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C h a i n D ru g s to re D a i l y Tu e s d a y, Au g u s t 2 6 , 2 0 1 4 4 Empowered Products and its Gun Oil ® and PINK ® lubricants for men and women, respectively, built a solid nation- al retail presence and brand loyalty among its customers over its first 10 years, largely through word-of-mouth. In 2013-14, the company stepped up its advertising and marketing in a big way, and by all accounts, its efforts are starting to pay major dividends. To support its products being avail- able at more than 21,000 U.S. retail loca- tions, Empowered Products initiated its largest national marketing and advertis- ing campaign to date. In late 2013, the company launched its first national direct-to-consumer marketing campaign with HBMG Health & Beauty Marketing Group for their full line of sexual lubri- cants and high potency sexual enhance- ment supplements in the U.S. consumer market. HBMG is a leading advertising agency offering full service solutions to the health and beauty consumer markets worldwide. Empowered Products published its first two free-standing insert (FSI) cam- paigns through SmartSource, reaching m o r e than 26 m i l l i o n homes in m a j o r m a r k e t s with high concentrations of stores of its retail part- ners. The FSIs promoted the company's Pink and Gun Oil brands and provided links to a directory of retailers where cus- tomers could redeem the coupons. "We believe that continuing to strengthen our brands is critical to build- ing demand for our products," said Scott Fraser, President & CEO of Empowered Products. "We feel strong brands offer a competitive advantage and we intend to devote additional resources to strategic EMPOWERED PRODUCTS ADVERTISING AND MARKETING PAYS DIVIDENDS Launched in 2012 by Ranbaxy Inc., Absorica (Isotretinoin) Capsules are indicated for the treatment of severe recalcitrant nodular acne in patients 12 years of age and older. Absorica has a BX designation. "We are most pleased to make it available as a valuable option for dermatologists," said Dr. Ashish Anvekar. Due to its high lipophilicity, oral absorption of isotretinoin is enhanced when given with a high-fat meal. However, Absorica, which is formu- lated using patented Lidose ® technolo- gy, can be given without regards to meals. The fasted AUC0-t of Absorica is approximately 83 percent greater than that of Accutane ® , while both products are bioequivalent under fed conditions. Absorica is therefore not interchangeable and not substitutable with generic products of Accutane. Absorica, NDA, was approved based on a large pivotal clinical trial enrolling 925 patients. Please refer to the Absorica package insert for full prescrib- ing and dispensing instructions at http://dai- lymed.nlm.nih.gov. Safety Notice Isotretinoin must not be used by female patients who are or may become preg- nant. There is an extremely high risk that severe birth defects will result if preg- nancy occurs while taking isotretinoin in TREAT SEVERE ACNE WITH ABSORICA BY RANBAXY Continued on Page 61 Continued on Page 61 Lee M. Oser CEO and Editor-in-Chief Kim Forrester Paul Harris Associate Publishers Lorrie Baumann Editorial Director Jeanie Catron JoEllen Lowry Dave Bernard Associate Editors Yasmine Brown Vicky Glover Graphic Designers Ruth Haltiwanger Customer Service Manager Lynn Hilton Conda Peeler Justin Schmigel Account Managers Enrico Cecchi European Sales Chain Drugstore Daily is published by Oser Communications Group ©2014 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