HEALTH

NanoMask final test shows better than 99 percent effectiveness

BY Michael Johnsen

LAS VEGAS Emergency Filtration Products on Wednesday announced the results of the final report for the assessment of virucidal effectiveness of treated masks (the NanoMask filter media) using avian influenza virus from the independent testing laboratory which conducted the test.

According to the final report, the test resulted in a 99.96 percent reduction of the avian influenza virus.

The final report was based on filter media samples coated with a silver nanoparticle formulation which underwent one year of simulated aging. The sample was challenged with the avian influenza strain H9N2.

This result compares favorably with a previously disclosed result which indicated a 99.75 percent reduction obtained from a preliminary report by the same independent testing laboratory.

EFP plans to complete a series of tests necessary to the information required to support its 510(k) submission to the FDA for the NanoMask, the company announced in November, including tests of accelerated aging, with follow-on efficacy testing, which ascertains the product’s ability to kill pathogens after a prolonged period of time. This will help determine the NanoMask’s accurate shelf life for inventory purposes.

Other testing expected to be completed prior to completion of the accelerated aging test are leaching tests, which ensure that the silver nanoparticle formulation does not separate from the filter media.

Sales of the NanoMask have been held pending FDA approval, at least according to the handful of web sites advertising the NanoMask. The mask, however, appears to have been designed for the consumer market—there are presently five adult masks (yellow, green, red, blue and purple) and three child masks (yellow, green and purple), all advertised for $12.99 on birdfluprotection.com. Similarly, a 10-pack of replacement filters also retails for $12.99 on the site. 

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NMI, Nielsen to provide CPG manufacturers with in-depth LOHAS marketing info

BY Michael Johnsen

PHILADELPHIA The Natural Marketing Institute and the Nielsen Company on Tuesday announced an agreement to provide in-depth insights into NMI’s Lifestyles Of Health And Sustainability consumer segmentation model and expertise, providing consumer packaged goods manufacturers and retailers with a better understanding of the $209 billion LOHAS market and the ability to make smarter “eco-decisions” about product development, positioning, pricing, communication and distribution to meet LOHAS consumers’ needs.

Nielsen will incorporate NMI’s proprietary segmentation model into its Homescan Consumer Panel and Spectra BehaviorScape Framework, enabling NMI and Nielsen to quantify LOHAS consumers’ attitudes, psychographics and behavioral patterns into their actual purchase behavior.

“Together, NMI and Nielsen offer an unparalleled level of ongoing insight into the LOHAS marketplace that no other company is able to provide,” stated Patti Marshman-Goldblatt, senior vice president at NMI. “For manufacturers and retailers, a key benefit of this relationship is the prospect of attaining and tracking greater ROI by identifying and targeting shoppers across the whole spectrum of LOHAS consumers and their varying degrees of eco-engagement.”

“Our collaboration provides CPG manufacturers and retailers with actionable insights, enabling them to intimately understand the LOHAS consumer, including where they live, where they shop and what they buy,” stated Tim Kregor, segmentation and targeting product leader of Nielsen Consumer Panel Services. “By working together, we can help companies develop meaningful eco-consumer strategies.”

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Crest to market Whitestrips with tartar control to female demographic

BY Diana Alickaj

WASHINGTON Crest has offered another feature to appeal to female consumers of its Crest Whitestrips Daily product. The new product is called Crest Whitestrips Daily Whitening plus Tartar Protection, which includes the ingredient sodium acid pyrophosphate that protects teeth from tartar buildup.

The idea behind the extension of the Whitening brand was to increase its status into a brand for overall health rather than a brand based solely on vanity. Their target consumers are females that have not given in to the whitening craze yet, but its tartar protection is sure to give the female demographic a boost in the store aisles. According to Mariana Sanchez, executive vice president and global equity director for Crest business, Saatchi & Saatchi, New York, the target consumer is “interested in whitening her teeth, but it is not her main priority when it comes to oral care. We know she wants more.”

The new Crest product will also be featured in two TV spots and a print ad in April, highlighting the idea that the female consumer will not just be whitening her teeth by using the product, but also helping her teeth as well.

Crest Whitestrips dominates the at-home whitening category and according to published reports, Crest Whitestrips held the top spot with sales of $63.2 million. The Crest Whitestrips Daily Whitening Plus Tartar Protection will be the seventh SKU for the Whitestrips line, and is said to retail at $39.99 for 38 doses.

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