Tylenol Precise heats up external analgesics sales
McNeil Consumer Healthcare recently parlayed its Tylenol brand franchise into external analgesics to quite a bit of success. For the four weeks ended Dec. 26, 2010, Precise “from the makers of Tylenol” became the No. 3 best-selling heat patch, with $1.9 million in sales across food, drug and mass (excluding Walmart), according to SymphonyIRI Group. And its pain-relieving cream similarly broke in among the top-selling brands — No. 9 with $1.3 million in sales for the four-week period.
Labeled Tylenol Precise, McNeil introduced three SKUs all told: two patches (one for arms, neck and legs; the other for back and body) and a cream. The air-activated heat therapy will go up against Pfizer Consumer’s ThermaCare, which is experiencing a slight resurgence in sales under its relatively new stewardship. Wyeth Consumer, now part of Pfizer, had purchased the rights to ThermaCare from Procter & Gamble two years ago.
Both the Tylenol Precise cream and patches retail for around $7.99.
Burn cream tackles pain, infection, scars
Welmedix’s First Degree therapeutic burn cream provides a unique solution for minor burns that the company suggests is an unmet need at retail. It’s an all-in-one burn cream that helps soothe pain, cool the burn, prevent infection and reduce the appearance of scars.
According to the company, First Degree is the only homeopathic product on the market that effectively addresses the three key concerns of people who suffer minor burns, including pain, infection and scarring. More than 158,000 children are treated for burns each year, according to Centers for Disease Control and Prevention estimates.
More than half of burns treated at hospitals are thermal burns, such as those occuring with contact with a stove, fireplace or even the hot metal tubing at the playground, according to the National Electronic Injury Surveillance System. Scalding is the No. 2 leading cause — 29.4% of burns treated at hospitals resulted from liquids or vapors like steam, hot bath water or tipped-over coffee cups.
Sold almost exclusively through Walgreens for the past year, the burn cream is beginning to expand distribution through such grocers as Pathmark and Food City, as well as regional pharmacy operators Kinney Drugs and Kerr Drug.
The article above is part of the DSN Category Review Series. For the complete External Pain/First Aid Sell-Through Report, including extensive charts, data and more analysis, click here.
Gel, spray know how to ‘Stopain’
HAZLETON, Pa. — Troy Healthcare in January acquired the distribution of its Stopain brand, an external analgesic Troy has been manufacturing since 2002 that is already an up-and-coming pain-relief spray. The brand cracked the top 10 list of external analgesic rubs for the 12 weeks ended Dec. 26, 2010, moving into the No. 10 spot with $1.3 million in sales across food, drug and mass (excluding Walmart), according to SymphonyIRI Group data. SKU growth of 16.1% in that period also is outpacing category growth of 11.3%.
And already Troy has a line extension in the works: a new Stopain pain-relieving gel that contains 38% more of the active ingredient menthol than any other product in the cooling gel category, the company stated.
Suggested retail price for the pain-relieving gel will be $5.99 for a 2.5-oz. tube. This is very much a value-priced item that is primed to succeed in today’s economy, Troy Healthcare spokesman Bob Miller said.