August7 Oct 2016 22:05
“Our research has revealed abnormal levels of frustration with head lice products relative to other OTC categories,” says Jonathan Hill, TyraTech country manager at Ceuta Healthcare, which markets Vamousse.
“Head lice are notoriously difficult to get rid of, despite the use of expensive treatments, with blame commonly directed at products that fail to deliver against bold performance claims. A little understood fact is the most OTC treatments work on contact (therefore diligent application is key) and many require repeat treatment in order to be effective. Community pharmacists can play a key role helping parents to understand this.”
“Ensure you are aware of the differences between types of product so you can educate customers and enable them to make informed choices on the best solution,” says Mr Hill.
Vamousse is being advertised on TV and in cinemas during the August and September back to school period. The TV advert builds on mums’ sense of resignation at head lice returning, with the 30-second commercial telling the story of a new sheriff (mum) who is confronted by a marauding head lice gang in a classic Western stand-off. However, it’s “high noon” for these head lice as the sheriff has something new to fight them with.
The brand has recently introduced a Vamousse Protective Shampoo for regular use during high-risk periods, such as back to school, or for protection from further outbreaks after treatment. Vamousse is also now included within the Minor Ailments Service in Scotland.
Hedrin brand manager Caroline Wheeler, says: “Our research found a third of parents said they felt stressed when finding head lice in their child’s hair, with 47 per cent fearing they would be judged if they didn’t deal with them quickly. We also found that only 35 per cent of parents felt confident about their ability to deal with head lice, so there’s still some work to be done.”
It’s important that pharmacy teams check that parents understand what to expect from a treatment. “Does it need a second application?” says Ms Wheeler. “If it is a physical killer, which does not work by poisoning, it needs to cover hair completely. Nits left on hair after treatment need to be removed physically – they are not a sign the treatment hasn’t worked. Children may still feel itchy after treatment.”
Community pharmacy teams can expect an increase in detection rates around the back-to-school period. “This is a key time to increase visibility of head lice products and information,” she says. “Some parents can still be embarrassed about asking for products, so dual siting in front of counter as well as behind may help.”
Hedrin’s packaging has been relaunched with colour-coded packs for easier selection and the latest addition to the range is Hedrin Stubborn Egg Loosening Lotion for nit removal. A new TV campaign
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