Health Direct eyes younger clientele

Natural supplements firm Health Direct is gearing up for a campaign to attract a younger audience as it releases pain reliever Inflamol in the UK.

Marketing manager Claire Nightingale said the mail-order operation wanted to promote its product range to a 'wider and younger audience', and would kick-start this with a campaign around the release of the anti-inflammatory treatment.

Inflamol has been on the market in the US since last year, and Guernsey-based Health Direct is hoping to position it as a natural alternative to ibuprofen and aspirin – both of which can irritate the stomach.

It is also hoping to capture some of the market vacated by the high-profile withdrawal of Merck's painkiller Vioxx.

The firm, the third biggest in the UK's £100m home-shopping supplements sector, wants to build market share by looking outside its traditional consumer base of over-50s repeat purchasers.

It has developed an online shopping portal and has been promoting its ranges of 'younger' products including PMT-relief tablets, hangover cures such as Cheers, and Viagra-alternative Horny Goat Weed.

London agency Republic is being used for a consumer media campaign to launch Inflamol to the UK market, and at the same time publicise the advice around vitamins and supplements available on the revamped site.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in