EnviroDerm's IvyBlock
This article was originally published in The Rose Sheet
Executive Summary
Captured 17.4% mass merchandiser dollar share of the poison ivy treatment/prevention category for the 52 weeks ended March 14, according to data from A.C. Nielsen released by EnviroDerm Pharmaceuticals (Louisville, Ky.). Approximately one year after the lotion that prevents poison ivy, oak and sumac rash was introduced in March 1997, IvyBlock generated sales of $1.1 mil. in mass merchandise doors and ranked second in the $6.2 mil. category in that class of trade. Avon Products recently signed a licensing deal with EnviroDerm to market IvyBlock lotion under its Skin-So-Soft label ("The Rose Sheet" April 20, p. 9). Warner-Lambert's Caladryl Clear leads the market, with a 36.7% share and sales of $2.3 mil., while Caladryl was a close third, with a 17.2% share and sales of $1.1 mil. Both Caladryls are treatment products. IvyBlock is the only OTC marketed for prevention...