LIVE FROM MARKETPLACE: Bayer introducing new phytosterol product
MORRISTOWN, N.J. While last year’s launch of an aspirin/phytosterol combination product was challenged by the Food and Drug Administration, that never meant it was not a good idea. So Bayer Consumer Care this year is introducing its Heart Health Advantage product, a phytosertol-only heart healthy supplement.
With Bayer’s strong position against heart health, this single-ingredient supplement may now represent that incremental purchase for those consumers already supplementing with low-dose Bayer aspirin.
Perrigo promotes McCormick to consumer healthcare pricing and planning manager
ALLEGAN, Mich. Perrigo earlier this week promoted Shawn McCormick to consumer healthcare pricing and planning manager, where he will be responsible for managing pricing and business planning functions within CHC marketing.
McCormick, a four-year Perrigo veteran, most recently served as the CHC sales and marketing controller. Before joining Perrigo, he worked for Steelcase in finance and with BDO Seidman in auditing.
A Certified Public Accountant, McCormick earned his Bachelor’s of Business Administration in Accounting from Grand Valley State University in 2001.
Bausch & Lomb Vision Care adjusts focus on lens care
ROCHESTER, N.Y. Bausch & Lomb Vision Care on Friday announced a renewed focus on its ReNu brand of lens care solutions through a U.S. consumer rebranding effort that targets both eye care practitioners and consumers with messaging around ReNu Fresh Lens Comfort (formerly ReNu MultiPlus) and ReNu Sensitive Eyes (formerly ReNu Multipurpose Solution). New packaging around Sensitive Eyes begins shipping this month.
Additionally, the company recently established a dedicated U.S. lens care solution and eye care product sales force that primarily is responsible for engaging with eye care practitioners and keeping them updated on the benefits of B&L products for their patients and their practice. The sales team presently is focusing on eye care professionals across the East Coast, and will be moving its emphasis to the West Coast by next year.
“We felt that it was time to rejuvenate our original ReNu brand of lens care solutions … that clearly articulates the specific benefits of each formula,” stated Steven Robins, president, North America, Vision Care. “With ReNu Fresh Lens Comfort and ReNu Sensitive Eyes, we can more directly help meet existing consumer needs, such as the desire for a fresh lens feeling daily or for a solution that is gentle enough for sensitive eyes.”
B&L also has launched a fully integrated consumer marketing campaign, which includes www.renufresh.com, a free-standing advertising insert distributed in newspapers nationally, in-store shelf talkers and banners and an online advertising and search keyword campaign.
The Web site, which features lens care information and tips for consumers, includes a B&L Wear & Care video and a coupon for the Fresh Lens Comfort solution. Consumers also are able to vote for their favorite fresh image of the day.