Issue link: http://osercommunicationsgroup.uberflip.com/i/499815
C h a i n D r u g s t o r e D a i l y 2 5 M o n d a y, A p r i l 2 7 , 2 0 1 5 to disposable tampons and pads that offers up to 12 hours of leak-free protec- tion, and the DivaWash, a botanically- based, pH-balanced, gentle and mild cleanser that is great for face, body and The DivaCup. The DivaCup offers women a new way to care for their peri- od, is environmentally responsible, easy- to-use and comfortable, empowering women with a better connection to their bodies and menstrual cycles like never before. CDD: Describe your company's current marketing strategy. DM: The DivaCup and The DivaWash are growing consumer demand with a marketing spend of three million dollars for 2015, benefiting from the most robust advertising plan in Diva International's history. Including television (both con- ventional and specialty), print advertis- ing, social media, public relations and education, we create retailer specific "geo-targeted" advertising to drive con- sumer demand to our retail partners. CDD: What distinguishes your products from the competition? DM: The DivaCup can be worn for up to 12 hours at a time and is leak free, which gives women more flexibility and confi- dence than competitive products. Additionally, it is cleaner, more comfort- able and easier to use as well. Being a reusable option, The DivaCup eliminates the waste produced from tampons and pads, ensuring better care of our planet. There are products to improve all other facets of life, and now women finally can have a better period experience with the re-birth of the menstrual cup. Diva International (Cont'd. from p. 1) Retail partners who sell the The DivaCup are satisfying growing con- sumer demand and are positioned as innovators and leaders in the feminine hygiene market. Sales of The DivaCup in dollars and units are growing at double-digit rates in same store sales, thus contributing real growth to the category. For retailers, the brand generates higher sales dollars and higher profit margins than traditional feminine hygiene products. The DivaCup also delivers higher dollar spend from each customer, capturing an entire year's worth of spend from each customer. These retailers also generate higher prof- its for their business. CDD: What direction is the company heading and how does it benefit or chal- lenge you? DM: The feminine hygiene category is in decline due to the aging population, but certain segments are growing. There is greater awareness and a growing demand for true product innovation. Menstrual cups have been around since the 1930s, but are more recently making a come- back across all retail channels. CDD: Who are your target end-users? DM: The DivaCup appeals to women of all ages. Sales are almost an even 50/50 split for the two models. Women are looking first and foremost for leak-free protection during their period and prod- ucts that are better for their bodies, the environment and meet the demands of their busy lifestyles. Visit Diva International Inc. at booth #1547. For more information, go to www.divacup.com or call 519.896.8100 for more information. than just introducing new products. "We're investing time and resources in consumer research to ensure the items that we bring to market address consumer dis- satisfaction with existing solutions," explained Jean Legros, V.P. of Sales and Marketing. Leading this turnaround was the 2014 launch of Softlips Cube. Combining form and function, this prod- uct provides five lip-perfecting benefits in one stylish balm. The formulation is designed to hydrate, smooth, replenish, protect and add shine. It's packaged in a unique, glass-like cube that not only commands attention, but is easy to find in a purse or make-up bag. Inside, the dome shaped balm makes it easy to apply. Product reviews consistently cite Softlips Cube as a step forward in performance and application. An example of Mentholatum's com- munication with consumers is the nation- al advertising campaign for Rohto Cooling Eye Drops that launched in March. Applying insights about the Millennial target, Mentholatum seized the opportunity to leverage the pop-cul- ture interest in zombies to dramatize a classic problem/solution message about redness relief in their TV spot for the launch of Rohto Cool Max. This integrat- The Mentholatum Company (Cont'd. from p. 1) ed program – including digital and social media – has driven four consecutive weeks of record sales. Working with a panel of mothers in the development of Mentholatum Nighttime Vaporizing Rub paid off for the company. Those mothers provided feed- back on existing chest rub formulas, con- cerns facing families with sick kids and a desire for products that contain natural ingredients. Moms indicated that just as important as clearing congestion and treating coughs, was the desire for restorative sleep. As a result, Mentholatum's formulation uses natural active ingredients to relieve cough and includes the aromatherapy benefit of soothing lavender. "For the last 13 weeks, Mentholatum has seen 40 percent growth for its ointment vs. 12 percent growth for the chest rub category," shared DeMarco. To continue this innovation, Mentholatum will be converting to natu- ral active ingredients in its other aromatic remedies for the upcoming cold season. Mentholatum also manufactures the newly launched Hada Labo Tokyo skin- care line, OXY Acne Medication, Red Cross oral care and other OTC and pri- vate label products. Additional information about their full offering can be found at NACDS booth #276. DF: John Jansheski founded the compa- ny when he turned his dentist father's ingenious invention – the home Dental Pick – into DenTek, an oral care products business. Since 1984, DenTek has pro- vided innovative oral care products to consumers who love to smile, but don't want to show everyone what they had for lunch or how much they grind their teeth. CDD: How has the company changed since 1984? DF: We first started with the DenTek Dental Pick. Now, over 30 years later, we have expanded the product portfolio to include products that address nearly all oral health concerns. DenTek strives to provide our consumers with the best products for all their oral health care needs. These include floss picks for all types of teeth, interdental cleaners, tongue cleaners, children's oral health and protective products including dental guards for nighttime teeth grinding. CDD: How has the oral health care cate- gory shifted over the years? DF: The majority of consumers used to think brushing was enough (and some still think that way). Now, we're seeing that more and more, people are con- cerned about their appearances, their smiles, and therefore their teeth. In addition, better oral care now means better overall health. That is why prod- ucts such as ours are growing so rapid- DenTek (Cont'd. from p. 1) ly. After all, everyone brushes their teeth, so it's hard to grow the toothpaste or toothbrush category. Our products are still only used by a small portion of the population, so as awareness grows, so does the category. In fact, most all of the categories we compete in are grow- ing double digits. And we try to help retailers address the growing consumer needs by providing consumer insights that lead to optimized category manage- ment. With this societal shift, we're always challenging ourselves to create new oral care products while continuing to expand our portfolio in the oral care space. For example, this past year we launched Fresh & White Silky Whitening Floss Picks, so consumers can clean teeth and whiten at the same time. We're always keeping ahead of the trends – these are the first DenTek whitening floss picks on the market. CDD: Aside from creating new products, how else are you making sure to keep up with trends and expand the business? DF: First, we added a professional division in 2007 to help oral health care professionals encourage patients to give their smiles a little love. Most recently, we have acquired Orabrush, Canker Cover and OraMoist. We are always looking for new and innovative ways to help consumers achieve their best smile. More information can be found at www.dentek.com or by calling 800.433.6835, ext. 2. GROWING PHARMACEUTICAL OFFERS HIGH-QUALITY GENERICS As the largest generic pharmaceutical company in India and the fifth largest in the world, Sun Pharmaceutical Industries, LLC (Sun Pharma) offers a range of high-quality generics across dosage forms, with strong portfolios in controlled substances and anti- cancers. Since Sun Pharma's recent acquisitions of Ranbaxy and URL Pharma, its product basket has strengthened. Initiating a presence in the dermatology device market is now possible due to Sun Pharma's acquisi- tion of DUSA and its patented busi- nesses, Levulan ® and BLU-U ® blue- light device. Sun Pharma believes the $70 bil- lion U.S. generic market offers a tremendous opportunity to bring patients high-quality pharmaceuticals, made to exacting standards of FDA- approved plants in both the U.S. and India. Starting with simple dosage forms, tablets and capsules, its range has now grown to encompass differenti- ated products such as nanoparticle- based injections for targeted drug deliv- ery, lyophilized injections, auto-injec- tions and controlled release products. Being one of the few generics companies that have manufacturing plants in both the U.S. and India, Sun Pharma now stands with six dosage form plants in the U.S., in addition to three plants in India that are USFDA approved. Its Cranbury, N.J. plant is designed to make controlled substance formulations and for API, Sun Pharma has three approved plants in India, in addition to a plant each in the U.S. (Chattem Chemicals) and Hungary. This exceptional growth comes from a start of two FDA-approved plants, one Indian and one U.S. mainland, that were formed in 1997. These plants are designed, built, and ran to stringent FDA requirements. Sun Pharma's ability to develop processes and make in-house API for complex products such as peptides, controlled substances and hormones ensure that not only is the best quality API used, but are also among the most efficient producers. Sun Pharma has over 375 ANDAs approved with over 90 ANDAs awaiting approval, with filings for complex prod- ucts such as nasal sprays, depot injec- tions and modified-release products. Being one of the strongest pipelines among Indian companies, each year it files approximately 20 ANDAs to replen- ish that pipeline. For more information, stop by booth #300.