The FDA said that more than 130 people have lost their sense of smell after using Zicam Cold Remedy Nasal Gel and Zicam Cold Remedy Gel Swabs. Matrixx is voluntarily withdrawing them from the market.
The Scottsdale, AZ-based healthcare company plans to publish open letters to consumers in major newspapers and has updated its Web site with a message for consumers. GolinHarris, AOR for Zicam, is providing support.
Negin Kamali, VP at GolinHarris, said by e-mail that the main messages Matrixx is trying to communicate are the importance of consumer safety, what steps consumers should take, the research behind the product, the company's compliance with the FDA, and the fact that Matrixx is willing to share its data with the FDA.
She also noted that the company is using IR, integrated advertising, and employee communications, in addition to traditional and social media, to communicate with the public at this time.