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Perrigo: $10 billion in Rx sales may switch OTC through 2018

BY Michael Johnsen

ALLEGAN, Mich. — There is as much as $10 billion in branded pharmaceutical sales that could make the switch from prescription-only to over-the counter in the next five years, suggested Joseph Papa, Perrigo chairman, CEO and president, to analysts on Tuesday. And as much as $5 billion in the next three years. 

"The next products that we think are very important to us are the remaining proton-pump inhibitors led by Nexium," Papa said. "We think that’s obviously a very important product to get out into the marketplace and one which Pfizer has spent $250 million-plus to get out there."

Beyond bringing any remaining PPIs into the self-care arena, the recent Food and Drug Administration approval of Oxytrol creates a whole new self-care category, Papa noted. "It opens up the category of overactive bladder as the FDA has deemed that category one in which consumers can make the decision to self-diagnose." he said. "With Oxytrol comes obviously a number of potential other future products, can’t comment about whether they will switch or not, but obviously the Detrol, the Detrol LA, the Ditropan are all other products that fall into overactive bladder."

And pain relief may become a target for switch, Papa added, specifically such nonsteroidal anti-inflammatory gel products as Novartis’ Voltaren Gel. Similarly, there are prescription-only omega-3 products that may become potential switch candidates, Papa said. 

Papa also is an optimist when it comes to switching statins, giving it a 60% probability that the statin class of medicines may one day be available without a prescription. To date, statin switches have failed consumer usage studies, and there is a thought that the healthcare kiosks that are currently proliferating in the marketplace — such as those from PharmaSmart, Stayhealthy and SoloHealth — may help improve consumer usage study results through the use of a self-select, on-screen survey.

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Maybelline NY, Brightline bring interactive runway beauty to the living room

BY Antoinette Alexander

NEW YORK — BrightLine, a provider of interactive television solutions for entertainment and advertising, and cosmetics brand Maybelline New York have announced the launch of a flagship collaborative experience amplifying NBC’s “Fashion Star,” showcasing Maybelline New York products and makeup artist tutorials straight from the “Fashion Star” runway.

The interactive experience allows viewers to go behind-the-scenes with celebrity makeup artist Julianne Kaye for runway secrets and how-to beauty videos from this season’s hottest makeup looks. Features include:

  • Hit the Runway: Viewers spotlight Maybelline New York’s featured products to reveal beauty details and are encouraged to click to “love” their favorites.
  • Makeup Grab Bag: In this arcade-style game, viewers are challenged to collect only the products used in the featured look of the week in their makeup case before time runs out.
  • Get Glamorous: Viewers input a level of difficulty, mood and occasion and are paired with a custom look and the steps to make it come to life with Maybelline New York products. Viewers also are invited to text in to receive the featured product list via mobile phone, making shopping a seamless extension of the interactive experience.
  • Enter the Sweeps: Viewers cast a bid for their favorite “Fashion Star” beauty look, and are entered for a chance to win a fully stocked Maybelline New York makeup kit.

“Reaching our core consumers through innovative and engaging media is vital in continuing the authenticity of the Maybelline brand. Together with BrightLine, we have carried this engagement into the interactive television space, inspiring fans to enter into a two-way dialogue with our brand,” stated Karen Mlynarczyk, VP media and integrated marketing for Maybelline New York.

The Maybelline interactive destination is live through May 13 on Dish Network channel 94 and DirecTV channel 111, coinciding with the conclusion of the second season of “Fashion Star.” New content will be added regularly to offer audiences the latest from the runway.
 

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Delhaize Group CEO Pierre-Olivier Beckers to retire by year-end

BY Antoinette Alexander

BRUSSELS, Belgium — Belgian international food retailer Delhaize Group, whose U.S. banners include Hannaford, Sweetbay and Food Lion, has announced that president and CEO Pierre-Olivier Beckers intends to retire from his executive role by the end of this year.
 
As part of Delhaize’s succession plan, Beckers will stay in his post until a new CEO is appointed and a smooth transition has taken place, the company stated. He will continue to serve on the board, in a nonexecutive capacity, after stepping down as CEO.

The board is now searching for a successor and will consider both internal and external candidates. It is working to facilitate a smooth and orderly transition of the CEO by the end of 2013.
 
Beckers joined Delhaize Group in 1983, has been a director of the company since 1995 and was appointed president and CEO in January 1999. In almost 15 years as CEO he has led Delhaize Group during a period of fast change in the global food retail environment.
 
Under Beckers’ leadership, Delhaize transformed itself from a Belgian company with an international presence to an integrated group sharing the same vision and values. Since 1999, the number of stores has grown from 1,904 to 3,411 in 10 countries on three continents, revenues grew from €12.9 to €22.6 billion. More recently, Delhaize Group has increased its growth profile with 30.7% of the stores now located in growth markets, generating 14% of the group’s revenues compared with less than 5% when Beckers took office, the company stated.
 
“While serving this company and working with the Board of Directors, great colleagues and great teams has been the most rewarding job I can imagine, the board of directors and I agree that the moment is right to put in place a successor who will lead the group and its evolution into the future. Until then I remain fully committed to leading and supporting the company and its 158,000 associates,” stated Beckers.

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