Online Exclusives

Oxy Ups the Ante

By Christine Esposito, Associate Editor | April 16, 2013

Oxy is back in the OTC marketplace.

For many a teen, fighting a big zit meant popping open a container of Oxy pads. The brand has been a trusted weapon in the war on acne for more than 30 years.

Now, The Mentholatum Company, Orchard Park, NY, has rolled out new and improved Oxy products that company officials contend will be among the most highly effective and easiest to understand on the market.

The products are contained within two lines—Oxy Maximum Action and Oxy Daily Defense. Both are uniquely segmented and include new color-coded packaging that spells out product benefits, active ingredients and recommended usages, according to the company.

The idea is to cut through the clutter at the store level, making it easier for consumers to find what they need.

“Teen and moms are confused; they are overwhelmed when they come to the shelf,” Meryl Reis, vice president R&D, told HAPPI.

The new Oxy portfolio consists of two distinct lines grouped by active ingredients that are designed to either kill acne bacteria or provide maintenance for acne-prone skin. The Oxy Maximum Action includes benzoyl peroxide to treat acne flare-ups and eliminate acne bacteria for visibly clearer skin, while Oxy Daily Defense, has salicylic acid for everyday maintenance.

Both go-to ingredients are endorsed by the American Academy of Dermatology and are recommended widely by dermatologists for treating acne.

In addition to existing products offered by Oxy, the stable has been bulked up. There are three new products in the Maximum Action line: Maximum Action Advanced Face Wash, Maximum Action Treatment Pads, Maximum Action Spot Treatment and Maximum Action Tinted Spot Treatment.

Oxy formulated the face wash to effectively deliver the BPO, but also offer a better sensory experience, according to Reis. It has a “creamy lather cleansing system to get the feeling of clean. Others washes have that flat feeling,” she said.

The Oxy overhaul also included swapping out a solubilizer in the BPO pads to keep products stable on the shelf.

The spot treatments were also tweaked. For example, the Maximum Action Spot Treatment, which has ben shown to kill 99% of acne bacteria in eight hours, is formulated with cell regeneration technology for brighter skin. It contains 10% benzoyl peroxide and now comes in an improved tube with a control applicator.

The Oxy Daily Defense range includes new Daily Defense Face Wash, Daily Defense Face Scrub, Daily Defense Facial Cleanser and Daily Defense Exfoliating Face Scrub. This line also includes a hydrating body wash and exfoliating and cleansing pads.

The Daily Defense Face Wash has a patented ingredient that allows 25 times more acne medicine to remain on the skin after rinsing for long-lasting treatment and features 2% salicylic acid, according to the company. The sensitive cleansing pads is formulated with Polyolprepolymer 15, which holds 0.5% salicylic acid on skin to fight acne over time, as well as Symcalmin, which soothes skin and reduces redness.

Retail prices for both Oxy ranges run between $4.50 and $6.99 per product, which makes them affordable treatments options for acne sufferers whether they are under a doctor’s care or going it alone.

“Our products offer value, Res said. “Derms want to be able to offer that, with their prescription product as adjunct therapy. They can tell their patients that these are efficacious, affordable and they can find them at their local retailer.

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