In this Issue

Capturing the attention of, and marketing to, young consumers takes more than advertising in the manner of “Mad Men’s” Don Draper, said Anthony “Max” Baron, founder and CEO of PrepReps — currently still a high school senior — whose company connects social influencers on high school and college campuses, with brands looking to cultivate the loyalty of young consumers, provided four tips for how to get the job done.

CLEARWATER, Fla. — Ion Labs recently launched ProCharge, a line of liquid protein products featuring as many as 20 different flavors, all designed to supplement everyday eating with 40 g of protein per 2-oz. bottle.

Of everything Unilever has learned about the New General Market, the most resounding lesson is that consumers in this group are savvy, know when they are being “marketed to” and consequently demand authenticity in any communication.

As shoppers look for healthier alternatives to traditional soft drinks, the U.S. bottled water category is reaching new heights, according to Mintel. New data revealed that sales of bottled water increased 6.4% to more than $15 billion in 2015. Mintel said that it expects sales to continue growing through 2020, with projected sales growth of 34.7% for the category, including an astonishing 75.1% growth estimate for the sparkling/mineral water/seltzer segment.

WOONSOCKET, R.I. — Recently, CVS has been highlighting its exclusive line Enlite Super Face and Flawless Body. The collection reflects the industry’s efforts to offer consumers something the competition doesn’t have. In this case, the items are formulas not often found in mass retail.

RONKONKOMA, N.Y. — Piping Rock Health Products is taking advantage of what is fast becoming a piping hot aromatherapy line with a recently announced expansion that adds 15 new products.

After a hiccup in the iron supplement production chain last year, iron is looking solid for a resurgence in sales. Such brands as Feosol, powered by Meda Consumer, are ramping up messaging to such traditional target markets as young women with heavy menstruation, pregnant women and the aging population, all consumer bases who may need to supplement their diets with iron.

FLORHAM PARK, N.J. — Hisamitsu America recently launched a new Salonpas Pain Relieving Patch, featuring a latex-free patch with beige stretchable fabric with rounder corners, larger size patches, enhanced adhesion, peel resistance and improved effectiveness.