W.F. Young Absorbine Herbal Remedies topical analgesics/antiseptics set to roll out.

W.F. YOUNG ABSORBINE HERBAL REMEDIES TOPICAL ANALGESICS/ANTISEPTICS line introduced at the Natural Products Expo East, an education program and trade show held in Baltimore Sept. 17-21. The show is co-sponsored by the National Nutritional Foods Association. The five-SKU liquid line is being sold to health food stores and other natural products retailers directly from the Springfield, Mass.-based manufacturer, which markets the original Absorbine line of topical analgesics that originated as horse liniments in 1892.

The products in the line of liquid roll-ons are Absorbine Multiplex, Acute, Chronic and Sports. Multiplex first aid antiseptic formula contains natural Chinese menthol, calendula, echinacea and thymol. Acute muscle strain formula also contains 4% natural Chinese menthol, as well as Artemesia absinthium. Chronic is formulated with capsaicin and natural Chinese menthol, and the Sports formula contains oil of juniper, capsaicin and wintergreen. All of the products are formulated with natural grain alcohol and cold-processed botanical tinctures from handpicked herbs, the company noted. The products are packaged in 1 oz. roller tip glass bottles the company describes as a "hands-free massage applicator."

W.F. Young is trading on its venerable heritage to promote the line. Company founder Mary Ida Young was a "master herbalist" who developed the horse liniment and realized it worked equally well on people, promotional literature to the trade states. "Now we've built on over 100 years of natural ingredients experience to develop a complete line of external analgesics/antiseptics" formulated with "proven effective blends of herbal extracts," the promo states.

In-store displays for the Absorbine Herbal Remedies line carry the tag line: "Prescribe Your Own Relief -- Penetrating herbal formulas to relieve aches and pains." W.F. Young describes the products as designed "to clearly state the benefits on the label, so your customers of all ages can choose the right product for their particular aches and pains." The bottles are housed in cartons that include an insert detailing the Young family heritage and the company's commitment to providing quality to the natural products class of trade, as well as W.F. Young's 100% product guarantee.

In addition to the line's launch at the Natural Products Expo East, the company plans to promote Absorbine Herbal Remedies at the upcoming Natural Products Expo West in March in Anaheim, Calif. Trade and consumer advertising will begin in 1998. The company plans to use direct mail to educate retailers about the line, building on the test market conducted through retailers and dealers prior to the line's introduction.

The suggested retail price for each 1 oz. roll-on bottle is $7.49. The company is offering a 24-pack variety sampler as an introductory special. Packaging is described as "environment friendly." The company claims the products earn a 40% profit margin.

Under a mid-1995 agreement, W.F. Young teamed up with witch hazel marketer E.E. Dickinson, which sales management, sales representation, customer service and invoicing were handled by Dickinson's EED Services branch. On June 1, W.F. Young brought Absorbine sales back in-house, also regaining the customer service and accounting functions. The move followed the introduction of Absorbine Arthritis Strength with capsaicin into the mass market in April ("The Tan Sheet" March 24, p. 21).