Magazine article Drug Topics

Chesebrough Set to Unveil Cutex Nail Care System

Magazine article Drug Topics

Chesebrough Set to Unveil Cutex Nail Care System

Article excerpt

Chesebrough-Pond's Inc. will back the launch of its Cutex Manicare 10 nail care system with $2 million in print and TV ads this year. Targeted to 15-to 24-year-olds, the system will be advertised on MTV.

The company will spend another $11 million on advertising and promoting the other Cutex products this year. Five print ads and two television commercials have been prepared for 1994, said Terry Augenbraun, general manager, cosmetic and fragrance division, Chesebrough-Pond's, at a press briefing.

The Manicare 10 system consists of two products--concentrated gel capsules with alpha hydroxy acid, vitamins A and E, and panthenol for use on cuticles; and a Strong Nail brush-on nail developer with Knox gelatin as well as protein and vitamins to strengthen and protect nails. The system is priced at $6.99; capsule refills will be sold for $4.95.

Chesebrough-Pond's expects Manicare 10 to capture 10% of the $100 million nail treatment business. …

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