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NICHE BRANDS/BROKERS REPORT

THE ANNUAL

Drug Store News DrugStoreNews.com May 2010 • 1

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

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 — over-populated planograms.

It wasn’t too long ago that SKU rationalization became common-place, as many retailers attempted a

course correction toward more profitable sets — establishing performance metrics that possibly favored bigger brands and their store-brand equivalents over slower-moving 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 suppli-ers, 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 infre-quently, but [it] cost us a trip. And we did discontinue some things that people didn’t buy very often but were aggravat-ing to a customer to lose,” he said, noting that the country’s largest front-end retail-er 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,

Niche BraNds

Niche BraNds/Brokers reportthe annual

top500Brand

ToTal SaleS* % CHG

1 JUST FOR MEN MEN’S HAIR COLORING $97.3 4.2%

2 ICY HOT EXTERNAL ANALGESICS RUBS 66.7 9.8

3 DULCOLAX LAXATIVE TABLETS 66.6 5.4

4 RICOLA COUGH/SORE THROAT DROP 65.6 11.8

5 PRIMATENE MIST NASAL SPRAY/DROPS/INHALER 63.2 46.4

6 AIRBORNE COLD/ALLERGY/SINUS TABLETS/PACKETS 57.8 -18.5

7 ALACER EMERGEN C LIQUID VITAMINS/MINERALS 52.9 26.3

8 SMOOTH AWAY DEPILATORIES 49.8 941.9

9 FIRST RESPONSE PREGNANCY TEST KITS 46.1 -7.7

10 ORAJEL ORAL PAIN RELIEF 45.7 -6.3

11 ZICAM COLD/ALLERGY/SINUS TABLETS/PACKETS 44.7 14.1

12 GOLD BOND ULTIMATE HAND & BODY LOTION 39.4 17.9

13 CYTOSPORT MUSCLE MILK WGHT CTRL/NUTRITIONALS 36.6 60.5

14 DENTEK DENTAL ACCESSORIES/TOOLS 31.5 11.6

15 NEILMED NASAL SPRAY/DROPS/INHALER 29.6 14.7

16 PED EGG FOOT CARE DEVICES 28.0 -64.2

17 VAGISIL ALL OTHER FEM. HYGIENE/MED TRT 27.8 -3.8

18 METHOD LIQUID HAND SOAP 27.7 3.4

19 MEDERMA FIRST AID OINTMENTS/ANTISEPTICS 27.6 13.1

20 AMERICAN CREW HAIR STYLING/SETTING GEL/MOUSSE 26.0 -3.0

21 ARM & HAMMER ADVANCE WHITE TOOTHPASTE 25.8 -6.7

22 BLISTEX LIP BALM/COLD SORE MEDICATION 24.9 4.6

23 CARMEX LIP BALM/COLD SORE MEDICATION 24.5 -5.9

24 ATKINS ADVANTAGE WGHT CTRL/NUTRITIONALS 24.1 19.3

25 COLD EEZE COUGH/SORE THROAT DROP 22.9 -10.3

26 TRIM NAIL ACCESSORIES/IMPLEMENTS 22.6 9.2

27 CLEAR EYES EYE/LENS CARE SOLUTIONS 22.6 -8.3

28 SUMMERS EVE ALL OTHER FEM. HYGIENE/MED TRT 22.5 -9.4

29 HAWAIIAN TROPIC SUNTAN LOTION & OIL 21.9 18.6

30 SELSUN BLUE DANDRUFF SHAMPOO 21.7 11.3

31 BABY ORAJEL ORAL PAIN RELIEF 20.5 2.4

32 PALMERS COCOA BUTTER FORMULA HAND & BODY LTN 19.7 16.6

33 BARBASOL SHAVING CREAM 19.5 20.9

34 SLIMQUICK WEIGHT CONTROL CANDY/TABLETS 19.1 -12.9

35 FIRST CHECK OTHER HOME TESTING KITS 19.0 -4.7

36 CHLORASEPTIC SORE THROAT REMEDY LIQUIDS 18.8 0.9

37 CEPACOL COUGH/SORE THROAT DROP 18.4 0.9

38 AT HOME OTHER HOME TESTING KITS 18.2 9.4

39 BLAIREX SIMPLY SALINE NASAL SPRAY/DROPS/INHALER 17.9 9.6

40 ARRID EXTRA EXTRA DRY DEODORANTS 17.9 -0.7

41 UNIVERSITY MEDICAL ACNEFREE ACNE TREATMENTS 17.6 -0.1

42 NAIR DEPILATORIES 17.3 2.5

43 AZO STANDARD INTERNAL ANALGESIC TABLETS 17.0 25.3

44 SIMILASAN EYE/LENS CARE SOLUTIONS 17.0 -10.4

45 ASPERCREME EXTERNAL ANALGESICS RUBS 16.9 -5.5

46 REMINGTON GROOMING/SHAVING SCISSORS 16.9 NA

47 ICAPS MULTIVITAMINS 16.8 1.0

48 SINFUL COLORS NAIL POLISH 16.8 38.3

49 SUMMERS EVE DOUCHES 16.6 -3.9

50 NEILMED NASAFLO NASAL SPRAY/DROPS/INHALER 16.6 51.0

Amid the sea of razors, waxes and hair-removal creams on the market, Smooth Away has bro-ken through the clutter. Each Smooth Away pad is covered with super-fine 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 personal-ized Carmex Kisses got sales all aflutter.

retailers begin to ‘skU’ back toward niche items

Continued on page 3

Drug Store News DrugStoreNews.com May 2010•2

* Sales in millions Source: Infoscan Reviews, SymphonyIRI GroupRankings reflect individual items — NOT totaled brand listings (e.g., all SKUs/versions rolled into a single figures)

he said. “The hyper-rationalization of items in drug chains starts to make them look like all the other retailer models,” McBride said.

“From a buy-in standpoint, a niche prod-uct can’t compete with even the worst-selling Tylenol,” said Rick Wellinger,

Niche BraNds


top500Brand

ToTal SaleS* % CHG

51 HYDROXYCUT WEIGHT CONTROL CANDY/TABLETS $16.4 -60.8%

52 MUELLER SPORT CARE MUSCLE/BODY SUPPORT DEVICES 15.9 41.1

53 ACT TOTAL CARE MOUTHWASH/DENTAL RINSE 15.6 NA

54 OXY ACNE TREATMENTS 15.3 -11.6

55 GOODYS INTERNAL ANALGESIC TABLETS 14.9 -2.9

56 COMPOUND W WART REMOVERS 14.8 3.9

57 LIL CRITTERS GUMMY VITES MULTIVITAMINS 14.8 26.7

58 GERM X HAND SANITIZERS 14.8 96.8

59 CORIA CERA VE HAND & BODY LOTION 14.6 57.6

60 CLEARBLUE EASY OVULATION PREDICTION KITS 14.6 -14.3

61 ELATIONS LIQUID VITAMINS/MINERALS 14.5 131.1

62 ORGANIX HAIR CONDITIONER/CREME RINSE 14.2 38.0

63 MENTHOLATUM SOFT LIPS LIP BALM/COLD SORE MED 14.1 -6.9

64 OPI NAIL POLISH 14.0 10.7

65 PHYSICIANS FORMULA MINERAL WEAR POWDER 13.7 -6.0

66 ORGANIX REGULAR SHAMPOO 13.7 44.6

67 CULTURELLE ANTACID TABLETS 13.3 30.9

68 ESTROVEN MINERAL SUPPLEMENTS 13.3 -9.5

69 SEA BOND DENTURE ADHESIVES 13.2 -6.8

70 ASTROGLIDE PERSONAL LUBRICANTS 13.2 6.8

71 BOIRON OSCILLOCOCCINUM COLD/ALLRGY/SINUS 13.0 70.1

72 MEGA T WEIGHT CONTROL CANDY/TABLETS 12.9 28.4

73 FRIZZ EASE HAIR STYLING/SETTING GEL/MOUSSE 12.6 -9.2

74 BIG SEXY HAIR HAIR SPRAY/SPRITZ 12.6 42.8

75 AYR NASAL SPRAY/DROPS/INHALER 12.2 -7.1

76 MILANI NAIL POLISH 12.1 -3.6

77 THERA TEARS EYE/LENS CARE SOLUTIONS 12.0 5.5

78 SALONPAS EXTERNAL ANALGESICS RUBS 12.0 -2.4

79 BOSTON SIMPLUS EYE/LENS CARE SOLUTIONS 12.0 5.3

80 GOLD BOND FOOT CARE/ATHLETES FOOT MEDICATION 11.9 6.8

81 CHLORASEPTIC COUGH/SORE THROAT DROP 11.8 -8.2

82 NEXT CHOICE FEMALE CONTRACEPTIVES 11.7 NA

83 CETAPHIL FACIAL MOISTURIZERS 11.5 37.6

84 MATRIX BIOLAGE REGULAR SHAMPOO 11.4 -26.0

85 LITTLE NOSES NASAL SPRAY/DROPS/INHALER 11.0 10.7

86 CABOODLES COSMETIC STORAGE 10.9 13.5

87 BRUT DEODORANTS 10.8 -6.5

88 AIM TOOTHPASTE 10.5 18.4

89 TIGER BALM EXTERNAL ANALGESICS RUBS 10.5 10.6

90 SINUCLEANSE NASAL SPRAY/DROPS/INHALER 10.4 -29.7

91 ARM & HAMMER PEROXICARE TOOTHPASTE 10.4 4.1

92 PAMPRIN FEMININE PAIN RELIEVERS 10.4 -8.6

93 BIO-OIL FACIAL ANTI-AGING 10.3 6.3

94 JOBST MUSCLE/BODY SUPPORT DEVICES 10.3 5.9

95 BROADWAY NAILS REAL LIFE ARTIFCL NAILS & ACCSSRS 10.2 -1.2

96 JUST FOR MEN TOUCH OF GRAY MEN’S HAIR COLORING 10.2 43.4

97 AQUANET HAIR SPRAY/SPRITZ 10.2 -2.0

98 TRIGOSAMINE MINERAL SUPPLEMENTS 10.2 122.7

99 COSAMIN DS MINERAL SUPPLEMENTS 10.1 -17.7

100 BANANA BT ULTR MST SPRT PRFRMNC SUNTAN LTN & OIL 10.1 233.5


Advanced Vision Re-search has been keep-ing an eye out for the bottom line with its TheraTears SteriLid eye-lid cleanser that helps relieve both blepharitis and dry eye. Scientifi-cally vetted and doctor approved.

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

‘sKU’ toward niche Continued from page 2

Continued on page 4

it wasn’t too long ago that sKU rationalization became commonplace, as many re-tailers attempted a course correction toward more profitable sets — establish-ing performance metrics that possibly favored big-ger brands ... over slower-moving and slower-building brands. in other words, niche products. But now retailers are acknowledg-ing they may have cut too much, opening a pathway of opportunity for many suppliers, especially those of promising niche brands.

Amerifit Brands intro-duced its own vener-able probiotic brand to the children’s probiot-ics subsegment with the launch of Culturelle Probiotics for Kids — according to the company’s research, kids already make up 60% of probiotic use.


president of the Emerson Group. “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,” 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 Re-tailing initiative — which was 85% complete as of March — that iden-tified and distinguished core cat-egories and optimal products within those categories. “I actually prefer the phrase ‘SKU optimization’ rath-er than ‘rationalization,’” said Dave

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 fa-vorable diction for niche players, espe-cially as they can better justify placement on the shelf using metrics other than turns and velocity — metrics such as profit-per-sq.-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, sug-gests 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/shop-per, suggested Curt Behrens, president of P2B. “You have to introduce the concept of market basket and understand related

Niche BraNds


top500Brand

ToTal SaleS* % CHG

101 ESTER C 1 & 2 LETTER VITAMINS $9.9 24.2%

102 HYDROXYCUT ADVANCED WEIGHT CTRL CANDY/TABLTS 9.9 NA

103 EXTENZE MINERAL SUPPLEMENTS 9.8 224.8

104 AUSTRALIAN GOLD SUNTAN LOTION & OIL 9.8 12.2

105 TWEEZERMAN GROOMING/SHAVING SCISSORS 9.6 15.2

106 BANANA BOAT ULTRA DEFENSE SUNTAN LOTION & OIL 9.6 68.8

107 SLIMQUICK WEIGHT CONTROL/NUTRITIONALS LIQ/PWD 9.4 36.4

108 WHITE RAIN LIQUID BODY WASH/ALL OTHER 9.3 20.1

109 POLYSPORIN FIRST AID OINTMENTS/ANTISEPTICS 9.3 3.5

110 BUTLER GUM SOFT PICKS DENTAL ACCESSORIES/TOOLS 9.3 29.5

111 NIX LICE TREATMENTS 9.3 -11.3

112 KISS ARTIFICIAL NAILS AND ACCESSORIES 9.2 2.8

113 FINESSE REGULAR SHAMPOO 9.2 2.1

114 SARNA ANTI-ITCH TREATMENTS (INC CALAMINE) 9.1 -17.5

115 CUTEX QUICK & GENTLE NAIL POLISH REMOVERS 8.9 23.4

116 SHEER BLONDE REGULAR SHAMPOO 8.9 -19.6

117 GOLD BOND ANTI-ITCH TREATMENTS (INC CALAMINE) 8.9 14.4

118 BODY BENEFITS BATH/BODY SCRUBBERS/MASSAGERS 8.9 3.0

119 ZICAM ORAL MIST COLD/ALLERGY/SINUS LIQUID/PWDR 8.8 6.8

120 HIBICLENS FIRST AID OINTMENTS/ANTISEPTICS 8.8 26.6

121 ICAPS AREDS MULTIVITAMINS 8.8 39.2

122 ACT FOR KIDS MOUTHWASH/DENTAL RINSE 8.7 -5.5

123 PERT PLUS HAPPY MEDIUM REGULAR SHAMPOO 8.7 -43.2

124 OCEAN NASAL SPRAY/DROPS/INHALER 8.6 -4.2

125 SERENITY TENA ADULT INCONTINENCE PRODUCTS 8.6 34.8

126 NEW SKIN FIRST AID - TAPE/BANDAGE/GAUZE/COTTON 8.5 10.0

127 DEL BORGHESE NAIL POLISH 8.5 42.1

128 PURE PROTEIN WEIGHT CTRL/NUTRITIONALS LIQ/PWD 8.5 237.3

129 BOUDREAUXS BUTT PASTE BABY OINTMENTS/CREAMS 8.4 -3.5

130 SLIM SHOTS WEIGHT CTRL/NUTRITIONALS LIQ/PWD 8.4 17.4

131 JILLIAN MICHAELS WEIGHT CONTROL CANDY/TABLETS 8.3 NA

132 ZANTREX 3 WEIGHT CONTROL CANDY/TABLETS 8.3 -13.2

133 AMLACTIN HAND & BODY LOTION 8.2 10.1

134 COMPOUND W FREEZE OFF WART REMOVERS 8.2 -10.2

135 KISS EVERLASTING FRNCH ARTIFICIAL NAILS & ACCSSRS 8.1 NA

136 UNIVERSITY MEDCL FC LFT WRINKLFR FACIAL ANTIAGING 8.1 149.0

137 AMERICAN CREW REGULAR SHAMPOO 8.1 -11.8

138 EFFERDENT PLUS DENTURE CLEANSER/TABLETS 8.0 -15.1

139 SPORT AID MUSCLE/BODY SUPPORT DEVICES 8.0 -6.5

140 ARM & HAMMR ADVANC WHT BRLLNT SP TOOTHPASTE 7.9 2.1

141 BIOSILK SILK THERAPY HAIR CONDITIONER/CREME RINSE 7.9 -21.6

142 FLORASTOR MINERAL SUPPLEMENTS 7.8 45.2

143 BONNE BELL LIP SMACKER LIP GLOSS 7.8 7.9

144 DOCTORS NIGHTGRD ADVANCD CMFRT DENTAL ACCSSRS 7.8 29.4

145 SIMILASAN EAR DROPS/TREATMENTS 7.8 -9.2

146 CLOSE UP TOOTHPASTE 7.6 -3.9

147 XENADRINE RFA 1 WEIGHT CONTROL CANDY/TABLETS 7.6 258.0

148 FUNGI CURE FOOT CARE/ATHLETES FOOT MEDICATION 7.6 6.0

149 DIUREX DIURETIC TABLETS 7.5 -2.0

150 REPLENS VAGINAL TREATMENTS 7.5 2.4


With sales taking off within intimate health sets, Jimmy Johnson agreed to promote the male sexual enhance-ment supplement Ex-tenZe, joining Mike Dit-ka as ex-gridiron greats who aren’t afraid to grapple with performance issues.

Making the nasal sa-line category simple since 1973, Flem-ing Pharmaceuticals took the mess out of mixing saline solu-tions with the recent launch of its premixed formula Ocean Complete Sinus Irrigation.

Continued on page 5



purchases in that basket,” Behrens added, given that many retailers are focusing on 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 pre-vious 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

continued, delivering on the promise of “one more item. You’ve shown [that con-sumer] a way to get into the department store retinol franchise in a drug store for-mat at a price they can afford,” he said.

Another example of growing market-basket size through premium placement might be Advanced Vision Research’s Ster-iLid eyelid cleanser, said Pat O’Leary, pres-ident of the Greenwood Group. Launched a few years ago against several pre-exist-ing cleansers, Advanced Vision Research introduced a new way to cleanse the eye-lids that was clinically more effective at a premium price. “It took the dollar ring

Niche BraNds


top500Brand

ToTal SaleS* % CHG

151 NADS DEPILATORIES $7.5 0.3%

152 MACKS PILLOW SOFT EAR CARE PRODUCTS 7.4 1.6

153 ODOR EATERS FOOT CARE/ATHLETES FOOT MEDICATION 7.4 -6.3

154 ORGANIC ROOT STIMULATOR HAIR RELAXER KITS 7.2 19.7

155 BONINE MOTION SICKNESS TABLETS 7.1 -2.9

156 BALMEX BABY OINTMENTS/CREAMS 7.1 -11.9

157 REPHRESH VAGINAL TREATMENTS 7.0 23.7

158 BIOFREEZE EXTERNAL ANALGESICS RUBS 6.9 44.0

159 FIRST RESPONSE OVULATION PREDICTION KITS 6.9 4.3

160 TRUFORM MUSCLE/BODY SUPPORT DEVICES 6.9 21.3

161 SWISSPERS COTTON BALLS/COTTON SWABS 6.9 -4.7

162 BUTLER GUM GO BETWEENS DENTAL ACCSSRS/TOOLS 6.9 -4.8

163 BODY FORTRESS WEIGHT CTRL/NUTRITIONALS LIQ/PWD 6.8 -32.4

164 TRIPLE PASTE BABY OINTMENTS/CREAMS 6.7 -4.9

165 PALMERS COCOA BUTTER FORMULA FADE/BLEACH 6.7 -2.6

166 FANTASIA HAIR STYLING/SETTING GEL/MOUSSE 6.7 0.8

167 HYLAND’S INTERNAL ANALGESIC TABLETS 6.7 4.0

168 APPLIED NUTRITION WEIGHT CONTROL CANDY/TABLETS 6.7 10.6

169 UNIVERSITY MEDICAL ACNEFRE SEVER ACNE TRTMNTS 6.7 -2.3

170 MR BUBBLE BATH FRAGRANCES/BUBBLE BATH 6.6 3.6

171 WHITE RAIN CLASSIC CARE HAIR SPRAY/SPRITZ 6.6 -11.9

172 HEAROS EAR CARE PRODUCTS 6.6 9.1

173 BIG SEXY HAIR HAIR STYLING/SETTING GEL/MOUSSE 6.5 7.2

174 GOLD BOND HAND & BODY LOTION 6.5 -8.9

175 BANANA BT ULTRA MIST TANNING SUNTAN LOTION & OIL 6.5 166.0

176 TIGI CATWALK CURLS ROCK HAIR STYL/GEL/MOUSSE 6.4 33.9

177 KANK A ORAL PAIN RELIEF 6.4 10.2

178 ACTIVON EXTERNAL ANALGESICS RUBS 6.4 -30.7

179 DIGESTIVE ADVANTAGE ANTACID TABLETS 6.4 -3.1

180 BIOSILK HAIR CONDITIONER/CREME RINSE 6.3 48.8

181 WET N WILD WILD SHINE NAIL POLISH 6.3 9.1

182 DENTEMP OS DENTAL ACCESSORIES/TOOLS 6.2 26.5

183 HYLAND’S ORAL PAIN RELIEF 6.1 7.1

184 FUNGI NAIL FOOT CARE/ATHLETES FOOT MEDICATION 6.1 11.5

185 SCALPICIN HAIR CONDITIONER/CREME RINSE 6.0 -11.6

186 FINESSE HAIR CONDITIONER/CREME RINSE 6.0 -6.8

187 LIPO FLAVONOID MULTIVITAMINS 6.0 -31.0

188 FIRST RESPONSE RAPID RESULT PREGNANCY TEST KITS 5.9 -8.3

189 PLUS WHITE TOOTHPASTE 5.9 -6.1

190 PEPSODENT TOOTHPASTE 5.8 7.9

191 21ST CENTURY MINERAL SUPPLEMENTS 5.8 2.9

192 ORGANIC ROOT STIMULATOR HAIR CONDTNER/CR RNS 5.8 11.1

193 DESIGNER WHEY WEIGHT CTRL/NUTRITIONALS LIQ/PWD 5.8 20.6

194 MILANI RUNWAY EYE SHADOW 5.7 46.5

195 HYDROXYCUT WEIGHT CTRL/NUTRITIONALS LIQ/PWD 5.7 51.8

196 WHITE RAIN REGULAR SHAMPOO 5.6 16.3

197 STRIDEX DAILY CARE ACNE TREATMENTS 5.6 -9.6

198 AZO CRANBERRY MINERAL SUPPLEMENTS 5.6 17.6

199 THERMIPAQ HEAT/ICE PACKS 5.6 55.5

200 BUTLER GUM PROXABRUSH DENTAL ACCSSRS/TOOLS 5.5 -1.5


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 combin-ing analge s-ics with OTC sleep aids.

Developed by a den-tist, Dentemp O.S. of-fers a convenient and easy way to tempo-rarily 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.

“From a buy-in standpoint, a niche product can’t com-pete with even the worst-selling Tylenol. The challenge from the retailer side is try-ing to find that right mix. That’s where that word ‘op-timization’ comes in — it’s the right number of sKUs.”

rick Wellinger, emerson Group

Continued on page 6



of eyelid cleansing up by about $4 to $5,” O’Leary said. “Today it’s a strong, success-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 proposi-

tion, “we found a lot of the retail-ers 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

Biotab Neutraceuticals’ ExtenZe, a nu-tritional supplement that supports male sexual enhancement, which more or less established a new category at retail. If a retailer had placed another mutlivita-min in lieu of a product like ExtenZe, it would only be trading dollars it already had captured between brands, offered Jer-emy Fox, marketing and sales coordinator at InterQuantum. “But by [merchandis-ing] 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 elimi-nating 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 af-ford to call in sick additional protection.

According to Wendland, other exam-ples of products that appear to be well-positioned 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.

Niche BraNds


top500Brand

ToTal SaleS* % CHG

201 DEXATRIM MAX COMPLEX 7 WEIGHT CTRL CANDY/TBLTS $5.5 466.6%

202 MILANI RUNWAY EYES WET DRY EYE SHADOW 5.4 34.8

203 VANICREAM HAND & BODY LOTION 5.4 43.3

204 NEW YORK COLOR EYE LINER 5.4 8.7

205 NEURAGEN PN EXTERNAL ANALGESICS RUBS 5.4 50.1

206 ARM & HAMMER SPINBRUSH PRO CLEAN DENTAL ACCSSRS 5.3 NA

207 SLO NIACIN 1 & 2 LETTER VITAMINS 5.3 5.4

208 FLEET PEDIA LAX LAXATIVE/STIMULANT LIQ/PWDR/OIL 5.3 68.0

209 STOPAIN EXTERNAL ANALGESICS RUBS 5.3 -11.1

210 CARMEX CLICK STICK LIP BALM/COLD SORE MEDICATION 5.3 -7.3

211 PLUS WHITE TOOTH BLEACHING/WHITENING/PWDR/PL 5.2 13.9

212 HERPECIN L LIP BALM/COLD SORE MEDICATION 5.2 14.5

213 FRIZZ EASE MOISTURE BARRIER HAIR SPRAY/SPRITZ 5.2 21.1

214 TIGI BED HEAD HARD HEAD HAIR SPRAY/SPRITZ 5.1 -4.4

215 CERTAIN DRI DEODORANTS 5.1 13.9

216 SOMINEX SLEEPING AID TABLETS 5.1 -19.0

217 AMERICAN CREW FIBER HAIR STYLING/GEL/MOUSSE 5.1 22.9

218 SLEEP MD SLEEPING AID TABLETS 5.1 -27.6

219 PHYSICIANS FORMULA SHIMMER STRPS EYE SHADOW 5.1 11.4

220 BREATH RX MOUTHWASH/DENTAL RINSE 5.1 -13.9

221 BANANA BOAT ULTRA MIST KIDS SUNTAN LOTION & OIL 5.1 215.6

222 LANSINOH BODY ANTI-AGING 5.0 4.0

223 SMOOTH N SHINE POLISHING HAIR STYL/GEL/MOUSSE 5.0 -3.9

224 THERABREATH MOUTHWASH/DENTAL RINSE 5.0 11.1

225 FREEZE IT EXTERNAL ANALGESICS RUBS 4.9 16.7

226 NEW YORK COLOR NAIL POLISH 4.9 -0.9

227 ARRID EXTRA EXTRA DRY ULTRA CLR DEODORANTS 4.9 -4.5

228 PRO FOOT TRIAD FOOT CARE DEVICES 4.9 -1.0

229 PERCOGESIC INTERNAL ANALGESIC TABLETS 4.9 4.6

230 NICOLE NAIL POLISH 4.8 6.8

231 JORDANA EASYLINER EYE LINER 4.8 19.8

232 YARDLEY OF LONDON NON-DEODORANT BAR SOAP 4.8 27.3

233 SPLAT WOMEN’S HAIR COLORING 4.8 83.6

234 ALACER EMERGEN C IMMUNE DEFENSE LIQ/VT/MIN 4.8 48.8

235 METABOLIFE ULTRA WEIGHT CTRL CANDY/TABLETS 4.8 -4.8

236 DOCTORS BRUSHPICKS DENTAL ACCESSORIES/TOOLS 4.7 2.6

237 AZO YEAST ALL OTHER FEM. HYGIENE/MED. TRTMNTS 4.7 18.4

238 CYSTEX INTERNAL ANALGESIC TABLETS 4.7 16.0

239 ZEASORB AF FOOT CARE/ATHLETES FOOT MEDICATION 4.7 13.9

240 LUSTER TOOTH BLEACHING/WHITENING/PWDR/PL 4.7 53.3

241 ICELAND HEALTH MINERAL SUPPLEMENTS 4.7 7.9

242 NAIR SHOWER POWER DEPILATORIES 4.7 28.7

243 SEA BAND MOTION SICKNESS TABLETS 4.7 10.9

244 BANANA BT ULTRAMST ULTR DEFENS SUNTAN LTN & OIL 4.7 59.0

245 CORIA CERA VE FACIAL CLEANSERS 4.7 54.7

246 DENTEK SILK FLOSS DENTAL ACCESSORIES/TOOLS 4.6 10.5

247 DIABETIC TUSSIN COUGH SYRUP 4.6 -2.2

248 MATRIX BIOLAGE COLOR CARE REGULAR SHAMPOO 4.6 -16.5

249 GRECIAN FORMULA 16 MEN’S HAIR COLORING 4.6 -8.4

250 PRIMATENE COLD/ALLERGY/SINUS TABLETS/PACKETS 4.5 -15.3


Slo Niacin, from Upsher-Smith 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 preva-lence 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 lead-ing choice of mommy blogs everywhere.



By antoinette alexander

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 increas-ingly vital to niche brands and even retail-ers. 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

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 con-sulting and advisory services. “The role of the broker is to coordinate corporate mar-keting, 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 great-est challenge today, and you’ll likely hear two words — SKU rationalization. For ex-ample, one industry source pointed to a ma-jor 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, profit-ability and the return on investment on how the specific item moves.” This is problematic for a niche brand, which seldom has the ve-locity that is comparable with a major com-modity brand in any given category. This has prompted Biernbaum to form a group — comprised of industry members with strong backgrounds in economics, consumer be-havioral research and retail — to meet with senior-level executives and address the topic of SKU “over-rationalization.”

Niche BraNds


top500Brand

ToTal SaleS* % CHG

251 MATRIX BIOLAGE CLR CAR THERAPI HAIR CND/CR RNSE $4.5 -31.8

252 ZANFEL ANTI-ITCH TREATMENTS (INC CALAMINE) 4.5 -11.0

253 MATRIX SLEEK LOOK REGULAR SHAMPOO 4.5 -19.3

254 RELACORE WEIGHT CONTROL CANDY/TABLETS 4.5 -50.7

255 NOSTRILLA NASAL SPRAY/DROPS/INHALER 4.5 9.3

256 DR BRONNERS MAGIC SOAP LIQUID HAND SOAP 4.5 14.3

257 FRIZZ EASE DREAM CURLS HAIR STYL/GEL/MOUSSE 4.5 -1.9

258 PLACKERS DENTAL ACCESSORIES/TOOLS 4.5 -7.8

259 DIGESTIVE ADVANTAGE LAXATIVE TABLETS 4.4 -3.4

260 EMETROL MOTION SICKNESS/EMETIC/ANTI-EMETIC 4.4 -33.7

261 BED BUDDY HEAT/ICE PACKS 4.4 -35.3

262 STAIN AWAY PLUS DENTURE CLEANSER/PASTE/PWDR 4.4 51.8

263 MERLOT FACIAL ANTI-AGING 4.4 33.2

264 MIDNITE SLEEPING AID TABLETS 4.4 10.4

265 PHYSICIANS FORMULA POWDER PALETT BLUSH 4.4 -9.1

266 KINOKI FOOT CARE DEVICES 4.4 -81.6

267 SUMMERS EVE SHEER FLORAL ALL OTHER FEM. HYG 4.3 86.0

268 SHORT SEXY HAIR HAIR STYLING/SETTING GEL/MOUSSE 4.3 19.0

269 SLEEP RIGHT DENTAL ACCESSORIES/TOOLS 4.3 20.3

270 JOHN FRIEDA LUX VOL HAIR STYLING/SETTING GEL/MOUSSE 4.3 74.7

271 PEDIACARE COLD/ALLERGY/SINUS LIQUID/POWDER 4.3 -31.5

272 ARM & HAMMER WHITEN BOOSTER TEETH BLEACHING 4.3 70.3

273 HEEL TASTIC FOOT CARE/ATHLETES FOOT MEDICATION 4.2 NA

274 BLISTEX FRUIT SMOOTHIES LIP BALM/COLD SORE MED 4.2 -15.4

275 PURE BODY BATH/BODY SCRUBBERS/MASSAGERS 4.2 17.6

276 DERMOPLAST FIRST AID OINTMENTS/ANTISEPTICS 4.2 -5.0

277 PSORIASIN ANTI-ITCH TREATMENTS (INC CALAMINE) 4.2 2.5

278 ABSORBINE JR EXTERNAL ANALGESICS RUBS 4.2 -10.4

279 PRELL CLASSIC REGULAR SHAMPOO 4.1 -2.6

280 FRIZZ EASE SECRET WEAPON HAIR STYL/GEL/MOUSSE 4.1 3.5

281 BIKINI ZONE EXTERNAL ANALGESICS RUBS 4.1 17.7

282 GERATHERM PERSONAL THERMOMETERS 4.1 49.0

283 VILLAGE NTRLS SHOPPE BATH FRGRNCS/BUBBLE BATH 4.1 12.8

284 GLYOXIDE ORAL PAIN RELIEF 4.1 9.1

285 STYE EYE/LENS CARE SOLUTIONS 4.1 -6.3

286 WET N WILD MEGA SLICKS LIP GLOSS 4.1 -5.9

287 BUMPITS DENTAL ACCESSORIES/TOOLS 4.1 NA

288 HEALTH PLUS SUPER COLON CLEANSE LAXATIVE TBLTS 4.1 11.0

289 DR FRESH DENTAL ACCESSORIES/TOOLS 4.1 114.5

290 RELEEV LIP BALM/COLD SORE MEDICATION 4.1 -16.1

291 BULLFROG MARATHON MIST SUNTAN LOTION & OIL 4.0 NA

292 SHEER BLONDE HAIR CONDITIONER/CREME RINSE 4.0 139.4

293 BURTS BEES FACIAL CLEANSERS 4.0 -15.9

294 MATRIX BIOLAGE HYDRATHERAPIE REGULAR SHAMPOO 4.0 35.7

295 GARLIQUE MINERAL SUPPLEMENTS 4.0 -17.4

296 SEA BREEZE FACIAL CLEANSERS 4.0 4.6

297 T N DICKINSONS FIRST AID OINTMENTS/ANTISEPTICS 4.0 15.0

298 BLAIREX FIRST AID OINTMENTS/ANTISEPTICS 4.0 -2.7

299 LOFTHOUSES FISHERMANS FRND COUGH/SORE THT DRP 4.0 7.6

300 BODY IMAGE BODY BENEFITS BATH/BODY SCRUB/MSG 3.9 38.2


HeelTastic is a roll-on cracked heel renewal that helps soothe, re-lieve 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.

roles change as retailers rationalize assortments

Continued on page 8


“Where I see my role is that we have to re-ally go to senior-level executives and discuss a possible flaw in the whole SKU-rational-ization process that I think major retailers are missing right now,” Biernbaum said. “Niche

brands are never going to have the vol-ume 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 high-margin, 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 al-ready have taken place and signs are emerging of a trend reversal among

some retailers.“If this [trimming SKUs] is the route that

the retailer is taking, then you have to under-stand 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 represen-tative firm. “You really have to show the re-tailer 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 market-ing consulting firm, to be even more selec-tive 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 retail-ers have a chance and have a better-than-av-erage chance,” Otto said, noting that a prod-uct must have a strong point of difference.

Meanwhile, the Swanson Group, a sales and marketing organization, is taking its own path toward driving success — “unlock-ing new value and profitable new revenue streams through a customer blueprint pro-cess, 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 Busi-ness Planning Best Practices. Through this initiative, the Swanson Group is leverag-ing and optimizing several major industry meetings, such as NACDS Marketplace and NACDS Annual, to interview major retail executives and gain insights from manufac-

Niche BraNds


top500Brand

ToTal SaleS* % CHG

301 KONSYL LAXATIVE/STIMULANT LIQ/PWDR/OIL $3.9 -5.4

302 FLEET PEDIA LAX LAXATIVE TABLETS 3.9 140.1

303 14 DAY CLEANSE WEIGHT CONTROL CANDY/TABLETS 3.9 NA

304 FINESSE HAIR SPRAY/SPRITZ 3.9 NA

305 FLEXITOL FOOT CARE/ATHLETES FOOT MEDICATION 3.9 -12.8

306 BLISTEX COMPLETE MOISTURE LIP BALM/COLD SORE MED 3.9 -11.9

307 BIG SEXY HAIR SPRAY AND PLAY HAIR SPRAY/SPRITZ 3.9 -28.6

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

310 MANE N TAIL REGULAR SHAMPOO 3.9 3.2

311 BUTLER GUM CRAYOLA POWER TOOTHBRUSHES 3.9 87.5

312 DOANS INTERNAL ANALGESIC TABLETS 3.9 -19.4

313 PERT PLUS MEDIUM REGULAR SHAMPOO 3.9 NA

314 PHYSICIANS FORMULA POWDER PALETT POWDER 3.9 -10.1

315 WHITE RAIN HAIR SPRAY/SPRITZ 3.8 -3.1

316 BLISTEX LIP MEDEX LIP BALM/COLD SORE MEDICATION 3.8 -8.5

317 DERMAREST ANTI-ITCH TREATMENTS (INC CALAMINE) 3.8 -2.6

318 INTELLIGENDER OTHER HOME TESTING KITS 3.8 NA

319 TRIM NEAT FEET FOOT CARE DEVICES 3.7 0.7

320 OGILVIE PRECISELY RIGHT HOME PERMANENT KITS 3.7 16.6

321 MAGNIVISION EYE/LENS CARE TABLETS/ACCESSORIES 3.7 -9.5

322 PHYSICIANS FORMULA ORGANIC WEAR POWDER 3.7 -27.3

323 LOBOB OPTIMUM EYE/LENS CARE SOLUTIONS 3.7 10.0

324 MENTHOLATUM CHEST RUBS 3.6 -8.8

325 CRYSTAL DEODORANTS 3.6 -2.1

326 STIM U DENT DENTAL ACCESSORIES/TOOLS 3.6 18.2

327 INFUSIUM 23 MOISTUROLOGIE REGULAR SHAMPOO 3.6 -4.8

328 XENNA NONYX NAIL TREATMENT 3.6 -15.4

329 AETREX FOOT CARE DEVICES 3.6 -66.4

330 GENISOY WEIGHT CONTROL/NUTRITIONALS LIQ/PWD 3.6 -6.9

331 BABYS BLISS LIQUID VITAMINS/MINERALS 3.6 43.3

332 NOW MINERAL SUPPLEMENTS 3.5 18.0

333 SUDDEN CHNGE SCAR ZONE FIRST AID OINT/ANTISPTCS 3.5 -23.2

334 MOTIONS AT HOME HAIR CONDITIONER/CREME RINSE 3.5 -9.8

335 KANK A SOFTBRUSH ORAL PAIN RELIEF 3.5 -4.7

336 AIRBORNE MULTIVITAMINS 3.5 NA

337 BRYLCREEM HAIR STYLING/SETTING GEL/MOUSSE 3.5 -5.7

338 NOPALINA LINAZA PLUS LIQUID VITAMINS/MINERALS 3.5 -19.3

339 SPENCO FOOT CARE DEVICES 3.5 -3.5

340 LIL CRITTERS MINERAL SUPPLEMENTS 3.5 44.5

341 FREEZE FREEZE IT HAIR SPRAY/SPRITZ 3.5 -12.2

342 ESSIE NAIL POLISH 3.5 93.2

343 FLORA JEN MINERAL SUPPLEMENTS 3.5 56.9

344 JOLEN FADE/BLEACH 3.4 -8.9

345 RELACORE EXTRA WEIGHT CONTROL CANDY/TABLETS 3.4 242.4

346 ODOR EATERS FOOT CARE DEVICES 3.4 5.4

347 JAY ROBB WEIGHT CONTROL/NUTRITIONALS LIQ/PWD 3.3 27.7

348 LIL CRITTERS 1 & 2 LETTER VITAMINS 3.3 54.7

349 CRYO MAX HEAT/ICE PACKS 3.3 -23.3

350 ENZYTE MINERAL SUPPLEMENTS 3.3 -22.2


Launched in 1982, Finesse has been pro-moted by such celebrities as Heidi Klum, Sharon Stone and Rene Russo. In 2006, Lornamead purchased Finesse from Unile-ver and gave the brand a new look. It also put an emphasis be-hind the Hispanic con-sumer, 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.

roles change Continued from page 7

Continued on page 9


turers to develop a blueprint that will help the industry bolster productivity and get 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 prob-ably 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 work-ing on broadening its scope. “We are starting to take more of a look at cat-egories that maybe we haven’t been so involved with lately, like, for exam-ple, 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

product brokerage firm. “The fact is that these category managers at these accounts are always changing, and it is more impor-tant that you know the account than some-times the people. The processes, the paper-work 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 try-ing to do more of that.”

Jim Lewis, president of NAGMR, the professional association representing man-ufacturers 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 manufactur-er. 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 re-sources, such as PR companies and contract manufacturing, among its members.

In light of the challenges smaller compa-nies face when coming to market, it some-times 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 to-day 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 some-how you have to get your item established. Maybe it is in some sort of direct response-type of arena, like the home catalog trade or home shopping network — that sometimes will lend itself well to certain times. Or try-ing 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.’”

Niche BraNds


top500Brand

ToTal SaleS* % CHG

351 STRIDEX ACNE TREATMENTS $3.3 -9.0

352 XENADRINE ULTRA WEIGHT CONTROL CANDY/TABLETS 3.3 NA

353 FEVERALL INTERNAL ANALGESIC TABLETS 3.3 -19.7

354 TINEACIDE FOOT CARE/ATHLETES FOOT MEDICATION 3.3 0.8

355 DEXATRIM MAX WEIGHT CONTROL CANDY/TABLETS 3.3 -42.7

356 TWINLAB RIPPED FUEL EXTREME WGHT CTRL CDY/TBT 3.3 -7.6

357 GRECIAN 5 MEN'S HAIR COLORING 3.3 -17.6

358 QUANTUM LIP CLEAR LYSINE PLUS LIP BALM/COLD SORE 3.3 9.8

359 CHI HAIR CONDITIONER/CREME RINSE 3.3 -6.6

360 CALADRYL ANTI-ITCH TREATMENTS (INC CALAMINE) 3.2 -9.3

361 VCF FEMALE CONTRACEPTIVES 3.2 -13.8

362 JOBST ULTRASHEER MUSCLE/BODY SUPPORT DEVICES 3.2 33.7

363 APATRIM WEIGHT CONTROL CANDY/TABLETS 3.2 42.2

364 MURINE EARIGATE EAR DROPS/TREATMENTS 3.2 -61.6

365 PRONTO PLUS LICE TREATMENTS 3.2 -25.7

366 CLEAR EYES ACR EYE/LENS CARE SOLUTIONS 3.1 -26.8

367 PED EGG PRO FOOT CARE DEVICES 3.1 -43.0

368 FERRO SEQUELS MINERAL SUPPLEMENTS 3.1 -5.6

369 PERT PLUS SO FINE REGULAR SHAMPOO 3.1 -36.3

370 NU HAIR MINERAL SUPPLEMENTS 3.1 -3.5

371 MANE N TAIL HAIR CONDITIONER/CREME RINSE 3.1 1.6

372 STACKER 3 WEIGHT CONTROL CANDY/TABLETS 3.1 -9.1

373 SUNMARK BLOOD PRESSURE KIT 3.1 10.4

374 FRIZZ EASE STRAIGHT FIXATION HAIR STYL/GEL/MOUSSE 3.1 NA

375 UNISOM SLEEPMELTS SLEEPING AID TABLETS 3.1 71.8

376 NAIR FOR MEN DEPILATORIES 3.1 -9.7

377 KISS SALON RESULTS ARTIFICIAL NAILS AND ACCSSRS 3.1 2.5

378 GUM CANKER X ORAL PAIN RELIEF 3.1 46.1

379 BENZEDREX NASAL SPRAY/DROPS/INHALER 3.0 0.6

380 ACTIFADE FADE/BLEACH 3.0 72.5

381 MATRIX BIOLAGE HAIR SPRAY/SPRITZ 3.0 -38.3

382 ORGANIC ROOT STIMULATOR HAIR STYL/GEL/MOUSSE 3.0 14.3

383 HAWAIIAN TRPC PRTCTV TNNNG DRY O SNTN LTN & OIL 3.0 6.0

384 MASSENGILL DOUCHES 3.0 -25.1

385 SUSTENEX ANTACID TABLETS 3.0 94.4

386 TECNU EXTREME ANTI-ITCH TRTMNTS (INC CALAMINE) 3.0 3.7

387 CHI SILK INFUSION HAIR CONDITIONER/CREME RINSE 3.0 38.8

388 DR MIRACLES HAIR RELAXER KITS 3.0 -6.2

389 CHASER PLUS MINERAL SUPPLEMENTS 3.0 -20.2

390 WHITE RAIN NATURALS REGULAR SHAMPOO 3.0 -5.9

391 ESOTERICA FADE/BLEACH 2.9 3.8

392 FLEX TASTIC FOOT CARE DEVICES 2.9 306.3

393 CEPACOL MOUTHWASH/DENTAL RINSE 2.9 5.0

394 BATH ESSENTIALS BATH/BODY SCRUBBERS/MASSAGERS 2.9 38.0

395 JOINT FLEX OUT PAIN EXTERNAL ANALGESICS RUBS 2.9 NA

396 MODELLA COSMETIC STORAGE 2.9 6.8

397 LIBIDO MAX MINERAL SUPPLEMENTS 2.9 2.8

398 ARM & HAMMER ESSENTIALS DEODORANTS 2.9 54.4

399 TWEEZERMAN LTD FOOT CARE DEVICES 2.9 -30.4

400 TIGI BED HEAD MANIPULATOR HAIR STYL/GEL/MOUSSE 2.9 -8.2


Weight-loss products continue to be hot products — especial-ly just after New Year’s and just before bikini season — that help to streamline consumer waistlines while fat-tening bottom lines.

Women who shop at mass for frizz-fighting solutions likely are picking up John Frieda’s Frizz-Ease. Frizz-Ease Straight Fixa-tion 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.

roles change Continued from page 8


BrandToTal SaleS* % CHG

451 DR MIRACLES HAIR CONDITIONER/CREME RINSE $2.6 -14.0%

452 REMINGTON PRECISION GROOMING/SHAVING SCISSORS 2.6 128.3

453 RANIR DENTAL ACCESSORIES/TOOLS 2.6 -23.6

454 BROADWAY NAILS FSHN DIVA ARTIFICIAL NAILS & ACC 2.6 NA

455 LIL DRUGSTORE REPHRESH PRO B MNRL SUPPLEMENTS 2.6 NA

456 NUTRA NAIL NAIL TREATMENT 2.6 -23.1

457 MILANI LIPSTICK 2.6 -0.4

458 FRUIT OF THE EARTH FIRST AID OINT/ANTISEPTICS 2.6 -8.5

459 PHYSICIANS FORMULA POWDER PALETT BRONZER 2.6 0.4

460 LANACANE FIRST AID OINTMENTS/ANTISEPTICS 2.6 -11.9

461 PRO FOOT MIRACLE FOOT CARE DEVICES 2.6 -18.3

462 DESIGNER WHEY BIGGEST LOSER WGHT CTRL/NTRTNLS 2.6 NA

463 PHYSICIANS FORMULA MINERAL WEAR FOUNDATION 2.6 15.2

464 THERA TEARS STERILID EYE/LENS CARE SOLUTIONS 2.6 20.5

465 WELLESSE LIQUID VITAMINS/MINERALS 2.6 38.6

466 HOLLYWD 48 HR MIRACLE DIET WGHT CTRL/NUTRTNLS 2.6 24.2

467 THERABREATH TOOTHPASTE 2.6 3.6

468 SAMY FAT HAIR HAIR SPRAY/SPRITZ 2.6 11.0

469 KAZ SMART TEMP HEAT/ICE PACKS 2.6 -1.6

470 BALNEOL ALL OTHER FEM. HYGIENE/MED. TREATMENTS 2.6 52.3

471 SWIM EAR EAR DROPS/TREATMENTS 2.6 -10.3

472 ZOSTRIX EXTERNAL ANALGESICS RUBS 2.6 -7.7

473 SEVENTH GENERATION BABY WIPES 2.5 0.2

474 CHI 44 IRON GUARD HAIR STYLING/SETTING GEL/MOUSSE 2.5 71.2

475 FLENTS QUIET PLEASE EAR CARE PRODUCTS 2.5 -7.3

476 SHEER BLONDE CRYSTAL CLEAR HAIR SPRAY/SPRITZ 2.5 -0.5

477 PURE & NATURAL LIQUID BODY WASH/ALL OTHER 2.5 2.2

478 SESAME STREET BATH FRAGRANCES/BUBBLE BATH 2.5 -3.4

479 DENTEK TEMPARIN ORAL PAIN RELIEF 2.5 23.8

480 JORDANA EYE LINER 2.5 6.8

481 STACKER 2 WEIGHT CONTROL CANDY/TABLETS 2.5 -19.3

482 ZUCOL COUGH/SORE THROAT DROP 2.5 224.6

483 DR FRESH FIRE FLY MANUAL TOOTHBRUSHES 2.5 -12.6

484 PURE & NATURAL LIQUID HAND SOAP 2.5 22.6

485 AMBI FADE/BLEACH 2.5 -1.6

486 UNISOL 4 EYE/LENS CARE SOLUTIONS 2.5 15.9

487 WET N WILD MEGA LINER EYE LINER 2.5 1.8

488 CEPACOL SORE THROAT REMEDY LIQUIDS 2.5 -27.2

489 DUAL ACTION CLEANSE STOMACH REMEDY TABLETS 2.5 19.3

490 FRS WEIGHT CONTROL/NUTRITIONALS LIQ/PWD 2.5 84.6

491 CULTURELLE MINERAL SUPPLEMENTS 2.5 NA

492 DENTEK TEMPARIN ONE STEP DENTAL ACCSSRS/TOOLS 2.5 127.4

493 MONTAGNE JEUNESSE FACIAL CLEANSERS 2.4 -3.5

494 AFRICAS BEST HAIR RELAXER KITS 2.4 10.0

495 IVY SUPER DRY ANTI-ITCH TREATMENTS (INC CALAMINE) 2.4 -16.2

496 RAINBOW LGHT JST ONC PRENATL ONE MULTIVITAMINS 2.4 94.6

497 BE KOOOL HEAT/ICE PACKS 2.4 12.0

498 LUSTERS PINK SMOOTH TOUCH HAIR RELAXER KITS 2.4 23.1

499 EARPLANES EAR CARE PRODUCTS 2.4 -11.6

500 ALCON BION TEARS EYE/LENS CARE SOLUTIONS 2.4 -13.2

Niche BraNds


top500Brand

ToTal SaleS* % CHG

401 AZO TEST STRIPS URINE TESTS/KITS $2.9 15.7%

402 CLEAR EYES TEARS EYE/LENS CARE SOLUTIONS 2.9 NA

403 RECLEAR AF FOOT CARE/ATHLETES FOOT MEDICATION 2.9 -16.0

404 MUELLER GREEN MUSCLE/BODY SUPPORT DEVICES 2.9 NA

405 RUGBY MOTION SICKNESS TABLETS 2.9 45.6

406 COLOR OOPS WOMEN’S HAIR COLORING 2.9 6.8

407 ASTROGLIDE GEL PERSONAL LUBRICANTS 2.9 23.8

408 HOTHANDS 2 HEAT/ICE PACKS 2.8 21.8

409 WINDMILL 1 & 2 LETTER VITAMINS 2.8 17.5

410 LICEMD LICE TREATMENTS 2.8 109.8

411 BACITRAYCIN PLUS FIRST AID OINTMENTS/ANTISEPTICS 2.8 0.6

412 BULLFROG SUNSCREEN/INSECT REPELLENT 2.8 0.8

413 FRIZZ EASE TAKE CHARGE HAIR STYLING/GEL/MOUSSE 2.8 7.8

414 BRDWAY NAILS NTRL DECEPTNS ARTIFCL NAILS & ACC 2.8 -11.6

415 SINUS BUSTER NASAL SPRAY/DROPS/INHALER 2.8 NA

416 CALMOSEPTINE FIRST AID OINTMENTS/ANTISEPTICS 2.8 49.3

417 ALBOLENE FACIAL CLEANSERS 2.8 -0.2

418 BLUE EMU EXTERNAL ANALGESICS RUBS 2.8 -3.4

419 VOGUE VITAMIN REGULAR SHAMPOO 2.8 476.1

420 DENTEK SILK EASY ANGLE DENTAL ACCESSORIES/TOOLS 2.8 -8.7

421 CAREBEARS BABY WIPES 2.8 3.2

422 SUDDEN CHANGE FACIAL ANTI-AGING 2.8 -7.9

423 MYCOCIDE NS FOOT CARE/ATHLETES FOOT MEDICATION 2.8 5.1

424 THERA TEARS MINERAL SUPPLEMENTS 2.8 8.6

425 JUST FOR ME HAIR RELAXER KITS 2.8 -8.4

426 MATRIX SLEEK LOOK HAIR STYLING/STTNG GEL/MOUSSE 2.8 -15.8

427 VITAFUSION MULTI VITES MULTIVITAMINS 2.8 212.6

428 TIGI BED HEAD AFTER PARTY HAIR STYL/GEL/MOUSSE 2.8 5.0

429 AFTER BITE INSECT FIRST AID PRODUCTS 2.8 -0.2

430 MICRO TOUCH MAGIC GROOMING/SHAVING SCISSORS 2.7 15.1

431 ORTHO OPTIONS CONCEPTROL FEM CONTRACEPTIVES 2.7 -1.3

432 MATRIX BIOLAGE COLOR CAR THERAPI REG SHAMPOO 2.7 -41.7

433 BLUE LIZARD SUNTAN LOTION & OIL 2.7 -7.6

434 THERA GESIC EXTERNAL ANALGESICS RUBS 2.7 -14.5

435 BABY MAGIC BABY SOAPS 2.7 -14.3

436 SPECTRUM ESSENTIALS LIQUID VITAMINS/MINERALS 2.7 -2.5

437 YARDLEY OF LNDN ENGLSH LAVENDR NONDEO BAR SOAP 2.7 28.4

438 EVERCLEANSE LAXATIVE TABLETS 2.7 NA

439 SUCRETS COUGH/SORE THROAT DROP 2.7 -13.3

440 CHERATUSSIN AC COUGH SYRUP 2.7 19.0

441 POSTURE D MINERAL SUPPLEMENTS 2.7 10.8

442 SPORTSCREME EXTERNAL ANALGESICS RUBS 2.7 -24.4

443 REAL HEALTH PROSTATE FRMLA MINERAL SPPLMNTS 2.7 16.0

444 TIGI CATWALK HAIR STYLING/SETTING GEL/MOUSSE 2.7 15.1

445 PHYSICIANS FORMULA ORGANIC WEAR BLUSH 2.7 57.0

446 COMPLETE 7 DAY CLEANSE LAXATIVE TABLETS 2.7 140.9

447 MILANI GLITZY LIP GLOSS 2.6 -0.6

448 PHYSICIAN FORMULA PLUMP POTION LIP TREATMENT 2.6 -13.0

449 WET N WILD EYE BROW MAKEUP 2.6 0.4

450 MOTIONS HAIR STYLING/SETTING GEL/MOUSSE 2.6 -7.3


Mycocide NS antimi-crobial nail solution is made with Benzalkoni-um chloride, which can kill more germs than antibacterial or antifun-gal agents alone. The product’s patented de-livery system allows the Benzalkonium chloride to maintain its germ-killing ability while pen-etrating around and un-der the nail to the site of the in-fection.

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-than- a-pill form.

Designer Whey’s Big-gest 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 con-sumer products program has generated more than $50 million in spending, with a presence at more than 25,000 retailers.



Notable Niche braNdsthe annual


BonineBonine protects travelers against air, sea and car motion sick-

ness. 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.

Swim season and summer vacations are just around the corner. Get ready. Auro-Dri helps clear excess water and prevents clogged-ear dis-comfort 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 Swim-ming 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.

Auro-DriBionime Corp. is commit-

ted to manufacturing blood glucose monitoring systems with the highest possible lev-els of quality, accuracy and reliability. Bringing together top industry professionals in chemistry, software develop-ment, mechanical engineering and precision manufacturing, Bionime has created an award-winning 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, manu-factured and marketed by Bionime. New for 2010, our complete line is now available for OEM and private label. For more information, visit BionimeUSA.com.

BionimeA cult skin care product hailing from South

Africa that gives skin the boost it needs, Bio-Oil is the No. 1 selling scar and stretch-mark product in 12 countries, and the No. 1 mul-tipurpose skin care oil in the United States, according to the company. It is a special-ist 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, to-gether with the breakthrough ingredient Pur-Cellin 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 siz-es: 2 oz. and 4.2 oz. For comprehensive prod-uct information, please contact Pacific World at (949) 598-2400, and visit us at Bio-Oil.com.

Bio-OilCaldeseneCare 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 chaf-ing. The unique formula treats and protects with two-way action to seal out wetness and protect ba-by’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.

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.

Bed Buddy Dentemp O.S.National television advertising has paid off in a big way for at least one personal care item. Den-

temp 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 pat-

ented, 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 dispos-able 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.”

E.F. BavisE. 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 trans-actions 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 retrofit-ted into existing Bavis drawers or installed in the factory with new purchases.

Because of the large interior size of the pharmacy-specific Ba-vis drawers, the reader and pre-scription 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].

ExtenZeBiotab Nutraceuticals, the manufacturer of ExtenZe, the No.

1 selling male-enhancement tablet, according to the company, has launched the perfect partner, Women’s ExtenZe. Gynecolo-gist formulated, Women’s ExtenZe enhances arousal and re-sponse, boosts passion and increases sexual intensity.

Biotab Nutraceuticals also is the maker of Alteril, an all-natural 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 cou-ples, 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 adver-tising. Its 2010 advertising campaign will be $75 million. For more informa-tion, contact Harvey Hen-kin at (972) 931-7509.

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 for-mula, 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 avail-able in drug stores and natural food stores nationwide.

Hyland’s Leg Cramps



The originator of the joint health beverage segment is significantly updating its entire line of products from formulation to eye-catching, new graphics. The refor-mulated 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. Addition-ally, 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 flex ible, the product is broadly used by mara-thoners 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.

Joint Juice

Kidz-MedThe Kidz-Med 5-in-1 Non-Contact Thermometer is one of the world’s most advanced and eas-

iest-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 nonin-vasive 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 ShavesKing 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.

Underscoring its commitment to provide forward-thinking drug store owner-operators with a turnkey merchandising program specifically designed to capture back-to-school consumer spend-ing 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 iEssen-tials 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-de-signed 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 gen-erate maximum impulse buys at a peak buying sea-son for students,” he said.

iEssentials

MedermaStretch 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, hyal-uronic 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.

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, therapeu-tic heat products determined by independent testing. “HeatMax is acceptable versus Therma Care,” said STR Labs, formerly Schus-ter. 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.

HeatMax

Max-FREEZEMax-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 el-bow 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.

The Gentle Naturals line of comforting, therapeutic treatments is uniquely for-mulated 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 technol-ogy 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.

Gentle Naturals

Mycocide NSMaximum-strength Mycocide NS antifungal treatment is the No. 1 solution

recommended by doctors, according to the company. Developed by a foot doc-tor, this powerful treatment kills the germs that cause fungal infections and im-proves 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.



Nicole by OPIFrom 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.

Mother’s Special BlendSince 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 preg-nancy, 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.

NozinNozin 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 an-

tioxidants 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. Nond-rowsy, nonhabit-forming, Nozin Allergy Master is a new, scien-tific, natural way to help clear congestion, sneezing, watery eyes and itchy/runny nose without the use of antihistamines or ste-roids. Nozin Allergy Master with AntioxClear technology provides 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 CompleteSinus irrigation, the centuries-old healthcare practice from India, has driven big in-

creases 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 sa-line irrigator and moisturizer allowing consumers to conveniently irrigate sinuses or moisturize nasal pas-sages simply by switching between two easy-to-use spray tips.

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, skin-brightening 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 damag es and sunscreen for extra daytime protection; Porce lana Night contains moist urizers, including avocado oil, and vitamins to help restore skin.

Porcelana

PerformFrom 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 solu-tion 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 Green-wood Group at (716) 631-3003.

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 custom-ers. Bringing more than 30 years of clinical experience, Thera-Band 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.

Thera-Band

Rev.Got pain? Now there’s Rev. Rev.’s re-

storative powers come from all-natural ingredients specially formulated to keep active moms, toddlers, families and ath-letes 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.

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.

Topol



TheraTearsTheraTears now provides complete dry-

eye relief for everyone, all the time, with preservative-free and bottled TheraTears lubricant eye drops for daytime, TheraTears liquid gel for nighttime and TheraTears Nu-trition, 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 macu-lar degeneration. For more details, contact Greenwood Group at (716) 631-3003.

ViviscalViviscal, 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 coun-tries 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.

behiNd the braNdsDavid Biernbaum is a national sales “master broker,” and also a rock-solid consultant in retail sales business

development and consumer products marketing. For some clients, Biernbaum hires, develops and manages bro-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 ac-complishments for numerous brands, including Aquafresh, Zooth, Gillette, Oral-B, Vi-Jon and many successful “chal-lenger brands” in health and beauty care, over-the-counter, licensed, private label, and niche and specialty, and across many product categories, with a large variance of stages, funding and development. Biernbaum is well-connected at all levels of retail and with regional brokers in every market. He is an industry leader with great connections and the ability 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.

DaviD BiernBaum & associates

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 enthu-siasm 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.

Birchcrest marketing

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 as-sist 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 administra-tive 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.

elias shaker & co.

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 Bris-tol-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.

national sales solution

Pinnacle Sales & Merchandising’s major focus is in the health-and-beauty aid, food and private-label catego-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.

Pinnacle sales & merchanDising

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” strat-egy 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 po-sition 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.

Its comprehensive solution includes: managing all tactical daily broker responsibilities, including analysis and adminis-tration; 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, capabili-ties and retailer communication plan; supporting the design of effective trade promotional programs; and influencing stron-

ger industry alignment at key events. Call Rich Swanson, Ric Durr or Dan Mack at (847) 850-7783 to discuss how TSG can support your business.

the swanson grouP

NAGMR (National Association of General Merchandise Rep-resentatives) was founded in 1948 to the common good of repre-sentation of the then merging drug product categories. And, after

62 years, NAGMR continues to provide services and representa-tions 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 impor-tant for the small- and medium-sized emerging manufacturer with niche products to look for regional brokers to manage their busi-ness. 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 con-

tacts, 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 com-mission 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 knowledge of the competition and insight into what they are doing or planning; and

• 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.

nagmr


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