ET Browne Drug Company wants to smooth over things

ET Browne Drug Company wants to smooth over things with the consumer.

The Englewood Cliffs, N.J.-based company has updated its line of Palmer's Cocoa Butter Formulation skin care products to include a new formulation and repackaging with new label graphics.

The line consists of 15 SKUs, including core lotions and creams for dry skin, very dry skin and rough, dry skin. Products have also been updated with additional vitamins, nutrients and special emollients to smooth the skin as well as 100 percent pure cocoa butter. Price points are in the $3.50 to $5.40 range.

"With the launch of the new, improved Palmer's Cocoa Butter Formula line, we are offering consumers additional skin care benefits through enhanced formulations, without taking away from the original product qualities," says Rick Ginsberg, vice president, marketing for ET Browne.



What do flashlights and motorcycles have in common?

At first glance, not much. But Madison, Wis.-based Rayovac is teaming up with Harley-Davidson to offer a new line of flashlights, featuring the "chrome and leather" styling of Harley-Davidson motorcycles.

The line features four flashlights that operate on different types of batteries. The key chain flashlight (suggested retail price $8.99), which features a push-button switch and aluminum construction, works on an AAA battery. The light is attached to a key chain that features a Harley bar and shield medallion logo. The Holster flashlight ($11.99), which comes with a leather holster, also includes push-button switch and a spot-flood focus feature. It runs on two AA batteries.

One of the two hand-held flashlights runs on two C batteries ($14.99) and the other one runs on two D batteries ($19.99). Both feature a three-position switch with a signal button. They both have the Harley-Davidson bar and shield logo engraved on the flashlight's lens.

"We are very excited about this new product launch," says Steve Shanesy, Rayovac's executive vice president?global brand management. "Capturing the mystique of Harley-Davidson in a quality-built flashlight has resulted in tremendous excitement from retailers who saw the lights at the National Hardware Show. And I know consumers will be revved up when they see these lights on the shelf."

Fuji Photo is making sure it is top of mind with consumers over the next several months.

The Elmsford, N.Y.-based company has launched its biggest ad campaign ever under the slogan "Capture everyday in brilliant color" and introducing the tagline, "Get the Picture with FujiFilm." The campaign will air through the end of the year on network and cable television and into next year in such publications as People, Time, Martha Stewart Living and Family Life.

The campaign features five distinct 15-minute television spots and five print executions. Each ad illustrates simple everyday events, rituals and relationships people experience with their children, pets and partners year-round.

The campaign is designed to position Fuji as the film for all picture needs. "This is an emotionally-driven category and consumers are telling us that everything in their lives is special. Therefore, great picture-taking is not just about the weddings and the graduations anymore," says Joan Ruther- ford, vice president of advertising and marketing communications for Fuji. "The concept is simple. Fujifilm is your everyday film. And we know this is a concept and a direction that will resonate with consumers, because Fujifilm is the brand that is more in touch with how people take pictures today."



ObjectSoft wants to bring some more entertainment to grocery aisles.

The Hackensack, N.J.-based company is offering the FastTake video kiosk, an interactive touchscreen point- of-purchase video system. The product features an optional three-sided display that allows for space for videos, DVDs, games and also contains room for posters. The system features a data base that uses the Internet and DVD technologies to hold information on up to 8,500 movie titles, 500 movie trailers, reviews, box covers, star photos and movie trivia.

Company officials say that the data base is designed to increase the rental of older, catalogue titles as well as to offer cross-promotional opportunities. ObjectSoft placed kiosks in four stores in September at Rochester, N.Y.-based Wegmans and has units in many Blockbuster and Movie Gallery stores. "If the test with Wegmans is successful we will put them into every one of their stores," Ray Schwartzman, vice president, sales and marketing for ObjectSoft.

Schwartzman reports that the units at Wegmans "are getting excellent usage. The managers are telling us that this is a very good addition to their video departments." Wegmans operates stand-alone video departments in most of their stores and the kiosk has been placed just outside the video department in high traffic locations, he says.

Schwartzman says that the kiosks will soon have the capability to conduct electronic commerce of product that is featured on the kiosk but not available in the store. "They will be able to order video titles, DVD and games not carried in the store through the kiosk," he says. "Once we offer e-commerce, we will give the consumer a receipt. Coupons will also be dispensed through the system.

Schwartzman says that the kiosks are given to "high-profile" retailers at no cost. The company generates revenues through advertising placed on the kiosk with a portion of that revenue going back to the retailer.



Mason Vitamins wants to take the chance out of picking the right vitamins.

The Miami Lakes, Fla.-based company is offering the Lifestyle Endcap Display, a tower that contains a wide range of nutritional health solutions in an easy-to-understand format. The tower is designed to lead consumers to the right products based on item groupings, signage and brochures.

The display also segments products by sex, age group and formulas. For example, products recommended for active seniors include glucosamine & chondroitin, ginkgo biloba, calcium and daily herbs bone & joints. The display stands 6 feet tall and 3 feet wide, with five sides featuring 56 products.