Levomenol

Admittedly, at first glance, many of the items that debuted at Natural Products Expo West in Anaheim, Calif., this spring may not seem like a purchasing decision to be made by any natural health buyer working for any pharmacy chain. But thinking within the context of the pure solution sell- where the fish is merchandised next to the wine, which is next to the lemons, which are next to the butter-a natural skin care endcap anchoring a run of women's health-related supplements might just create a little extra excitement in the aisles. Certainly, this editor has seen the theory in practice in several health food/natural product stores--chains and independents alike.

Certain related segments, specifically natural personal and beauty care and natural pet care, might make a great deal more sense if judged within the context of the solution sell. Space permitting, of course, a promotional endcap anchored to the supplement aisle could be an excellent way to create trial for some of these further-afield segments of the natural health business, according to at least a handful of retailers with whom Drug Store News has spoken.

The supplement customer has already demonstrated some level of confidence in natural health by merely participating in the category, the reasoning goes. In addition, this customer, who is largely female, has other needs. She is already in the natural health department buying her calcium and her folic acid, her black cohosh and soy isoflavones. However, she may not be fully aware of the entire range of natural options available to her in personal and beauty care.

Similarly, we know by virtue of the sustained growth in that segment of the supplement business that many customers already fully understand and appreciate the anti-arthritic benefits of glucosamine and chondroitin. What they may not know is that the very same compounds got their start in veterinary medicine.

With this in mind, the following is a look at some of the ancillary opportunities that exist for chain pharmacy executives to create a little more excitement in the aisles and drive additional profits in natural health.

Natural beauty

Abkit has extended its CamoCAre line of natural skin care offerings to include C-Spot age/sun spot fader cream and a reformulated version of its Soothing Cream. C-Spot's ester-C, mulberry and licorice root extracts work together to brighten and firm up skin, restoring suppleness and a more radiant complexion. The chief active Camillosan, a proprietary strain of camomile, helps make wrinkles and lines disappear slowly. Camiliosan contains more levomenol, flavenoids and essential oils-the primary components responsible for camomile's soothing effect on the skin- than any other form of camomile, according to Abkit. A one-ounce tube retails for a suggested $29.95.

The company also unveiled a reformulated version of its popular Soothing Cream. The new Camillosan-enriched formula is 100 percent hydrocortisone-free and positioned for relief from rough, dry, blotchy, red, flaky, itchy or peeling skin due to overexposure to sun, wind and other environmental or occupational elements. Soothing Cream retails :for a suggested $9.95 per one-ounce tube.

Naturasales showed a popular new addition to its Trusted Care line of natural baby care items. Uncoincidentally, the Natural 3-in-l Travel Pack just so happens to bring together three of the most popular items in the line in one convenient package for easier portability.

Natural Alcohol Free Liquid Baby Powder replaces the alochol with witch hazel to prevent itching and drying of baby's skin, and adds a blend of vitamin E, oat flour, chamomile and aloe to help reduce inflammation and soothe. irritated skin. Natural Baby Lotion is a proprietary blend of hydrolyzed oil proteins, amino acids and antioxidants, including borage oil and chamomile extract to help soothe skin irritations. The Travel Pack also includes the herbal-based "Head to Toe" Body Wash.

Masada has extended its natural personal and beauty care offerings to include a line of condition-specific therapeutic bath items. The Mineral Herb Spa line of bath salts taps into traditional mineral, herbal and aromatherapy remedies. The six-item line includes Detox M.D., Cold & Flu, Muscle Relief, Stress Relief, PMS Relief and Skin Calming.

Dead Sea minerals help relax muscles and ease aches due to common symptoms of stress, pain, fatigue, overexertion, cold and flu; sooth irritated skin; and remove toxins from the body. Various herbals are employed to provide the indicated synergistic benefit, That is, Mineral Herb Spa PMS Relief adds chasteberry and dandelion root to help ease bloating and cramping, Echinacea, goldenseal root and lemon balm help boost ;the immune system in the Colds & Flu formula. Likewise, a range of aromatic remedies are added to reinforce the effects of the first two lines of therapy. For instance, in the Joint & Muscle Relief formula, peppermint, juniper and wintergreen are used to help warm stiff joints and relieve pain.

Along a very similar line, Aubrey Organics was showing attendees a new bath item with more therapeutic positioning. Blue Cypress Winter Bath combines wintergreen, eucalyptus and menthol oils for short-term relief, together with herbal remedies echinacea and Chinese golden thread to help boost the immune system.

In addition, the c o m p any also recently introduced the Sea Buckthorn line of natural bath and body items. The line includes a three-step hair care system--comprised of Egg Protein conditioning shampoo, Egg Protein cream rinse, and Leave-In hair conditioner and curl activator--and Ester-C facial cleansing cream, Ester-C Silky Smooth moisturizer and Ester-C Rejuvenating Serum.

Boston Jojoba Company's HobaCare extract is positioned as a natural skin conditioner that diffuses essential oils and delivers them to the skin. Indications include dry skin and scalp, make-up removal, shaving and massage.

The company utilizes a similar process as that used in the manufacture of virgin olive oil, pressing the jojoba seeds just once. Importantly, the company is in full control of its manufacturing operations from seed to final product. Boston Jojoba's 940-acre farm is one of the largest of its kind in the United States, according to the company.

The line is currently available among health food/natural product retailers, including Wild Oats, Bread & Circus and Fresh Fields, and retails for a suggested $7.19 to $8.57 per four-ounce bottle, and $10.25 to $11.90 per eight-ounce bottle.

For Fido, Fluffy

Dancing Paws, one of the first companies to take a major position in the natural pet health business, has added several new products since first introducing its Joint Maintenance, Hi-Potency Joint Recovery and Daily Multi Vitamin & Mineral formulas. Shake'N'Zyme picks up on a similar trend currently emerging along the human side of the natural health business, helping to ensure optimum digestion, as well as proper absorption and utilization of nutrients in pets. In addition, the proprietary blend of vegetable-based enzymes, probiotics and organic dulse--a mineral-rich, edible sea vegetable--was formulated to address allergies, inflammatory/irritable bowel conditions, dermatitis and colitis. The cheese-flavored powder is designed to be sprinkled over food.

The company also unveiled Coat Shine Premium, a blend of omega 3, 6 and 9 fatty acids formulated to address coat dryness, shedding, flaky skin, dandruff, common irritation, itchiness and skin inflammation.

In addition to Azmira's full catalog of branded holistic animal care and nutritional products, the company also has several items available for private label. The line includes nutritional supplements for a variety of animals-- from dogs and cats to ferrets and parrots--as well as antioxidants and digestive aids. Condition-specific items are formulated to relieve stress, pain and allergies and to support bodily functions such as the kidneys, colon and immune system. The Azmira line is supported by the company's "Knowledge is Power" consumer education series, a multi-volume collection of point-of-sale brochures to help inform the previously uninitiated.

PetMax Naturals showed Hip Health, a blend of essential amino acids, key digestive enzymes, vitamins and minerals combined to help pets maintain more active lifestyles as they continue to age. Pets undergo chemical changes similar to those of humans as they age. One result is that their bodies are no longer able to produce the raw materials necessary to build new cartilage. As such, Hip Health's combination of glucosamine and ester-C--which promotes the production of collagen--provides the elements necessary to foster cartilage regeneration. Other key ingredients include natural vitamin E; bromelain; selenium; the amino acids histidine and leucine; and the critical co-factors copper, manganese and zinc to help fight inflammation, rebuild connective tissue damage and reduce cellular damage.

In addition, the company also showed Health Recovery & Daily Maintenance, a supplement for fast recovery from traumatic injuries, surgery and stress.

Most importantly, PetMax also offered a merchandising solution in the way of a free-standing prepack display providing extra flexibility for retailers new to the pet health business and unsure of where to slot it.

The Resources line by Genesis Ltd. features separate condition-specific formulations for cats and dogs. Each item includes a synergistic blend of vitamins, minerals, herbs and special non-herbal ingredients--such as Canine Joint Support Plus, which brings together glucosamine sulfate, MSM, Perna mussel, sea cucumber, essential antioxidants and select anti-inflammatory herbs to help Rover battle the symptoms of arthritis and other degenerative joint conditions. The line also includes an Auxiety & Stress formula for cats and dogs, as well as an Antioxidant with Co-Q10, Blood & Energy formula, Cancer Options, Cardiovascular Support, Immune System Support, Incontinence, Pain Plus, Urinary Tract Support and Vitamins & Minerals-Plus.

The company also has created a self-contained space in which to slot the line. The four-sided spinner rack display is divided into separate sections to break up canine and feline offerings. Two of the four panels are used to merchandise product; the other two are used to deliver information on daily nutritional requirements.

Meritt Naturals showed two separate lines of natural pet health products. Animal Essentials is a two-item line that includes Multi-Vitamin Herbal Supplements and Essential Fatty Acid Supplements.

The powdered Multi-Vitamin Herbal formula, designed to be sprinkled on a pet's food once a day, delivers important nutrients including vitamins A, D, C, E and essential Bs, as well as calcium, niacin, folic acid, zinc, manganese and selenium. Essential Fatty Acid Supplement is a combination of marine liquid concentrates, borage, flax seed and wheat germ oils, lecithin, spirulina, sea bed trace minerals and vitamin E. The formulation provides key sources of essential omega fatty acids to help prevent chronic skin and coat disorders, digestive problems, cardiovascular disease, degenerative eye disease and allergies.

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