Sciens tapped for herb memory pill

NEW YORK: Nutrapharm, a supplier of neutraceuticals, has teamed up with Sciens Worldwide to educate consumers about Huperzine A, an herbal compound derived from Chinese club moss.

NEW YORK: Nutrapharm, a supplier of neutraceuticals, has teamed up with Sciens Worldwide to educate consumers about Huperzine A, an herbal compound derived from Chinese club moss.

The campaign, which will also target health professionals, will likely lean heavily on what the company calls 'emerging research' suggesting that Huperzine A can be as effective in treating memory impairments as pharmaceutical therapies. It is currently available in the US under the brand name Cerebra.

By inhibiting the breakdown of acetylcholine - a brain chemical involved in memory and learning - Huperzine A is said to enhance memory, concentration and focus.

'Companies like Nutra-pharm are very smart to involve PR in the marketing mix,' said Sciens president Kathy Cripps. 'We're enthusiastic about educating consumers and professionals about Huperzine A's benefits.'

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