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Consumer OTC Drugs

babyADE ointment

This article was originally published in The Tan Sheet

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Executive Summary

E. Fougera & Co., which makes ointments and ophthalmics for the institutional market, continues its foray into the OTC arena with launch of babyADE A&D + Vitamin E diaper rash ointment. Fougera hopes addition of vitamin E to its standard A&D ointment will "attract health aware parents" and "allow mothers to continue using the diaper rash ointment they were introduced to in the hospital after they go home." Hitting independent drugstore shelves now, babyADE is available in 2 oz. tubes for $3.99-$4.99, 4 oz. tubes for $5.49-$6.99. Firm notes "deals are imminent" to launch ointment in two major national drug chains, with national distribution expected by early 2003...

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