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C h a i n D ru g s to re D a i l y 1 7 S a t u rd a y, A p ri l 2 6 , 2 0 1 4 DAVID BIERNBAUM TURNS LITTLE BRANDS INTO PRODIGIOUS PRODUCERS David Biernbaum is President and Senior Consultant at David Biernbaum & Associates LLC, and is one of the consumer goods and retail industry's foremost business development con- sultants in the field of health and beau- ty, OTC and personal care. Biernbaum and his teams have had major impact on more than 200 brands since 1977, and as a consultant and nationwide master broker he continues to have the winning touch. The latest: Australian Dream Arthritis Cream. Biernbaum enthusiastically explained: "Australian Dream is a 4- ounce jar of pain relief that sells for an average of $30 in drug stores like Walgreens, CVS and many of the regional drug chains and supermar- kets. At one of the drug chains, we're selling nearly 4,000 pieces per week when not on promotion!" Australian Dream is also sold as a 2-ounce at Walmart, and now Target. The brand has responded extremely well over these past two years to TV and radio advertising. Biernbaum said, "We advertise every day of the year and we never stop." Biernbaum cautions that he does- n't take on all new clients. "After 35 years in this business, I am very par- ticular and have strict criteria for the clients and brands I take on. I like products that offer the retailer points of differentiation, innovation, high productivity on the shelf and an honest spend." Biernbaum explained further, "And I take on only clients that give me the room and the mandate to go to market the right way, with no undermining, and they must allow me to surround them with other champions that I know, trust and have worked with for years." Biernbaum is extremely well connected. In 2009, he started up the Consumer Goods & Retail Professionals networking group on LinkedIn that now has more than 40,000 members. Biernbaum also con- tributes every morning as a "BrainTrust panel member" on the popular Retailwire.com blog and he has held a number of committee posi- tions at NACDS, and in other trade associations. Biernbaum is passionate about the CPG retail industry and enjoys his long history bringing success and profits not only to his own clients and brands, but also to his retail partnvers. "Retail category managers and execu- tives are thrilled with the profits being made on a destination-item like Australian Dream. My client's brands not only are making big profits but are the ones making the disruptive difference in the aisle while bringing in the most coveted premium customer that spends the most money in the store." Another recent brand just starting to explode to success is TriCalm Hydrogel Anti-Itch. Biernbaum explained, "In just the past few weeks, our movement in a leading drug chain increased to close to 4,000 pieces per week, up from 300 pieces per week at the start of the year. This is with a very hard-hitting radio campaign, but once our TV campaign starts, and the new season kicks in, we might be doubling or tripling these numbers. Oops, we did it again! Increase the forecast!" For more information, visit consult davidb.com, call 314-434-6008 or email david@biernbaum.com. Marketing. "We were all thrilled that Curl Secret, which has caused such a rev- olution in styling, was recognized." Years of development went into the patented technology and proprietary design that created this unique curling appliance. That innovative technology, including a brushless motor, is the secret behind the performance. It's exceptional- ly simple to use and works on any type of hair. Temperature and time controls let the user create a variety of curls, any- thing from tighter and more defined to soft and loose. The Curl Secret closes over a strand of hair, gently pulling it into the curl chamber where it's wrapped around a tourmaline-ceramic barrel, held and timed. When a beep sounds, the user relaxes her hand, the Curl Secret opens and a perfect curl is released. Strand after strand is transformed into curl after curl, faster and easier than any traditional curl- ing iron. The tourmaline ceramic tech- nology leaves each curl frizz free, silky smooth and shiny; the breakthrough tech- nology leaves each one perfect. To ensure user confidence and comfort, safety sensors instantly release hair if a jam occurs – usually because the hair strand is a little too thick. An energy-efficient sleep mode turns the Curl Secret off if it hasn't been used for an hour. The power behind the Curl Secret is a professional-quality brushless motor that is lighter weight and longer lasting than standard appliance motors. It's the newest innovation in styling tool technology. More efficient, more powerful and more durable than stan- dard appliance motors, it is driving the appliance that is changing the way the world curls hair! The blogosphere has already embraced Curl Secret, with positive online reviews setting new records. Enthusiastic reviews and instructional videos from real consumers on YouTube pop up at the start of any search. Conair is supporting the Curl Secret with a 360- degree marketing campaign through Conair ( Cont'd. from p. 1) 2014 and into 2015. Currently available in dark plum, Curl Secret is coming out in a multitude of colors that will ship well in time for the holiday season. "If you want perfect curls – effort- less, fast, one after another – this is the way to go!" said Linsley. MAP price is $99.99. This August, Conair is launching the 3Q brushless motor hairdryer. 3Q will be marketed under the InfinitiPro by Conair brand, which has changed the landscape of the hairdryer market with its value proposition for profes- sional performance. 3Q is a handheld dryer whose name refers to three key attributes of the product: quick, quiet and quality. "Quick" refers to a 50 per- cent reduction in drying time. The effi- cient brushless motor generates up to 70 percent more powerful airflow with less heat to dry hair faster with less damage to the hair. "Quiet" refers to patent-pending technology that reduces noise by up to 50 percent com- pared to other handheld hair dryers, and "Quality" represents the brushless motor that endows the unit with 10- times longer life hours, as compared to the other 85 percent of handheld hair dryers on the market that have regular DC motors. "The dryer will also offer the bene- fits of shine and damage protection with ionic ceramic technology," said Paulette Heller, Conair Vice President of Marketing. 3Q is offered in a striking silver ombré finish at a MAP retail of $119.99. The 3Q launch will be supported by a robust 360 marketing campaign that will begin with extensive public relations out- reach. PR will be followed by print, dig- italand social media to help educate the user about the technology and benefits of the hairdryer. Television will begin for the holiday timeframe. Once again, Conair brings the latest in hairdryer tech- nology to retail with a compelling value proposition. For further information, go to www.conair.com.