OH-based company that began with one product more than
60 years ago to help cement workers with their dry, cracked
hands and feet via its flagship product, Zim’s Crack Crème.
Since then, the company has grown to include 28 OTC solutions for pain relief, skin care, lip care, diabetic living and first
aid. Its Zim’s Max Freeze posted a sales gain of more than 8%
last year to secure a spot among the top 10 analgesics in food,
drug and mass channels, according to SymphonyIRI.
Zim’s Max-Freeze contains organic ilex, aloe and
arnica, vitamin E, tea tree oil, capsaicin and menthol.
On the other end of the sensorial spectrum is Zim’s
Maximum Heat, which was introduced last year and contains all those ingredients as well. Nearly as important
is what the Perfecta products don’t contain; things like
parabens and sulfates. Combine that with an affordable
price point and Perfecta can hold its own against big multinationals, says Perfecta President Scott Gorley.
“We give a lot of product for the price and it’s a high
quality product,” said Gorley.“It’s a tremendous value.”
For example, a 3.5oz tube of Zim’s Maximum Heat retails for
$9.99. In comparison, a 1.5oz tube of Capzasin HP retails for $14.99,
while a 1.6oz tube of Zostrix retails for $17.50, according to Perfecta
data. In a difficult economy, explained Gorley, more consumers are
looking to self-medicate and are turning to value brands. They can’t
afford to get sick anymore so they are being preemptive and heading
to the drugstore before they end up in the doctor’s office. As a result,
he expects company sales to continue to climb.
“I’m cautiously optimistic this year,” proclaimed Gorley. “We
make products that make a difference for the consumer and the
retailer by improving their bottom line.”
Other companies are getting into the OTC pain relief segment.
Ateevia Botanica is billed as an all-natural topical treatment for the
A BREAkOu T YEAR FOR NEUTROGENA?
Neutrogena Oil Free Acne Wash was the No. 1 acne treatment in food, drug and mass
merchandisers for the 52 weeks ended Dec. 30, 2012. Here’s a look at the top 10 products
in the category, as well as the category totals, according to SymphonyIRI, Chicago.
Product Sales Change Share Change Unit Sales
Neutrogena Oil Free Acne
5.00 12. 19 0.50
10. 82 8. 63 0.79
Clearasil Ultra Rapid Action
24. 57 5. 25 1.01
Aveeno Clear Complexion -1.18 4. 51 -0.08
Clearasil Daily Clear
32. 64 4. 43 1.07
Johnson’s Clean & Clear
Advantage - 19. 18 4. 15 -1.02
Neutrogena Acne Stress
St. Ives Naturally Clear
Neutrogena Rapid Clear
- 12. 29
- 6. 14
- 8. 42
- 8. 53
relief of persistent joint aches and muscle discomfort. The
product, from Alquemiste, LLC, Cresskill, NJ, contains
pumpkin, borage, poke root (phytolacca decandra), sunflower and safflower, which are billed as biologically active
natural compounds that contain essential anti-inflammatory nutrients, such as flavonoids, linoleic and oleic acids
and antioxidants. Company executives say Ateevia can be
used to relieve pain associated with arthritis, carpal tunnel syndrome, tendinitis, plantar fasciitis, bursitis and any
sport-related sprain or bruise.
“There’s a real need for a product that is totally natural, yet can be applied like a moisturizing cream,” said
Joseph Janowski, a company spokesperson. “There’s
demand for a non-medicated, natural solution for pain.
People are hesitant to use medication to alleviate pain.”
Ateevia Botanica is available online at www.ateevia.
com, www.Amazon.com and www.Drugstore.com and can
be found in a few independent pharmacies, with the goal of
getting the $20 cream into national chains, according to Janowski,
who said this is only the first in a series of pain treatments from the
company. Plans are also in the works to develop cosmetic-related
products skin care products with similar distribution.
Sore muscle treatments can be found up and down the
OTC aisle, but what can be done for consumers who bruise
easily? Smart Cover recently rolled out Anti-Bruise Cream,
a product with a growing consumer base as Baby Boomers
age, according to industry veteran Flori Roberts, a principal
in Smart Cover.
“Older skin bruises so easily (because) aging makes the skin
thinner,” explained Roberts, who noted that medication such as
How? Anti-Bruise Cream contains
ingredients such as emu oil to moistur-ize, vitamin C to promote healing and
green tea and arnica to soothe skin and
speed the healing process by a week.
Anti-Bruise Cream is available on the
company’s website, www.smartcover.
com, and retails for $19.95.
“Everybody is into anti-aging,”
noted Roberts. “We have an interest-
ing market out there. Some women get
injections every six weeks. This product
has a lot of potential.”
With more consumers avoiding poten-
tially expensive trips to the doctor, there’s
a lot of potential in the OTC aisles of your
local pharmacy and food store.•
- 3. 77
- 4. 32
- 5. 21