REVLON's OTC PAIN RELIEF PRODUCT MITCHUM SOLID RELIEF Pain Relieving Stick, is being introduced this month at mass market outlets. The solid-gel formula will be positioned as a "clean and efficient" alternative to cream analgesic rubs for temporary relief from minor arthritis pain and aching muscles, according to Revlon. A 2 oz. stick will be priced at a suggested $4.99. Solid Relief will be offered in two formulas: "Extra Strength" and "Maximum Strength." Labels on both products will state: "Contains more pain medication than the leading ointment." Revlon said in a press release that both the Extra and Maximum Strengths contain more of the active ingredients methyl salicylate and menthol than the "most popular rubs." Maximum Strength Mitchum Solid Relief contains "more than any product now available," Revlon noted. The "Extra Strength" contains a 30% concentration of methyl salicylate and 13% menthol, while the "Maximum Strength" product contains 35% methyl salicylate and 15% menthol. The solid-gel stick formulas will be advertised as penetrating skin more efficiently than ointments, particularly in "hard-to-reach" areas, Revlon says. The stick form also provides a massaging action, the company noted. Solid Relief is formulated for quick applications; it will not stain skin or clothes and does not leave an oily or waxy residue like cream rubs, according to the company. Since it sold its Norcliff-Thayer unit to Beecham in 1985, Revlon's OTC drug business has been limited to drug/cosmetic type products such as dandruff shampoos and antiperspirants. Those products fit more closely with Revlon's strategic focus on cosmetics and fragrances. The Mitchum analgesic product gives Revlon a chance to see if the "stick" cosmetic technology can cross over into the OTC drug area and gain consumer acceptance as a novel external analgesic product.
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