Page 74 - P4403.14-V106 July OTC Magazine 2025

74 MEDICATED SKIN / SKINCARE
Range Recommendations
Treat and Manage Very Dry and Eczema-Prone Skin

for Children with Oilatum

P Meds

Itch Relief Itch Relief

Brand Blocks Medicated Shampoo

A range that includes GSL medicines with proven clinical performance to treat
Oilatum Children & Baby eczema.

Trusted and recommended by families, HCPs and Pharmacists since 1964. *

Award winning products and endorsed by the British Skin Foundation .**

Brand Blocks

Treatment Range: For the treatment of eczema & dry skin conditions

Aveeno

Itch Relief Section: P Meds:
Itch relief products over trade in pharmacy (likely Put P meds on fixture (in a perspex box) to
bought alongside prescription). Merchandise all encourage shoppers to trade up to bigger
itch relief together and highlight on shelf to give packs/more efficacious products.
stand out to this category.
Medicated Shampoo:
Ideally, medicated shampoos would be
Brand Blocks: merchandised with the rest of haircare as this is
Create brand blocks where possible to grow Daily Care Range: For the daily management of eczema-prone & dry
basket size and encourage shoppers to buy across where shoppers expect to find them. However if skin conditions
the range. Shoppers are loyal to the brand they they sit with medicated skincare group, then
have been prescribed if it works for them. have shampoos together.

Children & Baby:
Oilatum: Parents looking for child-specific products, ensure
Oilatum’s growth is consistent across medicated baby/kids are represented on the fixture and group
skin . Ensure it is well represented on fixture. together.

Aveeno:
Aveeno straddles both medicated and everyday
skincare, sit close to everyday skincare

*, ** - referring to cosmetic products

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