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Curel

This article was originally published in The Rose Sheet

Executive Summary

Skin Healing Stick is a "concentrated formula to heal and soften dry skin" and is "clinically proven to seal in moisture better than the leading cream," Andrew Jergens claims. The twist-up, "no-mess" stick is ideal for "rough, cracked dry skin spots," Jergens noted. The company is planning an extensive sampling program, which will include the distribution of skin sticks to every dermatologist in the country. The 1.75 oz. healing stick, priced at $8.99, will be available in September. Jergens also will add larger, 18 oz. sizes of its Therapeutic Moisturizing Lotion in Original and Dry Skin formulas. The new products will carry a slightly higher price tag of $9.99, compared to the 13 oz. sizes, which retail for $7.99. Jergens expects to spend $10 mil. to $12 mil. for Curel TV advertising support
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