Mentholatum Aims For Youth Market With New Oxy, Phisoderm Products
This article was originally published in The Tan Sheet
Executive Summary
Mentholatum's new Oxy Chill Factor acne scrub combines menthol with the company's patented acne-fighting formula and is debuting in stores now
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Mentholatum's new Oxy Chill Factor acne scrub combines menthol with the company's patented acne-fighting formula and is debuting in stores now. The scrub, which contains salicylic acid beads that are released during cleansing, was unveiled by the firm at the National Association of Chain Drug Stores Marketplace tradeshow and conference in San Diego, Calif. June 24-26. Mentholatum has been working to reposition the Oxy line of acne products to appeal to young male buyers since purchasing the brand from GlaxoSmithKline in 2004 1 (Also see "Mentholatum Oxy Acquisition Provides Entry Into U.S. Skin Care Market" - Pink Sheet, 20 Dec, 2004.), p. 8). The belief that teen girls are more likely to turn to other acne brands spurred a repackaging of the Oxy product line to appeal to adolescent boys, Mentholatum said. The pink and white color scheme that once characterized the line of cleansing pads, washes and scrubs has been replaced by black packages splashed with neon colors and silver. The firm is working to appeal to the male youth segment not only through packaging, but through targeted marketing. Oxy sponsors an MTV reality show that focuses on high school football and features radio and TV spots during professional wrestling events. Mentholatum, the pharmaceutical subsidiary of Rohto, has also been working to bring its Phisoderm facial cleanser to the anti-acne market. The firm acquired the brand from Chattem in December. New pale green packaging and the addition of anti-acne treatments aim to target the 20-30 year-old market. The products, which contain hyaluronic acid, peptide, and advanced amino acids, are intended to compete with J&J's Aveeno and Kao Brands' Jergens and Biore lines. Advertisements are slated to appear in Cosmopolitan and Shape magazines. The company also is using its eyedrop offerings to reach young adults. Rohto has introduced its "redness relief" products Rohto V. Cool for Eyes and Rhoto V. Ice for Eyes . The firm is targeting college students by promoting the eye products during "beach week" events. The line also has been featured on "The Daily Show with Jon Stewart," a company representative said. - Regina Lapierre |