Mentholatum Oxy Acquisition Provides Entry Into U.S. Skin Care Market
This article was originally published in The Rose Sheet
Executive Summary
Mentholatum will leverage technologies used in its internationally marketed skin care products to launch new innovations under the Oxy anti-acne brand, the firm said. The Rohto Pharmaceutical subsidiary acquired the line from GlaxoSmithKline Dec. 10
You may also be interested in...
Marketing In Brief
Mentholatum: Oxy Chill Factor, a facial scrub that combines the company's patented acne-fighting formula with menthol, is debuting in stores now, Mentholatum announces. The scrub, which contains salicylic acid beads that are released during cleansing, costs between $5.90 and $6.59. Mentholatum has been working to reposition the Oxy brand to appeal to young men since it purchased the line from GlaxoSmithKline in 2004 (1"The Rose Sheet" Dec. 20, 2004, p. 6). In addition to repackaging, the company is relying on targeted marketing to appeal to the male youth segment by airing radio and TV spots during professional wrestling events. Separately, Mentholatum has launched initiatives for its Phisoderm brand, including new packaging targeting the 20- to 30-year old market, and print ads in Cosmopolitan and Shape magazines. The firm acquired Phisoderm from Chattem in December (2"The Rose Sheet" Dec. 12, 2005, p. 7)...
Marketing In Brief
Mentholatum: Oxy Chill Factor, a facial scrub that combines the company's patented acne-fighting formula with menthol, is debuting in stores now, Mentholatum announces. The scrub, which contains salicylic acid beads that are released during cleansing, costs between $5.90 and $6.59. Mentholatum has been working to reposition the Oxy brand to appeal to young men since it purchased the line from GlaxoSmithKline in 2004 (1"The Rose Sheet" Dec. 20, 2004, p. 6). In addition to repackaging, the company is relying on targeted marketing to appeal to the male youth segment by airing radio and TV spots during professional wrestling events. Separately, Mentholatum has launched initiatives for its Phisoderm brand, including new packaging targeting the 20- to 30-year old market, and print ads in Cosmopolitan and Shape magazines. The firm acquired Phisoderm from Chattem in December (2"The Rose Sheet" Dec. 12, 2005, p. 7)...
Mentholatum PHisoderm Buy Strengthens Firm’s U.S. Presence
The Mentholatum Company's purchase of Chattem's pHisoderm brand provides the firm a platform to compete in the U.S. women's skin care market, the Rohto Pharmaceutical division said