Drugstore.com Inc. is proving the value of web distribution as a way to create pre-launch demand for a product. Drugstore recently participated in the pre-launch of Procter & Gamble`s Crest Whitestrips toothpaste. Today, it announced it will be part of the pre-launch of P&G;’s ThermaCare Air-Activated HeatWraps.
Beginning today, ThermaCare HeatWraps, air-activated wraps that provide at least eight hours of therapeutic heat, will be available for pre-sale at Drugstore.com.
"Drugstore.com was able to deliver very positive results on the pre-order campaign for Crest Whitestrips, providing 18% of the product`s consumption early on," said Catharine Trible, general manager of the Medicine Cabinet store for Drugstore.com. "We are looking forward to repeating the success with this exciting, new ThermaCare product line."
P&G; will launch the product Jan. 7. Customers at Drugstore.com can order the wraps for delivery after Jan. 7.