Xenna CEO Says Foot Care Products Meet Needs of Supermarket Shoppers

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Supermarkets, “that want to do more than get their feet wet in the foot care category will need to take more advantage of the wide range of available products,” according to the 2011-2012 Non-Foods Management Industry Report. The report underscores the fact that convenience is the grocery channel’s secret weapon. This is especially the case when gasoline prices rise, says Carol Buck, CEO of Xenna Corporation.

Supermarkets, “that want to do more than get their feet wet in the foot care category will need to take more advantage of the wide range of available products,” according to the 2011-2012 Non-Foods Management Industry Report. The report underscores the fact that convenience is the grocery channel’s secret weapon.

This is especially the case when gasoline prices rise, says Carol Buck, CEO of Xenna Corporation. (http://www.xenna.com). “For the sake of convenience, we know that consumers will pick up foot care products while grocery shopping, if they’re available, especially with the significant cost of fuel. Shoppers are looking to meet as many of their needs as possible in one location.”

A recipient of the TOP 50 Research Facilities Award in 2006, Xenna distributes natural foot care products nationwide through supermarkets, mass retailers and chain drugstores, including retail giants WalMart, Walgreens, Rite Aid and CVS, and many grocery chains carry Xenna foot care products, including HEB, Stop & Shop, Publix and Harris Teeter.

According to the recent Non-Foods Management Industry Report, important components of grocery chains’ foot care assortment such as foot creams and athlete’s foot remedies are staple items, but the desire for convenience, especially among working women can make the difference between a profitable and not-so-profitable category.

“Foot care selections by grocery stores should attempt to mirror the SKUs sold by chain drug and mass retailers, but cut down on alternative sizes and line extensions,” notes Buck. Xenna distributes natural, diabetic-friendly NonyX® Nail Gel, designed to improve the appearance of discolored toenails, and CalleX®, an enzyme-based ointment for dry, cracked feet.

“There is no reason for grocery stores to believe that their shoppers have different foot care needs than those who shop in drugstores or mass retailers for these items. As a woman, I can say that each of my grocery shopping trips includes a walk down the personal and beauty care aisles, as a treat to myself and sometimes my husband.”

With the US population aging and rising rates of diabetic and pre-diabetic populations, Xenna footcare fills a growing need for diabetic-friendly footcare choices. “As with other shoppers, it’s convenient for diabetics to pick up personal care items at the supermarket while grocery shopping,” says Buck.

Based on patented formulations that focus on the cosmetic exfoliation of excess keratin, the protein found in skin, nails and hair, NonyX Nail Gel and CalleX Dry Heel Ointment are logical choices for diabetics or those opting to follow an at-home, natural foot care regimen.

Used by podiatrists since 2001, NonyX Nail Gel was rated as a “top niche brand” by Drug Store News in 2010. NonyX Gel is a natural, diabetic-friendly topical gel, formulated to improve the appearance of yellow, discolored toenails. Sold in pharmacies and the foot care section of national drug, grocery and mass retail chains, NonyX Gel (pronounced “Non-X”) breaks down and removes keratin debris – the discolored or yellow granular substance under toenails that makes them so unattractive.

Applied daily, NonyX Gel results in improved nail color and clarity within 5 to 9 months as keratin debris is exfoliated. Once keratin debris is removed, continued use of NonyX Gel then keeps nails clear and healthy-looking.

Xenna’s acid-free CalleX Exfoliating Ointment softens and exfoliates dry, cracked feet using natural, fast-acting enzymes. Applied twice daily without the need for directly scraping skin (a particularly bad idea for diabetics), feet are smooth and soft in 2 to 4 weeks.

Fragranced with peppermint oil, CalleX Ointment helps keep foot odor at bay and is free from potentially irritating urea, salicylic acid, parabens, lanolin and colorants.

$4 and $5 rebate coupons for NonyX Nail Gel and CalleX Ointment downloadable at http://www.xenna.com. All Xenna products are also 100% money-back guaranteed.

Buck says, “More than ever, consumers are looking for innovative, natural solutions in personal care, and for convenience when it comes to shopping. Our brands have performed well in the grocery channel, and we expect grocery volume to increase in 2012 with the revival of the economy to full strength.”

NonyX can be found in the footcare aisle at Walgreens, Walmart, CVS, Rite Aid (larger stores), Duane Reade, Kinney Drugs, Kerr Drug, HEB, Publix, many Medicine Shoppes, ShopKo and Harris Teeter.

CalleX Ointment is available in the footcare aisle at Walgreens, Rite Aid, Kinney Drugs, Publix, many Medicine Shoppes, Kerr Drug and Stop & Shop.

Both products are also available online at http://www.drugstore.com and http://www.xenna.com.

Xenna products are biodegradable, contain no animal byproducts and are not tested on animals.

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).

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Carol J. Buck
Xenna Corporation
(800) 368-6003
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