therapeutic.(skin care products)

Although skin care straddles the line between toiletries and cosmetics, consumers are nevertheless showing increasing interest in products with a therapeutic positioning.

"Such brands as [Bausch & Lomb Inc.'s] Curel, [Bristol-Myers Squibb Co.'s] Ken and [Beiersdorf Inc.'s] Eucerin are always strong performers in our skin care mix," says a buyer for a national discount store chain. "We merchandise them in multiple locations -- in line with other hand and body lotions as well as near the pharmacy counter."

The therapeutic segment is benefiting from product introductions, the influence of such trends as natural positioning and the repositioning of some established lines. For example, Westwood-Squibb Pharmaceuticals, a leader in ethical skin care, is rolling out a new consumer marketing campaign and new packaging graphics for its Moisturel line of sensitive-skin care products.

"We've redesigned the packaging for the entire line to make Moisturel products visually distinctive and ensure that they clearly communicate the products' benefits to consumers who are concerned about caring for their sensitive skin," says David Altman, medical and clinical research director for the company.

"Consumers are increasingly interested in keeping their skin healthy, and they are looking for new ways to protect sensitive skin against the effects of sun and the environment. Moisturel products offer an effective way to moisturize, protect and clean sensitive skin."

The line, which is sold through food, drug and discount stores, includes lotion, cream and sensitive-skin cleanser. The products and their new packaging will be featured in the brand's first national television ad campaign, beginning with this year's fall/winter dry skin season. In addition, Westwood-Squibb will distribute more than 5 million samples of Moisturel through physicians' offices and pharmacies along with brochures about proper skin care.

"The medical community has shown strong support for our line, and we're pleased to announce the largest patient sampling program in the history of the brand," comments senior product manager Doug Bridle. "Coupled with our national television advertising campaign, we expect these efforts to drive sales of Moisturel in mass market outlets."

A product that has recently been moved from the professional channel into the mass market is MediNiche Inc.'s Ocuderma ocular skin therapy gel. Originally promoted to ophthalmologists, optometrists, dermatologists and plastic surgeons, it quickly became the No. 1 recommended skin care product for the area around the eyes among those groups, says MediNiche president and chief executive officer Samuel Alioto.

"In 1996 Ocuderma was placed in more than 2,800 Sally Beauty Supply stores nationwide and has become one of the most successful product introductions in that chain's history," he remarks. 'Now we are taking the next step in building the Ocuderma brand franchise by introducing it to the mass market and supporting new trade distribution with a major…