Wellco debuts pain relief cream for irritated skin under the nose

BUFFALO, N.Y. — Wellco Brands' debut product Healerz For Noses was selected for Walmart's Get On The Shelf contest earlier this year. The product is a pain relief cream targeted to soothe the delicate skin under the nose. The formula contains lidocaine for pain relief, benzalkonium chloride antiseptic to help guard against infection and aloe for its soothing properties. Judging from the fact this represents an incremental sale to an allergy purchase, the product is likely viable, though the challenge will be in educating the consumer to induce an allergy care behavior change — wiping the nose with something other than tissue.