Marketing in Brief: Senetek
This article was originally published in The Rose Sheet
Executive Summary
Senetek: VivaKin X, a botanically-based skin treatment line developed from the firm's "Factor X" technology, will be distributed in Asia through a recently signed exclusive agreement with Trans Eastern Capital Corp. Currently being sold in Norway, Finland, Sweden and Iceland, VivaKin X comes in cream and lotion form, and will be expanded over the next year to include a day moisturizer with sunblock, night cream, toner, eye gel, and hydra-intensive gel. In December 1990 the St. Louis-based Senetek signed an agreement giving Procter & Gamble exclusive worldwide rights for the development and sale of products using Factor X ("The Rose Sheet" Jan. 14, 1991, p. 5). Senetek, believing that VivaKin X/Factor X is a cosmetic, terminated the agreement because it objected to P&G's development of the technology as a drug in the U.S., the firm explained...