WAUKESHA, Wis. — With some go-to-market guidance from Hamacher Resource Group, NovaGenesis LLC is set to launch its Recovery Skin Relief therapeutic skin care line at retail pharmacies next month.
Hamacher said that in the wake of a collaborative strategy session a year ago, it worked with NovaGenesis to devise a road map for the introduction of its Recovery Skin Relief Radiation Ultimate Soothing Cream, Diabetes Intense Hydrating Cream, and Eczema Extreme Moisturizing Cream products. The consumer retail health care marketing specialist provided NovaGenesis strategic and creative direction and execution that resulted in a series of deliverables, including new product names, advertisements, and point-of-purchase materials.
“We were confident our creams met a consumer need and should be in retail pharmacy, but weren’t sure we had considered all the necessary steps in our go-to-market strategy. We approached the National Community Pharmacists Association (NCPA) for assistance, and they recommended Hamacher Resource Group,” explained Martin Newman, chief operating officer of Sharon, Mass.-based NovaGenesis. “Hamacher opened our eyes to the steps necessary for a successful product line introduction. We relied on them heavily to reinvent our launch plan and develop product and support materials to help us educate and promote Recovery Skin Relief to all supply chain stakeholders.”
The new Recovery Skin Relief creams feature a proprietary water-borne emulsion to deliver hydrating ingredients far beneath the skin. Their targeted emollient blend provides a deep penetration for longer-lasting hydration, according to NovaGenesis. The non-sticky, non-greasy and fast-absorbing formulas are free from parabens, propylene glycol, sulfates, fragrance, dye and BHT.
Diabetes Intense Hydrating Cream quickly moistures the cracked, dry skin often experienced by people living with diabetes, while the Eczema Extreme Moisturizing Cream soothes and moisturizes flaky, cracked skin caused by eczema, the company said. The Radiation Ultimate Soothing Cream calms and moisturizes itching and burning skin from radiation treatments. The Recovery Skin Relief line also includes an original formula for hydrating relief from skin irritations on the body, hands and feet.
“When we contacted Hamacher, we soon discovered that we had a team of knowledgeable strategic advisors to collaborate with regarding business strategies,” stated Marjorie Newman, chief executive officer of NovaGenesis. “Their experience and expertise in the industry has provided us with impactful messaging, engaging marketing collateral and packaging that will stand out at shelf.”
The Recovery Skin Relief are available now through the brand’s website at recoveryskinrelief.com. Plans call for the products to hit retail shelves at pharmacies in September.
“It’s been a great collaboration with NovaGenesis. We followed the new product launch path of our Concept through Commercialization methodology, and the formal process made it easy to ensure we covered all the bases in the order necessary,” commented Dave Wendland, vice president of strategic relations and a member of the owners group at Hamacher. “We’re proud of our contributions to bringing these products to market.”
The cross-department effort from Hamacher’s team included such elements as competitive positioning, retail pricing strategies, buyer presentation and promotional pieces, according to Jen Johnston, senior marketing services account manager. “It’s always ideal to work with clients from strategy development through tactical execution,” she added. “Now, seeing the products on the market is very rewarding.”
Focusing on consumer healthcare at retail, Hamacher Resource Group provides category management, business strategy and marketing services to consumer product manufacturers, health care distributors, retailers, technology partners and other organizations.