GSK Consumer Healthcare introduces Abreva Conceal

PARSIPPANY, N.J. — GlaxoSmithKline Consumer Healthcare recently introduced Abreva Conceal, a clear nonmedicated patch that covers cold sores.

Abreva Conceal uses MicroAir technology, which allows air in while keeping contaminants out. Once the cold sore blister has appeared, Abreva Conceal can be placed over it, creating a covered, protected environment for up to eight hours and provides a smooth surface so that makeup can be applied on top of the patch. GSK said the product delivers true product innovation and will drive significant growth in the cold sore category.

According to GSK's recent "Undercover Cold Sore Survey" of more than 1,000 women, found that cold sore sufferers go to extreme lengths to cover their cold sores. For example, 9-out-of-10 respondents noted a cold sore is an ugly surprise and are bothered that there is no way to prepare for one. Additionally, more than one-third of respondents said they have stayed home because of a cold sore, and 1-in-4 women have lied about what a cold sore is.

"About 80 million Americans suffer from cold sores in the United States, which can be unsightly and sometimes painful. Our research illustrates the social and emotional impact cold sores can have and the need for products like Abreva Conceal," said Vidhu Bansal, director of medical affairs of GSK Consumer Healthcare. "GSK wanted to provide cold sore sufferers with an option to conceal their cold sores so they don't have to hide from the world. Abreva Conceal helps sufferers face the day with confidence, even with a cold sore."

Suggested retail price for Abreva Conceal is $9.99 for a 6-pack and $13.99 for a 12-pack (pricing may vary by location).

To check out a video "how-to" hosted by Carmindy, a professional makeup artist from TLC’s TV show "What Not to Wear," click here.

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