the annual - Drug Store News

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the annual - Drug Store News
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
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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 Newssolution 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.
15
May 2010 • 14

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