NonyX Nail Gel Rated Among Top Niche Brands in 2010 by Drug Store News

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The recently released Drug Store News "Annual Niche Brands/Brokers Report" lists NonyX® Nail Gel among the 500 top niche brands, according to Carol Buck, CEO of Xenna Corporation (http://www.xenna.com), based in Princeton, New Jersey.

Xenna Corporation

"Essentially, a niche product must offer something different and deliver on that promise."

The recently released Drug Store News "Annual Niche Brands/Brokers Report" lists NonyX® Nail Gel among the 500 top niche brands, according to Carol Buck, CEO of Xenna Corporation, based in Princeton, New Jersey.

Buck says, "The demand for natural products across a broad spectrum of consumer goods continues to increase. For those seeking unique, natural-based topicals for foot care, Xenna has developed two niche products: NonyX® Nail Gel, a topical exfoliant of yellow or dark keratin debris buildup under toenails and CalleX® Exfoliating Dry Heel Ointment, which both moisturizes and uses natural enzymes to gently exfoliate rough, scaly skin on feet."

The patented formulations in NonyX Nail Gel and CalleX® Ointment are focused on the cosmetic exfoliation of keratin - the protein found in skin and nails. Both products are diabetic-friendly, representing a significant demographic in foot care. "NonyX and CalleX have very high sales/store which is the sign of a successful niche brand," adds Buck.

According to the report, retailers need to pay close attention to product mix and how niche products fit into that mix. "The reality is, larger brands with more ubiquitous distribution only allow for competition and convenience….Niche enables retailers to compete more on product mix."

Anthony Raissen, president at InterQuantum, explains in the report that niche products also represent growth of market basket through incremental dollars. He says, "A lot of niche products add incremental dollars to the [category].

Buck agrees that product mix is central to profitability at drugstore, grocery and mass retailers, who are looking at metrics such as profit-per-square inch. The Annual Niche Brand/Brokers Report notes that when retailers discontinue niche products, they often discover that it costs them a customer-trip and upsets customers who are there to buy a specific product. It sends their business elsewhere.

While still a "niche" product in terms of being unique, NonyX Nail Gel is broadly distributed in most chain drugstores and many grocery and mass retailers. NonyX is on Facebook at http://www.facebook.com/pages/Nonyx-Nail-Gel/126217594112519?ref=ts.

NonyX Nail Gel 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 naturally, permitting it to be scraped out and exfoliated from under the nail, beginning after about four weeks. The result with regular use is clearer, healthier-looking toenails.

For those with rough, dry or cracked skin on heels and soles, Xenna offers acid-free CalleX Ointment. This peppermint scented salve uses natural enzymes to thin and soften hardened, thickened skin and exfoliate dry, cracked or scaly buildup as it moisturizes and rejuvenates heels and dry, scratchy soles. CalleX is on Facebook at http://www.facebook.com/pages/Callex-Exfoliating-Ointment/177971592235302?ref=ts.

"Essentially, a niche product must offer something different and deliver on that promise. Getting trial is always a challenge, but if the product works, word of mouth will do the rest," notes Buck.

Xenna products are used by podiatrists and can be found in the footcare section. For special offers and news about Xenna products, follow Xenna at http://www.twitter.com/xennacorp.

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, Monday-Friday Eastern Time) or email info(at)xenna(dot)com.

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Carol J. Buck
Xenna Corporation
800-368-6003
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