LOS ANGELES — Dr. Fresh Inc. is preparing for the cold and flu season with the launch of Infectiguard Hand Sanitizer.

The product contains 62% alcohol, more than the 60% minimum that the Centers for Disease Control and Prevention stipulates to effectively kill germs, along with significant amounts of aloe, vitamin E and other moisturizing ingredients, according to the company.

The hand sanitizer category is thriving in large part because of the H1N1 "swine flu" epidemic and the fact that flu season is now virtually year-round, with 75% of the virus spread through hand-to-mouth or hand-to-eye transmission, explains a Dr. Fresh spokesman.

Infectiguard has been proven to kill 99.99% of germs without the use of water, soap or towels, the spokesman says.

The product is available in a variety of sizes and formats, including hand sanitizer 8-ounce pump bottles and 1.8-ounce bottles as well as a hand sanitizer spray two-pack.

A combo pack includes an 8-ounce pump bottle and a 0.5-ounce bottle. And another product, the Infectiguard Instant Toothbrush Sanitizer, is a storage case that disinfects a toothbrush with an ultraviolet light.

Infectiguard is available at Walgreen Co. and other chain drug stores and mass retail outlets nationwide.

Dr. Fresh’s marketing plan for Infectiguard Hand Sanitizer encompasses the leading print media, including Reader’s Digest, Prevention, Us Weekly, Parents and Ladies’ Home Journal, as well as a public relations outreach program.