Pfizer

Rid Lice Egg Loosener Gel began shipping June 15. For use after lice-killing shampoo, the product "works safely and effectively to help dissolve the substance that glues the nit (egg) to the hair. And, it can help you meet your school's 'no-nit' policy with less effort so your child can get back to school fast," labeling says. The 2 oz. gel is available separately for about $8 at suggested retail and in the Rid Advanced Removal System, consisting of 2 oz. Maximum Strength Lice Killing Shampoo and 2 oz. Lice Egg Loosener, for around $14. Both products come with Pfizer's patented egg removal comb. Pfizer will include the new gel in consumer print, TV and professional ads and will add it to the brand's Web site (www.licerid.com)