Two UK OTC Launches From Reckitt: Senosoft Macrogol Sachets And E45 For Psoriasis Sufferers
Executive Summary
UK OTC marketing round-up: RB launches a sachet-based macrogol 4000 laxative under the Senosoft brand and adds a psoriasis-specific variant to the popular E45 skin-care portfolio.
Senna-Free Senosoft Sachets
For UK consumers suffering from constipation that need relief “on-the-go,” Reckitt Benckiser has added Senosoft to its Senokot line of OTC laxatives.
Containing osmotic laxative Macrogol 4000, RB said its Senosoft sachets “work with your body for gentle, yet effective constipation relief.”
The launch may be a response to new measures introduced earlier this year by the UK Medicines and Healthcare products Regulatory Agency to prevent the misuse of OTC stimulant laxatives and avoid the need for any OTC-to-Rx reverse switches. (Also see "UK Industry Welcomes OTC Laxative Sales Restrictions" - HBW Insight, 19 Aug, 2020.)
Measures include limits to pack sizes and supply to make sure OTC stimulant laxatives – such as RB’s Senakot products, which contain senna fruit extracts – are only used by adults for the treatment of short-term, occasional constipation, as well as warnings are added to packaging to support awareness.
Senosoft works within 24-72 hours, is sugar-, gluten- and flavour-free, and is available from pharmacies and supermarkets in packs of 10 and 20 sachets.
E45 Gets Psoriasis Cream
RB has also added a cream specifically for UK psoriasis sufferers to its popular E45 skincare brand.
“Scientifically proven” to treat the symptoms of this inflammatory skin condition that affects roughly 2% of the UK population, RB said its steroid-free E45 Psoriasis Cream reduces scaling, itching, redness, roughness and hardening of the skin and is suitable for long-term use.
“There are different types of psoriasis and the symptoms can range from mild to severe, so it can vary a lot from person to person,” RB commented.
“Although there is no cure for psoriasis, you might find you go through periods when it is better and times when it flares-up,” the company continued. “Psoriasis can also affect more than the skin – you might find it has an impact on your nails or joints too.”