HEALTH

Randob Labs revving marketing engines for Dormin sleep aid launch

BY Michael Johnsen

CORNWALL, N.Y. — Randob Labs is revving its marketing engines to support the mass market launch of its venerable Dormin sleep aid with this commercial slated to hit the airwaves this spring.

Dormin has been on pharmacy shelves since the 1950s, primarily through the independent channel, and contains the active ingredient diphenhydramine hydrochloride. Citing Hamacher Resource Group, Randob Labs shared Dormin is the No. 3 best-selling sleep aid across independent pharmacy.

Dormin is available in the patient-preferred capsule format, the company noted, and dissolves three times faster as compared to comparable medicines on the market. According to a Dormin survey, 78% of consumers find capsules easier to swallow.

The company is working with RLA Collective around a comprehensive marketing plan to help drive trial as the company expands national distribution outlets. In addition to television, Randob Labs will be marketing its sleep aid solution across social media in an effort to drive new users to the category.

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Nature’s Truth introduces line of essential oil mists

BY Michael Johnsen

RONKONKOMA, N.Y. – Nature's Truth on Thursday released a new line of essential oil mists to help drive additional traffic across a growing category.

“We see a huge rise in the market for essential oils, and have been monitoring the top uses and how consumers use them," noted Kimbery Vigliante, SVP sales and marketing Nature's Truth. "We saw the opportunity in the market to create these essential oil blended mists and infused each with liquid coconut oil, another top trending ingredient. These travel sized mists are perfect for on the go aromatherapy," she said. "The stimulating and soothing aromas when misted in the air, or on the body; help to transform your surroundings and stimulate the senses.”

The new fragrances include peppermint and citrus zest, both formulated to help refresh the senses, lavender for rejuvenation, a scent called "Good Nite" for calming and a scent titled "Muscle Ease" for soothing.

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New Doppel wearable to compete against sleep aids, energy shots

BY Michael Johnsen

LAS VEGAS  — London-based technology start-up Doppel is bringing a new generation of wearable technology to the United States that helps users stay alert or calm down, naturally and in real-time.  

"We've all wanted or needed to change how we feel at some point," stated Fotini Markopoulou, CEO, Doppel. "Perhaps you drink coffee to feel more alert and focused before arriving at work. Maybe you like the idea of meditation to feel calm, but have no idea when you'd find the time.  We created doppel as a way to give you control, by tapping into something you have naturally – a mind/body connection – in a customized yet manageable way."

The new wearable will be tapping into an almost $4 billion book of business, and that's just through multi-outlet retail, according to IRI figures. For the 52 weeks ended Oct. 30, IRI reported the sale of sleeping remedies were trending upward by 6.6% to $706 million, while the sale of energy drinks, including energy shots, totaled $3.1 billion on an 8.5% upward trajectory.

And much like OTC wrist bands like Reliefband, Doppel sits on the inside of the wrist and is synced with a companion app.  The device emits a vibration that feels like a heartbeat. A faster one makes the user feel more alert while a slower rythm calms them down. 

However, unlike with music or other outside stimulants or depressants (such as caffeine or sleep aids), users can set their pace non-invasively.  

Currently available in the U.K., doppel is making its U.S. debut at 2017 CES and will be launched later this spring at a retail price of $179.

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