Issue link: http://osercommunicationsgroup.uberflip.com/i/247156
20 Saturday, April 20, 2013 RED CARPET MANICURE PROVIDES PROFESSIONAL QUALITY SOLUTIONS TO REPAIR, STRENGTHEN NAILS AT HOME Red Carpet Manicure, the first at-home LED gel manicure system and global category leader, took the at-home nail care industry by storm in September 2011 with the launch of its DIY kits and unparalleled color offerings. Recognized by consumers as the No. 1 sought-after brand in market and awarded top beauty awards by SELF, Health and Essence, RCM delivers products that are unparalleled in quality and range and usability. If RCM's promise of weeks of wear wasn't enough, the company continues to raise the standards of hand and nail health introducing the first of its kind, LED light activated nail treatments that help nails become stronger and longer. "After spending the past year introducing consumers to our at-home LED gel nail polish system, we were asked by consumers to expand our technologies to address nail care," said Barry Shields, Red Carpet Manicure Managing Partner. The recently launched five item collection is specially formulated with the most technologically advanced ingredients providing consumers the tools to heal and protect cuticles while strengthening and conditioning nails. Infused with luxurious botanicals and rejuvenating vitamins, Nail Remedy applies like a base coat and within sec- IMS HEALTH: MEASURING, IMPROVING CUSTOMER LOYALTY For U.S. pharmacy retailers, opening new stores is no longer the dominant growth strategy. With some exceptions, the way to win market share is not through owning more real estate, but by truly understanding one's customers and increasing their loyalty. But how can a retailer evaluate its customers' loyalty when doing so requires knowing about purchasing habits throughout the market? Multiple pharmacy retailers recently asked this question of IMS Health and now receive insights into the proportion of pharmacy customers who divide their prescription business with other retailers. These patients, so-called "Splitters," and how Splitters are distributed by patient demographics, payment method, class of trade, and therapy, and the "share of wallet" being achieved by patient demographics, is now being addressed. Retailers who receive this information now understand not only what is happening inside their stores, but can evalu- CATALINA HEALTH: THE PATH TO IMPROVED ADHERENCE BEGINS WITH INSIGHTS AND ACCESS Changing health consumer behavior and improving outcomes begins with addressing the drivers and barriers to adherence―and delivering timely, relevant support at influential points of care along the patient journey®. With more than 17 years of proven success changing Sun & Skin Care Research (Cont'd. from p. 1) manufactures and distributes a wide array of new and unique sun protection and skin care products that are distributed around the world. The company's portfolio of brands include Ocean Potion®, NO-AD®, PARROT HEAD™ from Margaritaville® and Bull Frog®. The company proudly makes all of its products in Cocoa, Fla. CDD: What would you say makes your company unique? TN: We are the only significant sun care supplier that is focused solely on the category and have a laser focus on informing consumers and growing sun care. We believe that skin care is incomplete without sun care. The company was born in the sun and on the beach and we continue to live and work in the sun. From our health consumer behavior, no one understands that better than Catalina Health®, the innovator of scalable, personalized, efficient pharmacy point-of-care consumer communications. Catalina Health has conducted qualitative and quantitative research across numerous chronic base of operations in Cocoa, we go from concept to production of our products. CDD: Describe your company's current marketing strategy. TN: As a smaller player in the category, we are your typical challenger. With a combination of regional and national distribution of our brands, we concentrate our investments against the consumer to drive awareness and trial, not only for our brands but also to bring news and insights about skin care. Our company growth to date has been both through horizontal integration where new brands to our portfolio offered meaningful differentiation versus existing brands and by building a strong base for our legacy brands. Looking forward we plan to grow organically through product innovation and consumer acquisition, leveraging new technologies and increas- Chain Drugstore Daily onds of curing in the RCM LED light, nails are instantly stronger. The base coat ensures nails are protected to defend against excess moisture, external chipping and cracking, giving a resilient, stronger finish and enhancing complete natural nail growth. Nail Recovery is formulated to rejuvenate brittle, peeling nails. Also light activated, this treatment saves damaged nails with a super charged concentration of berries and vitamins encouraging healthier natural nail growth. Cuticle Balm rehydrates dry and cracked nail beds while Cuticle Elixir, a super saturating serum, soothes tender, damaged cuticles. Youth Crème provides three levels of professional treatment, for nails, cuticles and hands, perfect for use after each manicure and pedicure. These kits come on the heels of another at-home gel first, set by Red ate performance in the context of what is happening outside their stores as well. Tracking Anonymized Patients The leadership of one retailer recently sought help identifying and monitoring market performance. They wanted to use patient-centric metrics as one of their key performance indicators. To conduct the research, IMS drew upon its longitudinal database of anonymized, patient-level prescription information, which captures the prescription-purchasing behavior of 205 million patients. This database allows clients to track patients over time, across all therapeutic categories, and wherever they fill their prescriptions. conditions to fully understand the health consumer mindset related to taking prescription medication―and offers partners key health consumer insights critical to the process of changing behaviors. Its extensive, privacy-protected database provides behavioral insights on 130 million health consumers, representing 40 percent of U.S. retail pharmacy-filled prescriptions. Utilizing these insights and a strategic multi-channel approach, Catalina Health helps its partners develop personalized, measurable, relevant communications to engage and motivate ingly becoming a part of as many consumer sun care conversations as possible. CDD: Where is your current product emphasis? TN: Our current product emphasis is on added benefits and unique delivery systems, going beyond protection in a way that is in step with the way consumers live today. CDD: What products do you see as being hottest this year? TN: Our New Advanced Sun Care line called PARROT HEAD from Margaritaville is sure to get noticed. It is the only suncare line inspired by the tropical spirit of Margaritaville and contains a proprietary Aloe Hydrating Complex™ and array of Eco Certified and natural ingredients that protect and moisturize. Carpet Manicure—the introduction of a quick and easy gel polish removal kit. This kit is comprised of the Erase liquid gel nail polish remover, foil wraps with pre applied cotton pads, a buffing block that gently breaks the topcoat seal and orange wood sticks. The complete kit helps consumers remove their gel polish in minutes without the harmful soaking. "All too often I see clients who neglect their nails, cuticles and hands, simply because they don't know their options. Red Carpet Manicure is dedicated to providing the latest in nail care and fashion forward nail art," said celebrity manicurist Lisa Logan. Shields added, "As a brand, we truly listen to our consumers and constantly work to formulate the best nail science to care for our customers' most valued accessories, their nails and hands." For more information, visit www.red carpetmanicure.com. Discovering Opportunity Via the first deliverables, the retailer was able to see instantly that Splitters fill more prescriptions overall than loyal customers and so represented greater potential. A disproportionate number of loyal customers were in certain demographic groups, and the patients who divided their pharmacy business were spending only half of their prescription dollars with the company. In this example, non-loyal customers Continued on Page 23 health consumers every step of the way. Beginning in the doctor's office, Catalina Health delivers patient-centric messaging through trusted prescribers who utilize electronic health records to help ensure an understanding of what has been prescribed and that the Rx written is actually picked up. In the pharmacy, Catalina Continued on Page 23 CDD: Tell our readers about your trade show objectives, plans, products, promotions, etc. TN: We'll be telling our customers about the unique value proposition we offer four well-differentiated brands with unique consumer appeal, margins well above category averages, advertising and consumer promotion investments that are the highest in the industry in relative terms, and superior customer service. We'll talk about our brand and product plans for 2014, and work with retailers on customized promotions that will drive shoppers to their stores and shelves. CDD: How can our readers find out more about your company? TN: We invite everyone to try our products and to visit our website at www.sscrllc.com.