Alterna to expand distribution with new trademark, license deal
WHIPPANY, N.J. — Alterna, a marketer of personal care products and therapeutic over-the-counter medicines, has signed a new trademark and know-how license agreement with Spirig Pharma AG of Egerkingen, Switzerland, which expands Alterna’s exclusive rights to distribute Kerasal one-step exfoliating moisturizing foot ointment to 80 countries outside of North America.
Alterna already owns the Kerasal brand in North America, having fully acquired all rights to trademarks and product technology in 2006.
Spirig Pharma AG is internationally known for such brands as Daylong actinica — a medical device for topical application for the prevention of certain forms of nonmelanoma skin cancer in at-risk patients — Daylong liposomal sunscreen lotions and Excipial, a range of skin care and moisturizer products.
Kerasal foot ointment is designed to soften severely rough, dry, cracked heels and feet by exfoliating and moisturizing skin in one step. Kerasal, which is approved by the American Podiatric Medical Association, is available in the United States in the foot care aisle in major drug store chains and at Walmart. According to SymphonyIRI, retail sales of Kerasal in food, drug and mass stores (excluding Walmart), were up 24.5% for the 52-week period ended March 20, the manufacturer said.
Alterna is making an aggressive push to expand distribution of its products in overseas markets. Since October 2010, Alterna has signed distribution agreements with partners in Greece, Mexico, Honduras, Turkey, and Trinidad and Tobago.
The company’s distributors in Australia, Indonesia, Singapore and the Middle East have had record sales years, with most business coming from Alterna’s JointFlex line of topical osteoarthritis pain products, the company stated.
AloeSense promotes products with new website
REDFORD, Mich. — Oral care company AloeSense has hired advertising agency Western Creative to design a new website to promote its AloeSense products, including toothpaste, dental floss, lip balm and extra-sensitive toothbrushes.
AloeSense is a fluoride toothpaste with aloe and allantoin that carries the American Dental Association Seal of Approval. The website will highlight the benefits of AloeSense’s formula, while it explains problems that can arise from using some whitening, tartar control and sensitivity toothpastes because of harsh, irritating ingredients.
The effort seeks to position AloeSense toothpaste in a category all its own as a naturally soothing product that can help people who suffer from mouth irritation, according to the manufacturer.
AloeSense began in Chicago nearly 30 years ago as Shane, a company offering a naturally soothing toothpaste formula. Recently, the company rebranded itself as AloeSense.
Product of the Year USA awards looking for 2012 participants
NEW YORK — The world’s largest consumer-voted program that recognizes innovation in consumer packaged goods is calling on brands to submit their newest products.
The Product of the Year USA awards will honor consumer brands that participate in the survey conducted by TNS, a custom research agency. U.S. shoppers will be called upon to vote and select a new generation of winners who will earn the POY endorsement in their product category — and will be given the opportunity to tout the Product of the Year logo on their packaging. The winners will be announced in February 2012. The final deadline to submit entries is Aug. 31.
Past winners include Procter & Gamble and M&Ms, among others.
According to Product of the Year managing director Colleen Kelly, nearly 80% of shoppers surveyed said they like to try new products, with more than 70% stating they would pay more for products that satisfied them.
"The Product of the Year logo is a powerful seal honoring the most innovative and relevant products from a variety of consumer product categories as voted on by [more than] 60,000 shoppers nationwide," Kelly said. "Product of the Year’s goal is to steer consumers in the right direction by elevating and highlighting companies with truly innovative and quality products that consumers are interested in trying."