US acne OTC market ready to pop

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It’s amazing that the OTC treatment of acne has been limited to benzoyl peroxide and salicylic acid treatments for more than three decades, but now US teens and adults suffering from the condition have new options in the form of a medical device and the pending launch of an Rx-to-OTC switch topical gel.

J&J has launched Neutrogena Light Therapy Acne Mask, said to harness the power of clinically proven technology to clear acne and allow skin to heal itself. The mask emits blue light to kill acne-causing bacteria, while its red light goes deeper to reduce inflammation. Use is simple, with people putting the mask on after cleansing their faces and pushing the button and letting it work for 10 minutes.

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The US$40 mask includes 30 treatments, and subsequent purchases of the Light Mask Activator for US$17 means the mask can be charged for another 30 treatments. Although there are many light devices for acne treatment available on e-commerce sites like Amazon, the cachet of the trusted leading OTC acne brand, Neutrogena, on the label, and the far lower price point compared to other devices makes this product a game-changer.

Meanwhile, Galderma (Nestlé) is getting ready to launch Differin Gel (adapalene), the first retinoid acne treatment to be available as an OTC when the FDA approved its switch from Rx-only status last summer. The topical drug will dramatically change the complexion of retail shelves with a new ingredient for a skin condition that can have a major quality of life impact on millions of consumers. The Differin website promises that the new OTC will be on retail shelves soon.

This month, OTC INSIGHT North America will cover the acne remedies market in more detail as part 2 of its skin care report. To learn more about INA, click below:

Nicholas Hall’s OTC INSIGHT regional periodicals

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Natural products tipping into mainstream

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A lollapalooza of healthy food, home care, beauty and health & wellness brands were promoted by 2,000 exhibitors at last week’s Natural Products Expo East, held in Baltimore, MD.

But which products are most relevant to mainstream consumers? Eric Pierce, Director, Strategy & Insights, New Hope Network, presented data from the NEXT Trend Concept Lab that used data to predict which natural product innovations are tipping into the mainstream consumer channel:

  • “Mission-based” brands
  • Pre/probiotics
  • Local sourcing
  • Paleo
  • “Hidden veggies”
  • Brain health
  • Compostable packaging
  • Grass-fed dairy

The partnership between Vitamin Angels, which supplies vitamins to undernourished people worldwide, and Walgreens, which donates vitamins based on consumer brand selection, is a great example of the tip towards “mission-based” brands. Walgreens is also donating immunisation to underserved communities when people get their flu shots in the pharmacy. Another trend that has tipped is probiotics, already a mainstream OTC category, and every week more scientific proof of their benefits is published.

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But what about “hidden veggies” for parents trying to appease picky eaters? Can mainstream OTCs provide the nutritional benefits of greens? There were many drinks, sachets and capsules offering several servings of vegetables at the show.

Brain health has proven a challenging claim, in terms of demonstrable and clinical efficacy. Which consumer healthcare player (or start-up) will meet the brain claim challenge?

Compostable packaging may be the gold standard, but without a doubt mainstream marketers can adopt more eco-friendly attire for their brands. This will increasingly appeal to all consumers.

Local sourcing, grass-fed dairy and Paleo (based on the diet regimen) are of course trends in food, but the “clean” philosophy that underpins these trends is being adopted by consumers in all lifestyle segments, including supplements.

These trends are tipping to the mainstream now … will your brand meet consumer demand for healthy and sustainable healthcare products?

Big push for 23andMe at NACDS

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“This is a story about why you became … who you are,” a friendly woman’s voice says in the new TV ads for 23andMe genetic tests, explaining further that results offer “unique insights into your health, traits and ancestry”. It was rather surprising to hear my 16 year-old son say that he might want to try it someday.

In addition to learning where his great great great great grandfather came from, which is interesting to him now, some day my son will be able to learn about his genetic traits in the same way as his caffeine consumption, deep sleep, lactose intolerance, muscle composition and saturated fat and weight. But more importantly, many many many years from now, when he wants to be a father, he will know if he carries genes linked to conditions like cystic fibrosis, sickle cell anaemia and hereditary hearing loss (probably not the same condition as the selective hearing loss that happens when it’s time to take out the trash).

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Currently available through e-commerce, 23andMe is ready for retail and was promoted with a dominant display at last week’s Total Store Expo, held by the National Association of Chain Drug Stores, in Boston.

Personalised medicine is bring developed to give patients the best possible treatment outcomes in a clinical setting – but 23andMe in CVS or Walgreens is bringing DNA testing to the masses, intriguing even a 16 year old…

Prince Harry gets pricked publicly; Faster OTC HIV test approved

Last Thursday, people all over the world watched the UK’s Prince Harry get his finger pricked when he streamed his HIV test, conducted in a clinic, live on Facebook.

 

People who prefer a less public test will benefit from bioLytical Laboratories’ new INSTI HIV Self Test, which was approved last week by the EU and will be available in retail and e-commerce sites by the fourth quarter of this year. According to bioLytical, INSTI is the world’s fastest HIV Self Test, providing instant results with just one drop of blood. The at-home test reportedly yields greater than 99% accuracy.

Getting tested for HIV is the first step in taking control of one’s health and preventing transmission to others, and it is a step that can be the hardest to take, according to healthcare professionals. “It’s amazing how quick it is,” said Harry about his bioLytical HIV test (negative), performed at the Burrell Street Sexual Health Centre in South London. “Once you get people through the door, that’s the hardest bit out of the way.”

“Accessibility, inconvenience, anxiety, lack of awareness, stigma and discrimination are some of the reasons why a person may hesitate to take an HIV test,” noted Rick Galli, Chief Technical Officer of bioLytical Laboratories, “and this is exactly why we commend Prince Harry’s efforts towards the cause.”

OTCs in Action also commends bioLytical Laboratories for its efforts to improve HIV testing in public and private. 

OTCs In Action: Making Sunscreen Fun

This month, OTCs are in Action in South Africa, where ad agency FCB Cape Town made sun safety fun with a giant inflatable Nivea Sunslide that dispensed sunscreen. Equipped with goggles for protecting their eyes from the lotion, kids – and some adults – had a great time slipping on their sunscreen during the event.

FCB thought up the SunSlide campaign after learning that South Africa has the world’s highest rate of skin cancer, according to the Skin Cancer Foundation. The massive water slide is equipped with hundreds of spray-jet portals and filled up with 50 litres (roughly 13 gallons) of SPF 50+ waterproof sunscreen to ensure all participants get equal coverage.

 

Last year, FCB Brazil was lauded for the Nivea doll campaign, which gave Brazilian children hands-on experience with sun-sensitive dolls that would turn lobster red if Nivea sunscreen was not applied in time.

Sunscreen ingredients are classified differently around the world – cosmetics in many countries, drugs in the US – but their efficacy in disease prevention is undisputed. Of course, that’s only if people use them – kudos to FCB for brilliant consumer behaviour tweaks!

GSK helps Indian runners breathe better

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Mist machines touting the logo of nasal decongestant, Otrivin, cleared the air of pollution for athletes in India this spring when GSK sponsored the Amity Gurgaon Half Marathon. The full length of the marathon track was sprayed by Otrivin cannons before the event and then, as testing indicated poor air quality during the race, the cannons were moved to those locations where the mist cleared the air of floating particles of pollution.

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Otrivin has always helped people to Breathe Better,” commented Saurabh Nandi, GSK Marketing Lead, Pain and Respiratory. “A marathon is extremely relevant for us to partner with, as runners need clean air to breathe as they run, and more so in a city like Gurgaon. This association is more than just a classical sponsorship; we want to help people enjoy their run more by providing cleaner air.”

“Our insight was simple; when we go for a run after heavy rain, the air feels so much cleaner. The question was – can we make it rain artificially in a specific location, during a time-restricted event? ” added Jan Teulingkx, Global Creative Director, Saatchi & Saatchi, Switzerland, which developed the campaign

To learn about other ways OTCs are helping fight the effects of air pollution and other respiratory conditions in Asia, click below to read the latest issue of Nicholas Hall’s OTC INSIGHT Asia-Pacific:

Nicholas Hall’s OTC INSIGHT Asia-Pacific

OTCs In Action: Innovative Ayurvedic Acid Relief On the Go

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OTCs are in Action in India, where Sun Pharma’s new Pepmelt updates traditional Ayurvedic medicine with fast-melt granules for speedy relief of acid indigestion and heartburn, allowing Indians to enjoy impromptu meals with friends or new acquaintances.

 “The pioneering innovation of a mouth-melt antacid arose from a big need gap our market research indicated,” said Subodh Marwah, VP & Business Head – Global Consumer Healthcare. “Consumers today lead a very hectic life, eat out a lot and are always on the move. Thus, an easy-to-carry and convenient to use mouth-melt antacid makes Pepmelt extremely relevant to our consumers’ needs. Moreover, the idea of enjoying food without any fear is a key distinction for Pepmelt’s positioning in the antacid category.”

Lowe Lintas’ digital campaign for Pepmelt welcomes heartburn sufferers to the table. “A category defining innovation like Pepmelt, which is also a category disruptive introduction, needs a distinct and refreshing insight,” observed Marwah.”The campaign idea stems from the insight of offering food to someone who’s suffering from heartburn and acidity. This insight is fused into India’s socio-cultural context to create a potentially powerful and progressive brand idea for Pepmelt.”