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Introductions energize chest rubs segment.

NEW YORK -- One of the most innovative areas of the cough/ cold market is chest rubs.

Novel offerings enlivening the segment include an aromatic rub from Honest Co. and a mess-free product from Mentholatum Co.

The Mentholatum No Mess Vaporizing Rub with roll-on applicator is hitting shelves for the 2016-2017 cough/cold season. The rollerball applicator, developed in direct response to consumer displeasure with chest rubs getting on hands, continues the company's record of providing safe and effective cough/ cold remedies while meeting consumers' growing desire for convenience. Research indicates the hands-free application resolves the No. 1 complaint about chest rubs: their greasiness and mess. The rub uses Mentholatum's maximum-strength formula with 100% natural active ingredients.

"There are 39 million moms with children under the age of 12 in the U.S.," said Angela Ho, Mentholatum U.S. marketing director for heritage and pain relief products. Mentholatum remedies "offer an effective cough/cold solution for mothers looking for an alternative to internal medicines," she said. "We listened to their feedback, and are proud to be able to provide a much improved usage experience, through hands-free application. It's convenience that's unmatched."

For its part, Honest Co. offers Breathe Easy, an aromatic chest rub to soothe and support a good night's sleep--without menthol or petroleum. The vapor rub can be used on anyone with sensitive skin, including babies.

Formulated with organic lavender, rosemary, eucalyptus and tea tree oils, it is menthol free and petrolatum free.

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Publication:Chain Drug Review
Date:Oct 10, 2016
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