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.
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