BEAUTY CARE

Fixodent promotes confidence among denture wearers with ’12-hour hold challenge’

BY Antoinette Alexander

CINCINNATI — Denture adhesive Fixodent, a Procter & Gamble brand, is putting consumers to the test with the Fixodent "12-hour hold challenge," which kicked off at the end of August and runs through June 30, 2012.

Fixodent is encouraging consumers to submit written testimonials sharing their own personal denture challenges. By registering at DentureLiving.com and entering their Fixodent challenge statement, registrants are considered for free product samples and entered for a chance to win one monthly $500 giveaway or one grand prize of $5,000.

“Our primary goal, as the No. 1 dentist-recommended brand, has always been to ensure our customers can live with confidence,” P&G/Fixodent brand manger Lloyd Lorenzsonn said. “We have always prided ourselves on the Fixodent 12-hour hold money back guarantee, which gives denture wearers more confidence to go about their day with normal activities like eating and smiling.”

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Navarro Discount Pharmacy unveils private-label line at PLMA show

BY Antoinette Alexander

MIAMI — Navarro Discount Pharmacy, a Hispanic-owned pharmacy retailer and an MBF Healthcare portfolio company, unveiled its private-label line, Vida Mia, at the Private Label Manufacturers Association Annual Trade Show in Chicago.

Navarro participated in the Latino Markets section of the show, displaying the new Hispanic-oriented store brand products from retailers. The 2011 theme of the show, which ran from Nov. 13 to 15, was "It’s a Store Brands World."

As reported by Drug Store News in April, the Vida Mia (“my life”) line features bilingual packaging. Magellan Distribution Solutions, a wholesale and export company that is a wholly owned subsidiary of Navarro, launched the line.

Vida Mia is the first brand in the United States targeting Hispanics across a wide range of categories, including over-the-counter medicines, household, beauty, food, body and baby. With more than 300 SKUs, Vida Mia will roll out soon to all 30 Navarro Discount Pharmacy store locations in Miami, online at Navarro.com and on a wholesale basis to retailers in Latino markets in the United States, such as Texas and California, plus Latin America. Navarro will offer the Vida Mia label as a license program to other retailers around the country who have a strong Hispanic customer base.

“Having a solely Hispanic focused brand such as Vida Mia with bilingual product packaging will allow us to better cater to our market, which lacks culturally relevant products which appeal to this growing and diverse population.  We will also continue satisfying our loyal customer base, who were instrumental in developing this brand and come to Navarro for both value and quality,” Navarro Discount Pharmacy CEO Juan Ortiz said. “We have also received strong interest to date from retailers in Texas, California and Latin America, with strong Hispanic customer bases who wish to buy the Vida Mia products on a wholesale basis.”

Navarro’s marketing campaign for the launch of the Vida Mia brand includes in-store product sampling and coupon offers.

The Vida Mia product categories include:

  • Mi Casa (home) – Household and kitchen items such as bleach, batteries, appliances, coffee cups and paper goods;

  • Mi Cuerpo (body) – Soap, shampoo and lotions;

  • Mi Salud (health) – OTC items and equipment such as blood pressure and glucose monitors;

  • Mi Bebe (baby) – Diapers and baby items;

  • Mi Belleza (beauty) – Makeup, nail polish and beauty accessories; and

  • Mi Sabor (taste) – Coffee, plantain chips, cookies, rice, sugar and other food.
     

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Rite Aid gives early start to Black Friday

BY Alaric DeArment

CAMP HILL, Pa. — Rite Aid is pushing Black Friday up by a day.

The retail pharmacy chain said Monday that it would offer deals starting on Thanksgiving Day. Black Friday is the name popularly given to the day after Thanksgiving, when retailers across the country offer deep discounts for the holidays, often prompting shoppers to line up at the store doors early in the morning and rush in once they open.

Additional savings are being given to Rite Aid’s 44 million Wellness+ loyalty program members, who will have "Three Days to Save" between Thanksgiving and Saturday on such holiday-related items as gift cards, wrapping paper, lights, small appliances, digital cameras and others. The chain also is issuing "Black Friday survival guides" to Wellness+ members and Rite Aid’s Facebook fans, offering shopping "survival tips" and special prices on products.

"With 4,700 convenient locations and regular Thanksgiving hours, Rite Aid wants to help customers get a great start on their holiday shopping," Rite Aid SVP marketing John Learish said. "Our shoppers will also find great deals on some hot holiday gifts, including some fun finds they may not have expected to see at the neighborhood drug store."

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