Eucerin is addressing perpetually itchy skin with the launch of its Calming Itch-Relief Treatment, due out in April.
“The treatment is covering new needs for our consumers since it’s for people who have persistent itching,” said Catherine Lair, Eucerin’s director of marketing. “It’s for those who are in crisis mode and need immediate relief.”
According to Information Resources Inc., sales of Eucerin’s hand and body lotions increased some 15 percent in food, drug and mass stores for the 52-week period ended Jan. 28, to $53 million. Sales exclude Wal-Mart.
Calming Itch-Relief Treatment is designed to moisturize the skin and reduce itch for up to eight hours, according to clinical tests. Known for its antiaging and anti-redness skin care products, Eucerin found that more than 41 million women in the U.S. suffer from severe dry skin, for which the average moisturizer doesn’t provide enough hydration and relief.
Launched three years ago, Eucerin Calming Crème was designed as a daily treatment to prevent dry and itchy skin, while the Calming Itch-Relief Treatment is designed for instant results. According to Lair, the company’s own consumer research found that 93 percent of customers are unhappy with current products on the market that treat chronic itching.
“The Calming Crème treats the underlying cause of itchy skin, while the new treatment is more for a chronic itch, providing immediate relief from a flair-up,” said Lair. “Once the itch has subsided, the Calming Crème is used to prevent it from coming back.”
Retailing at $8.49 for a 6.8-oz. bottle, the fragrance-free and nonirritating formula is a blend of glycerin used to moisturize the skin as well as colloidal oatmeal and dimethicone, which soothe the skin. The Beiersdorf brand found that the most common causes of itchy skin are weather-related issues, frequent hand washing, eczema and detergents, soaps and cosmetics.
“Not only are the products cosmetically elegant and dermatologist-recommended, but the formulas are up-to-date and the ingredients are well-tested for sensitive skin,” said Lair, who adds that many dermatologists use Eucerin products as adjunct therapy with prescribed medication.
In addition to the Calming Itch-Relief Treatment, Eucerin will introduce two new products to the Redness Relief collection that launched in 2005. Soothing Moisture Lotion SPF 15 and Anti-Aging Serum with Coenzyme Q10 will each retail for $14.99. While both products are designed to reduce redness, the moisture lotion with SPF 15 hydrates the skin, and the antiaging serum reduces fine lines and wrinkles.
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Although company executives wouldn’t comment, industry sources estimate that the three new products will bring in about $20 million in first-year retail sales.
The Calming Itch-Relief Treatment will be supported by a print and TV advertising campaign.