The "New Consumer" Focused on Saving Money With At-Home Personal Care Products, Says Xenna CEO

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All reports are in, and they unfailingly point to a shopper mindset which is focused on product value and saving money, says Carol J. Buck, CEO of Xenna Corporation (http://www.xenna.com) . “Personal care and cosmetic products are necessities,” she says, but “consumers are using a number of different strategies to save money while getting the products they want and need.”

All reports are in, and they unfailingly point to a shopper mindset which is focused on product value and saving money, says Carol J. Buck, CEO of Xenna Corporation (http://www.xenna.com) . “Personal care and cosmetic products are necessities,” she says, but “consumers are using a number of different strategies to save money while getting the products they want and need.”

Those strategies include trying to make products last longer, using coupons and rebates and using at-home beauty products instead of making trips to the salon or spa.

Manufacturers have responded to the increased demand for savings by ramping up their rebate and coupon offers. According to Drug Store News, the number of digital coupon events increased by 84% over the first half of 2010 as compared with the year-ago period while the number of manufacturers offering digital coupons rose 32%.

In making decisions about what personal care products best fit their needs, there’s no doubt that in addition to saving money, consumers want a broad range of choices, according to Buck. The way to accomplish that, she says, is for retailers to have a broad, non-duplicative selection of brands. Xenna’s natural foot and hair care products fit nicely into this strategy by being SKUs with unique, patented formulations which can’t be found in other products.

A leader in natural, diabetic-friendly foot care, Xenna’s NonyX Nail Gel and CalleX Ointment are distributed throughout the U.S. in chain drugstores, grocery and mass retailers, including Walmart, Walgreens, Rite Aid and CVS. NonyX Nail Gel was recently ranked among the top 250 niche brands in the U.S.

NonyX Nail Gel is a good example of a brand that offers value to both the consumer and retailer. It is a topical, easy-to-use gel that breaks down and removes keratin debris -- the discolored, yellow, or dark granular buildup under toenails. NonyX Gel softens keratin debris buildup permitting it to be scraped out and exfoliated from under the nail after several weeks of regular use. It offers the retailer a high margin and the consumer a money-back guarantee of satisfaction, along with a $5 rebate right after purchase.

NonyX is on Facebook at http://www.facebook.com/pages/Nonyx-Nail-Gel/126217594112519?ref=ts.

Acid-free, diabetic-friendly CalleX Ointment is likewise a high-margin, unique brand that has been on retail shelves since 2004 as the only enzyme-based foot exfoliant and moisturizer within for those with dry or cracked feet.. CalleX is on Facebook at http://www.facebook.com/pages/Callex-Exfoliating-Ointment/177971592235302?ref=ts.

“Despite the economy, there’s a greater emphasis on appearance than ever, especially for women and younger men who want to look good in sandals or flip-flops,” says Buck. “No one wants to live with the embarrassment of ugly toenails or cracked feet.”

$4 and $5 rebate coupons for NonyX Nail Gel and CalleX Ointment are available at http://www.xenna.com/xenna_coupons.html. For special offers and news about Xenna products, follow Xenna at http://www.twitter.com/xennacorp.

Xenna also manufactures patented Curlaway® Curl Relaxer, a use-at-home, non-alkaline gradual hair relaxer that’s more than a texturizer and less than a chemical straightener. Curlaway is ideal for relaxing hair without breakage, adding shine and detangling childrens’ hair. It is unique within its category as a product for refreshing perms without the use of harsh chemicals. “Women can spend hundreds of dollars on salon visits and wigs or they can begin using Curlaway and enjoy long, relaxed, healthy-looking hair that is their own. I invented Curlaway because I was a curly-head myself and wanted to enjoy straighter hair without using chemical relaxers,” concludes Buck. Curlaway is sold in select Walgreens stores (http://www.curlaway.com) and on its website.

Xenna products are biodegradable, free of chemical preservatives, free of parabens and not tested on animals.

NonyX can be found in the footcare aisle at Walgreens, CVS, Walmart, Rite Aid, Duane Reade, Kinney Drugs, HEB and Kerr Drug, through Publix, Medicine Shoppe, ShopKo, Harris Teeter, Hannaford, Sweetbay and online at http://www.drugstore.com.

CalleX Ointment is available in the footcare aisle at Walgreens, Rite Aid and Kinney Drugs, through Publix, Medicine Shoppe, HEB, Kerr Drug, Stop & Shop and online at http://www.drugstore.com.

About Xenna: Xenna Corporation is a privately-held, woman-owned company based in Princeton, NJ which develops and distributes natural personal care products for skin, hair and nails. To contact them call 800-368-6003 (business hours, Mon-Friday Eastern Time) or email customerservice(at)xenna(dot)com. View their press page at http://www.xenna.com/xenna_pressPage.html.

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