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C h a i n D r u g s t o r e D a i l y 3 1 S u n d a y, A u g u s t 2 3 , 2 0 1 5 FIRST COMES LISTENING, THEN COMES LOYALTY By John Ross, Inmar Chief Marketing Officer and President, Retail Promotion Network Purchase history is an excellent means to predict what a shopper may buy – until they don't. The start of a new diet, the arrival of a baby, the return home of a recent college grad or the adoption of a pet will change the make-up of a shop- per's basket, starting with their very next trip to the store. However, as much as our lives are in flux and as unpredictable as we are as a species, we are not entirely enigmatic. Those retailers who actively engage with their customers across channels, who estab- lish a genuine dialogue with them, and who effectively leverage their willingness to share personal information can "map the chaos," anticipate changes in shopper behavior and respond strategically. In order to attain this competitive advantage and achieve real-time "con- sumer connectivity," marketers must take full advantage of all sources of shopper data provided and establish a loyalty plat- form marked by three distinct attributes. First, it has to be interactive – pro- viding an experience that is both enjoy- able and rewarding. Shoppers must be able to easily discover, download, com- ment, query, shape and then share about their experience. Second, the platform must be responsive. Shoppers want assurance that there is someone "on the other end" and that someone is listening. Questions have to be answered. Issues resolved. Expressed needs met. And, absolutely, as soon as possible. Finally, the platform must be participatory. Engaging with a retailer must be an activity that shoppers feel adds value to their lives. Not just once, but over time. Personalization must be obvious. The content delivered (informa- tion, discounts, recipes, etc.) must be timely, relevant and say to shoppers that the retailer "knows them." Some see mass personalization at the individual level as a challenge, but shop- pers are "speaking" to retailers at the reg- ister as well as through their online behavior. Each time they make a pur- chase, download content or clip a coupon, they are providing us insight as to their current state as well as their future intent. By using advanced prediction tools to match online engagement metrics with purchases made throughout the store, retailers can effectively engage with indi- vidual shoppers at scale – executing pro- motions that cross market healthy foods to shoppers purchasing vitamins, incenting participation in a wellness program through enhanced savings opportunities on nutritional prod- ucts, etc. Leveraging store-wide data enables retailers to anticipate needs, deliver immediate consumer benefit and drive loyalty. Establishing this kind of data-driven engagement strategy – requiring that retailers actively listen to shoppers – is no longer an option in today's market- place. As shoppers have moved from a mindset of effort to one of expectation, they are demanding a personalized sav- ing, shopping and life-improving experi- ence from retailers that is both faster and "smarter." Only those retailers who meet this expectation can, in turn, expect real, long-term shopper loyalty. And, real loy- alty is earned – not bought. Visit Inmar at booth #1738. For more information, call 866.440.6917 or go to www.inmar.com. MENTHOLATUM'S HADA LABO TOKYO AT THE LEADING EDGE OF HYALURONIC SKINCARE Hada Labo Tokyo – an extension of Japan's No. 1 selling skincare line – is continuing to see steady growth for The Mentholatum Company. The line fea- tures a proprietary blend of three types of hyaluronic acid to form Super Hyaluronic Acid™, the brand's signature ingredient that provides deep, multi-layer hydration. "Women are becoming more con- cerned about preventing wrinkles and maintaining healthy skin at younger ages than ever before," shared Katherine Tocheff, Director of Marketing and Innovation. "Japanese women are known the world over for having beautiful, age- less skin. Hada Labo Tokyo™ brings these products developed in the Far East to American women everywhere. What was once exclusive to depart- ment and specialty stores can now be found at neighborhood retailers at affordable price points." Recently, the Ultimate Anti- Aging Facial Mask developed by Hada Labo Tokyo was named Product of the Year in the Anti-Aging cat- egory. "Unlike other masks on the mar- ket, the Hada Labo Tokyo mask is made from 100 percent cotton. Each mask con- tains a full bottle of anti-aging serum – which drenches your skin with hydration and helps reduce the appearance of fine lines," explained Tocheff. A four-week clinical study revealed that 79 percent of the women saw an improvement in skin texture and smooth- ness. The new Hada Labo Tokyo Age Correcting Eye Cream also saw success in clinical trials. After three weeks, 78 percent of participants saw a reduction in crow's feet, fine lines and wrinkles. After four weeks, 91 percent of participants saw a reduction in dark spots in the eye area. Hada Labo Tokyo is carried at Ulta, Harmon, Walgreens, CVS, HEB and online through Target.com and drugstore.com. MAYNE PHARMA TAKES CONTROL OF U.S. OXYCODONE FRANCHISE On May 4, 2015, Mayne Pharma announced that it had ended its distribu- tion agreement with Mylan, Inc. for its Oxycodone products in the U.S. Products in this franchise include: Oxycodone HCl 5mg, 15mg, and 30mg tablets; Oxycodone/Acetaminophen 2.5mg/325mg, 5mg/325mg, 7.5mg/325mg, and 10mg/325mg tablets; and Oxycodone/Aspirin 4.8355mg/325mg tablets. Mayne Pharma began marketing and shipping the Oxycodone products under its own label and now controls the manu- facture, marketing and distribution of these products, which compete in mar- kets worth more than one billion dollars, according to IMS Health. These tablets are all manufactured in the U.S. by Metrics Contract Services, a Mayne Pharma family company. Mayne Pharma's Chief Executive Officer, Scott Richards, said, "The launch of these products under the Mayne Pharma label is consistent with the company's stated strategy to maxi- mize its U.S. retail generic portfolio through controlling the manufacture, dis- tribution, sales and marketing of key franchises." Richards added, "The launch of the Oxycodone products represents the largest generic in-market opportuni- ty for our business today, and we are confident we can improve the per- formance of these products under our control." Mayne Pharma Group Limited (Mayne Pharma) is an ASX-listed specialty pharmaceutical company that develops and manufactures branded and generic products, which it distributes globally, either directly or through distribution partners. The U.S. division of Mayne Pharma consists of the Generic Products Division, the Specialty Brands Division and Metrics Contract Services. The Generic Products Division, based in Raleigh, North Carolina, distributes high quality generic products to the U.S. market. The Specialty Brand division, located in Raleigh, North Carolina, distributes specialty branded products for the U.S. market. Metrics Contract Services is a state-of-the-art, fully quali- fied cGMP drug development and manufacturing laboratory located in Greenville, North Carolina. Mayne Pharma has drug development and manufactur- ing facilities in both Australia and the U.S. It has a 30-year track record of innovation and success in developing new oral drug delivery systems, and these technologies have been successful- ly commercialized in numerous products that have been marketed around the world. Visit Mayne Pharma at booth #3316. PURACAP: CONTINUOUS INNOVATION IN SOFT GEL TECHNOLOGY The pain category, long dominated with soft gel alternatives to popular pain relief products, had been missing a soft gel option alternative for acetaminophen. The national brand of acetaminophen had searched across the entire industry for several years to come up with a suitable soft gel form of acetaminophen product, without any success. PuraCap ® R&D scientists tackled this unmet demand by successfully developing the first 500mg extra strength acetaminophen soft gel. On June 29, 2014, the U.S. patent office granted a patent which covers the intellectual prop- erty at the core of this technology, and global patents were granted later. Acetaminophen soft gels were launched to all 7600-plus CVS stores in February of this year, under the CVS store brand. Promotions and consumer incen- tives continue as the demand for this alterna- tive form grows. PuraCap Pharmaceutical LLC is an emerging, fully integrated pharmaceuti- cal company with expertise in product development, manufacturing and bring- ing affordable, world-class quality prod- ucts to its customers. The PuraCap corporate structure supports a two-pronged approach for global growth, with dedicated companies in the areas of prescription brands (PuraCap Pharmaceutical) as well as prescription generics and OTC and private label brands (PuraCap Laboratories). PuraCap Pharmaceutical continues to innovate using its soft gel expertise and develop- ing other soft gel options. It is actively seeking partnership opportunities and welcomes inquiries. For more information, visit booth #3117 or contact Mark Bolling, Vice President of Sales and Marketing, OTC at Mark.Bolling@puracap.com.