Prestige Routes Summer’s Eve, Dentek ‘Brand Building’ On Dramamine Path
Prestige Consumer Healthcare is launching two products under Summer’s Eve brand for feminine hygiene during menstruation and professional-grade mouth guard under Dentek, as well as other products that will help grow "leading but under-invested” brands.
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Prestige Consumer Healthcare sales in North America in its latest quarter fell 3.9% as retailers slowed on orders of Dentek oral care products. Compound W and Nix lice treatment brands have ‘runway’ for long-term growth on line extensions and marketing.
Summer’s Eve helped drive the firm’s net sales up 3% to $257m in Prestige Brand’s latest quarter, but it also drove analysts’ questions on whether the brand will sustain growth despite health care advocates’ concerns about potential harmful effects from some ingredients common in feminine wipe products.
Prestige Brands supports leading brands including Monistat and Dramamine with promotional campaigns stemming from research into consumer preferences, says sales and marketing head Timothy Connors. With $111m ad spend, it aims to become a “preeminent marketing and sales” firm.