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14 Saturday, April 20, 2013 CCA INDUSTRIES REINVENTS THE PEDICURE WITH NUTRA NAIL GEL PERFECT CCA Industries successfully launched Nutra Nail ® Gel Perfect™ in late 2011―a new and unique gel-color technology that sets rock solid in just five minutes to a brilliant patent leather shine with no UV/LED light needed. Consumers have embraced the new technology for its speed and shine. No more sitting under UV lights with traditional gel polish and no more dings and smudges or flapping hands to expedite drying of regular polish―just an "in your purse and out the door in five minutes with a rock hard, brilliant shine manicure." The Gel Perfect line has grown to more than 40 colors and is available at all major retailers in the U.S. This innovative technology means that Gel Perfect is also reinventing the pedicure. Gel Perfect has created the unique ability for women to get the fastest "out-the-door" pedicure ever, making year-round pedicures a reality for all women. Gel Perfect sets rock solid in a record five minutes and is so easy that women can step in their shoes and be out the door in just five minutes. Plus Gel Perfect provides a long-lasting pedicure with a brilliant shine that is not dulled by slipping in and out of shoes or even walking in summer sand. With pedicures nearly impossible to do with UV lights and traditional polish taking an hour to dry completely, women have usually foregone winter pedicures unless they don't mind walking around in flip-flops in winter ZICAM COLD REMEDIES SHORTEN THE TIME OF COLD SUFFERING Matrixx Initiatives, makers and marketers of the Zicam® line of cold, sinus, allergy and cough products including Zicam Cold Remedy, created a new section in the cough/cold aisle this year. Through extensive positioning work and a change in advertising agencies, Zicam has put a name on that "uhoh" stage of cold suffering, the stage when consumers need to reach for Zicam. For Zicam consumers, this year was all about the Pre-Cold™. In a fully integrated marketing campaign beginning October 8, Zicam put a label on the stage of cold suffering when consumers should reach for a cold shortening product like Zicam Cold Remedy. "By creating the short hand for that first sign of a cold―the sign we all recognize―we focused consumers on the right time to reach for Zicam. Consumers have told us over and over that Pre-Cold instantly makes sense to them. They understand what we're talking about without a lengthy explanation," said M'lou Arnett, CEO of Matrixx Initiatives. "With 'Pre-Cold' and our Cold Monster campaign, we've framed the problem and gotten consumers to pay attention. Zicam Cold Remedy is completely different than symptom relieving medications. Pre-Cold makes that clear." While the 2012-2013 season was the debut for the Pre-Cold positioning and Cold Monster advertising campaign, it is clearly the platform for the business going forward and potentially a new section in the cough/cold aisle. According to the company, many H.D. SMITH: COGNIZANT AND ADAPTING TO A LANDSCAPE OF CHANGE AND GROWTH H.D. Smith has been in the pharmaceutical wholesale business since 1954, and is well recognized in the industry as the largest independent national wholesaler and the fourth largest wholesaler in the nation. Today, Chain Drugstore Daily spends time with Dale Smith, Chief Executive Officer. CDD: Today's healthcare market has changed dramatically since your father started the wholesale operations in 1954. How have you not only survived, but thrived? DS: We have always been focused on supporting our customers and the patients and communities they care for. As the demands placed on our trading partners and our customers change, we must anticipate and adapt in order to meet evolving needs―and to stay one step ahead of the marketplace. For us, this has meant product, geographic, customer and service offering expansions, to reach new customers and provide solutions and services that complement our pick-pack-ship product distribution capabilities. Over the last few years, we have invested heavily in elevating our talent, processes and technology platforms. More recently, we announced an organization realignment, a geographic and new business model acquisition and a majority investment in a pharmaceutical solutions provider. All of these moves are deliberate, thoughtful and position us for continued long-term success. CDD: H.D. Smith has increased its employment numbers by about 16 percent over the past three years and recent- Chain Drugstore Daily cold, snow or rain. Now sexy toes will be a reality yearround! Gel Perfect will launch this special pedicure "Walk on the Wild Side" collection of six colors in May 2013. Each package will contain free toe separators and a mini foot-file in addition to the color to make their pedicure even easier. Gel Perfect is also expanding into the nail art sub-category with the introduction of Strips & Tips, which offer a twist on the classic French mani/pedi. Consumers can get the fastest French manicure ever with this collection, which combines free edge art with the protection and shine of Gel Perfect. The Strips collection contains eight French tip designs that also protect the nail free edge while the Tips collection contains five colors of pre-sized flex tips that lengthen and strengthen the nail free edge. Removing Gel Perfect is also fast and easy with No-Mess Express ® ―a remover specially made to remove Gel Perfect in as little as two minutes. The unique patent-pending pouch delivery system is designed to concentrate remover on nails where it is most needed without the mess of cotton balls or soaking. Plus, it works in seconds on regular polish. CCA Industries develops, manufactures and markets high-quality, innovative health and beauty care products available at fine food, drug, discount and supercenter stores everywhere. Other top brands include Bikini Zone, Plus White, Meg-T, Scar Zone, Hand Perfection, Lobe Wonder, Sudden Change and Shadow Shields. retailers are seeing and appreciating the benefit in defining different aspects of the spectrum of cold suffering. Consumers are increasingly looking for better ways to manage through cold season and many have seen the value of buying products that are specific to each stage of the cold they are treating. By segmenting the aisle into Boost-Shorten-Treat sections, the consumer buys the right product for the right time, the retail market basket grows, and brands, like Zicam, get greater visibility for their unique role in the management of colds. As the leading brand in the cold shortening space, Zicam has the ability to define the first sign as the Pre-Cold and to lead the way for the category. With a very successful Pre-Cold season this year, Ken DeBaene, Senior Vice President, Sales for Matrixx, sees more and more retailers understanding the benefit to the category of defining Pre-Cold. "We have some very forwardlooking retail partners who see the chance to bring clarity to the section and to help the shopper manage the full spectrum of cold suffering. It's a win for retailers, shoppers and Zicam," DeBaene said. In addition to Zicam Cold Remedy, Zicam also offers Extreme Congestion Relief and Intense Sinus Relief for relief of nasal congestion, Zicam Allergy Relief and Zicam Naturals cough suppressant. ly you announced the reorganization of your leadership. How does that tie in to adapting to the changing landscape? DS: Our team's knowledge and capabilities enable us to respond decisively to our evolving healthcare market and customer base. We have drawn talent from top competitors, chain retail pharmacy companies, manufacturers (e.g., pharmaceutical, vial, med-surge, medical device), the insurance world and many others. We have brought in experts from key customers and trading partners in addition to nurturing homegrown talent, and we have further grown our talent base through acquisitions and strategic investments. To accelerate the benefits from all of these investments, we recently realigned our organization. The ultimate goal is to ensure that "we"―H.D. Smith, our trading partners, our retail, institutional and alternate site customers―all meet the healthcare needs of patients within the communities we serve. The CCA team can be reached at 201935-3232 x233 and by visiting www.ccaindustries.com. Visit the team at NACDS Annual Meeting at booth 222. For more information about the Pre-Cold section or any of the Zicam products, contact Ken DeBaene at kdebaene@zicam.com or at outdoor meeting space 350 at the NACDS Annual Meeting. Be sure to visit the company website at www.zicam.com. CDD: The capabilities of H.D. Smith have certainly evolved. Explain what's next on the horizon. DS: We remain committed to our core customers: local community retail and long-term care pharmacies and helping them care for their community. That will not change. We recognize that the enhanced solutions we now provide can also be of value to others in the healthcare field, such as manufacturers, hospital systems, community hospitals, regional retail chains, physician practices and alternate care markets. Our customers, be they our traditional retail customers or those with whom we have started working over the last few years, can expect innovative thinking, collaborative solutions, exceptional customer service and cost containment offerings that have built the solid foundation of H.D. Smith. For more information, visit www.hdsmith.com, call 866-232-1222 or email help@hdsmith.com.