Breaking the seasonal mold

Such chronic skin conditions as psoriasis and eczema have taken an anti-itch category known for its summertime seasonal sales spikes — because of such acute needs as poison ivy and bug bites — and have made it a year-round destination category. For the 52 weeks ended April 19, sales of anti-itch solutions totaled $551.9 million, representing growth of 7.8% across total U.S. multi-outlets, according to IRI.



“In the past, the category’s been viewed strictly as a seasonal category,” said Justin Brown, VP sales at Cosmederm Bioscience. “This category actually is a year-long problem [for consumers].”



That’s apparent with the number of successful line extensions in the anti-itch space. Both Beiersdorf and Chattem have launched extensions addressing diabetic skin care and eczema for Eucerin and Gold Bond Ultimate, respectively, and the products are moving exceptionally well. Sales of Eucerin totaled $17.3 million for the 52 weeks ended April 19, according to IRI, on growth of 67.5%. And Gold Bond Ultimate generated $13.9 million on 183.2% growth.



Eczema is one of the more prevalent conditions that drive consumers in search of an anti-itch solution. The National Eczema Association estimates that as many as 31.6 million Americans have eczema today, with 17.8 million suffering from moderate to severe cases.



One of the niche problems that Cosmederm identified is a significant itch associated with dry skin itch conditions, Brown said, noting that the typically dry winter weather exasperates such conditions as psoriasis or eczema. Cosmederm has marketed against that condition in the fourth and first quarters to great success, he said.



Aging skin is another way to segment the anti-itch category. “It’s a real quality-of-life condition [for seniors],” Brown said. “They can’t sleep through the night because their skin is irritable and itchy.” Senile pruritus impacts as many as 20.5 million seniors, Brown said.