Hot new product intros seek their day in the sun

Drug Store News, Sept 27, 1993

Bodycology

Bodycology promotes the bath category heavily in the summer months. Under its "hot summer specials" promotional program, the company offers its best-selling shampoos and conditioners in 32-ounce family sizes. Special packs on soaps and other bath items are also offered during the summer.

In its bath line, Bodycology recently launched Gardenia Scented Bath Salt Crystals, Floral Blooming Bath Oil with Jasmine Oil, and Apricot Loofah Body Soap. Bodycology also added another bath gel to its line--Ocean Mist Shower Gel with Kelp Extract. One of the hottest products in its current line is its Chamomile Shower Gel with Vitamin E. All products are based on natural extracts and pure ingredients and offer a luxurious combination of aromatic extracts and nourishing oils.

Six new SKUs have been added to the Skin Essentials line of natural skin care products. All products are made with soothing ingredients, including delicate flower petals and succulent plants.

Itch-X

Itch-X, a new product from B.F. Asher & Company, offers immediate relief from itching due to mosquito bites, poison ivy, poison oak and other types of skin irritation likely to occur when summer brings people outdoors.

Available in a 1.25-ounce tube, Itch-X's pale blue gel formulation dries quickly, won't stain clothing and leaves no oily residue. The Itch-X formulation also includes aloe vera. The product is free of benzocaine-related drugs, anti-histamines and steroids--ingredients that can lead to severe allergic reactions. The distinction has earned Itch-X the endorsement of leading dermatologists.

B.F. Asher provides clip strips for displaying Itch-X, a merchandising technique retailers like because it sparks impulse purchases without trying up shelf space. Asher recommends cross merchandising the product on first-aid endcaps during the summer. The company also runs national cable, radio and newspaper ads.

Cosmyl

In response to the success of its DeMaris spa line of bath products, Cosmyl has added another line--DeTerra. While the DeMaris line took its cues from the sea, DeTerra takes its cues from the earth. DeMaris, packaged in an ocean-blue hue, includes sea nutrients, such as algae, kelp and sea salts.

The DeTerra line, packaged in peach tones, has a delicate fragrance that's a balance between fruits and flowers. DeTerra products are formulated with herbal extracts: chamomile, jojoba, honey and aloe vera are just a few ingredients.

The DeTerra line also includes herbal bath potpourri that can be steeped in the tub for a relaxing bath or in the sink for use as an herbal facial. All DeTerra products will be in stores in October.

"The devoted audience for the DeMaris line will respond to the DeTerra line," said Adrienne Penna, Cosmyl director of marketing. "This gives consumers an opportunity to express two moods."

Hawaiian Tropic

Hawaiian Tropic is focusing on two important niches with its Just for Kids and Sport lines. The two-SKU Kids line, available in 30 and 45 SPF, are all-day waterproof formulas, an important selling point in this niche. The products have eye-catching, fun packaging.

The Sport line is available in 15 and 30 SPF formulas and is available in convenient sizes for active consumers. All four SKUs retail for $6.50, a value price point.

Retailers need to maxmize the space they give the category in the summer to capitalize on the season. Hawaiian Tropic is helping with its Islander display, a two-foot mobile display that can be used anywhere in the store.

The company also offers counter/floor displays and a vacuum-form tray that's easy to planogram and makes the section easy to organize.

Ban Clear

Clear products are hot. And with the success of last year's Ban Clear two-SKU deodorant line, Bristol-Myers has added two new SKUs to the line. Ban Clear AP is now available in two formulations, men's and women's anti-perspirants.

The products are supported by the "don't mess that dress" national ad campaign. Bristol is using off-shelf displays and increased trade funds to support the brand.

Look for a new Ban Sensitive Touch product extension for the early part of 1994.

Solar Spray

Solar Spray, the seven-SKU line of sprayable sun care products, will go national next year. The line of products, which has been repackaged in white bottles with metalized foil labels that are color coded to correspond to SPF strengths, is easy to apply and provides excellent coverage without greasy residue.

To support the national roll out of the line, Solar Spray has designed a full marketing program. Since couponing is rare in the category, Solar Spray will concentrate its promotional efforts there.

An introductary mail-in cash refund program will offer consumers a $2 cash rebate on high SPFs and a $1 cash rebate on lower SPFs. The offer will be made through tear pads at retail and accounts can print the offer in circular ads as well.

Solar Spray plans an FSI ad around Memorial Day and will also offer end-of-season instant on-pack coupons to help retailers push stock through.