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In Brief: Dermik Labs

This article was originally published in The Tan Sheet

Executive Summary

Dermik Labs: Introduces Hytone over-the-counter 1% hydrocortisone cream and lotion nationwide in pharmacies, mass market retailers and supermarkets on Sept. 1. The suggested retail price is $4.99 for the 1-ounce cream and $9.99 for the 4-ounce lotion. Dermik, a subsidiary of Rhone-Poulenc Rorer, is launching the product with $2-off instant redeemable coupons on store shelves in an attempt to compete with private-label products. The firm also is promoting Hytone to doctors and pharmacists through direct mail and journal ads. Consumer radio ads are slated to break in April. Dermik, primarily a prescription drug marketer, also sells Zetar coal tar shampoo and Shepard's cream lotion and skin cream over-the-counter...
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