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Lice treatment launch

This article was originally published in The Rose Sheet

Executive Summary

Australian firm Wild Child hopes to gain a 20% share of the $100 mil. over-the-counter head lice treatment market in the U.S. within a 12-month period following the introduction of its Quit Nits natural lice treatment product in the region, company announces Jan. 23. Under a recent distribution agreement with CVS, Quit Nits will be available in 44 states across the U.S., the firm notes. Comprising a treatment cream and a "first-of-its kind" preventative spray, Quit Nits offers consumers a homeopathic and natural approach to removing lice, company claims. The formulas contain natural actives that have been found in an in vitro study to be more effective than other treatments, Wild Child says. A recent study of 1,002 parents of children ages 6-13 found that 69% of parents said it was "extremely important" that lice treatment products not contain toxins, Wild Child notes...
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