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Sturtevant to jump-start Columbia powder. (Marketplace 2003/Corporate Profiles).

BRONXVILLE, N.Y. -- With its history of bringing relief to customers spanning three centuries, F.C. Sturtevant Co. is not content to rest on its laurels.

"This is the defining moment in our 126-year history," remarks Steven Rosenfeld, the company's president. "We are poised to launch the first truly tamper-evident, state-of-the-art packaging in the medicated powder category."

The company was launched in 1877 when company founder Francis Crayton Sturtevant created a compound to treat his horse's gall condition and the medication proved so effective that it was soon being used on human beings for a plethora of skin conditions.

Since that time Columbia Antiseptic Powder has developed a fiercely loyal customer base. While the product is sold at retail exclusively through pharmacies, it is also recommended by physicians for use in hospitals, nursing homes and clinics.

The loyalty of its chain drug partners is legendary. For example, Bartell Drug has been a customer since the 1890s. Other longtime partners include Walgreen Co. and Hi-School Pharmacy.

Now these loyal retail customers are about to be rewarded via Sturtevant's significant investment in redesigning the Columbia Antiseptic Powder bottles.

"They will have a modem look," Rosenfeld notes. "They will basically have the same shape, but taken to the next level with bit of a retro feel.

"The product will stand out so dramatically on retailers' shelves that shoppers passing by that aisle will be compelled to look at it--even if they did not initially enter the store seeking a medicated powder."

While Sturtevant has experienced double-digit sales growth during the past five years, its Columbia Antiseptic Powder is only scratching the surface of its potential, according to Rosenfeld.

"We aim to jump-start this category with our new packaging, line extensions and strong merchandising support, including innovative point-of-purchase materials" he states.

The most frequent purchasers of Columbia Medicated Powder continue to be members of the demographic group that chain drug retailers count on--women with children. Antibacterial, antifungal and anti-inflammatory, the powder has become a fixture in the medicine cabinet of millions of households. Police, firefighters and construction workers are also partial to the powder for its effectiveness in treating sore, swollen feet.

In addition, Columbia Antiseptic Powder is used to fight fungal itch, moist dermatitis and razor irritation.

F.C. Sturtevant Co.

P.O. Box 607

Bronxville, N.Y. 10708

Key contact:

Steven Rosenfeld, President

Web site: columbiapowder.com

Phone: (914) 337-5131

Fax: (914) 337-5309

Primary business:

HEALTH CARE

Antiseptic powder

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Title Annotation:F.C. Sturtevant Co. is redesigning its Columbia Antiseptic Powder bottles
Comment:Sturtevant to jump-start Columbia powder. (Marketplace 2003/Corporate Profiles).(F.C.
Publication:Chain Drug Review
Geographic Code:1USA
Date:Jun 9, 2003
Words:407
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