Hisamitsu rolls out Salonpas Pain Relieving Flex Patch Lidocaine 4%

A new product from Hisamitsu’s Salonpas brand is hitting shelves.

The latest from the Florham Park, N.J.-based company is its Pain Relieving Flex Patch Lidocaine 4%, which features a thin, flexible and highly adhesive patch technology.

“Our commitment to continuous improvement has resulted in the exciting combination of an innovative patch fabric infused with the active ingredient lidocaine. The new flex patches provide flexibility, ease-of-use and dependable pain relief,” said John Incledon, president and CEO of Hisamitsu America.

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“The Salonpas Pain Relieving Flex Patch Lidocaine 4% uses advanced patch technology with the maximum strength lidocaine available without a prescription,” Incledon said. “The flex patch has thin, flexible, highly adhesive fabric that contours to the body, so patches adhere through movement, bending, twisting and flexing.”

The product will launch with a nationwide TV ad campaign and a social media campaign across Facebook, Instagram and Twitter with videos featuring Bob Arnot, an internal medicine specialist, journalist, author and former foreign correspondent at NBC and CBS.

“Topical pain treatment is generally the best first choice because of its incredible safety profile and high effectiveness,” Arnot said. “This new flex patch has the maximum OTC strength 4% lidocaine and outstanding flex patch technology that allows you to move, bend, twist and flex while enjoying hours of continuous pain relief.”

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Consumers can find Salonpas Pain Relieving Flex Patch Lidocaine 4% at select retailers, with expanded distribution in the fall.