Liquid Band-Aid Covers the Market

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Apr 19, 2002
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Johnson & Johnson is selling a high-tech super glue called Band-Aid Liquid Bandage. It began shipping to retailers last month, and advertising it on national TV last week.

The quick-drying liquid halts bleeding, reduces pain and creates a waterproof, breathable seal that helps prevent infection and sloughs off as the wound heals. The price, $8 to $10 for a bottle of 40 drops, enough for 10 applications, is about 10 to 25 times the cost of plastic strips and roughly five times the cost-per-use of older liquid bandages such as New-Skin and Skin Shield.

Unlike New-Skin, liquid Band-Aid is almost odorless and doesn’t usually sting when it goes on an injury. It is the only liquid bandage to get Food and Drug Administration clearance following clinical trials, and the only one that claims to be a barrier to infection, according to Robert Toni, president and chief executive officer of Closure Medical, which developed and manufactures Dermabond and liquid Band-Aid.

Moderator Comment: Which trade channel has done the best job of promoting itself as the destination point for new HBC products? What are the keys to retailing success in health and personal care item sales?

New products are key to growth. Over the years, Rx to
OTC switches have consistently driven growth in health care products. Technology
advancements such as liquid Band-Aid also offer incremental business opportunities.
Traditionally, drug stores have been quick to put these items into distribution
while grocery stores have been slower on the uptake. [George
Anderson – Moderator
]

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