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STERLING HEALTH LAUNCHES FIRST NIGHTTIME MENSTRUAL PAIN RELIEVER; ANNOUNCES INTRODUCTION OF MIDOL PM AND RESTAGING OF MIDOL IBUPROFEN

 STERLING HEALTH LAUNCHES FIRST NIGHTTIME MENSTRUAL PAIN RELIEVER;


ANNOUNCES INTRODUCTION OF MIDOL PM AND RESTAGING OF MIDOL IBUPROFEN
 NEW YORK, June 4 /PRNewswire/ -- Sterling Health, the consumer health products division of Sterling Winthrop Inc., today announced the introduction of Midol PM Night Time Formula and the restaging of Midol 200 to Midol IB Cramp Relief Formula. Both products have been shipped to the trade and are expected to be on retail shelves in early June.
 With its entry into the market, new Midol PM becomes the first product in the analgesic category to address menstrual pain with accompanying sleeplessness. New Midol PM combines a maximum strength non-aspirin formula to relieve menstrual aches and pains and a gentle sleep aid to help women fall asleep safely. Each caplet contains 500 mg acetaminophen and 25 mg diphenhydramine HCl.
 "As a company that has been first in menstrual relief for over 80 years, Sterling Health is again first with the only menstrual pain reliever containing an ingredient to help women fall asleep safely," said Doug Meyer, president of Sterling Health U.S.A. "Midol products were the first pain relievers targeted to the special needs of women; first on the market, first with a product especially for teenage girls and now first with a product for menstrual discomfort associated with sleeplessness."
 The introduction of Midol PM Night Time Formula will be supported by a comprehensive consumer advertising, couponing and sampling campaign. Television advertising is scheduled to begin airing in August. New Midol PM caplets will be available in blister-packaged 16's and bottled 32's. Midol PM has been accepted by virtually all major trade accounts.
 Formerly called Midol 200, the brand was renamed Midol IB Cramp Relief Formula to help consumers better understand the connection between the product's active ingredient, ibuprofen, and its prescription heritage in relieving menstrual cramps. Specifically, each Midol IB tablet contains 200 mg ibuprofen for cramp relief, the number one menstrual symptom experienced by women. Midol IB Cramp Relief Formula is restaged with revitalized marketing support featuring national consumer coupons and medical advertising to obstetricians/gynecologists. Midol IB is available in bottles of 24 and 50 tablets.
 The Midol brand is currently the market leader in the menstrual pain
reliever category estimated to be $70 million in 1991. It has built this success by being the menstrual relief specialist; by providing a Midol product for just about all menstrual aches and pains.
 Midol PM is introduced following the successful launch in September 1991 of Teen Formula Midol, a product specially formulated for active lifestyles of teenagers. The Midol product line also features regular and maximum strength Midol multi-symptom formulas for the relief of a variety of menstrual symptoms and maximum strength Midol PMS, specially formulated for the discomfort experienced before menstruation.
 Sterling Health, the consumer health products division of Sterling Winthrop Inc., is noted for leading brand names such as Bayer aspirin, Phillips' milk of magnesia, Stri-Dex acne pads, Dairy Ease nutritional supplement for lactose intolerance, Campho-Phenique antiseptic and Neo- Synephrine nasal decongestant.
 Sterling Winthrop Inc., headquartered in New York, is a worldwide developer, manufacturer and marketer of pharmaceuticals and consumer health products.
 -0- 6/4/92
 /CONTACT: David M. Marcou of Sterling Winthrop, 212-907-2672/ CO: Sterling Winthrop Inc. ST: New York IN: MTC SU: PDT


SH-TS -- NY018 -- 6984 06/04/92 10:57 EDT
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Publication:PR Newswire
Date:Jun 4, 1992
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