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C h a i n D r u g s t o r e D a i l y M o n d a y, A u g u s t 1 2 , 2 0 1 3 4 The personal lubricant market is growing faster than many other wellness product categories, and Empowered Products, Inc. has positioned itself to capture a healthy share of it, according to Scott Fraser, President and CEO. "Baby boomers who remain sexual- ly and physically active are demanding more sophisticated products and will use them in greater volumes," said Fraser. "They expect to be able to buy them in the places they shop for everything else, and we plan to be on those store shelves." In recent months, Empowered Products has landed chain-wide and regional deals that will take them from 3,000 to more than 21,000 locations in the U.S. alone. In September, the compa- ny will launch its first Free Standing Insert (FSI) campaigns in targeted mar- kets to support its presence in large national chains. The company has carved out shelf space in the sexual wellness sections of the largest big box retailers, drug store chains, and grocery stores with com- pelling branding and packaging, superior formulations, aggressive pricing, and outstanding customer service. Empowered Products develops, manu- factures, markets, and sells 17 SKUs in two product lines: PINK for women, and Gun Oil for men. Product lines include silicone-based, water-based, and water/silicone hybrid formulas. Fraser reports better-than-expected consumer interest, especially for its PINK products. PINK is for everyday women, pre- and post- natal women, hetero- sexual couples, post- menopausal women, and lesbian couples. A reported 43 percent of women have some form of sexual function issue attrib- utable to age or hormone replacement therapies that lubricants can greatly improve. Gun Oil has found a consider- able audience among heterosexual men and couples for its masculine appeal and superior formulation. "To our pleasant surprise, we see a lot of crossover with male and female customers alike buying PINK and Gun Oil in the same transaction," Fraser added. EMPOWERED PRODUCTS POSITIONED TO CAPTURE SPACE ON THE SHELVES LET PRASCO EXPAND YOUR HORIZONS When conventional limits are removed, business can really take off. Let open minds encounter new ideas, and great things happen. This transcendent vision is exactly how Prasco expands horizons for pharmaceutical partners, pharmacy customers, and patients. Established in 2002, Prasco is an innovative healthcare company dedicated to finding and fulfilling unmet needs. Whether in a public or private environ- ment, foreign or domestic market, Prasco provides U.S. and international partners with experience and proven leadership across both the brand and generic mar- ketplaces. More than 35 industry-leading companies have turned to Prasco for its strategic insight, specialized expertise, and turnkey solutions customized to address their business needs. The foundation of Prasco's corporate capabilities is rooted in a deep under- standing of all facets of the pharmaceuti- cal industry. Prasco measures its success by the rapidly growing number of prod- ucts and partnerships based on serving needs in the marketplace. Together with its partners, Prasco enjoys a common vision of breaking through barriers and unlocking potential. Achieving high-level performance by creating new strategies and market opportunities. So when your brands face challenges, call Prasco at 866-525- 0688—it's time to Unlimit ® . For more information, visit booth 2101 and 2103 at the NACDS Total Store Expo or go online to www.prasco.com. Continued on Page 69 Lee M. Oser CEO and Editor-in-Chief Lyle Sapp Senior Associate Publisher Director of Sales Kate Seymour Senior Associate Publisher Kim Forrester Jeff Rosano Associate Publishers Lorrie Baumann Editorial Director Hayden Neeley Senior Associate Editor Kristina Harris Associate Editor Yasmine Brown Graphic Designer Ruth Haltiwanger Margarite Marquez Traffic Managers Enrico Cecchi European Sales Chain Drugstore Daily is published by Oser Communications Group ©2013. All rights reserved. Executive and editorial offices at: 1877 N. Kolb Road, Tucson, AZ 85715 520.721.1300/Fax: 520.721.6300 www.oser.com European offices located at Lungarno Benvenuto Cellini, 11, 50125 Florence, Italy. AN INDEPENDENT PUBLICATION NOT AFFILIATED WITH NACDS