Chain Drug Review, March 18, 2019

CATEGORY TOPICAL PAIN RELIEF PROcure is a better for you fi rst aid line The fi rst aid category has an untapped demand for effective KEY TAKEAWAYS formulas that are free of potentially harmful ingredients Better for you With its new PROcure line PROcure has no potentially harmful Profoot Inc is meeting that ingredients demand while staying true to its heritage of foot care innovation Maximum relief says vice president of marketing PROcure anti itch cream plus Jessica Donoghue calendula has maximum strength Why can a consumer buy a active hydrocortisone 1 shampoo without potentially Social media harmful ingredients like parabens PROcure hydrocortisone cream The brand welcomes honest but this doesnt exist in fi rst aid experiences with the products via where the products are put on either reviews or social infl uencers open wounds and irritated skin still has the maximum strength says Donoghue Ingredients active hydrocortisone 1 while matter heeding what consumers dont The PROcure lines want in the remaining 99 hydrocortisone cream plus The product which has been calendula for example replaces featured on Dr Oz and unnecessary ingredients with approved by a panel of 100 organic coconut oil and olive mothers also received the Parent oil Besides being better for Tested Parent Approved seal of you the oils provide texture approval Consumers appreciate and soothe skin The cream the ingredient focus and see it as a premium skin care product says Donoghue Marketing for PROcure has included a program with WebMD and social infl uencers We have a comprehensive marketing plan says Donoghue and the business is growing Q A Dan Feldman President answers questions about PROcure Q Why did Profoot launch the PROcure line A We felt there was an opportunity in first aid to offer a better foryou option that removes all these ingredients that are harmful like parabens When we innovate new formulas we use an ingredient standard of what to exclude based on some of the most stringent health store requirements And we do this wrapped around the science the medicine needed to treat the issue in order to gain consumers trust Dan Feldman Profoot Q How does PROcure fit in with broad trends in chain drug merchandising A Across the stores people have a clean option for the products they pick You see it in hair care skin care bath food with the rise of organic etc But when you look at first aid where you are treating issues like bruises hurt skin open wounds etc we are not offered a clean option PROcure line answers that need with products including a hydrocortisone cream plus calendula for fast itch relief and an Epsom salt rub Q How does PROcure make the most of social media A Profoot ensures that its communities provide needed and wanted information Then we let honest experiences about our products told by consumers either via reviews or social influencer campaigns happen Profoot spends a lot of time speaking to social influencers I breakfasted with 10 influencers and spent most of the time listening about their lives what they expect from products and reactions to our products which not just helps get the word out about what they like about our products but helps us understand how to make improvements and new future products 12 Sponsored Content For the