makes an expensive product. Packaging has everything to do with the cost of the product. These wipes
are sold in durable medical equipment (DME) distributors and catalogues that have aids to daily living.
Many times the products are not covered by Medicare
or Medicaid reimbursement so it’s affordable and easy
to identify the product. The packaging is green and
white. As individuals shop for home health needs
these wipes are carried through the same catalogues
and durable medical equipment stores. That’s a very
niche market as well. Catalogue shopping when
homebound is a big business,” she said.
In September 2010 the company launched first aid
wipes into the consumer retail market with lifestyle
packaging to catch consumers’ attention. “A first aid
wipe would feature a photograph of a child with a ‘boo
boo.’ “When a consumer looks at the picture they can
relate to ‘my kid has been like that.’ When a consumer
goes into the store, you have to catch their attention,”
said Ms. Carey.
Selecting a catchy name for a niche wipe is one of the
most important decisions when bringing a wipe to
market. To hear entrepreneurs tell it, the experience
doesn’t have to be grueling.
Although a marketing company offered up a bevy
of names, none of them pleased Ms. Azarian. “I needed to have something people can associate with. I was
looking at my dog who always sits down next to me
when I’m working and thought, he’s man’s best friend.
Then it hit me, Pan’s Best Friend,” she said.
Sprinks, which offered a calming formula that can
be sprinkled on pet food found it beneficial to keep the
same name for its wipes for the sake of name recognition. “It worked well and it looks amazing on the
packaging,” said Ms. Royer.
Knowing how to appeal to your target audience can
make the name game less of a painstaking effort.
When queried how Dapple got its name, Ms.
Rubinstein, who is targeting moms found that a playful, cute name would attract customers. “We got the
name from the Simon and Garfunkel song “Feelin’
Groovy.” The words “I’m dappled and drowsy,” are
very playful and have a cute sound so we used the
name Dapple,” she said.
Wipes innovators agree that bringing a wipe to market
successfully requires partnering with experts including
chemists, food marketers and public relations and
Ms. Azarian tapped a former General Mills and
Pillsbury executive who has experience bringing food
products to market. “We’re reinventing the wheel.
There has never been a comestible wipe. We’re basi-
cally taking something everyone knows about and
using it for a different purpose,” she said.
Rules and Insurance
Awareness of rules and regulations concerning particular applications is critical when bringing a new wipe
Nutritional content information was required for the
label of Pan’s Best Friend. To make sure this information was accurate, Ms. Azarian sent her wipes to a lab
at Land O’ Lakes in Minnesota for a nutritional content
analysis. “You also have to make sure that the manufacturing facility is FDA approved and we are checking to make sure this is 100% safe for all consumers
to eat. The facility where the wipe is made has to have
liability insurance. I had to get liability insurance. You
need to be able to have enough insurance when you
first get started,” she said.
Ms. Pickens noted that the language on Boogie
Wipes’ package has to be in English and French in
order for the product to be sold in Canada. “The challenge comes in making sure you have everything you
need on packaging as far as regulations. Google can
be your best friend. There’s companies that do translation work,” she said.
Brad Reynolds, K-C Professional’s senior category
manager said one of the biggest challenges in bringing Kimtech One-Step Germicidal Wipes to market
was getting through the EPA registration process
because of the wipes’ unique chemistry and claims
that the company wanted to make about the wipes
regarding their ability to kill C. difficile spores in shorter, with faster kill times.
Getting Into Stores
Getting national distribution in stores can be a