Father and child reunion only home test away BYDREWBUONO released its DNA Paternity Test 10 years ago through its Web site, www.dnatesting.com. Since then, sales have been steadily increasing, landing the product in retail stores, beginning late last year with Rite Aid and Longs and, this month, moving into some 5,500 CVS stores. The first DNA test kit ever sold through major retail stores, the product can now be found in 45 states. BRAND With an Identigene DNA Paternity Test collection kit, mom, child and alleged father collect DNA samples by rubbing a swab inside their mouths. The samples, along with completed consent forms and a lab fee of $119, are then sent in the enclosed, postage-paid return envelope to Identigene’s laboratory for processing. “For people with questions only a DNA test can answer, the convenience and affordability of purchasing a kit off the shelf at the corner store can be very important,” said Doug Fogg, chief operating officer at Identigene.
Studies indicate that questions of paternity may exist in as much as 10 percent of the general population. In many cases, a DNA paternity test is needed for legal purposes, such as for issues of child support or child custody.
In response to this trend, Identigene first
PERCENT SALES*
CHANGE
9.1%
18. 5 10.0 1. 3
- 9. 3 279.1 - 38. 6 - 32. 6 - 44. 7 434.4 - 13. 2
N/A
CATEGORY TOTAL
FIRST CHECK
AT HOME
IDENTIGENE DNA PATERNITY TEST HOME ACCESS
CARDIOCHEK
CHOLESTRAK
BABY START
OMRON
CARDIO CHEK
TEST MEDICA HOME SCREEN FERTELL
* in millions Source: Information Resources Inc. for the 52 weeks ended April 20,
2008, for food, drug and mass, excluding Wal-Mart; Identigene for the six months ended June 3, 2008
$40.3
21. 2
13. 4
5. 5
1. 4
8. 3
7. 3
5. 5
4. 3
4.0
3. 3
3. 1
BY ANTOINETTE ALEXANDER
PERCENT SALES*
CHANGE
1.8%
1. 1 -0.8 13. 5 7. 3 - 11. 2 - 10. 1 12. 3 - 12. 7 30.1 1. 7
Following its success BRAND in the ethnic hair care segment, niche player CATEGORY TOTAL Dr. Miracle’s is breaking NEUTROGENA OIL FREE ACNE WASH into the ethnic skin care CLEARASIL ULTRA market with its new My UNIVERSITY MEDICAL ACNEFREE
Goodbye Acne System. OXY
The three-step preventative acne solution is the CLEARASIL first of the brand’s new BIORE PORE PERFECT SkinMeds collection. The NEUTROGENA RAPID regimen starts off with an AVEENO CLEAR COMPLEXION exfoliating cleanser to PRIVATE LABEL gently eliminate dead
ST IVES SWISS FORMULA
skin cells while washing away excess oil and dirt. * in millions
Source: Information Resources Inc. for the 52 weeks ended May
Next is the tone-balancing 18, 2008, for food, drug and mass, excluding Wal-Mart regenerating toner, followed by a tingling repairing lotion to kill acne and blackheads before they start.
The system features the company’s Thermalceutical Complex, which is designed to calm and cool acne lesions found in African-American and ethnic skin types. The
$345.6
29. 2
27. 2
24.0
15. 4
15. 4
13. 6
12. 8
12. 7
11. 4
11. 4
signature “Feel It” formula tingles as it penetrates deep into pores.
While there are many acne-fight-ing products on the market, the company has found that, according to research, the sensitivity of darker-skin types requires special treatment to avoid acne.
Citing recent Markitecture findings, 75 percent of women of color are searching for products that are ethnically formulated to help battle their specific skin problems. Furthermore, many ( 71 percent) of Dr. Miracle’s users believe that products made tar-
geting African-American women are better suited for their needs.
Among the brand’s consumer base, more than half ( 59 percent) have stated that they would be predisposed to buying skin care products from the Dr. Miracle’s brand, the company stated.
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