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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Stiefel Laboratories: New GlaxoSmithKline unit says its Impruv Natural Repair line, available at Walgreens locations nationwide and online at Drugstore.com and Amazon.com, features "a patented and proven European technology that replenishes the lipids your skin produces naturally with six botanicals (coconut oil, palm oil, olive oil, wheat germ, soy, shea butter) to help repair extra-dry skin on the hands, body and feet." National television, Internet and print advertising are in the works; additionally company is launching an extensive public relations campaign with dermatologist spokespersons and will target more docs with a promotion and sampling effort driven by 200 sales reps, it says. Impruv cream (5.5 oz.) and Impruv lotion (6.67 oz.) retail for $12.99 each. Stiefel also plans to introduce a "revolutionary new acne product," PanOxyl Acne Treatment Foam. The product uses the firm's patented ERSAFOAM-AF technology to deliver 10 percent benzoyl peroxide to the skin. "The first foam leave-on treatment in the acne category is specially formulated to minimize irritation while delivering the active ingredient directly to the source of the problem," the company says. Advertising for the product will begin in August. PanOxyl is priced at $11.99 for 2.64-oz
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