CHPA unveils rebranding effort

With consumer health playing a larger role in shoppers’ lives, the Consumer Health Products Association is getting its first branding overhaul in 20 years. The 139-year-old trade organization has a new logo, tagline and brand narrative meant to reflect its full scope, which now includes consumer medical devices alongside OTC medicines and dietary supplements. The organization said it is positioning itself as the only association in the United States representing the broad personal healthcare industry. 

“CHPA is responding to a change in consumer behavior that has been underway for many years now. The reality is that consumers don’t get hung up on regulatory distinctions, they are increasingly seeking non-prescription self-care options across multiple categories to help them stay well and get well. Our member companies have evolved to meet this consumer need, and now CHPA is reflecting this evolution in its new brand identity,” said Scott Melville, CHPA President and CEO. “CHPA is home to personal healthcare companies who view self-care broadly.”

CHPA’s rebrand has been taking place for more than a year, and the organization said that unveiling now is particularly timely, given the increase in consumer interest in self-care and wellness products throughout the COVID-19 pandemic. The new tagline, “Taking healthcare personally” is designed to communicate the industry’s commitment to empowering self-care and expanding choice and availability of consumer health products, CHPA said. 

“During the stay-at-home orders issued in response to the recent pandemic, Americans have been relying on personal healthcare products in record numbers,” said Paul Gama, CHPA board chair and president of personal health care for Procter & Gamble “CHPA’s evolution into a more integrated self-care association is critically important, since this is where the marketplace is already going.”

CHPA said the rebrand is bolstered by recent legislative victories, including a modernized OTC Monograph system, enabled by the 2020 CARES Act. The new system has a streamlined rulemaking processes that CHPA said incentivizes innovation and provides the Food and Drug Administration with resources to increase efficiency and responsiveness. The CARES Act also included a provision reinstating consumers’ ability to purchase OTC products with tax-preferred savings accounts. 

“Lawmakers, consumers, physicians, and public health experts increasingly recognize the important role that personal healthcare products play in the lives of consumers and the broader healthcare system,” Melville said. “The recent healthcare environment has further underscored public demand for, and trust in, these products. Altogether, these factors have created an environment that makes CHPA’s objectives and achievements vital to public health.”

CHOA’s rebrand will be accompanied by a restructuring of its agendas in OTCs, supplements and consumer medical devices. The new visual brand will be rolled out over the next several months, including an updated website and new association materials, advertising and PR.