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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Gold Bond: Launch of Gold Bond Ultimate Hand Sanitizer Moisturizer targets the 65% of consumers who say they would use hand sanitizer more often if there were a product available that did not dry out their hands, company says. While alcohol-based sanitizers, which make up the bulk of the market, break down skin's protective lipid barrier and facilitate dryness, new offering from Gold Bond kills 99.9% of common germs and bacteria in just 15 seconds with formula that contains seven hydrating agents, including brand's Phospholipid Complex, and no alcohol. "Gold Bond has been working on this for years and has finally created a solution for everyday hand sanitizing health," says Lucas Mininger, marketing manager for Gold Bond. "Consumers in our home-use tests were saying that it felt like a lotion, and they even preferred it to their current moisturizer," he adds. Product can be purchased in 12-oz., 2.7-oz. and 1-oz. tubes for $8.99, $4.49 and $1.49, respectively, at food, drug and mass merchants nationwide, according to Chattem-owned brand, soon to belong to Sanofi-Aventis (1"The Rose Sheet" Feb. 1, 2010, In Brief)

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