HEALTH

Prestige Brands highlights new Dramamine for Kids product in fiscal 2012 call

BY Michael Johnsen

IRVINGTON, N.Y. — Prestige Brands on Thursday morning announced the launch of Dramamine for Kids, noting that 34% of households (with children between the ages of 2 years and 12 years) have a child with motion sickness. According to the company, it is estimated that one-third of moms currently are using a Dramamine adult formula but would prefer a pediatric product.

The grape-flavored Dramamine for Kids will provide specific dosage instructions for children in that age range. "We worked hard in developing a Dramamine for Kids product that has the right dosage," Matthew Mannelly, Prestige president and CEO, told analysts during a conference call Thursday morning. "That’s a product that has just come out that we’re quite excited about."

Marketing support begins in May, Prestige reported.


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An oldie but a Goody’s

BY Michael Johnsen

MEMPHIS, Tenn. — Earlier this year, Prestige Brands closed the deal on its acquisition of the analgesic Goody’s Powder. And while Goody’s may be characterized as a legacy brand, it is in no way a tired brand — for the 52 weeks ended April 15, sales of Goody’s Powder were up 1.2% to $15.8 million. That’s only the starting line for what will be a new brand race across the analgesics aisle.


One of the original niche brands with a continued resonance in the Southeast, Prestige gets behind the wheel of a brand with a vibrant Facebook presence. And it doesn’t hurt that NASCAR Hall of Famer Richard Petty has helped drive the brand as spokesman over the past year.

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OcuFresh eyes ‘Mommy’ blogs

BY Michael Johnsen

Optics Laboratory recently kicked off a new consumer campaign in support of its OcuFresh Eye Wash product. The product, which helps flush eye irritants like pollen, dust and smoke without perservatives, will be featured across the “Mommy Blog” circuit.


“We’re up to about 20 bloggers,” said Don Cormell, sales representative for 
Optics Laboratory — one of whom has more than 200,000 followers. “The campaign begins in July,” Cormell said. Mommy bloggers are a key niche, Cormell added, because of the need for an eye wash among children. A lot of times, children will wake up with an eye discharge that has sealed their eyes shut. There are a number of possible causes, including allergies or a build up of bacteria. 


OcuFresh also is making its first foray into the social media space with a Facebook page and is circulating a 15-second spot featured on YouTube.

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