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ALTAIRE PHARMACEUTICALS LAUNCHING INSTACORT-10 ANTI-ITCH GEL

This article was originally published in The Tan Sheet

Executive Summary

ALTAIRE PHARMACEUTICALS LAUNCHING INSTACORT-10 ANTI-ITCH GEL in January as an alternative to cream-based hydrocortisone 1% products. The packaging for Instacort-10 claims the product provides "fast acting hydrocortisone relief" because the clear gel form is absorbed more quickly than a cream-based product and does not leave a "sticky residue." Headquartered in Holbrook, N.Y., Altaire began shipping Instacort-10 to retailers the week of Nov. 22. The product is expected to be available on retail shelves after Jan. 3. Altaire plans to begin airing radio advertisements in early 1994 in southern markets where hydrocortisone anti-itch products are used year-round. The company said it may expand its advertising, including radio and TV tags, as well as free-standing insert drops, into national markets later during 1994 as "new distribution is obtained." Additional Instacort-10 line extensions are planned, including a hydrocortisone 1% scalp solution and spray, the company said. Altaire's future plans also include expanded private-label offerings in the antacid/laxative/nausea category and the cream/ointment/nasal products category in 1994. In January, Altaire expects to make available Altaire Milk of Magnesia, which is modeled after Sterling's Phillips Milk of Magnesia. The firm plans to launch three other products under the Altaire name later in the spring: two Pepto-Bismol knock-offs, Stomach Relief and Stomach Relief Plus, which will be offered in eight- and 16-ounce sizes; and Nausea Relief, a knock-off of Bock Pharmacal's Emetrol. Also in the spring, Altaire expects to introduce Fungi-Guard 1% cream, a tolnaftate item similar to Schering-Plough's Tinactin. Altaire currently offers private-label antibiotic ointments, nasal sprays, children's analgesics, allergy-relief medications, and cough and cold formulas. The firm's private-label customers include Mason Distributors, Rexall, Rugby, Pic N' Save, Hudson and ValuMed. Altaire also provides contract manufacturing to Kramer Labs (Safe Tussin 30 sugar-free cough remedy) and Bradley Pharmaceuticals (Neoloid castor oil, PediaPatch and PlantarPatch wart removers) out of its 75,000-square-foot facility in Holbrook.
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