New sleep, analgesic products take novel approaches

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New sleep, analgesic products take novel approaches

By Michael Johnsen - 02/01/2018
Dormin hits the big time
Over the past year, Cornwall, N.Y.-based Randob Labs has been revving its marketing engines to support the mass-market launch of its venerable Dormin sleep aid product with the help of RLA Collective. Dormin has been on pharmacy shelves since the 1950s, primarily through the independent channel, and contains the active ingredient diphenhydramine hydrochloride. Citing Hamacher Resource Group, Randob Labs’ Dormin is the No. 3 best-selling sleep aid across independent pharmacy. Dormin is available in the patient-preferred capsule format, the company noted, adding that it dissolves three times faster than comparable medicines on the market.

NFI slows pain relief’s roll
For 2018, Bristol, Tenn.-based NFI Consumer Products is highlighting its newest innovation into the external analgesics category with its sponge-top, child-resistant lidocaine product. The new pain reliever takes advantage of the current lidocaine OTC ingredient, but allows consumers the option of a hands-free application without the use of a simple bottle or a roller ball that contains alcohol, NFI said.

Strides gets consumers through the night
Strides Pharma is breaking ground in the sleep aid category with its Nite Thru. The East Brunswick, N.J.-based company said its time-released melatonin product provides lower doses of the natural sleep aid to help consumers doze off, and higher doses released throughout the course of the night to help maintain that restful state. The product retails for a suggested price of $11.99 and will be promoted through a robust media campaign that will incorporate digital ads, social media and television.


Vizuri launch eases pain
Vizuri last year had a successful test-and-learn regional launch of its PainBloc24, a 24-hour topical pain relieving product for arthritis joint pain. This year, the Herndon, Va.-based company is focused on a full food, drug and mass rollout of two SKUs. The NeuroMax technology in PainBloc24 delivers the maximum allowable OTC dose of its pain-blocking medicine, capsaicin, which turns off certain nerve fibers that send pain signals to the brain, the company said. In a clinical study, 60% of patients reported a reduction in arthritic knee pain for 24 hours following 1-to-2 daily applications of PainBloc24.