM REGULAR SHAMPOO 124 OCEAN NASAL SPRAY/DROPS/INHALER

125 SERENITY TENA ADULT INCONTINENCE PRODUCTS

126 NEW SKIN FIRST AID - TAPE/BANDAGE/GAUZE/COTTON 127 DEL BORGHESE NAIL POLISH

128 PURE PROTEIN WEIGHT CTRL/NUTRITIONALS LIQ/PWD 129 BOUDREAUXS BUTT PASTE BABY OINTMENTS/CREAMS 130 SLIM SHOTS WEIGHT CTRL/NUTRITIONALS LIQ/PWD

131 JILLIAN MICHAELS WEIGHT CONTROL CANDY/TABLETS 132 ZANTREX 3 WEIGHT CONTROL CANDY/TABLETS 133 AMLACTIN HAND & BODY LOTION

134 COMPOUND W FREEZE OFF WART REMOVERS

135 KISS EVERLASTING FRNCH ARTIFiCiaL NAILS & ACCSSrs 136 UNIVERSITY MEDCL FC LFT WRINKLFR FACIAL ANTIAGING 137 AMERICAN CREW REGULAR SHAMPOO

138 EFFERDENT PLUS DENTURE CLEANSER/TABLETS 139 SPORT AID MUSCLE/BODY SUPPORT DEVICES

140 ARM & HAMMR ADVANC WHT BRLLNT SP TOOTHPASTE 141 BIOSILK SILK THERAPY HAIR CONDITIONER/CREME RINSE 142 FLORASTOR MINERAL SUPPLEMENTS

143 BONNE BELL LIP SMACKER LIP GLOSS

144 DOCTORS NIGHTGRD ADVANCD CMFRT DENTAL ACCSSrs

145 SIMILASAN EAR DROPS/TREATMENTS 146 CLOSE UP TOOTHPASTE

147 XENADRINE RFA 1 WEIGHT CONTROL CANDY/TABLETS 148 FUNGI CURE FOOT CARE/ATHLETES FOOT MEDICATION 149 DIUREX DIURETIC TABLETS

150 REPLENS VAGINAL TREATMENTS

Total Sales* $9.9

% CHG 24.2%

9.9

NA

9.8

224.8

9.8

12.2

9.6

15.2

9.6

68.8

9.4

36.4

9.3

20.1

9.3

3.5

9.3

29.5

9.3

-11.3

9.2

2.8

9.2

2.1

9.1

-17.5

8.9

23.4

8.9

-19.6

8.9

14.4

8.9

3.0

8.8

6.8

8.8

26.6

8.8

39.2

8.7

-5.5

8.7

-43.2

8.6

-4.2

8.6

34.8

8.5

10.0

8.5

42.1

8.5

237.3

8.4

-3.5

8.4

17.4

8.3

NA

8.3

-13.2

8.2

10.1

8.2

-10.2

8.1

NA

8.1

149.0

8.1

-11.8

8.0

-15.1

8.0

-6.5

7.9

2.1

7.9

-21.6

7.8

45.2

7.8

7.9

7.8

29.4

7.8

-9.2

7.6

-3.9

7.6

258.0

7.6

6.0

7.5

-2.0

7.5

2.4

challenge from the retailer side is trying to find that right mix. That’s where that word ‘optimization’ comes in — it’s the right number of SKUs,” he said. “With optimization, you’re not losing any consumer solutions within that mix.” It’s more akin to such programs as Walgreens’ Customer Centric Retailing initiative — which was 85% complete as of March — that identified and distinguished core categories and optimal products within those categories. “I actually prefer the phrase ‘SKU optimization’ rather than ‘rationalization,’” said Dave With sales taking off within intimate health sets, Jimmy Johnson agreed to promote the male sexual enhancement supplement ExtenZe, joining Mike Ditka as ex-gridiron greats who aren’t afraid to grapple with performance issues.

Making the nasal saline category simple since 1973, Fleming Pharmaceuticals took the mess out of mixing saline solutions with the recent launch of its premixed formula Ocean Complete Sinus Irrigation.

Continued from page 3 Wendland, VP of Hamacher Resource Group. “The fulcrum requires a precise weighing of best-selling category leaders and a mix of what some may deem artisan brands that either provide unique points of difference or cater to the needs of an emerging segment of the market.” SKU optimization certainly is more favorable diction for niche players, especially as they can better justify placement on the shelf using metrics other than turns and velocity — metrics such as profit-persq.-in. and momentum, for example. “The expectations have to be aligned on both sides,” McBride said. “Today it comes down to if you get more margin out of [a particular SKU] than an item that might turn more frequently but [the margin] is squeezed because everybody has it,” he added. The niche product might not move as fast, but turns enough and at a greater penny profit that it may hold more value than a national brand. “The very nature of it being a niche, suggests that it’s not going to cannibalize the rest of the category,” Wendland added. “If you measure it on turnover only, velocity with the category, niche is going to be a slower mover potentially,” he said. As you get into the conversation about optimization versus rationalization, niche metrics ought to capture the lifetime value of that consumer, the value to a retailer in being an early adopter of the niche brand and the value of creating a new user/shopper, suggested Curt Behrens, president of P2B. “You have to introduce the concept of market basket and understand related Continued on page 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 • 4

the annual

Niche Brands/brokers report

Top500 Brand 151 NADS DEPILATORIES

Niche ‘SKU’ toward niche in that basket,” Behrens added, Brands purchases given that many retailers are focusing on

152 MACKS PILLOW SOFT EAR CARE PRODUCTS

153 ODOR EATERS FOOT CARE/ATHLETES FOOT MEDICATION 154 ORGANIC ROOT STIMULATOR HAIR RELAXER KITS 155 BONINE MOTION SICKNESS TABLETS 156 BALMEX BABY OINTMENTS/CREAMS 157 REPHRESH VAGINAL TREATMENTS

158 BIOFREEZE EXTERNAL ANALGESICS RUBS

159 FIRST RESPONSE OVULATION PREDICTION KITS 160 TRUFORM MUSCLE/BODY SUPPORT DEVICES

161 SWISSPERS COTTON BALLS/COTTON SWABS

162 BUTLER GUM GO BETWEENS DENTAL ACCSSRs/TOOLS

163 BODY FORTRESS WEIGHT CTRL/NUTRITIONALS LIQ/PWD 164 TRIPLE PASTE BABY OINTMENTS/CREAMS

165 PALMERS COCOA BUTTER FORMULA FADE/BLEACH 166 FANTASIA HAIR STYLING/SETTING GEL/MOUSSE 167 HYLAND’S INTERNAL ANALGESIC TABLETS

168 APPLIED NUTRITION WEIGHT CONTROL CANDY/TABLETS 169 UNIVERSITY MEDICAL ACNEFRE SEVER ACNE TRTMNTS 170 MR BUBBLE BATH FRAGRANCES/BUBBLE BATH

171 WHITE RAIN CLASSIC CARE HAIR SPRAY/SPRITZ 172 HEAROS EAR CARE PRODUCTS

173 BIG SEXY HAIR HAIR STYLING/SETTING GEL/MOUSSE 174 GOLD BOND HAND & BODY LOTION

175 BANANA BT ULTRA MIST TANNING SUNTAN LoTion & OIL

176 TIGI CATWALK CURLS ROCK HAIR STYl/gel/mousse 177 KANK A ORAL PAIN RELIEF

178 ACTIVON EXTERNAL ANALGESICS RUBS

179 DIGESTIVE ADVANTAGE ANTACID TABLETS

180 BIOSILK HAIR CONDITIONER/CREME RINSE 181 WET N WILD WILD SHINE NAIL POLISH

182 DENTEMP OS DENTAL ACCESSORIES/TOOLS 183 HYLAND’S ORAL PAIN RELIEF

184 FUNGI NAIL FOOT CARE/ATHLETES FOOT MEDICATION 185 SCALPICIN HAIR CONDITIONER/CREME RINSE 186 FINESSE HAIR CONDITIONER/CREME RINSE 187 LIPO FLAVONOID MULTIVITAMINS

188 FIRST RESPONSE RAPID RESULT PREGNANCY TEST KITS 189 PLUS WHITE TOOTHPASTE 190 PEPSODENT TOOTHPASTE

191 21ST CENTURY MINERAL SUPPLEMENTS

192 ORGANIC ROOT STIMULATOR HAIR CoNDTNer/CR RNS 193 DESIGNER WHEY WEIGHT CTRL/NUTRITIONALS LIQ/PWD 194 MILANI RUNWAY EYE SHADOW

195 HYDROXYCUT WEIGHT CTRL/NUTRITIONALS LIQ/PWD 196 WHITE RAIN REGULAR SHAMPOO

197 STRIDEX DAILY CARE ACNE TREATMENTS

198 AZO CRANBERRY MINERAL SUPPLEMENTS 199 THERMIPAQ HEAT/ICE PACKS

200 BUTLER GUM PROXABRUSH DENTAL ACCSSRS/TOOLS

Total Sales* $7.5

% CHG 0.3%

7.4

1.6

7.4

-6.3

7.2

19.7

7.1

-2.9

7.1

-11.9

7.0

23.7

6.9

44.0

6.9

4.3

6.9

21.3

6.9

-4.7

6.9

-4.8

6.8

-32.4

6.7

-4.9

6.7

-2.6

6.7

0.8

6.7

4.0

6.7

10.6

6.7

-2.3

6.6

3.6

6.6

-11.9

6.6

9.1

6.5

7.2

6.5

-8.9

6.5

166.0

6.4

33.9

6.4

10.2

6.4

-30.7

6.4

-3.1

6.3

48.8

6.3

9.1

6.2

26.5

6.1

7.1

6.1

11.5

6.0

-11.6

6.0

-6.8

6.0

-31.0

5.9

-8.3

5.9

-6.1

5.8

7.9

5.8

2.9

5.8

11.1

5.8

20.6

5.7

46.5

5.7

51.8

5.6

16.3

5.6

-9.6

5.6

17.6

5.6

55.5

5.5

-1.5

growing their average basket rings. Take Perlabella as an example, Behrens said. It is an antiaging agent that brings the clinically proven benefits of retinol and hyaluronic acid out of specialty skin care centers and into retail at a shopper-friendly pricepoint. “Now you’re converting a previous low-end traditional lotion user into a retinol or hyaluronic acid customer. You’ve moved them up the chain,” he said. If the product delivers on its promise, the opportunity is there for the retailer to convert that customer into a whole lot of other upgraded purchases, Behrens Hyland’s Leg Cramps PM helps knock out leg cramps and sleepless nights with this natural, nonhabit-forming formula, making it a nice addition to a growing cate­­ gory combining analge­sics with OTC sleep aids.

Developed by a dentist, Dentemp O.S. offers a convenient and easy way to temporarily repair loose caps and crowns and lost fillings, while providing pain relief. The formula is strong enough that the user can eat on it in 60 minutes.

Continued from page 4 continued, delivering on the promise of “one more item. You’ve shown [that consumer] a way to get into the department store retinol franchise in a drug store format at a price they can afford,” he said. Another example of growing marketbasket size through premium placement might be Advanced Vision Research’s SteriLid eyelid cleanser, said Pat O’Leary, president of the Greenwood Group. Launched a few years ago against several pre-existing cleansers, Advanced Vision Research introduced a new way to cleanse the eyelids that was clinically more effective at a premium price. “It took the dollar ring Continued on page 6

“From a buy-in standpoint,

a niche product can’t compete with even the worstselling Tylenol. The challenge from the retailer side is trying to find that right mix. That’s where that word ‘optimization’ comes in — it’s the right number of SKUs.” Rick Wellinger, Emerson 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)

Drug Store News

DrugStoreNews.com

May 2010 • 5

the annual

Niche Brands/brokers report

Top500

Niche ‘SKU’ toward niche eyelid cleansing up by about $4 to $5,” Brands ofO’Leary said. “Today it’s a strong, success-

Brand 201 DEXATRIM MAX COMPLEX 7 WEIGHT CTRL CANDY/TBLTS 202 MILANI RUNWAY EYES WET DRY EYE SHADOW 203 VANICREAM HAND & BODY LOTION

Total Sales* $5.5

% CHG 466.6%

5.4

34.8

5.4

43.3

204 NEW YORK COLOR EYE LINER

5.4

8.7

5.4

50.1

206 ARM & HAMMER SPINBRUSH PRO CLEAN DENTAL ACCSSrs

5.3

NA

205 NEURAGEN PN EXTERNAL ANALGESICS RUBS

207 SLO NIACIN 1 & 2 LETTER VITAMINS

208 FLEET PEDIA LAX LAXATIVE/STIMULANT LIQ/PWDR/OIL 209 STOPAIN EXTERNAL ANALGESICS RUBS

210 CARMEX CLICK STICK LIP BALM/COLD SORE MEDICATION 211 PLUS WHITE TOOTH BLEACHING/WHITENING/PWDR/PL

212 HERPECIN L LIP BALM/COLD SORE MEDICATION

213 FRIZZ EASE MOISTURE BARRIER HAIR SPRAY/SPRITZ 214 TIGI BED HEAD HARD HEAD HAIR SPRAY/SPRITZ 215 CERTAIN DRI DEODORANTS

216 SOMINEX SLEEPING AID TABLETS

217 AMERICAN CREW FIBER HAIR STYLING/Gel/Mousse 218 SLEEP MD SLEEPING AID TABLETS

219 PHYSICIANS FORMULA SHIMMER STRPS EYE SHADOW 220 BREATH RX MOUTHWASH/DENTAL RINSE

221 BANANA BOAT ULTRA MIST KIDS SUNTAN LOTION & OIL 222 LANSINOH BODY ANTI-AGING

223 SMOOTH N SHINE POLISHING HAIR STYL/gel/mousse 224 THERABREATH MOUTHWASH/DENTAL RINSE 225 FREEZE IT EXTERNAL ANALGESICS RUBS 226 NEW YORK COLOR NAIL POLISH

227 ARRID EXTRA EXTRA DRY ULTRA CLR DEODORANTS 228 PRO FOOT TRIAD FOOT CARE DEVICES

229 PERCOGESIC INTERNAL ANALGESIC TABLETS 230 NICOLE NAIL POLISH

231 JORDANA EASYLINER EYE LINER

232 YARDLEY OF LONDON NON-DEODORANT BAR SOAP 233 SPLAT WOMEN’S HAIR COLORING

234 ALACER EMERGEN C IMMUNE DEFENSE Liq/vt/min 235 METABOLIFE ULTRA WEIGHT CTRL CANDY/TABLETS

236 DOCTORS BRUSHPICKS DENTAL ACCESSORIES/TOOLS 237 AZO YEAST ALL OTHER FEM. HYGIENE/MED. TRTMNTS 238 CYSTEX INTERNAL ANALGESIC TABLETS

239 ZEASORB AF FOOT CARE/ATHLETES FOOT MEDICATION 240 LUSTER TOOTH BLEACHING/WHITENING/PWDR/PL 241 ICELAND HEALTH MINERAL SUPPLEMENTS 242 NAIR SHOWER POWER DEPILATORIES

243 SEA BAND MOTION SICKNESS TABLETS

244 BANANA BT ULTRAMST ULTR DEFENS SUNTAN LTN & OIL 245 CORIA CERA VE FACIAL CLEANSERS

246 DENTEK SILK FLOSS DENTAL ACCESSORIES/TOOLS 247 DIABETIC TUSSIN COUGH SYRUP

248 MATRIX BIOLAGE COLOR CARE REGULAR SHAMPOO 249 GRECIAN FORMULA 16 MEN’S HAIR COLORING

250 PRIMATENE COLD/ALLERGY/SINUS TABLETS/PACKETS

5.3

5.4

5.3

68.0

5.3

-11.1

5.3

-7.3

5.2

13.9

5.2

14.5

5.2

21.1

5.1

-4.4

5.1

13.9

5.1

-19.0

5.1

22.9

5.1

-27.6

5.1

11.4

5.1

-13.9

5.1

215.6

5.0

4.0

5.0

-3.9

5.0

11.1

4.9

16.7

4.9

-0.9

4.9

-4.5

4.9

-1.0

4.9

4.6

4.8

6.8

4.8

19.8

4.8

27.3

4.8

83.6

4.8

48.8

4.8

-4.8

4.7

2.6

4.7

18.4

4.7

16.0

4.7

13.9

4.7

53.3

4.7

7.9

4.7

28.7

4.7

10.9

4.7

59.0

4.7

54.7

4.6

10.5

4.6

-2.2

4.6

-16.5

4.6

-8.4

4.5

-15.3

ful SKU in a handful of retailers.” There’s also growth of market basket through incremental dollars. “A lot of niche products add incremental dollars to the [category],” noted Anthony Raissen, president at InterQuantum. And if a niche product manufacturer can establish that incremental dollar as part of its proposition, “we found a lot of the retailers are willing to listen and willing to take a chance on the product,” he said. That risk taking even extends to a potentially risqué product like Slo Niacin, from UpsherSmith Labs, provides a nonprescription solution to low HDL levels — and that means raising the good cholesterol. With baby boomers becoming more lipid conscious, this is one SKU you really don’t want to do without.

Following a trend toward a greater prevalence in breast-feeding, more moms are turning to their mommy blogs in search of breast care products that are safe for baby. And Lansinoh is the leading choice of mommy blogs everywhere.

Continued from page 5 Biotab Neutraceuticals’ ExtenZe, a nutritional supplement that supports male sexual enhancement, which more or less established a new category at retail. If a retailer had placed another mutlivitamin in lieu of a product like ExtenZe, it would only be trading dollars it already had captured between brands, offered Jeremy Fox, marketing and sales coordinator at InterQuantum. “But by [merchandising] ExtenZe, it’s a whole new category; a whole new consumer.” Nozin, which made a big push against its Nozin product in March during an ECRM cough-cold meeting, is another example of potential incremental growth. Sanitizers were increasingly popular this year thanks to a constant barrage of H1N1 pandemic flu news over the airwaves, and Nozin is a sanitizer designed for application directly to the nasal passage — potentially eliminating germs before they actually enter the body. The premium-priced product is expected to be a conjunctive sale to hand sanitizer, providing workers who can’t afford to call in sick additional protection. According to Wendland, other examples of products that appear to be wellpositioned in contributing to category growth include: Brilliant! by Lil’ Drug Stores, a product that combines a device (pH measurement) with a more traditional feminine hygiene product; Neuragen from Origin Biomed, a topical analgesic to treat neuropathy that comes in various delivery forms to meet the needs of consumers; and Union Springs Pharmaceuticals’ MyClyns, a unique sanitizing product that helps eliminate blood-borne pathogens.

* 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

Top500

% CHG -31.8

Roles change as retailers rationalize assortments

4.5

-11.0

By Antoinette Alexander

4.5

-19.3

4.5

-50.7

As the industry juggles the impact of a weak economy, ongoing consolidation and SKU rationalization, there’s no doubt that the role of the broker, or sales and marketing consultant, is changing and growing increasingly vital to niche brands and even retailers. In light of this, several industry players are embarking on new paths and initiatives to help smaller manufacturers and retailers succeed in this challenging environment. “It is no longer good enough to bring in product, a promise and a compelling story. It needs to be fact-based, data-supported and relevant to the market, and relevant to that specific retailer. It has to be properly

Niche Brands

Brand 251 MATRIX BIOLAGE CLR CAR THERAPI HAIR CND/CR RNSe 252 ZANFEL ANTI-ITCH TREATMENTS (INC CALAMINE) 253 MATRIX SLEEK LOOK REGULAR SHAMPOO

254 RELACORE WEIGHT CONTROL CANDY/TABLETS 255 NOSTRILLA NASAL SPRAY/DROPS/INHALER

256 DR BRONNERS MAGIC SOAP LIQUID HAND SOAP

257 FRIZZ EASE DREAM CURLS HAIR STYL/gel/mousse 258 PLACKERS DENTAL ACCESSORIES/TOOLS

259 DIGESTIVE ADVANTAGE LAXATIVE TABLETS

260 EMETROL MOTION SICKNESS/EMETIC/ANTI-EMETIC 261 BED BUDDY HEAT/ICE PACKS

262 STAIN AWAY PLUS DENTURE CLEANSER/PASTE/PWDR 263 MERLOT FACIAL ANTI-AGING

264 MIDNITE SLEEPING AID TABLETS

265 PHYSICIANS FORMULA POWDER PALETT BLUSH 266 KINOKI FOOT CARE DEVICES

267 SUMMERS EVE SHEER FLORAL ALL OTHER FEM. HYG

268 SHORT SEXY HAIR HAIR STYLING/SETTING GEL/MOUSSE 269 SLEEP RIGHT DENTAL ACCESSORIES/TOOLS

270 JOHN FRIEDA LUX VOL HAIR STYLING/SETTING GEL/MOUSSE

271 PEDIACARE COLD/ALLERGY/SINUS LIQUID/POWDER

272 ARM & HAMMER WHITEN BooSTER TeeTH BLeaCHING 273 HEEL TASTIC FOOT CARE/ATHLETES FOOT MEDICATION 274 BLISTEX FRUIT SMOOTHIES LIP BALM/COLD SORE MEd 275 PURE BODY BATH/BODY SCRUBBERS/MASSAGERS

276 DERMOPLAST FIRST AID OINTMENTS/ANTISEPTICS

277 PSORIASIN ANTI-ITCH TREATMENTS (INC CALAMINE) 278 ABSORBINE JR EXTERNAL ANALGESICS RUBS 279 PRELL CLASSIC REGULAR SHAMPOO

280 FRIZZ EASE SeCReT WEAPON HAIR STYL/gel/mousse 281 BIKINI ZONE EXTERNAL ANALGESICS RUBS 282 GERATHERM PERSONAL THERMOMETERS

283 VILLAGE NTRLS SHOPPE BATH FRGRNCS/BUBBLE BATH 284 GLYOXIDE ORAL PAIN RELIEF

285 STYE EYE/LENS CARE SOLUTIONS

286 WET N WILD MEGA SLICKS LIP GLOSS

287 BUMPITS DENTAL ACCESSORIES/TOOLS

288 HEALTH PLUS SUPER COLON CLEANSE LAXATIVE TBLTS 289 DR FRESH DENTAL ACCESSORIES/TOOLS

290 RELEEV LIP BALM/COLD SORE MEDICATION

291 BULLFROG MARATHON MIST SUNTAN LOTION & OIL 292 SHEER BLONDE HAIR CONDITIONER/CREME RINSE 293 BURTS BEES FACIAL CLEANSERS

294 MATRIX BIOLAGE HYDRATHERAPIE REGULAR SHAMPOO 295 GARLIQUE MINERAL SUPPLEMENTS 296 SEA BREEZE FACIAL CLEANSERS

297 T N DICKINSONS FIRST AID OINTMENTS/ANTISEPTICS 298 BLAIREX FIRST AID OINTMENTS/ANTISEPTICS

299 LOFTHOUSES FISHERMANS FRND COUGH/SORE THT drp 300 BODY IMAGE BODY BeNeFiTS BATH/BODY SCRUB/msg

Total Sales* $4.5

4.5

9.3

4.5

14.3

4.5

-1.9

4.5

-7.8

4.4

-3.4

4.4

-33.7

4.4

-35.3

4.4

51.8

4.4

33.2

4.4

10.4

4.4

-9.1

4.4

-81.6

4.3

86.0

4.3

19.0

4.3

20.3

4.3

74.7

4.3

-31.5

4.3

70.3

4.2

NA

4.2

-15.4

4.2

17.6

4.2

-5.0

4.2

2.5

4.2

-10.4

4.1

-2.6

4.1

3.5

4.1

17.7

4.1

49.0

4.1

12.8

4.1

9.1

4.1

-6.3

4.1

-5.9

4.1

NA

4.1

11.0

4.1

114.5

4.1

-16.1

4.0

NA

4.0

139.4

4.0

-15.9

4.0

35.7

4.0

-17.4

4.0

4.6

4.0

15.0

4.0

-2.7

4.0

7.6

3.9

38.2

HeelTastic is a roll-on cracked heel renewal that helps soothe, relieve and soften. It is made with antibacterial, antifungal ingredients, and also is great for rough knees, and dry, itchy elbows or cuticles.

Dr. Fresh has redefined oral care through innovation, new technology and lower prices. The brand made headlines with its Fire Fly toothbrush for children, which flashes for one minute when the base is pressed, and has since expanded to more than 250 personal care products, including the fun Float’n Fire Fly.

supported, profitable and has to generate the expected turns and sales velocity of that retailer,” said Curt Behrens, president of P2B Inc., which provides clients with consulting and advisory services. “The role of the broker is to coordinate corporate marketing, retailer marketing, retailer strategy and corporate strategy into an actionable format. You just can’t show up and present.” Ask anyone who has been in the business for some time, and they’ll likely agree that the industry has undergone great change. Now, ask them what has become the greatest challenge today, and you’ll likely hear two words — SKU rationalization. For example, one industry source pointed to a major chain that has slashed its SKU count to 18,000 from 25,000. “It has become really challenging this year because the SKU rationalization process is very short-sided in terms of niche brands or specialty brands,” said David Biernbaum, president and senior consultant at David Biernbaum & Associates. “The real issue right now is SKU rationalization.” According to Biernbaum, the sticking point is the fact that SKU rationalization is predicated “completely on velocity, profitability and the return on investment on how the specific item moves.” This is problematic for a niche brand, which seldom has the velocity that is comparable with a major commodity brand in any given category. This has prompted Biernbaum to form a group — comprised of industry members with strong backgrounds in economics, consumer behavioral research and retail — to meet with senior-level executives and address the topic of SKU “over-rationalization.” Continued on page 8

* 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

Top500

Niche Roles change Brands “Where I see my role is that we have to re-

Brand 301 KONSYL LAXATIVE/STIMULANT LIQ/PWDR/OIL 302 FLEET PEDIA LAX LAXATIVE TABLETS

303 14 DAY CLEANSE WEIGHT CONTROL CANDY/TABLETS

Total Sales* $3.9

% CHG -5.4

3.9

140.1

3.9

NA

304 FINESSE HAIR SPRAY/SPRITZ

3.9

NA

3.9

-12.8

306 BLISTEX COMPLETE MOISTURE LIP BALM/COLD SORE MED

3.9

-11.9

3.9

-28.6

305 FLEXITOL FOOT CARE/ATHLETES FOOT MEDICATION

307 BIG SEXY HAIR SPRAY AND PLAY HAIR SPRAY/SPRITZ

308 BLISTEX DEEP RENEWAL LIP BALM/COLD SORE MED

3.9

88.9

309 SMART MOUTH 24 HR FRSH BREATh MtHWSH/DT RNSE

3.9

-17.3

3.9

3.2

311 BUTLER GUM CRAYOLA POWER TOOTHBRUSHES

3.9

87.5

3.9

-19.4

3.9

NA

3.9

-10.1

3.8

-3.1

3.8

-8.5

3.8

-2.6

3.8

NA

3.7

0.7

3.7

16.6

310 MANE N TAIL REGULAR SHAMPOO

312 DOANS INTERNAL ANALGESIC TABLETS

313 PERT PLUS MEDIUM REGULAR SHAMPOO

314 PHYSICIANS FORMULA POWDER PALETT POWDER 315 WHITE RAIN HAIR SPRAY/SPRITZ

316 BLISTEX LIP MEDEX LIP BALM/COLD SORE MEDICATION

317 DERMAREST ANTI-ITCH TREATMENTS (INC CALAMINE) 318 INTELLIGENDER OTHER HOME TESTING KITS 319 TRIM NEAT FEET FOOT CARE DEVICES

320 OGILVIE PRECISELY RIGHT HOME PERMANENT KITS

321 MAGNIVISION EYE/LENS CARE TABLETS/ACCESSORIES 322 PHYSICIANS FORMULA ORGANIC WEAR POWDER 323 LOBOB OPTIMUM EYE/LENS CARE SOLUTIONS 324 MENTHOLATUM CHEST RUBS 325 CRYSTAL DEODORANTS

326 STIM U DENT DENTAL ACCESSORIES/TOOLS

327 INFUSIUM 23 MOISTUROLOGIE REGULAR SHAMPOO 328 XENNA NONYX NAIL TREATMENT 329 AETREX FOOT CARE DEVICES

330 GENISOY WEIGHT CONTROL/NUTRITIONALS LIQ/PWD 331 BABYS BLISS LIQUID VITAMINS/MINERALS 332 NOW MINERAL SUPPLEMENTS

333 SUDDEN CHNGE SCAR ZONE FIRST AID OINT/ANTISPTCS

334 MOTIONS AT HOME HAIR CONDITIONER/CREME RINSE 335 KANK A SOFTBRUSH ORAL PAIN RELIEF 336 AIRBORNE MULTIVITAMINS

337 BRYLCREEM HAIR STYLING/SETTING GEL/MOUSSE

338 NOPALINA LINAZA PLUS LIQUID VITAMINS/MINERALS 339 SPENCO FOOT CARE DEVICES

340 LIL CRITTERS MINERAL SUPPLEMENTS 341 FREEZE FREEZE IT HAIR SPRAY/SPRITZ 342 ESSIE NAIL POLISH

343 FLORA JEN MINERAL SUPPLEMENTS 344 JOLEN FADE/BLEACH

345 RELACORE EXTRA WEIGHT CONTROL CANDY/TABLETS 346 ODOR EATERS FOOT CARE DEVICES

347 JAY ROBB WEIGHT CONTROL/NUTRITIONALS LIQ/PWD 348 LIL CRITTERS 1 & 2 LETTER VITAMINS 349 CRYO MAX HEAT/ICE PACKS

350 ENZYTE MINERAL SUPPLEMENTS

3.7

-9.5

3.7

-27.3

3.7

10.0

3.6

-8.8

3.6

-2.1

3.6

18.2

3.6

-4.8

3.6

-15.4

3.6

-66.4

3.6

-6.9

3.6

43.3

3.5

18.0

3.5

-23.2

3.5

-9.8

3.5

-4.7

3.5

NA

3.5

-5.7

3.5

-19.3

3.5

-3.5

3.5

44.5

3.5

-12.2

3.5

93.2

3.5

56.9

3.4

-8.9

3.4

242.4

3.4

5.4

3.3

27.7

3.3

54.7

3.3

-23.3

3.3

-22.2

ally go to senior-level executives and discuss a possible flaw in the whole SKU-rationalization process that I think major retailers are missing right now,” Biernbaum said. “Niche brands are never going to have the volume or return on investment that a large, nationally advertised brand with $100 million or more in advertising will have. But what [niche brands] will do that the large, nationally advertised brands will not do is they will bring in a destination consumer who will spend an average extra 26% on other highmargin, high-profitable items while [he or she is] in the store.” Biernbaum said it was too early to disclose additional details, but he did acknowledge that several meetings already have taken place and signs are emerging of a trend reversal among Launched in 1982, Finesse has been promoted by such celebrities as Heidi Klum, Sharon Stone and Rene Russo. In 2006, Lornamead purchased Finesse from Unilever and gave the brand a new look. It also put an emphasis behind the Hispanic consumer, who it found to be a high purchaser of the brand. Relacore has defined a new incremental dieting opportunity for those folks who dropped the dress sizes but still suffered from “belly bulge” with its extra weight control products.

Continued from page 7 some retailers. “If this [trimming SKUs] is the route that the retailer is taking, then you have to understand what they are taking and have to abide by what the retailer is doing. This is part of being part of a salesman who can adjust,” said Alan Harvith, president of Birchcrest Marketing, a marketing and sales representative firm. “You really have to show the retailer that this item belongs, and it becomes tougher. You have to make certain that the retailer, if they try this new item, isn’t going to lose anything.” The tougher environment has prompted National Sales Solutions, a sales and marketing consulting firm, to be even more selective in taking on clients. In fact, Ron Otto, president of the firm, said that it has turned away more companies in the past year than ever before simply because it has to be more selective. “We have to make sure that the products that we take forward to the retailers have a chance and have a better-than-average chance,” Otto said, noting that a product must have a strong point of difference. Meanwhile, the Swanson Group, a sales and marketing organization, is taking its own path toward driving success — “unlocking new value and profitable new revenue streams through a customer blueprint process, national go-to-market strategy, industry consultation, B2B development and seamless execution,” according to the company. As part of this solution, Dan Mack, EVP strategic business development for the Swanson Group, said he is working on an initiative referred to as The Industry Business Planning Best Practices. Through this initiative, the Swanson Group is leveraging and optimizing several major industry meetings, such as NACDS Marketplace and NACDS Annual, to interview major retail executives and gain insights from manufacContinued on page 9

* 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

Top500 Brand 351 STRIDEX ACNE TREATMENTS

Niche Roles change to develop a blueprint that will help Brands turers the industry bolster productivity and get

352 XENADRINE ULTRA WEIGHT CONTROL CANDY/TABLETS 353 FEVERALL INTERNAL ANALGESIC TABLETS

354 TINEACIDE FOOT CARE/ATHLETES FOOT MEDICATION 355 DEXATRIM MAX WEIGHT CONTROL CANDY/TABLETS

356 TWINLAB RIPPED FUEL EXTREME WGHT CTRl CDY/TBT 357 GRECIAN 5 MEN'S HAIR COLORING

358 QUANTUM LIP CLEAR LYSINE PLUS LIP BALM/COLD SORE 359 CHI HAIR CONDITIONER/CREME RINSE

360 CALADRYL ANTI-ITCH TREATMENTS (INC CALAMINE) 361 VCF FEMALE CONTRACEPTIVES

362 JOBST ULTRASHEER MUSCLE/BODY SUPPORT DEVICES 363 APATRIM WEIGHT CONTROL CANDY/TABLETS

364 MURINE EARIGATE EAR DROPS/TREATMENTS 365 PRONTO PLUS LICE TREATMENTS

366 CLEAR EYES ACR EYE/LENS CARE SOLUTIONS 367 PED EGG PRO FOOT CARE DEVICES

368 FERRO SEQUELS MINERAL SUPPLEMENTS 369 PERT PLUS SO FINE REGULAR SHAMPOO 370 NU HAIR MINERAL SUPPLEMENTS

371 MANE N TAIL HAIR CONDITIONER/CREME RINSE 372 STACKER 3 WEIGHT CONTROL CANDY/TABLETS 373 SUNMARK BLOOD PRESSURE KIT

374 FRIZZ EASE STRaiGHT FIXATION HAIR STYL/gel/mousse

375 UNISOM SLEEPMELTS SLEEPING AID TABLETS 376 NAIR FOR MEN DEPILATORIES

377 KISS SALON RESULTS ARTIFICIAL NAILS AND ACCSSrS

378 GUM CANKER X ORAL PAIN RELIEF

379 BENZEDREX NASAL SPRAY/DROPS/INHALER 380 ACTIFADE FADE/BLEACH

381 MATRIX BIOLAGE HAIR SPRAY/SPRITZ

382 ORGANIC ROOT STIMULaToR HAIR STYL/Gel/mousse 383 HAWAIIAN TRPC PRTCTV TNNNG DRY O SNTN LTN & OIL 384 MASSENGILL DOUCHES

385 SUSTENEX ANTACID TABLETS

386 TECNU EXTREME ANTI-ITCH TRTMNTS (INC CALAMINE) 387 CHI SILK INFUSION HAIR CONDITIONER/CREME RINSE 388 DR MIRACLES HAIR RELAXER KITS

389 CHASER PLUS MINERAL SUPPLEMENTS

390 WHITE RAIN NATURALS REGULAR SHAMPOO 391 ESOTERICA FADE/BLEACH

392 FLEX TASTIC FOOT CARE DEVICES

393 CEPACOL MOUTHWASH/DENTAL RINSE

394 BATH ESSENTIALS BATH/BODY SCRUBBERS/MASSAGERS 395 JOINT FLEX OUT PAIN EXTERNAL ANALGESICS RUBS 396 MODELLA COSMETIC STORAGE

397 LIBIDO MAX MINERAL SUPPLEMENTS

398 ARM & HAMMER ESSENTIALS DEODORANTS 399 TWEEZERMAN LTD FOOT CARE DEVICES

400 TIGI BED HEAD MANIPULATOR HAIR STYL/gel/mousse

Total Sales* $3.3

% CHG -9.0

3.3

NA

3.3

-19.7

3.3

0.8

3.3

-42.7

3.3

-7.6

3.3

-17.6

3.3

9.8

3.3

-6.6

3.2

-9.3

3.2

-13.8

3.2

33.7

3.2

42.2

3.2

-61.6

3.2

-25.7

3.1

-26.8

3.1

-43.0

3.1

-5.6

3.1

-36.3

3.1

-3.5

3.1

1.6

3.1

-9.1

3.1

10.4

3.1

NA

3.1

71.8

3.1

-9.7

3.1

2.5

3.1

46.1

3.0

0.6

3.0

72.5

3.0

-38.3

3.0

14.3

3.0

6.0

3.0

-25.1

3.0

94.4

3.0

3.7

3.0

38.8

3.0

-6.2

3.0

-20.2

3.0

-5.9

2.9

3.8

2.9

306.3

2.9

5.0

2.9

38.0

2.9

NA

2.9

6.8

2.9

2.8

2.9

54.4

2.9

-30.4

2.9

-8.2

even more out of the meetings. “This is a piece that we are working on now, and it should be ready in the next six to eight weeks. We will probably find different venues to market it, similar to the products-to-market initiative a couple of years ago,” Mack said. “That is something our team is working very closely on.” Meanwhile, Elias Shaker is working on broadening its scope. “We are starting to take more of a look at categories that maybe we haven’t been so involved with lately, like, for example, housewares. Sometimes firms like ours specialize in health-and-beauty aids and we get pigeonholed there a bit,” said Bruce Funk, president of Elias Shaker, a full-service consumer Weight-loss products continue to be hot products — especially just after New Year’s and just before bikini season — that help to streamline consumer waistlines while fattening bottom lines.

Women who shop at mass for frizz-fighting solutions likely are picking up John Frieda’s FrizzEase. Frizz-Ease Straight Fixation smoothing cream promises to keep away frizz and keep hair silky-straight for up to 24 hours. It also features a ThermaGuard Complex to protect hair against damage.

Continued from page 8 product brokerage firm. “The fact is that these category managers at these accounts are always changing, and it is more important that you know the account than sometimes the people. The processes, the paperwork and what they look for in a program is the same, so there’s no reason why we can’t go see another category. So we are trying to do more of that.” Jim Lewis, president of NAGMR, the professional association representing manufacturers to the food, drug and mass trade, said the group has implemented a “Find a Broker” tab on its site with a questionnaire to be filled out by an inquiring manufacturer. The submission is sent to each NAGMR member and then stored in the tab for six months. In addition, the group is looking into setting up another tab for sharing resources, such as PR companies and contract manufacturing, among its members. In light of the challenges smaller companies face when coming to market, it sometimes makes more sense to shift gears from eyeing a national launch to eyeing perhaps a more focused, manageable distribution channel, such as a regional retailer, the Internet or catalog. “You have to pick out what will work in each different channel of distribution. For example, some things today aren’t going to work in a conventional drug store; however, it might be perfect for selling online,” Harvith said. Added Funk, “it is difficult because somehow you have to get your item established. Maybe it is in some sort of direct responsetype of arena, like the home catalog trade or home shopping network — that sometimes will lend itself well to certain times. Or trying to pick up some small, independent business, if you can. One way or another get some sort of track record so that when you do go to some of the major players you can say, ‘Here’s what we’ve done.’”

* 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

Top500

Niche Brands

Brand 401 AZO TEST STRIPS URINE TESTS/KITS

402 CLEAR EYES TEARS EYE/LENS CARE SOLUTIONS

403 RECLEAR AF FOOT CARE/ATHLETES FOOT MEDICATION 404 MUELLER GREEN MUSCLE/BODY SUPPORT DEVICES 405 RUGBY MOTION SICKNESS TABLETS

406 COLOR OOPS WOMEN’S HAIR COLORING

407 ASTROGLIDE GEL PERSONAL LUBRICANTS 408 HOTHANDS 2 HEAT/ICE PACKS

409 WINDMILL 1 & 2 LETTER VITAMINS 410 LICEMD LICE TREATMENTS

411 BACITRAYCIN PLUS FIRST AID OINTMENTS/ANTISEPTICS

412 BULLFROG SUNSCREEN/INSECT REPELLENT

413 FRIZZ EASE TAKE CHARGE HAIR STYLING/GEL/MOUSSE 414 BRDWAY NAILS NTRL DECEPTNS ARTIFCL NAILS & ACC 415 SINUS BUSTER NASAL SPRAY/DROPS/INHALER

416 CALMOSEPTINE FIRST AID OINTMENTS/ANTISEPTICS 417 ALBOLENE FACIAL CLEANSERS

418 BLUE EMU EXTERNAL ANALGESICS RUBS 419 VOGUE VITAMIN REGULAR SHAMPOO

420 DENTEK SILK EASY ANGLE DENTAL ACCESSORIES/TOOLS 421 CAREBEARS BABY WIPES

422 SUDDEN CHANGE FACIAL ANTI-AGING

423 MYCOCIDE NS FOOT CARE/ATHLETES FOOT MEDICATION 424 THERA TEARS MINERAL SUPPLEMENTS 425 JUST FOR ME HAIR RELAXER KITS

426 MATRIX SLEEK LOOK HAIR STYLING/STTNG GEL/MOUSSE 427 VITAFUSION MULTI VITES MULTIVITAMINS

428 TIGI BED HEAD AFTER PaRTY HAIR STYL/GEL/MOUSSE 429 AFTER BITE INSECT FIRST AID PRODUCTS

430 MICRO TOUCH MAGIC GROOMING/SHAVING SCISSORS

431 ORTHO OPTIONS CONCEPTROL FeM CONTRACEPTIVES 432 MATRIX BIOLAGE COLOR CAR THERAPI ReG SHAMPOO 433 BLUE LIZARD SUNTAN LOTION & OIL

434 THERA GESIC EXTERNAL ANALGESICS RUBS 435 BABY MAGIC BABY SOAPS

436 SPECTRUM ESSENTIALS LIQUID VITAMINS/MINERALS

437 YARDLEY OF LNDN ENGLSH LAVENDR NONDEO BAR SOAP 438 EVERCLEANSE LAXATIVE TABLETS

439 SUCRETS COUGH/SORE THROAT DROP 440 CHERATUSSIN AC COUGH SYRUP

441 POSTURE D MINERAL SUPPLEMENTS

442 SPORTSCREME EXTERNAL ANALGESICS RUBS

443 REAL HEALTH PROSTATE FRMLa MINERAL SPPLMNTS 444 TIGI CATWALK HAIR STYLING/SETTING GEL/MOUSSE 445 PHYSICIANS FORMULA ORGANIC WEAR BLUSH

446 COMPLETE 7 DAY CLEANSE LAXATIVE TABLETS 447 MILANI GLITZY LIP GLOSS

448 PHYSICIAN FORMULA PLUMP POTION LIP TREATMENT 449 WET N WILD EYE BROW MAKEUP

450 MOTIONS HAIR STYLING/SETTING GEL/MOUSSE

Total Sales* $2.9

% CHG 15.7%

2.9

NA

2.9

-16.0

2.9

NA

2.9

45.6

2.9

6.8

2.9

23.8

2.8

21.8

2.8

17.5

2.8

109.8

2.8

0.6

2.8

0.8

2.8

7.8

2.8

-11.6

2.8

NA

2.8

49.3

2.8

-0.2

2.8

-3.4

2.8

476.1

2.8

-8.7

2.8

3.2

2.8

-7.9

2.8

5.1

2.8

8.6

2.8

-8.4

2.8

-15.8

2.8

212.6

2.8

5.0

2.8

-0.2

2.7

15.1

2.7

-1.3

2.7

-41.7

2.7

-7.6

2.7

-14.5

2.7

-14.3

2.7

-2.5

2.7

28.4

2.7

NA

2.7

-13.3

2.7

19.0

2.7

10.8

2.7

-24.4

2.7

16.0

2.7

15.1

2.7

57.0

2.7

140.9

2.6

-0.6

2.6

-13.0

2.6

0.4

2.6

-7.3

Mycocide NS antimicrobial nail solution is made with Benzalkonium chloride, which can kill more germs than antibacterial or antifungal agents alone. The product’s patented delivery system allows the Benzalkonium chloride to maintain its germkilling ability while penetrating around and under the nail to the site of the infection.

452 REMINGTON PRECISION GROOMING/SHAVING SCISSORS 453 RANIR DENTAL ACCESSORIES/TOOLS

454 BROADWAY NAILS FSHN DIVA ARTIFICIAL NAILS & ACC

455 LIL DRUGSTORE REPHRESH PRO B MNRL SUPPLEMENTS 456 NUTRA NAIL NAIL TREATMENT 457 MILANI LIPSTICK

458 FRUIT OF THE EARTH FIRST AID OINT/ANTISEPTICS

459 PHYSICIANS FORMULA POWDER PALETT BRONZER 460 LANACANE FIRST AID OINTMENTS/ANTISEPTICS 461 PRO FOOT MIRACLE FOOT CARE DEVICES

462 DESIGNER WHEY BIGGEST LOSER WGHT CTRL/NTRTNLS 463 PHYSICIANS FORMULA MINERAL WEAR FOUNDATION 464 THERA TEARS STERILID EYE/LENS CARE SOLUTIONS 465 WELLESSE LIQUID VITAMINS/MINERALS

466 HoLLYWD 48 HR MIRACLE DIET WGHT CTRL/NUTRTNLs

Tricks aren’t really for kids, and neither are adult gummy vitamins. Northwest Natural has pieced together a full line of supplements, from the expectant moms with a gummy prenatal to baby boomers in search of supplements in something-other-thana-pill form.

467 THERABREATH TOOTHPASTE

468 SAMY FAT HAIR HAIR SPRAY/SPRITZ 469 KAZ SMART TEMP HEAT/ICE PACKS

470 BALNEOL ALL OTHER FEM. HYGIENE/MED. TREATMENTS 471 SWIM EAR EAR DROPS/TREATMENTS

472 ZOSTRIX EXTERNAL ANALGESICS RUBS 473 SEVENTH GENERATION BABY WIPES

474 CHI 44 IRON GUARD HAIR STYLING/SETTING GEL/MOUSSE 475 FLENTS QUIET PLEASE EAR CARE PRODUCTS

476 SHEER BLONDE CRYSTAL CLEAR HAIR SPRAY/SPRITZ 477 PURE & NATURAL LIQUID BODY WASH/ALL OTHER

478 SESAME STREET BATH FRAGRANCES/BUBBLE BATH 479 DENTEK TEMPARIN ORAL PAIN RELIEF 480 JORDANA EYE LINER

481 STACKER 2 WEIGHT CONTROL CANDY/TABLETS 482 ZUCOL COUGH/SORE THROAT DROP

483 DR FRESH FIRE FLY MANUAL TOOTHBRUSHES 484 PURE & NATURAL LIQUID HAND SOAP

Designer Whey’s Biggest Loser is one of the biggest winners in diet aid sets, thanks to the large “Biggest Loser” fan base. According to NBC, the Biggest Loser consumer products program has generated more than $50 million in spending, with a presence at more than 25,000 retailers.

485 AMBI FADE/BLEACH

486 UNISOL 4 EYE/LENS CARE SOLUTIONS 487 WET N WILD MEGA LINER EYE LINER

488 CEPACOL SORE THROAT REMEDY LIQUIDS

489 DUAL ACTION CLEANSE STOMACH REMEDY TABLETS

Total Sales* $2.6

% CHG -14.0%

2.6

128.3

2.6

-23.6

2.6

NA

2.6

NA

2.6

-23.1

2.6

-0.4

2.6

-8.5

2.6

0.4

2.6

-11.9

2.6

-18.3

2.6

NA

2.6

15.2

2.6

20.5

2.6

38.6

2.6

24.2

2.6

3.6

2.6

11.0

2.6

-1.6

2.6

52.3

2.6

-10.3

2.6

-7.7

2.5

0.2

2.5

71.2

2.5

-7.3

2.5

-0.5

2.5

2.2

2.5

-3.4

2.5

23.8

2.5

6.8

2.5

-19.3

2.5

224.6

2.5

-12.6

2.5

22.6

2.5

-1.6

2.5

15.9

2.5

1.8

2.5

-27.2

2.5

19.3

490 FRS WEIGHT CONTROL/NUTRITIONALS LIQ/PWD

2.5

84.6

2.5

NA

492 DENTEK TEMPARIN ONE STEP DENTAL ACCSSRS/TOOLS

2.5

127.4

2.4

-3.5

491 CULTURELLE MINERAL SUPPLEMENTS

493 MONTAGNE JEUNESSE FACIAL CLEANSERS 494 AFRICAS BEST HAIR RELAXER KITS

495 IVY SUPER DRY ANTI-ITCH TREATMENTS (INC CALAMINE)

496 RAINBOW LGHT JST ONC PRENATL ONE MULTIVITAMINS 497 BE KOOOL HEAT/ICE PACKS

498 LUSTERS PINK SMOOTH TOUCH HAIR RELAXER KITS 499 EARPLANES EAR CARE PRODUCTS

500 ALCON BION TEARS EYE/LENS CARE SOLUTIONS

* 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

Brand 451 DR MIRACLES HAIR CONDITIONER/CREME RINSE

2.4

10.0

2.4

-16.2

2.4

94.6

2.4

12.0

2.4

23.1

2.4

-11.6

2.4

-13.2

* 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)

DrugStoreNews.com

May 2010 • 10

the annual Notable Niche Brands Caldesene

Bio-Oil

Bionime

Care for baby, comfort for parents. Caldesene powder is recognized by moms, dads and doctors as a safe, effective way to treat diaper rash, prickly heat and chafing. The unique formula treats and protects with two-way action to seal out wetness and protect baby’s skin. Caldesene’s new promotion offers a sample with the coupon card in American Baby magazine’s hospital maternity packs. For information on Insight Pharmaceuticals and its brands, visit InsightPharma.com, or call (800) 797-7969.

Bonine protects travelers against air, sea and car motion sickness. The all-day, less-drowsy formula is a chewable tablet that can be taken without liquids — anytime, anywhere. There also is berry flavored Bonine For Kids, which is formulated especially for children 6 years and older. Bonine is every family’s friend this summer. For information on Insight Pharmaceuticals and its brands, visit InsightPharma.com, or call (800) 797-7969.

A cult skin care product hailing from South Africa that gives skin the boost it needs, BioOil is the No. 1 selling scar and stretch-mark product in 12 countries, and the No. 1 multipurpose skin care oil in the United States, according to the company. It is a specialist skin care product formulated to improve the appearance of scars, stretch marks and uneven skin tone. The unique formulation, a combination of natural oils and vitamins, together with the breakthrough ingredient PurCellin Oil, also is highly effective for aging and dehydrated skin. Bio-Oil absorbs quickly and leaves no oily residue. It is suitable for all skin types and should be applied twice daily. Bio-Oil is advertised in major consumer and medical publications, trade magazines and on national TV. Bio-Oil is available in two sizes: 2 oz. and 4.2 oz. For comprehensive product information, please contact Pacific World at (949) 598-2400, and visit us at Bio-Oil.com.

Bionime Corp. is committed to manufacturing blood glucose monitoring systems with the highest possible levels of quality, accuracy and reliability. Bringing together top industry professionals in chemistry, software development, mechanical engineering and precision manufacturing, Bionime has created an awardwinning line of glucose meters that are accurate, easy to use and affordable. Bionime’s Rightest GM100 blood glucose monitoring system, introduced in 2009, set a new standard for accuracy, design and ease of use in the BGM market. Bionime continued raising the standards for BGMs in 2010 with the introduction of our new Rightest GM250 and GM550 line of BGMs, which incorporate our new, patented true auto coding technology. In addition, Bionime’s large, plastic test strips are unique and improve the overall testing experience for users. All Bionime products are developed, manufactured and marketed by Bionime. New for 2010, our complete line is now available for OEM and private label. For more information, visit BionimeUSA.com.

Bed Buddy

Dentemp O.S.

Carex Health Brands, a global leader in the development, manufacturing and retailing of in-home health products for more than two decades, announced the prelaunch of Bed Buddy Aromatherapy Hot & Cold packs. An extension of Carex’s No. 1 best-selling original Bed Buddy Hot & Cold packs, the new Aromatherapy Hot & Cold packs are filled with 100% natural grain, herbs and flowers for calming, balancing and uplifting the mood. The patented design delivers doctor-recommended moist heat for deep, soothing relief of arthritis, joint stiffness and sore muscles. Bed Buddy heats quickly in the microwave, stays heated for up to an hour and is easy and safe to use over and over again. The line features three exciting new fragrances and colors including: Pink Bliss “uplifting and healing” (a portion of proceeds will support the fight against breast cancer), Green Fresh “purifying and invigorating” and Orange Balance “comforting and calming.” Sold for a suggested retail price of $12.99. Visit Carex.com for more information.

National television advertising has paid off in a big way for at least one personal care item. Dentemp O.S. temporary dental cement was “far and away” the biggest unit seller in the oral pain relief category in drug stores over the past year, according to Larry Fishman, president of manufacturer Majestic Drug Co. Fishman notes that the strong sales of Dentemp O.S., which provides excellent profits for retailers, is producing incremental sales for the category and raising awareness of other Majestic products, such as Recapit for securing loose caps and Refilit for replacing lost fillings. Newer products in the Majestic table include the Dentool Jr., a patented, two-in-one dental pick and scraper. The product is compact, but when the cap is removed and screwed onto the tool’s base, it becomes a full-size device. Also, the Proxi-Plus is an interdental brush with a disposable flosser at the other end. “To have both is a great thing,” Fishman says. “Anybody who sees [the Proxi-Plus] uses it and loves it.”

Auro-Dri Swim season and summer vacations are just around the corner. Get ready. Auro-Dri helps clear excess water and prevents clogged-ear discomfort due to swimming, diving and surfing. Auro-Dri is the only product that five-time Olympic gold medalist Aaron Peirsol will use, and is the official product of the American Swimming Coaches Association. This summer, Auro-Dri is sponsoring “The World’s Largest Swimming Lesson” on June 3 — a Guinness World Record attempt — at water parks and pools across the country for “Swimming Lessons Save Lives.” For information on Insight Pharmaceuticals and its brands, visit InsightPharma.com or call (800) 797-7969.

Bonine

E.F. Bavis

E. F. Bavis and Associates, a specialist in the manufacture of drive-through equipment for pharmacies, has developed a kit that will provide for the use of debit, credit and signature capture transactions at the drive-through. The kit allows pharmacy patients to securely pay for their prescriptions without divulging PIN or card numbers. The kit can be retrofitted into existing Bavis drawers or installed in the factory with new purchases. Because of the large interior size of the pharmacy-specific Bavis drawers, the reader and prescription easily fit within the drawer bin. Also, because the Bavis drawer has the longest reach available, the reader is very accessible to the patient for entering a PIN number and using his or her card. In addition to this kit and drawers, Bavis offers a full line of such pharmacy drive-through products as modular and separate windows, remote lanes, sensors, audio products and much more. For additional information, visit Bavis.com, or contact Terry Roberts at (513) 677-0500, ext. 106, or [email protected].

Drug Store News

ExtenZe

Biotab Nutraceuticals, the manufacturer of ExtenZe, the No. 1 selling male-enhancement tablet, according to the company, has launched the perfect partner, Women’s ExtenZe. Gynecologist formulated, Women’s ExtenZe enhances arousal and response, boosts passion and increases sexual intensity. Biotab Nutraceuticals also is the maker of Alteril, an allnatural sleep aid that is becoming a category leader, according to the company. Alteril combines three powerful sleep aids — melatonin, l-tryptophan and valerian — into one great product. Additionally, with the launch of fast-acting ExtenZe 2-oz. shots and ExtenZe Shared Passion intimate lubricant for couples, Biotab continues to meet the growing consumer demand for quality sexual wellness products. Biotab has and continues to support its brands with national television and print advertising. Its 2010 advertising campaign will be $75 million. For more information, contact Harvey Henkin at (972) 931-7509.

DrugStoreNews.com

Hyland’s Leg Cramps Hyland’s Leg Cramps and Hyland’s Leg Cramps PM provide a comprehensive solution set for those who suffer leg cramps during the day or night. Hyland’s Leg Cramps with Quinine, its non-PM formula, has been the No. 1 selling OTC leg cramp medication in drug stores since 2003. However, according to a survey conducted by Hyland’s, 50% of leg cramp sufferers experience pain only at night. With Leg Cramps PM, Hyland’s is pleased to now offer the same daytime relief, but targeted to nighttime cramps, helping individuals fall asleep and stay asleep after a painful leg cramp. Hyland’s Leg Cramps products are non-habit forming and relieve the symptoms of pain and cramps in the lower body, legs, feet and toes. Hyland’s Leg Cramps PM also helps users fall back to sleep after being awoken during the night by leg cramp pain. Both products are available in drug stores and natural food stores nationwide.

May 2010 • 11

the annual

Notable Niche Brands Gentle Naturals

HeatMax

The Gentle Naturals line of comforting, therapeutic treatments is uniquely formulated for babies, and includes such natural ingredients as calendula, jojoba oil and vitamins A, D and E. Gentle Natural’s Cradle Cap Care has patented technology that offers a light, nongreasy lotion to soften and moisturize baby’s scalp. The Baby Eczema Cream is a petroleum-based cream to lock in moisture, and is dye- and fragrance-free. Gentle Naturals now is giving samples in new-mom hospital packets. For information on Insight Pharmaceuticals and its brands, visit InsightPharma.com, or call (800) 797-7969.

When consumers need relief from minor aches and pain from their daily routine, HeatMax has the products they are looking for. HeatMax offers a full line of high-margin, air-activated, therapeutic heat products determined by independent testing. “HeatMax is acceptable versus Therma­Care,” said STR Labs, formerly Schuster. HeatMax’s direct skin patches and wraps provide relief for neck/shoulder, knee, back, menstrual pain and other areas. 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 turnkey merchandising program specifically designed to capture back-to-school consumer spending dollars, Mizco International (Mizco.com) has introduced its new “iEssentials Back To School Computer Accessories” display. Packed with only the most popular computer accessories proven to be sales winners with students and their parents, the new four-color, stand-alone shipper-display features three units of the iEssentials Ultra-Mini Retractable Optical mouse, separate black and pink computer mouse pads featuring gel wrist rests, a USB-powered mini-vacuum (complete with brush attachment for hard-to-reach areas), a USB-powered lamp that easily attaches to the side of any computer, a four-port USB hub and a USB card reader/writer. The shipper easily converts into either a floor-standing or power-wing aisle display, and features compelling, four-color graphics that command consumer attention. 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-designed for drug store operators. With across-the-board retail pricing of $9.99 on all of the products, we be­ lieve that the program will generate maximum impulse buys at a peak buying season for students,” he said.

The originator of the joint health beverage segment is significantly updating its entire line of products from formulation to eye-catching, new graphics. The reformulated Joint Juice supplement drink now has only 20 calories and has added joint health ingredients chondroitin and vitamin D to its already effective formula of 1,500 mg of vegetarian-based glucosamine and rich antioxidants. Additionally, the new product is in a more environmentally friendly, lightweight bottle and comes in two great new flavors: cran pomegranate and blueberry acai. While the product originally was developed for pro athletes by orthopedic surgeon Kevin Stone to keep joints healthy and flex­ible, the product is broadly used by marathoners and gardeners alike. Joint Juice provides an easy and delicious way for those who want to remain active to do so. Only a bottle a day will keep joints in play.

Kidz-Med The Kidz-Med 5-in-1 Non-Contact Thermometer is one of the world’s most advanced and easiest-to-use thermometers, according to the company. The totally safe infrared technology allows parents to accurately and instantly check the temperature of a sick child without touching him or her. The Kidz-Med 5-in-1 Non-Contact Thermometer is ergonomically designed with large buttons and a backlit screen so parents will never need to wake a sick child or struggle with a fussy one to read his or her temperature. The superior technology of the Kidz-Med 5-in-1 Non-Contact Thermometer also allows parents to measure the temperature of a room, bath, baby’s food or bottle. Because the thermometer is noninvasive and hygienic, there is no need for expensive probe covers. The Kidz-Med 5-in-1 Non-Contact Thermometer is approved by the Food and Drug Administration, meeting rigid ASTM standards. It has been recommended by pediatricians and is the winner of “Parent Tested, Parent Approved.” To find out more about Kidz-Med products, contact Greenwood Group at (716) 631-3003.

King of Shaves King of Shaves’ fantastically smooth shaving oils and gels include award-winning AlphaGels, AlphaOils, Kinexium Oil, Azor Advanced Gels and the new Queen Of line for the ladies. The launch of King of Shaves’ Azor Hybrid Synergy System razor adds a new dimension of innovation. Created in 1993 by Will King, King of Shaves is the second-largest brand of shaving products in the United Kingdom, according to the company. King of Shaves is growing steadily across the globe and in the United States with such retail partners as A&P, CVS/pharmacy, Drugstore.com, Duane Reade, Harmon, Harris Teeter, Pathmark, Target and Wegmans. Find out more about King of Shaves by contacting Greenwood Group at (716) 631-3003.

Drug Store News

Max-FREEZE Max-FREEZE offers maximum muscle and joint pain relief with a unique cold therapy application. Max-FREEZE is available in 4-oz. gel, 3-oz. roll-on and 4-oz. continuous spray, and contains organic ilex, aloe and arnica with vitamin E and tea tree oil. Max-FREEZE can effectively help relieve pain associated with sore muscles and muscle sprains; back, shoulder and neck pain; arthritis; painful ankle, knee, hip and elbow joints; and muscular strains. It also can help to relieve pain prior to ultrasound treatments, massage therapy, soft-tissue trigger point therapy, rehabilitation exercises and pre- and post-workout stretching.

Mederma Stretch marks can make even the most beautiful women feel insecure and self-conscious. Approximately 90% of pregnant women and 70% of adolescent females have stretch marks, according to Mederma. With new Mederma Stretch Marks Therapy, women now have an effective, dermatologist-tested and clinically proven option to improve the appearance of their stretch marks. From the makers of the No. 1 doctor-recommended brand for scars for more than a decade, Mederma Stretch Marks Therapy is a patented formula that combines a unique blend of ingredients, including the proprietary botanical extract Cepalin, hyaluronic acid and centella asiatica leaf extract, according to the company. This advanced formula is dermatologist-tested and clinically proven to reduce discoloration, improve 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.

Mycocide NS Maximum-strength Mycocide NS antifungal treatment is the No. 1 solution recommended by doctors, according to the company. Developed by a foot doctor, this powerful treatment kills the germs that cause fungal infections and improves hard-to-treat, infected finger and toe areas. Its patented delivery system penetrates to the site of infection so nails can grow out healthy, and the aseptic dropper tip beats the bottle-and-brush application systems of similar products. There is no need to remove nail polish or acrylics. Improvement can be seen in as little as three weeks if used twice daily. Dramatic results appear in three to six months. Backed by the creative “Mycocide Nails Fungus” TV ad campaign and delivering healthy profits to the foot care section since 1992, retailers can’t afford to not have Mycocide NS on their shelves, according to the company. For more details, contact Pacific World at (949) 598-2400.

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 world, comes Nicole Nail Lacquer. Nicole by OPI is about color, style and fashion. The cutting-edge shades allow women to express their individuality while providing the retailer with the best margins in the category, according to OPI. Nicole’s superior formula is long-wearing, fast-drying and does not contain DBP, toluene or formaldehyde. For more information, please visit NicoleByOPI.com.

Since 1971, Mountain Ocean has been one of the most respected, reliable manufacturers in the natural products industry. Mountain Ocean products are sold throughout the United States in natural food stores, sporting goods outlets and selected supermarkets. Mother’s Special Blend, newly repackaged, was developed to help nourish and condition your skin while it expands and contracts before, during and after pregnancy, to help prevent stretch marks naturally. Mother’s Special Blend Skin toning oil contains all-natural ingredients. Safe for you; safe for your baby. Find out more about Mother’s Special Blend by contacting Greenwood Group at (716) 631-3003.

Nozin Nozin Nasal Sanitizer antiseptic is specially made to improve hygiene at the vulnerable area of the nose. Lasting up to eight hours, its patented, safe, zinc-free formula helps reduce the risk of germs at this critical point of infection, according to the company. This innovative, highly effective, clinically proven product is easily applied with a swab and features a pleasant, citrus scent. Laboratory tests showed the product kills 99.99% of harmful germs. All-natural, plant-based, nourishing moisturizers rich in antioxidants are combined with the highest quality alcohol for “defense that makes sense.” Consumers also will enjoy dual-action relief plus protection as clinically proven Nozin Allergy Master nasal spray defends against allergens and pollutants, the company stated. Nondrowsy, nonhabit-forming, Nozin Allergy Master is a new, scientific, natural way to help clear congestion, sneezing, watery eyes and itchy/runny nose without the use of antihistamines or steroids. Nozin Allergy Master with AntioxClear technology provides fast relief and lasting protection to help “master your allergies.” Find out more about Nozin Nasal Sanitizer and Nozin Allergy Master by contacting Greenwood Group at (716) 631-3003.

Ocean Complete Sinus irrigation, the centuries-old healthcare practice from India, has driven big increases in U.S. nasal saline sales — generating growth of 450% since 2003, with 2009 retail sales exceeding $153 million according to SymphonyIRI Group. Now Fleming Pharmaceuticals, creator of the nasal saline category with Ocean Saline 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 messy neti-pots and squeeze bottles that recommend using boiled or distilled water, require mixed-at-home saline solutions and need thorough cleaning and drying following each use. Ocean Complete is the first sinus irrigator and nasal moisturizer that is sterile, premixed and ready to use right out of the box. Fleming’s innovative product is the first 2-in-1 saline irrigator and moisturizer allowing consumers to conveniently irrigate sinuses or moisturize nasal passages simply by switching between two easy-to-use spray tips.

Rev.

Got pain? Now there’s Rev. Rev.’s restorative powers come from all-natural ingredients specially formulated to keep active moms, toddlers, families and athletes at their best. Rev.’s four formulas are Rev. Mother’s Formula, because behind every great kid is an exhausted mom; Rev. Family Formula, for active families on the go; Rev. Toddler’s Formula for bumps, bruises and bug bites; and Rev. Athletes Formula, which helps restore athletes’ magnesium levels, helping to keep them at their best. Rev. contains the world’s only natural epsom salt. Magnesium sulfate is the main ingredient in epsom salt, linked to improved health, reduced pains and fast recoveries. While other versions of epsom salts are available, they are synthetically produced with acids. Find out more about Rev. by contacting Greenwood Group at (716) 631-3003.

Drug Store News

Perform

From the makers of Biofreeze — the No. 1 external analgesic brand most often used and recommended by hands-on health-and-wellness professionals, according to the company — comes Perform pain-relieving gel, roll-on and spray. This unique external analgesic delivers the benefits of cold therapy without the side effects of ice. Underrepresented in the retail category, cold therapy is the favored regimen for acute injuries affecting virtually any body part, as well as the pain associated with arthritis. Perform pain reliever provides effective, soothing, long-lasting relief from aches and pains. Offer your customers this exciting, new pain-management solution endorsed with the clinical legacy of the megabrand Biofreeze, which has been used by practitioners for years. For more details on Perform pain-relieving gel, roll-on and spray, contact Greenwood Group at (716) 631-3003.

Porcelana

Porcelana has been an authority in skin care for 40 years, and still is one of the brands women trust most to help fade dark spots, as well as to brighten and even skin tones. In a world where moisturizers, anti-aging complexes, skinbrightening lotions and fade creams have collided — with multiple claims and crossover benefits — Porcelana remains one of the most effective products and best consumer values on the market, according to the company. At a retail price under $8, it is affordable to consumers, and often $10 to $12 below products making similar claims. There are two formulas: Porcelana Day contains antioxidants to fight environmental damag­es and sunscreen for extra daytime protection; Porce­lana Night contains moist­urizers, including avocado oil, and vitamins to help restore skin.

Thera-Band

Thera-Band, the leader in progressive resistance products, is excited to cross over from clinical markets into traditional retail channels with products providing health and wellness for customers. Bringing more than 30 years of clinical experience, TheraBand products are focused on improving people’s quality of life by reducing pain and increasing fitness, strength, balance and stability. There are more than 78 million aging baby boomers in the United States, and many are seeking products that help them stay active and healthy as they age. Thera-Band has designed specific wellness kits that meet government guidelines on general health and wellness and fall prevention, each of which is aimed at improving strength, balance and stability. 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, injection or expensive equipment. A study is under way to look at a similar exercise using the FlexBar to help those who suffer from golfer’s elbow. With more than 25 million golfers in the United States, this simple-to-use product becomes a very affordable solution to the aches and pains associated with this condition. The FlexBar is simple-to-use, compact, affordable and perfect for use at home, the gym or club — virtually anywhere. For more on Thera-Band products, contact Greenwood Group at (716) 631-3003.

Topol When you think of a stain-fighting toothpaste, you probably think of Topol, the original stain fighter. Topol is more relevant today than ever. Many of the things we love most — coffee, tea, red wine and tobacco — can cause serious stains on our teeth, and plaque creates an ideal environment for stains. Topol Plus has an added plaque-fighting ingredient that works with the brand’s unique polishing system to gently, yet effectively, remove stains and keep them from coming back. The brand has been updated with contemporary packaging and a new fresh-mint flavor, based on consumer preferences. Topol Plus also is being nationally advertised, rebuilding awareness of the brand and regenerating interest in this market segment.

DrugStoreNews.com

May 2010 • 13

the annual Notable Niche Brands

Viviscal

TheraTears

Viviscal, the No. 1 selling dietary supplement for hair loss worldwide, recently launched with Rite Aid pharmacies nationwide. Viviscal is a clinically proven supplement, providing nourishment for thinning hair and promoting existing hair growth. This 100% natural, premium European beauty product has been available in the United States for more than 10 years in professional clinics and hair salons, and has been improved and brought to retail in the United States due to widespread consumer demand. Viviscal is sold in more than 25 countries with hundreds of thousands of satisfied users worldwide. Coupled with a national media campaign, Emmy award-winning actress Finola Hughes has become the brand ambassador for Viviscal and the spokeswoman for thinning hair in the United States. For more information, contact Viviscal’s retail hotline at (888) 577-7277 or Mark Holland, VP sales, at (312) 924-0216.

TheraTears now provides complete dryeye relief for everyone, all the time, with preservative-free and bottled TheraTears lubricant eye drops for daytime, TheraTears liquid gel for nighttime and TheraTears Nutrition, an omega-3 supplement containing both flaxseed and fish oil, for all-the-time eye comfort. “Everyone” now includes contact-lens wearers. SteriLid eyelid cleanser, with its “gentle-on-the-eye-tough-on-bugs” formula kills the bugs in 60 seconds and provides medical lid hygiene for blepharitis, dry-eye and presurgical patients. And now, Advanced Vision Research successfully has launched MacuTrition for vision and health — providing the vitamins, minerals and carotenoids everyone needs, especially those at risk from diabetic eye disease or macular degeneration. For more details, contact Greenwood Group at (716) 631-3003.

Vitafusion Taking your vitamins never tasted so good. Some ideas are smart, and some are crazy smart. Vitafusion gummy vitamins pack essential vitamins and minerals into delicious gummy vitamins specially formulated for adults. Vitafusion MultiVites are a tasty way to get the daily vitamins you may need every day. Vitafusion Calcium contains as much calcium as two 6-oz. glasses of milk, and Vitafusion Power C packs the vitamin C of 10 tangerines into tasty gummies. Enjoy your vitamins.

Behind the Brands

Birchcrest Marketing

David Biernbaum is a national sales “master broker,” and also a rock-solid consultant in retail sales business David Biernbaum development and consumer products marketing. For some clients, Biernbaum hires, develops and manages bro& Associates kers and retail accounts coast to coast, while for many other clients, he is strictly a consultant behind the scenes, on the phone, online or in the conference room at his or his clients’ offices. Biernbaum has an extensive history of leading successful product launches and pivotal business development accomplishments for numerous brands, including Aquafresh, Zooth, Gillette, Oral-B, Vi-Jon and many successful “challenger 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 to successfully guide client companies through NACDS, ECRM, GMDC and other pivotal events. He also brings a high level of expertise in merchandising, package design and business communications. David Biernbaum & Associates is based in St. Louis. David Biernbaum is a “BrainTrust” panelist online at the popular retail executive blog RetailWire.com. He also founded and oversees the CPG Retail Professionals social and business networking group on LinkedIn. For more information, visit Consultdavid4retailsales.com. Elias Shaker & Co.

As Elias Shaker & Co. begins its 86th year of representing CPG manufacturers to the retail and wholesale trades, it remains focused on providing outstanding, reliable service to the vendors it represents and the accounts it calls on. It’s a reputation to be proud of because it leads to measurable sales results. With the company’s extensive experience and knowledge of the mass retail trade, Elias Shaker & Co. can assist vendors in building their businesses by offering new ideas, creative approaches and effective marketing and 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 administrative point in its Chicago-area office. It, of course, also can cover specific accounts or regions, based on the vendor’s needs. Contact the company at (847) 434-0951 for more information.

Pinnacle Sales Pinnacle Sales & Merchandising’s major focus is in the health-and-beauty aid, food and private-label catego& Merchandising ries for a leading mass retailer, as well as H-E-B, SAJ Distributors, military accounts, Brookshires, Fred’s and specialty stores, including Michael’s, Hobby Lobby and The Container Store. The company is one of the few that covers the Southwest with six salespeople, all with at least 15 years of experience in the industry. Pinnacle can help small- to mid-sized manufacturers with everything from product launches to designing promotions, retail merchandising and pricing strategies. Pinnacle associates serve on several broker advisory committees and act as category captains at several major retail accounts. The company has been successful in launching such niche brands as Breathe Right, Purell and Ginsana, and represents such companies as Inverness, Hyland’s, Implus, Tec Labs, Blaine Labs and Taro. The Swanson Group offers a vertical sales solution specializing in growth. TSG is a sales and marketing team that specializes in building clients’ businesses in health and wellness, diagnostics, personal care and retailer brands with the top strategic retailers. TSG utilizes leading-edge practices in driving “smart growth,” including facilitating “Deep Dive” strategy and planning meetings while leading the development of customer blueprints to ensure success. TSG also leads business development and consultative initiatives for clients wanting to create a more dynamic position on a national, class of trade, regional or account-specific basis, generating boardroom-to-boardroom alignment strategies and action steps through its Strategic Blueprint and Elevation Model business development systems. Drug Store News solution includes: managing all tactical daily broker responsibilities, DrugStoreNews.com Its comprehensive including analysis and administration; facilitating the design of a differentiated national or retailer sales blueprint; leading store brand strategic positioning; guidance in elevating relationships with retail merchandising influencers; designing a differentiated sales vision, capabilities and retailer communication plan; supporting the design of effective trade promotional programs; and influencing stronger 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.

The Swanson Group

Drug Store News

DrugStoreNews.com

Birchcrest Marketing is a top-flight marketing and sales representative firm with an exceptional track record of building successful programs. We are retail experts at selling products to mass-market accounts. With almost 40 years of experience in every aspect of the sales cycle to the mass market, we offer unparalleled enthusiasm and a unique, positive approach toward the process. Birchcrest Marketing is a recognized leader with a depth of knowledge in sales, marketing, advertising, manufacturing, importing, packaging and distribution of consumer products. National Sales Solution

National Sales Solutions specializes in healthcare-related products and works with small- to medium-sized manufacturers. Its philosophy is simple — the client comes first. A team of six field sales managers and a network of more than 40 independent brokers cover all FDM accounts in the United States. The NSS management team has more than 160 years of experience working for such consumer product giants as P&G, Revlon and Bristol-Myers. Their experience in sales, marketing, administration and promotion ensures fast distribution in the retail chains. NSS president Ron Otto, along with partners Jim Lewis, Tom Fraley, Chuck Robinson and Ron Benincasa, have a solid track record of success with both niche and mainstream product lines. They limit the firm’s number of clients to ensure all receive the attention they deserve. For more information, visit NationalSalesSolutions.com. Nagmr

NAGMR (National Association of General Merchandise Representatives) was founded in 1948 to the common good of representation of the then merging drug product categories. And, after 62 years, NAGMR continues to provide services and representations to the FDM retail trade in the United States for small- and medium-sized manufacturers. Due to the consolidation of retailers, it has become more important for the small- and medium-sized emerging manufacturer with niche products to look for regional brokers to manage their business.  NAGMR representatives have the knowledge, relationships and understanding of the chains in their specific geographical territories to maximize sales. A small to medium manufacturer should consider the following benefits of utilizing 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 contacts, providing better market penetration and lasting, close relationships with the retailer; • Market specialization: NAGMR representatives can penetrate the drug, food, and mass-market segments without suppliers adding staff and costs; • Expansion at low cost: NAGMR representatives already are established with the customer in virtually any area in which suppliers seek expansion. The only expense is paying a commission on increasing sales versus the high cost of breaking new ground with the staff; • Improved feedback: NAGMR consumer brokers are closer to the retailer, thus able to point out needs, trends and opportunities to be explored. NAGMR brokers also have May 2010 •and knowledge of the competition and insight into what they are doing or planning; • Support: NAGMR brokers can provide support for a company during such major conferences as NACDS, ECRM and GMDC. To learn more about how NAGMR can take you to market in the most cost-effective manner, please contact Jim Lewis, president of NAGMR, or visit NAGMR.com.

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May 2010 • 14

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