16 HA NDBOO
What factors are increasing the
baby OTC category’s traction
among shoppers today?
Les HamiLTOn: Specifically within the
baby and children’s cough/cold segment,
moms are looking for solutions that are
not only safe but also effective. While
there are number of products available
for kids ages six and up, there are limited
options for younger children. Hyland’s
Baby and 4 Kids brands provide products
that are safe for ages six months and up,
and they are effective, providing relief for
the whole family.
What are the top challenges
within the category?
The pediatric OTC space is quickly
becoming crowded, causing confusion for
moms who shop the category. Shoppers
are overwhelmed with numerous choices
available to them and not understanding
what the differences are, which causes
frustration. As a brand, our goal is to
ensure that consumers understand what
makes our products unique compared to
others; by educating them and ensuring
that they leave the store with the peace of
mind that they have made the right choice
for their families.
What is the secret to longevity in
Our company has been around for more
than 113 years and we have maintained
our focus on our core competency, making homeopathic products and ensuring
that they are accessible to everyone. Our
products are safe for the littlest members
of the family and provide natural and
effective relief that moms are looking for.
How can Hyland’s help retailers
increase category sales?
We have seen that brand blocking our
line of cough/cold products has been
effective. It not only helps with capturing repeat and incremental sales for consumers that are looking for the Hyland’s
brand, but also plays a role in capturing
new consumers by grabbing their attention with the entire line of products.
Secondary placements, including endcap
placements, have been a successful way to
drive more sales.
Other than on-package
descriptors, how does Hyland’s
work to educate consumers on
its products and its benefits?
With our pediatric cough/cold products,
there are a few different ways in which
we educate consumers on our products
and its benefits. Because our target audi-
ence is heavily influenced by digital, a
lot of our efforts are focused on ways to
reach moms via digital platforms. We
ensure that every touch point she has
with us online has consistent messaging
and that she can trust the information
that she finds. Our websites provide the
most updated information on product
benefits, reviews, store locator, etc., as
well as keeping information updated and
consistent on product pages found on
e-commerce partner sites. Additionally,
we continue to provide pertinent infor-
mation through our social media plat-
forms to help educate consumers.
What is new from Hyland’s in the
baby and children’s cough/cold
This year, we launched a number of new
cough/cold products in both the baby
and children’s category. We understand
the needs of moms who want to make
their children feel better, and with limited
options for younger kids, our brand provides a solution that is natural, safe and
Our new products include Hyland’s
Baby Mucus + Cold Relief (in both day
and night); Nighttime Tiny Cold Tablets,
safe for babies as young as six months;
and Hyland’s 4 Kids Cold ’n Cough (in
both day and night) in natural grape flavor and Mucus Day & Night Value Pack
for kids ages two- 12. n
Les HamiLTOn, president of HyLand’s, says the secret to the company’s longevity
is maintaining focus on its core competencies—homeopathic products.